Slaughter and May and Norton Rose Fulbright have landed the leading roles as esure Group prepares to buy the outstanding 50% stake in price comparison website Gocompare.

The deal, worth £95m, will hand insurance provider Esure full control of the Newport-based start-up, which is now valued at £190m.

Gocompare founder Hayley Parsons will leave the company upon completion of the deal, which is still pending regulatory approval.

Slaughters is representing esure, with corporate partner John Papanichola advising on M&A and partner Matthew Tobin on finance.

Papanichola also led the team advising the insurer on its London listing last year, with Davis Polk & Wardwell mandated on US aspects and Ashurst acting for the banks on the float.

Norton Rose Fulbright is acting for Gocompare's shareholders, which include Parsons, with a team comprising corporate partners Richard Bull and David Whear.

Esure also owns car insurance brand Sheila's Wheels. It initially bought a 50% holding in Gocompare in 2007 for £2.7m, a year after the company was set up. The latest buyout will be funded by an issuance of up to £125m of subordinated notes.

Earlier this year esure formed an alternative business structure joint venture with Irwin Mitchell. The IMe Law Limited initiative involves a dedicated Irwin Mitchell team in Sheffield, which provides legal representation for esure customers.