Go Compare, the £500m insurance company famous for its annoying adverts featuring the fictitious opera singer Gio Compario, is looking to sell the business.
If the sale goes through, founder Hayley Parsons, who owns 23%, could pick up £100m.
Launched in 2006, Parsons is understood to be weighing her options as motor insurance company Esure, which owns 49% of Go Compare, is planning a stock-market floatation.
Parsons is known to have held meetings with Esure’s founder Peter Wood to discuss the matter.
The Evening Standard has learnt that she is more keen on selling the business to Esure than alternative suitors like Moneysupermarket.com or private-equity firms.