MoneySupermarket buys advice site MoneySavingExpert for £87m

The advice site, created by Lewis in 2003, receives an impressive 39 million unique visitors and 277 million pageviews per month, and has launched him into somewhat of a leading role in the personal finance arena. In the year ending October 2011, the site reported £15.7 million in revenues.

"MSE and MoneySupermarket will operate as completely separate entities as part of the bigger group", Lewis wrote on the site to assuage the concerns of readers about how the takeover will affect the site editorially.

"We will continue to focus on ‘cutting your bills and fighting your corner''", he added.

The goal of the acquisition is to promote MoneySavingExpert's content more widely, while using it to drive traffic to the price comparison site MoneySupermarket. The merger will help MSE address issues like site design and search engine optimisation, Lewis said.

"When you look at the 5m people reading [MoneySavingExpert] emails, week in week out, it is a sign of how content and impartial advice is a real asset and key driver of meeting customers' needs", said MoneySupermarket chief executive Peter Plumb.