Price comparison pioneer Confused.com has appointed a chief operating officer for the first time.

Taking on the role is Stephen Dukes, who is tasked to lead product strategy and enhance customer experience. According to Confused.com, the move is in line with its promise to guide users from confusion towards making better purchases.

The key arrival makes the switch to the UK’s first digital marketplace for insurance from Commuter Club where he served as interim chief executive. Dukes previously spent time at Dollar Financial and Wonga.

As part of his new remit, the COO will also be in charge of Confused.com’s Data Insights as well as oversee strategic partnerships with the likes of uSwitch and Money.co.uk.  

“Stephen will be leading the team at Confused.com to make our vision of bringing greater clarity to customers a reality,” commented CEO Louise O’Shea. “Welcome aboard.”

The company’s ‘confusion to clarity’ strategy was launched in 2018.

Dukes, meanwhile, stated: “For almost two decades Confused.com has been successfully helping customers navigate the complicated process of buying car insurance and other financial products. We want to build on this success.

“By using the latest technology we aim to give customers an even clearer and more seamless experience that empowers them to make the best buying decisions possible.”