Google is closing its online comparison shopping product just one year in

Google announced in November that it was adding mortgages to its Compare service with the help of Zillow Group and LendingTree, after reports of Google getting into the mortgage business first surfaced earlier previous year.

Google’s specific reasoning for shutting down Compare is unclear at this point, but after being available for less than a year, it’s a pretty quick turnaround time for the company.

“Despite people turning to Google for financial services information, the Google Compare service itself hasn’t driven the success we hoped for”, Google Compare said in the email, which was posted on SearchEngineLand.com. Google Compare, which is an online comparison shopping site for credit card insurers, mortgage lenders and auto insurers, failed to drive adequate success.

But according to the e-mail from Google to its compare partners, which was obtained by Search Engine Land, the product wasn’t generating enough money to remain viable.

The reversal is a setback for Google and its plans to sell more ads on the back of financial services services data and information.

Moreover, selling financial products directly from its site also displeased some of the lenders and insurers who were actually big advertising clients of the search-engine.

Shortly after Google Compare was introduced, Allstate Chief Executive Tom Wilson downplayed the risks to his company.

Google had opened a similar comparison site in 2011, called Google Advisor.

The comparison programmes span credit card, auto insurance, mortgage and travel insurance providers across the United States and UK, allowing shoppers to view multiple offers while Google takes commission on referrals.