The Great Australian Rip-off campaign is in full swing as we at Kyco work to bring more attention to the problem with comparison sites. As if to validate our problem statement, Trivago was fined $44 million for misleading customers coming to their site looking for the best price.

My CEO, Trond Smith, appeared on Sky News to explain how this goes beyond travel. Highlighting that outside of comparison tools from consumer groups who compare the whole market, these websites are largely sales engines that will highlight the more profitable deals for them. Not to mention they aren’t always upfront about who owns them and sometimes they are owned by the people they are promoting.

It’s all very shady and very late-stage capitalism to a certain extent. 30% of people are switching, so the 70% who are not switching are in a way bearing the cost of the switchers. But also, the switchers are paying with their time and effort to keep switching. Wouldn’t it be better if we all just save as a collective?

Kyco is trying to be that collective and I am proud to do what I can to make that happen!