LoanSifter Clarifies Google Announcement

Appleton, Wis.-based LoanSifter Inc. on Friday retracted and clarified aspects of an announcement distributed last week regarding the company's new relationship with Google.

The original announcement stated the agreement would give consumers access to mortgage products and real-time pricing based on LoanSifter's technology, including side-by-side comparisons of loan products from multiple lenders through Google's Comparison Ads.

LoanSifter has clarified that the announcement should have referred to "Google Advisor," not "Google Comparison Ads." The company also clarified that it is not a strategic partner but one of several pricing engines on Google Advisor that share the same vendor relationship. Also, the pricing information Google provides is not "real time" pricing, the company said.


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