Google has started winding down its comparison website for motor and travel insurance and services including credit cards and mortgages.

US media reports on the impending closure of Google Compare are accurate, informed sources, speaking on the condition of anonymity, told insuranceNEWS.com.au.

Google Compare, available to consumers in the UK and US only, will cease operating on March 23.

The service is free to consumers, who are redirected to partners’ websites to proceed with their purchases.

Google Compare in Britain has been in operation since 2012.

Partners of the UK site include Virgin Money, NatWest, Lloyds Bank, Swinton Insurance, Axa, Barclays and Royal Bank of Scotland.