Morning zzaj, Totally agree with your point as to not buyng cheapest-but just hapens that the top 10 quotes from 2 of main 3 comparison websites are all within £20-£30 of eah other.
Will adda a further point that up until comparison websites came along, like me, I didn't realise there were so many companies (not just insurance) to choose from and for this reason, until comparison sites & t'interweb came along, such choices were not possible.
Have done a geat deal of searching of companies I would be looking to use but also good to have a review from a 'trusted none interested party'! As you point out, use a name you know does help, in this case (& admitted by them) company I am know certain to use is actually Avivs, in all but name!
However, will be taking a break from insurance searches etc., for the moment as having grandson this pm which am looking forward to (6 months of age) so it's all boys together...for a couple of hours anyway & have lready downloaded 'fart & burp piano', for his enjoyment, obviously!