Saga-owned price comparison website Confident Cover has closed, marking the aggregator advertising war's first high-profile casualty.
The site, which launched in September 2007 targeting the over-50s, has shut down.
It sold car insurance but had previously outlined plans to extend into the home and travel sectors.
The company decided to close the portal as it was not willing to spend the millions on advertising required to be competitive.
Travel insurance: News update: 07/03/2009