Technology giant to model UK’s Google Compare in the US

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Google has struck deals with US car insurers as it aims to replicate the model of UK-focused Google Compare in the US, according to an analyst.

Forrester analyst Ellen Carney says Google is already licensed to sell car insurance in 26 states and is working with a handful of insurers, including Dairyland, MetLife and others. It had been pitching to them for two years.

Carney claims a Californian pilot is set for the first quarter of this year.

The US aggregator would closely copy the look and feel of the UK Google Compare model. Google Compare was created using the technology of BeatThatQuote, bought for £37.7m in 2011.

Carney says Google may take a similar strategy in the US by acquiring US insurance comparison site CoverHound.

“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,” wrote Carney in a note.

According to results filed at Companies House for Google Compare, reported by Insurance Times, the search engine giant made a £9.4m loss after tax on turnover of £7.4m in the year to 31 December 2013.

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