Finance & Utilities, Switching Assistants (French Market)

Median Alexa rank

121,296

Average Alexa rank

239,568

Average Alex rank for overlap sites

523,623

Median ahrefs # KW in Top 100

209,500

Average ahrefs # KW in Top 100

215,430

Median ahrefs organic traffic

472,000

Average ahrefs organic traffic

651,880

Average ahrefs Traffic/KW Ratio

3.48

Median semrush # KW in Top 100

250,774

Average semrush # KW in Top 100

251,410

Median semrush organic traffic

798,838

Average semrush organic traffic

921,095

Average semrush Traffic/KW Ratio

3.95

Note: it seems that semrush is computing more data than ahrefs, which would explain the discrepancy between the estimates, even if the proportions are usually comparable. 

The purpose of this short piece is to study the state of the Switching Assistants market in France, active in the Finance & Utilities (energy, phone, internet) verticals. Those companies help customers find cheaper alternatives to their existing contracts. Switching Assistants are the new generation of price comparison sites. 

For each company, we’ve collected up to 71 data points from various sources: whois, ahrefs, Semrush, alexa, Similarweb, Apollo, Crunchbase, Zoom Info, WebsiteIQ and the main social media outlets. The data estimates are correct at time of writing (Oct 26, 2021) and naturally subject to evolve. We invite you to use the same tools to update the figures. 

Full list of 10 companies, ranked by organic traffic (ahrefs, descending)

Click on the thumbnails for details

Organic traffic
2200000
Organic traffic
1100000
Organic traffic
820000
Organic traffic
536000
Organic traffic
488000
Organic traffic
456000
Organic traffic
311000
Organic traffic
260000
Organic traffic
256000
Organic traffic
91800

What we've learned from the data

Organic Traffic Evolution

This vertical has not experienced any major organic traffic increase over the last 12 months, with 3 sites even losing traffic. Both the median and average organic traffic change # are just above 1 (1.12) for the L12M. It seems to be a mature / not so dynamic vertical in terms of growth. All companies featured in this analysis have enough traffic (> 50K) to be reported by Similarweb. The average Alexa rank is pretty high: 239,568 (especially if you consider that this sample is limited to French speaking players). We don’t see much headroom in this vertical. 

Funding

8 companies out of 10 haven’t reported any VC funding. The most funded entity in the report, Empruntis, raised $32M 15 years ago. The funds at their disposal haven’t translated in a strong online presence. They’re ranked #9 out of 10. Empruntis’s business strength lies in its network of 158 agencies. Interestingly the other VC-funded entity, Pretto, occupies the last place in our list in terms of organic traffic. Note: apparently Je Change raised capital in 2016, but we could not find the actual figures, hence the N/A mention.

Social Activity

We haven’t noticed any significant social media activity in this vertical. The most active company on Facebook is Selectra, with just over 50,000 fans. They’re also the most active player on Youtube in terms of organic achievement, with 7430 subscribers. 8 out of 10 reviewed companies are investing in FB ads, 5 spend money on Instagram advertising. 

There’s not much love for social media ad creatives in this vertical. The most popular FB ad creative, by Les Furets, garnered 4,247 likes. The most popular IG ad creative, by Le Lynx, didn’t even get 10 likes.

Two companies, Les Furets and Le Lynx, seem to have invested some efforts in Youtube ads, Les Furets boasting an average of 419,939 views per video (61 uploads) and Le Lynx 106,161 views per video (61 uploads). 

Paid Search

5 companies out of 10 are investing more than $20,000 per month in SEM. According to semrush estimates, Le Lynx tops the list, followed by Les Furets and MeilleurTaux. The average spend per paid visit (CPC) is around $3 in this vertical.  

Branding & Content Marketing

Thanks to a good mix of branded & info queries, most reviewed switching assistants report a strong KW yield (above 1), with an average traffic to KW ratio on ahrefs of 3.48 and 3.95 on semrush. Boosted by their Exact Match Domain branding, MeilleurTaux boasts a 10x traffic to KW ratio on semrush, followed by Empruntis (5.26) and Selectra (4.04). 

In terms of branded KW volume (# of searches per month), the strongest player is MeilleurTaux (192,000, ranking first for “Meilleur Taux”) and the weakest Je Change (1300 searches per month).  

LesFurets Ad Creative
LesFurets, Ad Creative. Source: adspy.

What we would do

Boost PPC efforts

There’s a huge gap between the heavy spenders and the second part of the leaderboard. Companies like Je Change, Réassurez-moi, Selectra and Empruntis should boost their SEM efforts, focusing on long tail / less competitive terms.   

Create a sales funnel with contest, freebies & promotions

As they say “The Value Is The List”. According to Similarweb data, there’s a huge difference between the most active and the least active players in terms of mail traffic. MeilleurTaux generates 3.32% of its traffic from email whereas Je Change doesn’t seem to generate any significant traffic from this source (0%), at least not enough to surface on Similarweb traffic breakdown

Besides your usual customers, you should also try to build lists with contests, freebies and promotions. The cost of (re)marketing those users via an email funnel is negligible. This should be one of your priorities: be creative!  

Own the space on Youtube, leverage your videos on Tik Tok and Instagram Reels

Money management-related videos are popular on Youtube (how to make money, how to save money,…), if properly produced (not mere “in your face” ad creatives using royalty-free footage). There’s an opportunity to stand out from the competition for those investing serious recurring content efforts on Youtube, directly and via a network of influencers. We could easily see one of the listed players develop a 50K-subscriber community. 

You can repurpose your video content in a native vertical format for Tik Tok and Instagram Reels. 

Double down on info content 

Most reviewed companies are already pretty active on the inbound front, generating a substantial part of their traffic from organic queries. But it’s a constant arms race. MoneyVox, mainly a blog, ranks higher than 4 more sophisticated platforms, thanks to a huge stock of info content (185,000 indexed pages). 

Run permanent retargeting campaigns on FB & Google

Once you’ve attracted someone on your site and they’ve fired the FB and Google pixels, you can start to retarget them. This will increase your conversion potential, allowing you to increase your efforts at the top of the funnel (search, content).

sales funnel

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Essential KPIs

As in every KPICrunch study, we highlight a selection of the essential KPIs in a series of leaderboards: the Top 10 Best Ranked Tools on Alexa, the best performing sites from an organic perspective and the most active players on Youtube.

Top 10 Best Ranked Switching Assistants (Alexa)

The smaller your Alexa rank the higher your web traffic will be.  

The best performing switching assistants from an organic perspective

This leaderboard is based on the “Organic Traffic To KW Ratio” we calculate using ahrefs data. Those sites have either a very strong authority (which translates in many branded queries with a high traffic yield) OR an effective content marketing strategy covering a wide and deep array of relevant topics.  Click on the widgets for details. 

The most active switching assistants on Youtube

Yoube activity is a relevant signal to evaluate the intensity of a brand’s content marketing efforts. High view counts don’t always translate in high subscriber numbers since some of those players can rely on paid traffic to accelerate their distribution.

Video views
25616281
Subscribers
1910
Videos
61
Views / video
419939
Video views
18022463
Subscribers
1500
Videos
412
Views / video
43744
Video views
6475848
Subscribers
4400
Videos
61
Views / video
106161
Video views
3292696
Subscribers
7430
Videos
222
Views / video
14832
Video views
1108062
Subscribers
374
Videos
198
Views / video
5596
Video views
328099
Subscribers
113
Videos
37
Views / video
8868
Video views
59237
Subscribers
93
Videos
56
Views / video
1058
Video views
5899
Subscribers
90
Videos
19
Views / video
310
Video views
3100
Subscribers
2
Videos
1
Views / video
3100