Credible

Personal Lending Marketplacecredible.com

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

Loan marketplace
Rate comparison
Personal loans
Student loan refinance
Online lending

Where Credible is headquartered

Location

Headquarters

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 offering

Core 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 profile

Segments5 records

Ideal customer profiles2 records

Credible technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature3 records

Credible partnerships and signals

Strategic signal

Partnerships

14 partnerships are on record, tiered minor and core.

Baylor UniversityminorGTM or Marketing Partner · 23 April 2026Baylor University featured as a webinar speaker with Credible discussing U.S. student loan rule changes
SoFicoreOthersMajor lending partner featured prominently on the Credible marketplace platform, offering personal loans and student loan products through the comparison marketplace
CitizenscoreOthersBanking partner offering loan products through Credible's marketplace comparison platform
UpgradecoreOthersLending partner providing personal loans and credit products available for comparison on Credible's platform
UpstartcoreOthersAI-powered lending partner featured in Credible's marketplace network
Sallie MaecoreOthersStudent loan specialist partner offering private student loans through the Credible marketplace
HappenminorOthersPartner lender offering products on Credible's platform
OneMain FinancialminorOthersPersonal loan partner available through the Credible marketplace
AvantminorOthersCredit products partner on Credible's platform offering personal loans
Best EggminorOthersPersonal loan lender partner available through Credible's comparison marketplace
LendKeyminorOthersLending partner providing refinance and loan products on Credible's platform
Digital PartnerscoreChannel Partner/ Reseller/ DistributorDigital partner channel for distributing Credible's marketplace to broader audiences through website integrations and referrals
Employer PartnerscoreChannel Partner/ Reseller/ DistributorEmployer benefits channel offering Credible's loan marketplace as an employee financial wellness benefit
Financial Advisor PartnersminorChannel Partner/ Reseller/ DistributorFinancial 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 assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Credible leadership team

Management profile

Number of profiles

Profiles2 records

Credible funding detail

Funding detail

Funding 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 investment

M&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?

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.