Google buying Beat That Quote has given the aggregator market a shake-up, claims Tom Cooper, as the 10 million quotes per month barrier is broken.
OUR quarterly price comparison watch has followed the rise of Beat That Quote with interest and last spring’s commentary indicated it was the fastest growing aggregator on the back of an excellent customer journey and superb IT platform (www.postonline.co.uk/1601100). As such, it has always been the most likely candidate for acquisition. We have also been vocal in expecting Google to make an entry into this space; it had already dipped its toe in the water on life and, given its dominant position in online advertising, this was a natural next step. From the outside, its acquisition of Beat That Quote would appear to represent a perfect match and both sides can be happy with the potential opportunity inherent in the £37.7m deal (www.postonline.co.uk/2032607).
The big question now is, what will Google do with the aggregator? The search engine giant will have to tread carefully to ensure that the credibility of its position as an impartial customer
champion is maintained, with the branding of the proposition an interesting challenge.
April 2011 – Shaking up the market
- Google purchase of BeatThatQuote shakes up the market
- Price comparison sites driving even more quotes but conversion rates falling
- Narrowing of competitive footprint as Brands start to cherry pick business
- Young driver segment still losing out
If you wish to read more please view the Post Magazine Article
*Taken from the Post Magazine April 2011