Google Advisor cashes in on money matters

Search giant looks set to dominate yet another lucrative market: financial advice, with the launch of a new service, Google Advisor, aimed at helping penny-wise consumers to compare rates on credit cards and home loans.

Big Search began dipping its toe into these waters with a mortgage comparison tool in 2009, but the new site, Google Advisor, rolls together tools to help consumers choose credit cards, investments, savings and current accounts by displaying competing deals side by side, skimming off cash from affiliates when users sign up.

"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," the company announced in a statement.

As yet, Google Advisor is only available to consumers in the US - but a move to this side of the pond (and a further expansion into insurance) could see the ubiquitous search giant use its muscle to crush homegrown financial service comparison sites such as Moneysupermarket.com, GoCompare.com and meerkat favourite, CompareTheMarket.com.