Z plc offers car insurance to its customers. The car insurance industry is large and made up of hundreds of different rivals, all offering similar insurance products.

One of Z's rivals, M, has recently created a new website that allows consumers to compare quotes quickly and easily from the majority of the car insurance companies in the market. While not every customer chooses M from the list of quotes they are given, M receives commission from every policy sold through its site. Z wishes to respond to this change in the market by creating its own comparison website. Z's planned strategy is an example of: