MMA is set to take on the aggregators with a £20m marketing campaign to back its planned price comparison website.
MMA, which owns personal lines broker Swinton, wants the campaign to go live in January 2012.
The £20m investment would be in line with the amounts the top aggregators spend on their advertising campaigns.
Gocompare spent £27.8m on advertising last year. Confused spent £20.5m, Moneysupermarket spent £19.4m and BGL, which owns Comparethemarket, spent £17.4m, Insurance Times understands.
MMA was unavailable for comment.
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