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Google has launched a new service called Merchant Search in the UK, that lets users find lenders for secured loans. The service is a match making site that lets you connect with merchants that offer services or products that match your needs.
The service is currently in beta and is available only for secured loans from the financial services lenders, such as home lenders etc. Google matches your financial needs request with the participating lenders and shows the results that are most relevant to you.
Google is making money out of it or you may say that they intend to make money out of it by charging the participating lenders a small amount each time someone requests a quote through the system. This is different from charging someone each time a user clicks on their link to go to their site. So in a way Google has implemented a CPA (Cost Per Action) model in this product.
Google is taking privacy to a new high in this service and in case you call the lender on the number listed on Google pages via an IP phone, Google’s technology will automatically block the lender from seeing you and later bugging you over and over again. In case you send a message to the lender asking them to call you at a certain time, Google’s operator would actually call you and will than patch you with the lender. Bottom line the lenders wont be able to punish you for using this service unless and until you yourself decides to hand them your contact details.
