At the top level, founding Managing Director Kate Armstrong, an IT consultant originally from Sydney, retired from the business in 2005, following the successful flotation of the Admiral Group.

[6] It was with some degree of surprise therefore that the industry received news of Williams' departure to join a relatively unknown insurance broker.

Chidwick remained in place until January 2012, and was succeeded by Admiral Group senior manager Nic Weng Kan followed by Martin Coriat.

Before joining Confused.com, Dukes served in product leadership and general management roles in high growth companies within the financial services and eCommerce sectors.

[14] In early years, Confused.com achieved success with a simple, repetitive direct response advertising format, in which a man described what Confused.com was offering, with a slightly different variant being used from 2003 until 2005.

This led to the longest running of Confused.com’s campaigns, starting from 2005 until 2008, featuring simple cardboard props on a white background, later with people saying they were "Confused.com" by the depicted marketplace.

None have emulated the success of the initial campaign and Confused.com has slipped from the position of market leader to being the fourth largest car insurance comparison website in the UK.

[17] In September 2010, Confused.com introduced the character of "Cara Confused"[18][19] a wild-haired animated version of the original company mascot that was present on the former Confused.com logo.

In February 2011 an advert started featuring Cara (voiced by West End star Louise Dearman) singing the Diana Ross track "Chain Reaction".

[22] On 1 June 2013, a campaign launched featuring a robot named Brian, depicted as being on a mission to help people to "save pounds".

[24] On 17 August 2018, following a run of 6 adverts, James Corden was replaced in favour of a new direction and new frontman Timothy Murphy.