Google Compare Shutting Down

Google is shutting down Google Compare (which at one point had been called Google Advisor), the search engine’s service to deliver price quotes on payment cards, insurance and mortgages—and to sometimes sell those products directly to shoppers.

A memo sent from Google to Google Compare partners said, according to a copy published by Search Engine Land. “Beginning on February 23, 2016, we will start ramping down the Google Compare product, which is currently live in both the U.S. and U.K.. We plan to terminate the service as of March 23, 2016,” the story said. “After a lot of careful consideration, we’ve decided that focusing more intently on AdWords and future innovations will enable us to provide fresh, comprehensive answers to Google users, and to provide our financial services partners with the best return on investment.”

Some noted that the complexities of selling these services were more complicated than Google either understood or was willing to support.

An Insurance Journal story quoted an insurance tracker saying that Google Compare had “only launched in four states in the nine months since they set out to tackle the U.S. market. They had expected to be in about two dozen states.”

This likely says less about Google’s commitment to the financial services space and more about the difficulties selling those kinds of highly regulated products. Sometimes, it’s best to leave these matters to payment facilitator professionals, Google. Stick to your searches.

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