The purchase will give Google access to software that allows consumers to compare the price of products in areas including personal finance, insurance and legal services.
On the direct-to-consumer site, it says the service is free to use but BeatTheQuote.com “may receive commissions from the provider or broker we refer you to”.
Google already runs a service called Comparison Ads in the US, the BBC reports. Comparison Ads highlights different prices in the credit card and mortgage markets.
Google said in a statement: “With their expertise and our technology, we will be able to provide new and innovative ways for consumers to find the right financial products and save money.”
Analysts suggest Google is seeking to expand its online presence into the so-called ‘vertical search’ market – sites which focus on a specific sector or service, such as financial services or travel.
BeatThatQuote.com’s managing director John Paleomylites said: “We are confident by combining BeatThatQuote.com’s expertise in UK financial products with Google’s technology we’ll accelerate innovation in this field, benefiting consumers and the companies offering these products. “
