The search giant is planning soon to pilot its new Google Compare auto insurance comparison shopping site, wrote Forrester analyst Ellen Carney in a note. According to Carney, the company has been pitching the service to insurance providers for more than two years.
Google, which currently offers a service in the UK for users to compare over 125 auto insurance options, takes a cut when a user buys insurance online or by phone.
Industry experts say the Mountain View-based company has increasingly been exploring online searches tailored toward specific industries or markets. Google already offers its users a site to compare travel destinations and find the cheapest flight fares, for instance.
Perhaps building relationships with insurance companies for other purposes.