[9] Comparethemarket.com.au was the first commercial comparison website in Australia to disclose the amount of commission it receives from participating health funds.

As of 2016, the standardised flat fee equated to a net present value of 27.75 percent of the first-year premium of the health insurance product sold by the company.

[12] The meerkat advertisements started with Aleksandr Orlov's mission to clear the confusion up for Australians who mistook his website comparethemeerkat.com.au for comparethemarket.com.au.

[13] The same marketing campaign was launched years earlier in the United Kingdom for comparethemarket.com, which ended up topping a Nielsen consumer poll to be dubbed “UK’s most loved ad”.

[16] The storyline continued with Aleksandr Orlov buying the Compare the Market business, and introduced a human character named Tom.