GoCompare.com Limited, trading as Go.Compare (formerly GoCompare from 2017 until 2022, and GoCompare.com until 2017, styled as GO.COMPARE) is a Welsh financial services comparison company based in Cardiff, Wales.

On 14 August 2012, the company launched "Covered mag", an online magazine that claims to be "unlike any other financial publication you've ever read".

[13] On 19 August 2009, the company launched an advertising campaign featuring a fictional Italian tenor called Gio Compario, played by Wynne Evans.

[15] In response to this reaction, Go Compare deliberately subverted the campaign in July 2012 by running a series of adverts where celebrity guests such as Sue Barker, Jimmy Carr, Stuart Pearce, Ray Mears, Louie Spence and Stephen Hawking lined up to "silence" the character of Gio Compario.

[18] In September 2007 the company admitted that, on one occasion, an unlawful breach of privacy had taken place with regard to the passing on of data provided by customers.

[21] In August 2019 the company received criticism from road safety organisations after debuting an advert depicting the Gio Compario character crashing into a tree and flipping over.