Google acquired the price comparison website beatthatquote.com in a deal worth £37.7 million.
The British comparison site provides comparisons between financial products such as mortgages, insurance and credit cards and described the deal as a "tremendous opportunity for our company to develop new and innovative options for personal finance in the UK."
BeatthatQuote.com also syndicates the comparison content to third party sites which rebrand the data in order to provide their own price comparison service. It's likely this aspect which was of most interest to Google.
"Our team is excited about becoming a part of Google," wrote beatthatQuote.com boss John Paleomylites.
"We think we can offer more transparency and better pricing information than existing online offerings."