Tesco joins crowd with price comparison site

LONDON (Reuters) - Tesco is launching a Web site that allows consumers to compare car insurance premiums, joining a growing crowd of price comparison sites including Moneysupermarket.com and Admiral's Confused.com.

Tesco Compare.com is a venture between Tesco and Royal Bank of Scotland, the country's biggest motor insurer and the supermarket's partner for financial services products.

Tesco said on Wednesday the site, an extension of its existing personal finance products, would be available from September 14 and would list details of around 20 products, including some from the RBS stable, such as Churchill, but also others.

Tesco joins an increasingly busy sector which already includes motor insurer Admiral's Confused.com and Moneysupermarket.com, which dominates financial price comparison and listed in July.

Bankers and analysts say early movers have some advantage, though the arrival of a large-scale provider like Tesco could shake up the segment and eat away at margins for established players.