The media group SMG paid £250,000 for the site before it was even launched by Spowart, who set up Intelligent Finance and Standard Life bank.
The site, which will initially be Scottish-focused, has already attracted the attention of many of the UK’s leading financial services brands.
SMG is set to publicise the site through its STV and Virgin Radio franchises later in September with an extensive advertising campaign.
Prior to launch, Peopleschampion.com is said to have attracted a significant amount of online advertising and thousands of website hits from expectant consumers.
“I’ve been looking forward to getting back into the fray with financial services,” said Spowart.
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His site, which will be powered by Moneysupermarket.com, will offer comparisons on dozens of mortgages, hundreds of credit cards and scores of insurance products.
The Halifax, American Express, Prudential, Esure and Debenhams have signed up to advertise on the site.