The sector was shaken up by the ground breaking Compare the Market campaign in 2009 and Confused.com, along with other established competitors lost market share.
In December 2012 another advert was launched this time featuring Maurice Wigglethorpe-Throom (played by Robert Webb) the founder of Compare the Market and his assistant Spencer who find out about Aleksandr (who makes a cameo appearance in a photograph) and Compare the Meerkat.