The website is called Compare UK Mortgages and allows consumers to see how much the monthly cost of each mortgage is, the rate on offer and the fees attached to the deal.
Google was unable to comment on Compare UK Mortgages.
The pilot site is the second time this year that Google has expanded into the sector specific search market in the UK.
In March, it bought UK price comparison website BeatThatQuote.com, which allows consumers to compare the price of products in areas including personal finance, insurance and legal services.
In May, it launched a financial advice service in the US called Google Advisor, with a tool allowing users to compare mortgages, as well as credit cards and savings accounts.
Mark Lofthouse, chief executive of Mortgage Brain said that the broker market won’t be impacted by the arrival of another comparison website.
He said: “There’s no doubt that as the number one search engine in the UK, Google has a bigger reach on comparison websites.
“However, what’s noticeable on this site is that it has sponsored links to Woolwich, ING Direct and the Royal Bank of Scotland – and it’s these lenders that it compares deals from. Intermediary lenders do not have a presence on the site as of yet, so it will have little impact on the broker market.”
James Anderson, Business Development and Marketing Manager at TrigoldCrystal, said: “As global leaders in search it was almost inevitable that Google would enter this market. The main question for us is how it affects the business of intermediaries? We look to see Google engage with brokers and create opportunities for advisory firms.
“If Google does a good job of this and, as we hope, creates the necessary link between search and advice then it will be good news for the market. What will be really interesting to see after that is how the older price comparison sites react.”
