HUMAN Security, Inc., the trust layer for digital customer experiences in agentic era, today announced that Confused.com, a leading UK financial services comparison platform, has integrated HUMAN Sightline Cyberfraud Defense featuring AgenticTrust to help strengthen protection across its digital insurance journeys.
New integration provides enhanced visibility into automated and agentic activity, safeguarding customer interactions on UK's leading financial services comparison platform. As AI-powered assistants and agentic platforms increasingly influence how consumers research and purchase products, visibility provides valuable insight into evolving customer journeys. By understanding how both people and AI agents interact with its digital properties, Confused.com can make more informed marketing decisions, optimise customer engagement, and build greater trust.
With automated traffic growing 8 times faster than human traffic, AI-driven interactions reshaping online consumer journey, and scraping attacks responsible for 20% of all global threats in 2025, organizations need clearer view of which interactions are genuine, which are benign automation, and which may introduce fraud, abuse, or operational risk. By deploying HUMAN Sightline, Confused.com is taking additional steps to protect digital properties at important point in customer journey, helping address scraping and unwanted automated activity as early as possible.
"The consumer journey is changing rapidly with emergence of AI agents and automated interactions. To build trust in this new era, organizations need visibility into agentic activity across their digital experiences," said Jay Patel, VP Sales EMEA at HUMAN Security. "Our partnership with Confused.com will help deliver that visibility, enabling them to better understand, monitor, and protect every customer interaction."
Confused.com selected HUMAN to support two strategic priorities: protecting revenue and safeguarding digital features that underpin customer experience. By helping stop unwanted automated activity as far upstream as possible, integration is designed to reduce disruption across customer journey and help protect key digital properties from fraud, scraping, and abuse.
"Here at Confused.com we are genuinely excited about AI's ability to help us better serve customers and partners. But as with any transformative technology, it shifts threat landscape and requires new security strategies," said Timothy Kimball, CTO at Confused.com. "Partnering with HUMAN allows us to pinpoint traffic to support, helping us distinguish legitimate visitors - whether genuine consumer or their trusted AI agents - from malicious actors. This precision enables us to safely expand access, reduce customer friction."
About Confused.com
Launched in 2002, Confused.com was UK's first digital marketplace for car insurance and is one of leading brands in sector, generating over one million quotes per month. It has expanded range of comparison products over years to include home insurance, van insurance, motorcycle insurance, and car finance comparison.
About HUMAN
HUMAN Security is global leader in Agentic Trust, emerging discipline that informs and governs how humans, bots, and AI agents operate online. For more than decade, HUMAN has specialized in understanding and mitigating automated traffic risk at internet scale, protecting world's largest brands, advertising platforms, and commerce networks.
