Google to shut down its Google Compare platform on March 23 following slow adoption

Less than a year ago, Google Compare was launched in the United States to help customers find and compare credit card rates, mortgages, and car insurance. Now, however, Google has announced that it is shutting the Google Compare service down, reports Search Engine Land. Google’s specific reasoning for shutting down Compare is unclear at this point, but after being available for less than a year, it’s a pretty quick turnaround time for the company.

In an email sent to Google Compare partners, the company said that the Compare platform will be completely shut down in the United States and U.K. on March 23rd, although the process will begin on February 23rd.

In the email, Google says that Google Compare has led to the success the company had originally hoped for and that it will instead focus more intently on its AdWords platform and “future innovations.”

Despite people turning to Google for financial services information, the Google Compare service itself hasn’t driven the success we hoped for. We greatly appreciate your partnership and understand that this decision will be disappointing to some. But after a lot of careful consideration, we’ve decided that focusing more intently on AdWords and future innovations will enable us to provide fresh, comprehensive answers to Google users, and to provide our financial services partners with the best return on investment.

Google says that it will work with Compare partners to ease the shutdown process and that it looks forward to partnering again in the future to “achieve greater success.” As for now, Google will focus on AdWords. Again, the Google Compare shutdown process will begin tomorrow, February 23rd and be complete by March 23rd.