Google Compare UK is an example of an outside the industry disruptor who has entered the insurance market
In 2011, search engine giant Google launched a new insurance aggregator site called “Google Compare for Auto Insurance,” for the UK market. It’s an insurance quote comparison site that lets customers compare and buy auto insurance from different insurance providers. Google Compare for auto insurance provides a seamless, intuitive experience for connecting insurers and digital customers who are constantly surfing for better deals online.
According to Google, Google Compare is an easier and faster way to shop for car insurance. Customers need to fill a single form and they can get quotes from multiple vendors in a single window. To make customers’ lives even easier, insurers can highlight what makes their product unique. To facilitate this, Google has provided dedicated fields where insurers can list the differentiating features of the product. As a next step they can even talk to insurance representatives and make an online purchase of insurance from the same window.
Google has also charted out plans to introduce a ratings and reviews section to enhance transparency and customer engagement. All in all it’s a great example of the use of digital technology that takes customer experience to the next level.
Although price comparison and aggregator sites have been prominent in the UK market for some time, the entry for Google into the insurance market was seen as a surprise by many as it was a market in which Google had no prior experience and was not an obvious natural fit with its current offerings. However, Google’s undeniable ability to disrupt markets (and now in the insurance space) gives us reason to include Google Compare here.
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