Google will shut down a website that offers a convenience for users but reportedly hasn’t been particularly popular since its U.S. launch last March. The company plans to shutter the comparison-shopping site Google Compare.
The New York Times reports that the site’s shutdown marks “a retrenchment from the search giant’s foray into selling financial products like insurance and credit cards, according to a spokeswoman and partners who work with the company.”
“Despite Google’s being the biggest name in search, insurance industry partners and an internal email said the sites never really caught on with consumers,” The Times reports. “Google, which had formed several insurance-industry partnerships to get access to broker networks, is telling partners that it is shutting down both its British and United States sites in about a month. In an email to partners, Google said it would focus on AdWords, the company’s mainstay advertising product, where ‘insurance’ is among the most lucrative search terms.”