In the UK pretty much every second advert on TV is for a car insurance price comparison site. The 3rd best selling book last Christmas was the fictional account of the character of one of these adverts (a meerkat called Aleksandr). Meanwhile the market leader is a FTSE 250 company. As such I couldn't believe it when I read (in the TC article) that Leaky is the first (or even the 10th) real-time aggregator in the US.

These sort of sites aren't a perfect solution by any means, but a large % of people in the UK now use them to buy car insurance, and so presumably Leaky is on the road (see what I did there...) to being a household name by doing the same thing in the US.