New site will be called and aims to build on its current number two standing in the Netherlands

BGL Group has rebranded the Dutch price comparison website it bought in July 2012,, as

The rebrand will be supported by a new ad campaign across TV, radio and online channels featuring the new face of Hoy hoy, a sloth called Aart.

Since acquiring the site, which is currently the number two insurance price comparison business in the Dutch market, BGL has invested in the business, expanding the number of insurer partners, customer numbers and developing the executive team.

BGL group director of brand-led businesses Kal Atwal said: “We believe the Netherlands presents a very real growth opportunity for us. Dutch consumers are open to buying online but insurance is still seen as a very confusing purchase. Currently, 50% of consumers use price comparison sites but mainly for research. The next step is to increase the numbers who go on to buy.”