Since ads for the site have begun showing up on Face book, more and more people have been wondering about the site. The issue is not perfectly cut-and-dry, since it depends on what you consider a scam. There is nothing technically illegal going on with insurance comparisons, but the site is not exactly squeaky-clean, either. On the basis of substantial evidence, with information from users of insurance comparisons as well as information provided by the site itself, the short answer is: Yes. Insurance comparisons are essentially a scam.