COST-CONSCIOUS consumers helped boost underlying profits at price comparison website 14 per cent to £41m in 2010, it said yesterday. The site, whose adverts feature comedian Omid Djalili (pictured, left) and Starsky And Hutch actor David Soul (right), grew revenues nine per cent to £148.9m as demand for its insurance, money and home services business increased. It said 2011 had also started strongly.