Aggregators primarily compare products for consumers; marketplaces facilitate transactions and full execution. Marketplaces require deeper integration with KYC, payments, compliance, and product provisioning. They reduce friction, enhance liquidity, and enable direct monetisation. Aggregators may function as lead generators, while marketplaces assume operational responsibility. Sector adoption varies: insurance increasingly uses marketplaces; wealth and banking leverage aggregation. Evidence shows marketplaces improve conversion and engagement by providing transactional closure (BCG, 2022; McKinsey, 2022).

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