Could be some other motivation but Insurance is a complex business. There are licenses with state departments of insurance, technology partnerships and then carrier partnerships.<p>Any carrier with existing strong independent agent channels are going to react to consumer comparison shopping with some caution. Carriers simply aren&#x27;t going to jump right in bed with Google and put their best sales channel at risk.<p>As I understood it, Google was also asking for too much. They wanted special treatment and wanted to control much of the consumer experience even after the consumer purchases a policy with a carrier.<p>Google might have figured out the most lucrative part of the insurance shopping cycle <i>is</i> advertising which carriers can control the experience on without creating a downward spiral on market premiums. Google can easily profit in that space with far lower overhead and less disruption to carriers (i.e. the people who pay Google).