Google Compare may launch auto insurance shopping site in U.S., analyst says

Google Inc. “could be piloting its Google Compare auto insurance comparison shopping site” in the United States, an analyst for Forrester Research Inc. recently speculated, though the search engine firm does not currently provide advice to British auto insurance consumers.

Currently, Mountain View Calif.-based Google operates Google Compare for British consumers. Google Compare is “the trading name of BeatThatQuote.com Limited.” BeatThatQuote.com is “an appointed representative” of London, England-based Best Value Financial Services Limited.

Google Compare lets British vehicle owners “compare a range of insurance policies from various insurance providers to which Google has access and that may be available” to those consumers.

“We don’t provide advice or endorse insurance products or providers,” Google states on the Google Compare web site. “As a result, it is your sole decision whether to take out a policy based on a quote you get through our Service and to make sure the policy that is of interest to you meets your specific needs.”

By contrast, in Ontario, P&C insurance brokers “offer product choice from a variety of companies and offer independent advice,” the province’s P&C regulatory body, Registered Insurance Brokers of Ontario, states on its website.

In the United States, Google Compare Auto Insurance Services Inc. is “authorized to transact business on behalf of are Dairyland, MetLife, Mercury,  Permanent General Assurance, Viking Insurance of Wisconsin and Workmen’s,” wrote Ellen Carney, principal analyst for Cambridge, Mass.-based Forrester, in a blog post Jan. 7. She added that Google Compare is “licensed to do business” in California and 26 other U.S. states – including Florida, Illinois, Massachusetts, New York, New Jersey, Ohio and Texas.

“Even though insurers have been mentioning Google overtures to participate on the comparison site to me for more than two years now, the Google Compare US site launch keeps getting pushed back,” Carney wrote Wednesday. “As late as last month the site was expected to launch in California, to be followed in Q1 2015 with likely launches in  Illinois, Pennsylvania, and Texas. Last I heard was that California pilot wouldn’t begin until sometime in Q1.”

Carney’s research includes eBusiness and property and casualty insurance.

“Soon, Google could be piloting its Google Compare auto insurance comparison shopping site in the US, following the lead of  its 2012 Google Compare UK site roll out,” Carney wrote.