News moves into credit space with new comparison site

News Corp is positioning itself between consumers and financial institutions with a new digital comparison site.

Amid “a myriad of consumer-friendly topics, trusted, factual and up-to-date information and articles”, the new site will offer product and merchant comparisons on its news.com.au site under the News Compare and Compare Money brands.

Managing director of client product Pippa Leary (pictured) describes the new product as “a critical new offering” that allows the publisher to better serve both commercial clients and audiences.

It will help Australians “make confident, informed decisions across a range of everyday money products including their credit cards, home loans, personal loans and car loans”.

Dedicated writers will produce articles, FAQs and product and merchant comparisons “in an informative, reader-friendly style”.

“News Compare is a comparison content and product hub that delivers a premium experience for Australians seeking to be better informed in order to make smarter cost-of-living choices,” Leary says. “It aims to save time and effort for millions of Australians who are looking for better credit options.

She described the comparison site as “in a sweet spot” allowing the publisher to intermediate between its clients, helping them reach more consumers. “We know that a reader who has gone to the trouble of comparing products has a strong intention to fulfil the transaction so this will drive top-quality leads for our clients.

“This means a client can come to us to drive not only awareness and consideration but now importantly conversion for their brand.”

News is working with specialist credit services comparison provider Fair Comparison, which will manage commercial negotiations as a reseller of the published inventory that appears for everyday credit products.

Leary joined News last September after roles with Microsoft, Fairfax, Nine and most recently Swift Media.