iSelect set to become market darling

Financial journalist and commentator on 3AW and Sky Business
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So there was method in the madness.

The carpet-bombing of TV advertisements – initially featuring the bumbling “Mr. iSelect,” but now featuring a far more confident dude smoothly driving the virtual “iSelectron” – were not just meant to drive brand recognition. They were also the precursor to an initial public offering (IPO) of iSelect on the stock exchange.

The health insurance – and car insurance, home loan, broadband, electricity and gas provider – comparison website is gearing up to float on the Australian Securities Exchange (ASX), although there is no prospectus filed with the Australian Securities and Investments Commission (ASIC).

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