Google have now found another arm, with their US customers now able to compare products using the Google search engine, in much the same way comparison sites in the UK work.
Google have been planning the move for several years, and first started testing in 2009, when they introduced a mortgage comparison tool.
They have since added the option to compare credit cards, certificates of deposit and savings accounts to their portfolio of comparison sites.
In a statement released yesterday Google said, “Today, we’re rolling these tools into one place: Google Advisor, a site designed to help you quickly find relevant financial products from many providers and compare them side-by-side.”
Googles new tool allows users to enter their own data and criteria, after which Google will scan the market for the most appropriate match and shows the user a side by side comparison table of the best products.
America already has several comparison sites, with Lowermybills.com and creditcards.com leading the field. In the UK we already have comparethemarket.com, financenews.co.uk and moneysupermarket.com so it will be interesting to see if there is room in the market for Google.
The new site, Google Advisor, is initially only available in America so it will be a little while before we see it this side of the Atlantic but if it’s successful in America, it won’t be long before it gets a worldwide roll out.