Google Is Closing Google Compare, Its Financial Services Comparison Service

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Google is closing down Google Compare, its comparison site that served up deals for a range of financial products, including credit cards, mortgages and travel/home insurance policies.

Google Compare was limited to the U.S. and UK only, and it will disappear from the web by March 23, Google said in a letter to partners — who supplied the products for the service — first obtained by Search Engine Land and verified by TechCrunch.

In its note, Google said that the product has received a good level of traffic from users but, when it came to revenue and activity, it “hasn’t driven the success we hoped for”. The search giant said it will be “focusing more intently” on its AdWords advertising platform and future opportunities in the ad space, particularly around financial services.

Google Compare has been active in the UK since 2012, but it only began to come together in the U.S. last year. Initially known as Google Advise there, it started out as a tool to sell car insurance launched last March before the company added mortgages to the stack in November.