Confused.com was stuck in fouth position in a marketing-led category that was increasingly defined by a fixed set of rules. The challenge was to gain much-needed share to generate marketing investment by outmanoeuvring some of the UK’s biggest advertisers. This paper shows that by challenging the status quo, and returning to its founding purpose, Confused.com was able to reclaim its place amongst the comparison giants. With a new strategy that created fresh relevance as a modern-day consumer champion, not only did it move clear from 4th place, but it significantly closed the gap on 2nd – ultimately growing turnover by 30% and profit twofold.