Google to Shut Down Auto Insurance Aggregator

[UPDATE: Google responded to an INN request for comment by sending a link to this story on searchengineland.com, which reproduces Google's e-mail to partners and confirms its authenticity and timeline.]

Google is shutting down its Google Compare aggregator for auto insurance, the company has confirmed to multiple media outlets.

Google Compare launched in March 2015 after weeks of speculation over what the tech giant's plans were for the insurance industry. The company partnered with existing aggregators CoverHound and Compare.com, as well as several insurance carriers, to launch the site in California.

But even after launch, prominent insurers were reticent to join with Google over fears that the cash-rich and data-fluent company could become a carrier all its own and overwhelm the market. Eventually, USAA signed on, seemingly validating the credibility of both Google's effort and the aggregator channel overall.

"We learned a lot from this pilot and look forward to exploring ways to work with Google on future projects that help us reach more potential members and create a seamless experience for those seeking USAA products and services," a USAA spokesperson told Insurance Networking News today.

[Read INN's interview with Google Compare CEO Nicolas Weng Kan. Part 1 // Part 2]