How we make money

Where our money comes from

Affiliate commission

When you click through from one of our sites to a retailer and buy something, the retailer may pay us a small commission through an affiliate network. You pay the same price either way. Links that can earn us commission are marked on our sites.

Advertising and sponsorship

Retailers and brands can pay to promote offers, sponsor a newsletter or run a campaign with us. Anything paid for is clearly labelled as an advert, sponsored or promoted, next to the content itself, so you can always tell it apart from everything else.

Shopper insights

We may sell insight reports to supermarkets, brands and researchers, built from anonymous, combined data across our sites. For example: which brands are most often added to shopping lists for an item, or how the price of a typical basket changes between supermarkets.

These reports never contain personal data. They only include totals from groups large enough that no individual shopper can be picked out, and we never sell or share anything that identifies you.

Partnerships

We sometimes work with companies on research, data or features. These arrangements never give a partner control over what we publish or how results are ranked.

What money never changes

• Price comparison results. Pennypea ranks supermarkets by what your list actually costs. No supermarket can pay to appear cheaper or rank higher.
• Community votes. On Cracking Deals, a deal's ranking comes from members' votes. Advertisers can't buy votes or remove honest comments.
• Whether we show an offer. We include deals because they're good for shoppers, whether or not we earn from them.
• Your personal data. We never sell it. Insight customers get anonymous totals, never information about individual shoppers.
• What we say in the press. Our comment and research are our own, including when they're critical of a partner.

Our editorial standards

• We check prices and offers and correct mistakes quickly when we find them or you tell us.
• We say when a deal has expired or a price has changed, instead of leaving it up.
• We don't publish fake reviews or pay for reviews, and we remove posts that break our community rules.
• Our advertising follows the UK Code of Non-broadcast Advertising (the CAP Code) and the Advertising Standards Authority's guidance on labelling ads and affiliate content.

Read the full editorial code.

Spotted something wrong?

If a price, deal or label looks wrong, tell the site you were using, or email hello@savvydigitalgroup.co.uk. We read every message.

Last updated 25 October 2026.