Google has bought Beatthatquote.com, a British website for comparing prices of insurance, utilities and legal services, the companies said Tuesday. Google paid £37.7 million ($61 million), according to Beatthatquote.

Google plans to use Beatthatquote's technology to provide new ways for consumers to find the right financial products, it said.

Beatthatquote Managing Director John Paleomylites announced the acquisition on the company's website with similar words, adding: "We think we can offer more transparency and better pricing information than existing online offerings."

Beatthatquote, founded in 2006, ranks within the top 2,000 websites for traffic within the U.K., according to Web analytics company Alexa.

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