Google is registered as a licensed mortgage broker. Though the company won’t be financing mortgages, it will aggregate quotes from local and national lenders it has partnered with, includingZillow (Z) and Lending Tree (TREE), in order to help users find the best mortgage.
Google (GOOG) acknowledged that lender participation is based on a flexible cost-per-lead model, which means the company is paid by the mortgage lenders.
The mortgage comparison tool adds to Google Compare’s offerings, which also allow users to shop around for car insurance quotes and credit card offers.
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