Google scraps plans for a UK mortgage comparison service.

Google has pulled the plug on its plans to re-introduce a mortgage comparison site in the UK after closing down its American version. Google's Mortgage Advisor was originally set up 2 years ago in America giving users the ability to search for and compare a wide range of lender offers.

Google also introduced the new mortgage comparison service in various additional countries. A trial version was launched in the UK last July, but just a couple of months later in September, the site was stopped and a message was issued advising that the site was to be revamped.

Google confirmed that it started to scale back the comparison service on a global scale last November and have now closed it down completely. Google said that the comparison service had not been a success.

A spokesman advised that Google are now prioritising their product efforts and any products that are not the success that is hoped at product launch will be pulled.

Google bought the finance comparison website Beatthatquote. com last March for £37.7 million but as many comparison sites are paying Google for search engine traffic, it would appear that Google set itself up in direct competition to its own customers.

A spokesperson commented saying that Google had tested a mortgage comparison site in the UK during last summer but the site was pulled. Google advise that they have made no further decision as to whether they will take any more mortgage comparison steps in the UK.

As 'whole of market' brokers Deal Direct can compare UK lenders rates on your behalf. We are up to date on mortgage providers criteria and latest rates.