1. Price comparator websites enhance transparency in prices and result in lower and less dispersed prices for consumers. 2. Online registration systems can lower the cost of entry for new players - increasing competitive pressure for incumbents.(c)Consider term-life insurance - where average prices have fallen up to 15 percent in the United States after the introduction of comparator sites. 4. These websites emerged in 1996 and eliminated the previously high markups. 5. The potential customer fills out a medical questionnaire online - and the sites report quotes from companies that offer a suitable policy.