Google today launches its financial information service, Google Finance, going head-to-head with the likes of Reuters and Bloomberg.

Not so long ago Reuters ruled the roost. Its terminals were stationed in the offices of every serious news organization. Then Bloomberg took them on and, for a while, partially eclipsed the venerable British firm.

Now Google, the self-designated “organizer of the world’s information” is putting its head above a very exposed parapet.

The Times (London) reports: “Initially Google Finance will be a North American product, although it is expected to cover British companies with a US listing. British and other international versions are expected to follow. The search engine operator will not seek advertising at first, in keeping with its usual strategy, but instead will wait until an audience builds before trying to profit from traffic.”