The still unnamed site is backed by European insurance group Covea and aims to go live early next year.
Templars, which has a number of online financial services brands as clients, will take on a b2b and consumer brief.
Kitty Parry, MD and founder of Templars commented: "We have worked with Debra Williams, the new CEO before, and we know her as being one of the brightest minds in the insurance industry. She has vast experience of the aggregator market… This is a great opportunity to exploit our thinking and leverage our work with other price comparison sites and financial journalists.’
The site will enable consumers to compare car, house, pet and travel insurance products, as well as personal finance options.
The launch will benefit from a significant marketing budget – Williams told Insurance Age that ‘other aggregators spend about £30m per annum and our investment will be north of that.’
Of Templars’ appointment, Williams said that the agency had been selected due to its ‘expertise’ and ‘creative approach’. She added: ‘We are confident that Templars will help us to raise our profile and promote our brand in this very competitive price comparison market.’
Covea's UK group of companies includes Swinton, MMA Insurance and the recently acquired Provident.