Google Compare is closing
From today, Google is starting the process of winding down Google Compare. The price comparison tool is to close completely in the US and the UK by 23 March.
From this date forward, anyone looking to find the best prices on auto insurance and mortgages, credit cards and more will have to turn to one of the alternative comparison sites. Considering the US version of Google Compare was only recently resurrected from the ashes of Google Advisor, the move will come as a surprise to many.
The utility and insurance comparison market is one that has become increasingly crowded, and Google's announcement makes it clear that it is feeling the pinch. As reported by Search Engine Land, Google sent an email to Google Compare partners, saying:
Dear Partner,
Beginning on February 23, 2016, we will start ramping down the Google Compare product, which is currently live in both the US and UK. We plan to terminate the service as of March 23, 2016. As you know, Google Compare (formerly Google Advisor in the U.S.) has been a specialized, standalone service that enables consumers to get quotes from a number of providers for financial products such as car and travel insurance, credit cards and mortgages.
Despite people turning to Google for financial services information, the Google Compare service itself hasn’t driven the success we hoped for. We greatly appreciate your partnership and understand that this decision will be disappointing to some. But 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.
We’re grateful for all the feedback that you have provided over the course of this product’s development, and we are looking forward to partnering with you to achieve greater success in the future.
We will work with you during this transition and beyond. Please reach out to your Google representative if you have any questions and to discuss the next steps.
The Google Compare Team
Photo credit: Fotografiche / Shutterstock