Google has bought UK price comparison website BeatThatQuote.com, acquiring the web property for £37.7 million earlier today.

John Paleomylites, Managing Director of the newly acquired company, took to the website to announce the deal, posting:

BeatThatQuote.com was sold to Google for GBP37.7 million. We think this deal is a tremendous opportunity for our company to develop new and innovative options for personal finance in the UK.

Our team is excited about becoming a part of Google. We look forward to working with their engineers to create new tools making it easier for consumers to choose the right financial products. We think we can offer more transparency and better pricing information than existing online offerings.

A bit of backstory on the BeatThatQuote; the company helps its website visitors search, compare and apply for lower rates and cheaper prices on a different array of products including financial, insurance, legal services, utilities and shopping. It was the fastest growing website in the UK in 2007, eclipsing the number of pageviews generated by popular social networks, including Facebook.

Google is set to utilize BeatThatQuote’s technology to better deliver deals and financial comparisons, perhaps integrating it into its new deals service.