Weng Kan pointed out the following benefits for consumers:

Speed and convenience. It takes less than 10 minutes for a consumer to fill in the forms and get multiple results. The consumer can get a quote any time of the day or night.
Transparency and ease of use. Consumers can compare all insurers on the panel at multiple levels of covers, and it's easy to bind a policy.
No spam. The consumer is in charge of communications with the carriers. The consumer receives no unwanted phone calls or emails.

Carriers would benefit as well:

Cost-per-acquisition. There is no cost for highly qualified leads and brand exposure. The carrier only pays when consumer binds a policy.
Highly qualified, deep-funnel consumers. Carriers can see the full view of personally identifiable information, history and vehicle information when the consumer contacts them to make a purchase. The carrier chooses the customer question sets to target and receives better leads, those more likely to purchase.
Maximize the use of larger question sets. The question sets on Google Compare are built-in collaboration with all carriers who participate. All answers to the larger question sets are available to those insurers so they can benchmark themselves and better understand buying behavior.

Questions and answers Nicolas Weng Kan, CEO, Google Compare

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