In March 2015, Google officially entered the US insurance market to much fanfare with launch of its auto insurance comparison engine, Google Compare. Less than a year later, Google has announced that it is pulling the plug, according to media reports. While Google Compare had partnered with existing comparison sites in the US to power the platform, including CoverHound and Admiral Group-owned Compare.com, the site reportedly was not “generating substantially more revenue than standard search ads for such products.” The move will affect Google’s partners: Google Compare, for example, was bringing in 10% of CoverHound’s business.