Google has launched or is testing (more likely) a new car insurance aggregator today. It'll compete with the likes of Confused (client), GoCompare (not client) and MoneySupermarket (not client) - pretty much directly.
I've been able to recreate this all morning by searching for [compare car insurance].
The interesting thing to note is how the "ad" is presented in Google. This isn't in the AdWords area. This isn't an OneBox result. This is something new. A "Sponsored".
The info button associated with the i icon says;
Based on your search query, we think you are trying to find car insurance. Clicking in this box will take you to our service that can provide you with car insurance quotes from car insurance providers. Our service is free to you but to operate this service, we are compensated by these providers.
Once inside the new finance engine users are presented with a discovery engine. This is far more attractive than Google's previous attempts in the area.