Credible
Credible is a US-based multi-lender online marketplace founded in 2012 that lets consumers compare rates and offers from vetted lenders across personal loans, student loans, mortgages, auto loans, insurance, credit cards, and savings, earning revenue through lender referral fees.
- Company typePrivate
- Founded2012
- HeadquartersSan Francisco, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Credible does
Credible is a US-based multi-lender online marketplace founded in 2012 that enables consumers to compare rates and offers from a vetted network of lenders across multiple financial product categories, including personal loans, student loan refinancing, private student loans, mortgages (purchase, refinance, and HELOC), auto loans and auto refinance, credit cards, high-yield savings, and home, auto, and life insurance. The platform is built around a self-serve, soft-credit-pull pre-qualification flow that allows consumers to evaluate offers without impacting their credit score, supplemented by free financial tools such as a credit score monitor, debt tracker, rate trends, and loan calculators.
The underlying technology is a horizontal comparison marketplace with integration points into lender underwriting systems, enabling real-time rate and offer aggregation across a partner roster that includes SoFi, Citizens, Upgrade, Upstart, Sallie Mae, OneMain Financial, Avant, Best Egg, and LendKey, among others. Distribution is layered across a direct-to-consumer online funnel, an employer benefits channel, financial advisor referrals, and digital partner integrations. Credible earns revenue through lender referral and origination fees when matched borrowers complete loan applications; the service is free to consumers. The company has been publicly traded on the ASX (ticker CRD) and is currently delisted, operating as a privately held entity headquartered in San Francisco with 101-250 employees.
Credible firmographics
Firmographics- Name
- Credible
- Legal name
- Credible
- Website
- https://credible.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Credible is a US-based multi-lender online marketplace founded in 2012 that lets consumers compare rates and offers from vetted lenders across personal loans, student loans, mortgages, auto loans, insurance, credit cards, and savings, earning revenue through lender referral fees.
- Ownership category
- akta.pro rank
Credible industry classification
Industry- Product category
- Personal Lending Marketplace
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310), Mortgage and Nonmortgage Loan Brokers (52231)
- SIC
- Loan Brokers (6163), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)
- akta.pro secondary industries
- Personal Loan Refinance (Rate/Term) (FSAKAIAB), Student Loan Marketplace Lending (FSAKAHAE)
Keywords
Where Credible is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Markets served
Credible business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- Lender Referral/Commission Fees: Credible earns fees when customers complete loan applications or are matched with lenders on the platform
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Other | Free consumer marketplace |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Credible product offering
Product offeringCore offering
Credible operates an online personal finance marketplace that connects consumers with multiple vetted lenders to compare loan rates across personal loans, student loans (refinance and private), mortgages (purchase, refinance, and HELOC), auto loans, and insurance products (home, auto, life). The platform enables users to pre-qualify in minutes via a soft credit pull with no impact to their credit score and earn referral/commission fees from lender partners when loans are originated through the marketplace.
Product overview
Credible operates as a personal finance marketplace platform connecting consumers with multiple lenders and financial service providers. The platform offers a comprehensive suite of lending products including Personal Loans, Student Loan Refinance, Private Student Loans (including Medical and Law school loans), Mortgages (Home Purchase and Refinance), Home Equity/HELOC, Auto Loans, and Auto Refinance. The company also provides insurance comparison services for Home, Auto, and Life insurance, as well as Credit Cards and High-Yield Savings account comparisons. In addition to its marketplace of lending and insurance products, Credible offers free financial tools including a Credit Score monitor, Debt Tracker, Rate Trends, and various Loan Calculators. The platform functions as an aggregator/marketplace model where users can compare offers from multiple lenders without impacting their credit score during the prequalification process.
Differentiator
Problem solved
Functional benefit
Products and services
- Personal Loans Unsecured personal loans for debt consolidation, credit card consolidation, home improvement, and bad credit lending, with multi-lender rate comparison and prequalification without credit score impact.
- Student Loan Refinance Refinancing service allowing borrowers to replace existing student loans with new loans at potentially lower interest rates from multiple lenders.
- Private Student Loans Private student loans for undergraduate, graduate, medical school, and law school students, offered through a marketplace of lenders.
- Mortgage (Home Purchase) Home purchase mortgage loans including 30-year, 20-year, 15-year, and 10-year fixed rate options, with comparison shopping across multiple lenders.
- Home Refinance Mortgage refinancing options including rate-and-term refinance and cash-out refinance, with access to competitive rates from multiple lenders.
- Home Equity (HELOC) Home Equity Line of Credit products allowing homeowners to borrow against their home's equity for various financial needs, with comparison across lenders.
- Auto Loans Auto financing loans for purchasing new and used vehicles, with comparison shopping across multiple lenders.
- Auto Refinance Refinancing service for existing auto loans to potentially secure lower interest rates and monthly payments from multiple lenders.
- Home Insurance Homeowners insurance comparison and quote aggregation service allowing users to compare rates from multiple insurance providers.
- Auto Insurance Auto insurance comparison and quote aggregation service for finding competitive rates across multiple insurance carriers.
- Life Insurance Life insurance comparison service enabling users to compare quotes and coverage options from multiple providers.
- Credit Cards Credit card marketplace allowing users to find and compare credit card offers including rewards cards, balance transfer cards, and cards for building credit.
- High-Yield Savings High-yield savings account comparison service helping users find savings accounts with rates higher than the national average.
Quantifiable outcome
- Compare rates from multiple lenders in minutes with no credit score impact
Companies that use Credible
Customer profileSegments5 records
Ideal customer profiles2 records
Credible technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Credible partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor and core.
- Baylor UniversityminorBaylor University featured as a webinar speaker with Credible discussing U.S. student loan rule changes
- SoFicoreMajor lending partner featured prominently on the Credible marketplace platform, offering personal loans and student loan products through the comparison marketplace
- CitizenscoreBanking partner offering loan products through Credible's marketplace comparison platform
- UpgradecoreLending partner providing personal loans and credit products available for comparison on Credible's platform
- UpstartcoreAI-powered lending partner featured in Credible's marketplace network
- Sallie MaecoreStudent loan specialist partner offering private student loans through the Credible marketplace
- HappenminorPartner lender offering products on Credible's platform
- OneMain FinancialminorPersonal loan partner available through the Credible marketplace
- AvantminorCredit products partner on Credible's platform offering personal loans
- Best EggminorPersonal loan lender partner available through Credible's comparison marketplace
- LendKeyminorLending partner providing refinance and loan products on Credible's platform
- Digital PartnerscoreDigital partner channel for distributing Credible's marketplace to broader audiences through website integrations and referrals
- Employer PartnerscoreEmployer benefits channel offering Credible's loan marketplace as an employee financial wellness benefit
- Financial Advisor PartnersminorFinancial advisors referring clients to Credible for loan products as part of financial planning services
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Credible competitors and assessment
Company assessmentDirect peers
- LendingTree: LendingTree operates the largest US multi-lender marketplace across mortgages, personal loans, student loans, auto and insurance, generating revenue from lender referral fees. It is the closest direct comparable to Credible in business model, product breadth, and monetization mechanics.
- NerdWallet: NerdWallet is a consumer finance comparison platform covering credit cards, mortgages, personal loans, banking, and insurance, with revenue from partner referrals and content monetization. It is highly comparable to Credible in audience, product mix, and self-serve comparison funnel.
- Bankrate: Bankrate aggregates and compares rates across mortgages, personal loans, savings, and credit cards, monetizing through lender and card issuer referrals. It competes head-to-head with Credible for the same intent-driven consumer finance search traffic.
- Credit Karma: Credit Karma (Intuit) offers free credit scores and personalized recommendations across credit cards, loans, and insurance, earning revenue from partner referrals. It is a direct competitor in free-tools-led consumer finance marketplace monetization.
- Even (Even Financial): Even Financial operates an embedded lending marketplace connecting consumers with lenders across personal loans, mortgages, and auto via APIs and partner integrations. It is comparable to Credible as a multi-lender marketplace, with stronger B2B/embedded distribution emphasis.
- LendKey: LendKey is a digital lending marketplace for student loan refinancing, student loans, and personal loans, connecting borrowers with a network of lenders and credit unions. It directly competes with Credible in student loan and personal loan categories.
- Finder.com: Finder.com is a personal finance comparison platform spanning credit cards, loans, banking, and insurance with global reach. Comparable to Credible in marketplace model, breadth of product coverage, and affiliate monetization.
Regional players
- MoneySupermarket: MoneySupermarket is the UK's leading price comparison marketplace for financial services, insurance, and utilities. It is comparable to Credible in marketplace/rate-shopping business model but operates primarily in the UK rather than the US.
Emerging players
- Policygenius: Policygenius is a comparison marketplace focused on life, disability, and home insurance, monetizing through carrier referral. It overlaps Credible's insurance comparison offering with deeper specialization in life and personal lines.
Broad incumbents
- SoFi: SoFi is a major consumer lending and financial services incumbent that is simultaneously a core Credible lending partner and a competitor for direct consumer loan origination. SoFi's vertically integrated model contrasts with Credible's pure marketplace model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Customer concentration
Credible social profiles
Digital presenceCredible financial estimates
Financial estimateRevenue estimate
Valuation estimate
Credible leadership team
Management profileNumber of profiles
Profiles2 records
Credible funding detail
Funding detailFunding overview
Funding rounds8 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Credible M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Credible
What does Credible do?
Credible operates an online personal finance marketplace that connects consumers with multiple vetted lenders to compare loan rates across personal loans, student loans (refinance and private), mortgages (purchase, refinance, and HELOC), auto loans, and insurance products (home, auto, life). The platform enables users to pre-qualify in minutes via a soft credit pull with no impact to their credit score and earn referral/commission fees from lender partners when loans are originated through the marketplace.
Is Credible a public or private company?
Credible is a private company. It is classified as venture growth investor backed and is currently operating.
When was Credible founded?
Credible was founded in 2012. It employs 1 to 10 people.
Where is Credible based?
Credible is headquartered in San Francisco, United States, in the North America region.
How does Credible make money?
One revenue line is on record: lender Referral/Commission Fees.
Who are Credible's main competitors?
Direct peers on record are LendingTree, NerdWallet, Bankrate, Credit Karma, Even (Even Financial), LendKey and Finder.com. MoneySupermarket is listed as a regional player. Policygenius is listed as an emerging player. SoFi is listed as a broad incumbent.
Does Credible have an API?
No public API is recorded for Credible.
What industry is Credible in?
Credible's product category is Personal Lending Marketplace. Its primary akta.pro industry code is FSALABAJ, Mortgage Comparison, Marketplace & Rate-Shopping Platforms, with a secondary code of FSAKAIAB, Personal Loan Refinance (Rate/Term). Its NAICS code is 522310 and its SIC code is 6163.