Financial services broker Liquid is to cease trading at the end of the month after parent company AMP pulled the plug.
More than 350,000 visitors have been through the site since October 2001, however AMP has decided that the continual investment in the site could be better spent attracting customers elsewhere.
The former finalist in the Computerworld Excellence Awards does not plan on laying off any staff in the closure - Liquid staff will be redeployed within AMP.
Liquid offered more than 200 financial products spanning the investment, insurance and wills/estate planning fields.
Along the way, Liquid signed content re-distribution deals with XtraMSN and Nzoom to provide business-related content for the site. It also bought the New Zealand licence for online mortgage broker E-Loan from The Warehouse. Liquid general manager Mark Ennis says the E-Loan service will continue unaffected by the closure of Liquid.
"It will report in to AMP directly."
Ennis says the E-Loan business is performing well.