Admiral, parent company of insurance comparison site, has reportedly decided to end talks over the sale of a stake in the company.

The Telegraph reports that Admiral had received approaches from interested parties about a deal for the site, but was reluctant to relinquish control over its strategy.

Admiral had hired Merril Lynch to look at its options, while potential investors were believed to have included InterActiveCorporation and French insurer Axa.

Rival website has been valued at £1bn in advance of its planned share offering this month, while is believed to be worth around £600m.

Further reading: hits out at Direct Line ads