Well, the word is out: Google Compare is shutting downoperations by the end of March.
Begun in 2011 as a full financial services platform for banking,investing and credit transactions, Google announced the addition of insurance quoting in mid-2015. Now,not even a year into it, the search giant is shutting it alldown.
So, what went wrong? Google seemed to hold several core beliefs,commonly held by "outsiders," about our business that were simplyincorrect. In a nutshell, Google appeared to believe that theinsurance business is not competitive; all personal lines autoinsurance is a commodity; and its own business and platform successcan be imposed on — and replicated in — any sector.
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