GoCompare.com Limited, trading as Go.Compare (formerly GoCompare from 2017 until 2022, and GoCompare.com until 2017, styled as GO.COMPARE) is a Welsh financial services comparison company based in Cardiff, Wales. Its website provides comparison details for financial products including car insurance, home and pet insurance and breakdown cover. Since 2021 it has been owned by Future plc. The company's advertising campaign in 2015 was voted as the "most irritating advertisement."

The company is authorised and regulated by the Financial Conduct Authority (FCA) in the UK and is the only comparison website invited to join the British Insurance Brokers Association (BIBA).

Go Compare was established in November 2006. The company's founder was Hayley Parsons, who worked for Admiral Insurance for 14 years, and was formerly head of business development at Confused.com.

It was the first comparison site to focus on features of insurance products rather than just listing prices, which led to the company being invited to become a member of the British Insurance Brokers Association (BIBA).

The company was 49% owned by insurance company esure by 2011 and on 8 December 2014, esure acquired Go Compare in a deal worth £95 million. Following the acquisition, Parsons was replaced as CEO by Jon Morrell in March 2015.

In November 2016 the company was the subject of a demerger from esure. In November 2017, ZPG's offer to buy the company for £460 million was rejected.

In December 2017, GoCompare announced the acquisition of MyVoucherCodes, one of the UK's largest online voucher code sites, in a £36.5m deal.

In November 2020, GoCompare agreed to a £594m takeover offer from Future plc, Britain’s biggest magazines publisher.