We provide solutions to the FinTech and financial services sector, offering a partnership that delivers more than a piece of software.

We build financial technology solutions.

theidol.com is a disruptive technology company based in Penrith, Cumbria, on the edge of the stunning Lake District National Park. Idol office pic 1

We’re an authorised intermediary and provide our service to numerous household comparison sites.

Our expertise combined with our knowledge in consumer financial products has led to successful, evolving relationships with partners over many years.

We don’t just understand financial technology – we understand our customers. It’s why we continue to retain great relationships with our partners year after year through our attention to detail and quality of service.the Lake District
The Idol officeIdol office pic 2

Comparison specialists...

  • Travel insurance
  • Life insurance
  • Pet insurance
  • Annuities
  • Over 50s life insurance
Idol office pic 3

£38 billion

+ of life insurance cover delivered to customers.

20 million

+ policies sold.

6 million

+ insurance premiums processed and quoted every day.

Incubator brands

In addition to our successful partnerships, we develop and launch our own disruptor products and brands into the market where we're able to test new concepts in the real-world.

Here, we gather immediate feedback and learning that can be applied in a process of continual product improvement, ultimately designed to enhance the customer experience. These products are highly scalable to meet demand or pivoted into entirely new propositions.

We're authorised and regulated by the Financial Conduct Authority for the sale of regulated insurance products.

Compare Cover

Compare travel, life and pet insurance quotes from UK insurance providers with Compare Cover.

We make it easy for customers to compare different policies online.

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Protect my People

Death-in-service comparison, also known as group life insurance.

Dedicated to helping SME businesses find the right death-in-service protection for their employees.

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Annuity Ready

Compare lifetime annuity quotes across the whole of the UK market.

This helps save customers time, so they can make an informed choice on the annuity that’s right for them.

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Comparison pioneers.

Our story began in 1999 as Investment Discounts On Line - a lean start-up business, led by five founders with extensive experience in financial services, management and IT. The vision was to provide life insurance on the internet through a pioneering online comparison service.

The team were aided by a gifted engineering graduate (Paul Tyson) who built the QuoteLink system, allowing customers to gain instant quotes online. This was backed by an automated system for delivering and tracking paper applications. Together, this was wrapped up and presented as a slick, customer-friendly website: theidol.com

Expanding into a range of other products, we then partnered with insurance comparison brands in the early 2000s providing our products as a white label service. We're still working with them today.

A diverse future

Nearly twenty years later – with countless product innovations launched and IT projects delivered to major clients – we’ve tripled in size and established our prominent role supporting the comparison insurance industry.

Following an investment by Legal & General in 2010 Paul took over the reigns as managing director in 2013 and with the leadership team has led the company's significant growth expansion and product diversification. This led to Legal & General becoming our full owners in 2016.

1999 feels like a very long time ago. It's almost impossible to consider the progress we've made, however the excitement and opportunity is in looking forward.

Our values...

employee at computer
Never stand still

Never stand still

We helped pioneer online insurance comparison but that doesn’t define our legacy. We’ve grown and just as technology will never stand still, neither will we.

Learn. Develop. Grow.

Learn. Develop. Grow.

We believe in the value of personal and professional growth no matter the entry level or experience. We’re proud to offer apprenticeships and qualifications through to bootcamps and short courses.

two employees having lunchemployee looking at a white board
employees at Winter Droving festivalemployee looking at the camera
We're people people

We’re people people.

We’re not robots (even though we think robots are pretty cool). We’re people who collaborate, challenge, design and engineer technical solutions, always with our customers in mind.

employees on the phonedirector looking at a white board
employee cycling into workemployee playing pool
Work life balance

Work life balance

Adopting a flexible, healthy work life balance is an essential part of our culture. Our modern custom-built office in Penrith is the perfect working environment for our teams, with spacious social working areas, free hot/cold drinks and fresh fruit. Facilities include an on-site gym, table tennis, showers and parking.

Investment Discounts On Line Ltd is part of the Legal & General Group.
Our operating address is: The Edge, Eden Business Park, Penrith, Cumbria, CA11 9FB.
Our registered address is: One Coleman Street, London, EC2R 5AA.
Registered in England & Wales, company no. 04231834.