For years, GoCompare capitalised on having a memorable mascot – opera singing Gio Compario – whom many viewers found irritating. By 2019, however, search quotes, purchases, and brand consideration were declining, and the brand was seen as less relevant and likeable than rivals. A new strategy shifted Gio to a supporting role in ads, with TV sponsorships showing the brand in popular culture. Consideration grew among viewers of sponsored shows and overall ad and brand scores improved. Econometrics isolated the incremental revenue annually between 2020 and 2023, with an estimated £35.8m profit generated in the year to March 2023 alone.