Google has acquired U.K. price comparison website, BeatThatQuote.com, for £37.7 million, Financial Times reports. The move will help Google build on an existing credit card comparison business in the U.K., which will give search engine users faster access to relevant queries. BeatThatQuote helps users to compare a range of products, including loans, insurance and utilities and provides the underlining technology for price comparison services on other sites. BeatThatQuote.com’s managing director, John Paleomylites, owned around 90% of shares in the firm prior to its acquisition by Google, adds The Telegraph.

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