Aleksandr Orlov is a CGI Russian meerkat who stands in as the main character for the Compare the Meerkat television advertisements. He is famous for his trademark squeak and catchphrase, "Simples". He became notably popular following the release of his autobiography; A Simples Life: The Life and Times of Aleksandr Orlov, which was released on 28 October 2010. Plush toys, continuing adverts, "interviews" with The Sun, a book series titled Meerkat Tales (featuring other meerkat characters) and the limited opening of his own shop have assisted in the rise to fame for the computer-generated meerkat.
- Sergei - Aleksandr's assistent who seldom speaks.
- Oleg - The baby meerkat who belongs to Aleksandr & Sergei
- Vassily - a regular at the Queasy Mongoose pub.
- Maiya - a teacher at the Meerkovo School.
- Bogdan - a naughty meerkat pup.
- Yakov - a toy maker.
Meerkovo is an online meerkat village you are able to explore. Visitors can take a look inside Aleksandr's Mansion, The Care Home for retired meerkats, the Meerkovo School, Yakov's Toy Shop and the local pub; the Queasy Mongoose, and interact with some the meerkats and objects.