Google Introduces UK Mortgage Comparison Website

Search engine giant Google has launched a mortgage comparison site in the UK after launching something similar in the United States a while back.

According to an article on the site MortgageStrategy, the company is piloting a website called Compare UK Mortgages which offers links to leading mortgage vendors like Woolwich, ING Direct, Lloyds TSB, NatWest and Royal Bank of Scotland.

Google refused to comment on the website but MortgageStrategy claims that users are being requested to fill-in feedback forms, which questions people on their mortgage searching history or whether they have used a mortgage broker before.

“Only time will tell how successful this service will be and what other products will be arriving in the UK. It will also be interesting to see how many of the direct marketers that spend millions of pounds each year generating financial services leads through Google react to this latest development,” Justin Rees, director of marketing and partnerships at LeadPoint UK said.

Google had earlier launched a similar service in the US called Google Advisor, which allows people to search for financial services. The company also purchased UK based website BeatThatQuote.com for an estimated £40 million in March this year.