What Top10 does

Top10.com, operated by Natural Intelligence Ltd., is a comparison marketplace platform founded in 2009 that helps consumers and small/medium businesses evaluate and select products and services across 23+ categories. The platform curates 500+ top-10 ranking lists supported by 5,000+ hours of editorial research and named expert contributors spanning physicians, attorneys, licensed clinical social workers, SaaS specialists, and SEO/web development professionals. Categories range from business software (project management, CRM, payroll, accounting) and web services (website builders, hosting, ecommerce) to consumer-facing verticals (home security, online therapy, medical alerts, background checks, DNA testing, hearing aids, dating, legal services). The platform has facilitated 16M+ user decisions and reaches tens of millions of high-intent consumers annually.

The core technology is an intent-marketing platform that combines paid search advertising infrastructure with a content management system for reviews and rankings. Top10.com ranks among Google's top 50 global advertisers, bidding on high-intent, non-branded keywords to capture users at the moment of purchase decision and redirecting them to partner brands via affiliate links. The service is free to consumers; revenue is generated exclusively through affiliate commissions — fixed payments from partner brands when users click through and purchase, with placement influenced by compensation received. Notable tier-1 partners include monday.com, Wix, Shopify, GoDaddy, LendingTree, McAfee, Match, ADP, Gusto, Vivint, Vonage, RingCentral, Norton, Bluehost, Hostinger, and IONOS. The company is privately held, headquartered at 4023 Kennett Pike #50055, Wilmington, Delaware (USA), with firmographic data listing Tel Aviv, Israel as the secondary operating location. It employs 101–250 people and has raised $12.4M total across three funding rounds in 2011, 2013, and 2014, led by Accel and Balderton Capital, with no subsequent capital raises documented.

Name

Top10

Legal name

Natural Intelligence Ltd.

Website

https://top10.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Top10.com is a free comparison marketplace platform that helps consumers and SMBs evaluate products and services across 23+ categories — including SaaS, hosting, finance, health, and home services — through expert reviews and curated top-10 rankings, monetizing via affiliate commissions from partner brands.

Ownership category

akta.pro rank

Product category

Online Comparison Marketplace

NAICS

Web Search Portals and All Other Information Services (51929), Marketing Research and Public Opinion Polling (541910), Directory and Mailing List Publishers (51314)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Price Comparison/Aggregator Generalist Marketplaces (CRAFAAAI)

akta.pro secondary industries

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH), Shopping/Deal & Affiliate Content Aggregators (MPACAKAK)

Keywords

• Comparison marketplace
• Expert product reviews
• Affiliate referrals
• Online comparison platform
• Consumer recommendations

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Technology or R&D, Personnel, Operations

Revenue model

1. Affiliate Commissions: The company earns fixed commissions when users click affiliate links and purchase products or services from listed brands. The compensation received influences the placement and order of brands on the site. The platform remains free for consumers to use.
2. Partner Promotional Fees: Revenue generated from promoting partner brands through featured placements, comparison tables, and editorial recommendations throughout the site.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Top10.com is a free-to-consumer online comparison marketplace that publishes expert-vetted, curated top-10 rankings and editorial reviews across 23+ categories of products and services, ranging from business software (CRM, project management, payroll, hosting) to lifestyle and personal services (home security, medical alerts, online therapy, antivirus, dating). The platform monetizes by routing high-intent visitors to partner brands through affiliate links and earning commissions on resulting purchases.

Product overview

Top10.com is a comparison marketplace platform that offers expert reviews, data-driven rankings, and side-by-side comparisons of products and services across 23+ categories. The platform's core offerings consist of curated Top-10 comparison lists and in-depth expert reviews, helping consumers make informed purchasing decisions across categories including Project Management Software (with sub-sections for Task Management), Website Builders, Web Hosting, CRM, VoIP, Online Therapy, Medical Alerts, Payroll, Home Security, Accounting Software, TV Services, Ecommerce, ID Theft Protection, and more. The service is free to users, monetized through affiliate commissions from partner brands. The platform aggregates research, expert analysis, and user feedback to produce rankings and editorial reviews.

Differentiator

Problem solved

Functional benefit

Products and services

• Multi-Category Comparison Marketplace Comprehensive comparison platform covering 23+ categories including CRM, VoIP, Online Therapy, Medical Alerts, Payroll, Home Security, Accounting Software, TV Services, Ecommerce, ID Theft Protection, Background Checks, Walk-in Tubs, Home Warranty, Car Selling, Antivirus, Dating Sites, DNA Testing Kits, Hearing Aids, Legal Services, Meal Delivery, Merchant Services, Mobile Plans, Moving Companies, Online Degrees, POS, and Weight Loss Plans. Free for consumers, monetized through affiliate commissions from partner brands.
• Comparison Lists Curated top-10 ranking lists across multiple product and service categories, enabling side-by-side comparisons of features, pricing, and user reviews for consumers and SMBs.
• Expert Reviews In-depth editorial reviews of products and services, evaluated by industry experts and researchers based on hands-on testing and market analysis, published on Top10.com.
• Project Management Comparisons Comparison and review hub covering project management software including monday.com, Wrike, ClickUp, Jira, HubSpot, and Smartsheet, targeting SMB and team buyers.
• Task Management Comparisons Focused comparisons of task management tools and features within the broader project management category.
• Website Builder Comparisons Comparison hub for website building platforms including Wix, GoDaddy Airo AI, Shopify, Squarespace, Hostinger, Bluehost, and IONOS, targeting SMBs and individuals building online presence.
• Web Hosting Comparisons Comparison hub for web hosting providers including IONOS, Bluehost, and Hostinger, supporting SMB and individual buyers selecting hosting services.

Quantifiable outcome

• 16M+ decisions made with Top10.com
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

17 partnerships are on record, tiered core, major and minor.

• monday.comcoreGTM or Marketing PartnerFeatured as a top-recommended project management tool on Top10.com. monday.com is listed as a preferred partner, appearing prominently in comparison lists and receiving significant referral traffic from the platform. The partnership drives user acquisitions for monday.com's work management platform.
• WixcoreGTM or Marketing PartnerFeatured as a top website builder recommendation. Wix appears as a leading partner in the website builders category, receiving prominent placement in comparison content and affiliate referrals.
• ShopifycoreGTM or Marketing PartnerListed as a top ecommerce platform recommendation. Shopify receives high-intent traffic from Top10.com users researching online store building solutions.
• GoDaddycoreGTM or Marketing PartnerFeatured partner in website building and hosting categories. GoDaddy Airo AI is prominently listed as a top recommendation in website builder comparisons.
• LendingTreemajorGTM or Marketing PartnerFinancial services partner featured on the platform. LendingTree appears in partner branding and receives referral traffic from the comparison marketplace.
• McAfeemajorGTM or Marketing PartnerSecurity partner featured in the partner ecosystem. McAfee receives prominent placement as a recommended antivirus and security solution.
• MatchmajorGTM or Marketing PartnerDating services partner featured on Top10.com. Match appears as a recommended dating platform in comparison content.
• ADPmajorGTM or Marketing PartnerPayroll services partner. ADP is featured as a recommended payroll solution for businesses researching HR and payroll software.
• GustomajorGTM or Marketing PartnerPayroll and HR platform partner. Gusto appears in payroll service comparisons and receives referral traffic from the platform.
• VivintmajorGTM or Marketing PartnerHome security partner featured in the smart home and security category. Vivint receives prominent placement in home security comparisons.
• VonagemajorGTM or Marketing PartnerVoIP services partner. Vonage is featured as a recommended business communication solution in the VoIP category.
• RingCentralmajorGTM or Marketing PartnerBusiness communications partner. RingCentral appears in VoIP and business phone system comparisons.
• Norton by SymantecmajorGTM or Marketing PartnerCybersecurity partner. Norton appears in antivirus and security solution recommendations.
• Quicken LoansminorGTM or Marketing PartnerFeatured in financial services category as a mortgage and lending partner.
• BluehostcoreGTM or Marketing PartnerWeb hosting partner prominently featured in hosting comparisons. Bluehost is listed as a top recommendation for website hosting services.
• HostingercoreGTM or Marketing PartnerHosting and website builder partner. Hostinger appears as a leading recommendation in both hosting and website builder comparison categories.
• IONOScoreGTM or Marketing PartnerHosting services partner. IONOS is featured as a top web hosting recommendation, appearing prominently in hosting comparison lists.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Finder: Global consumer comparison site covering financial products, retail, and services with affiliate revenue — a multi-category comparison marketplace directly analogous to Top10.com.
• NerdWallet: Public, US-based personal finance and product comparison platform monetised via affiliate referrals — the closest scaled analog to Top10.com's consumer comparison marketplace model.
• Bankrate (Red Ventures): Operates comparison content and affiliate lead generation across financial products and consumer services, matching Top10.com's content-and-affiliate GTM motion.
• CNET: Long-running editorial product review and comparison publisher that monetises via affiliate links across consumer electronics, software, and services — overlaps directly with Top10's review-led comparison format.
• Wirecutter (The New York Times): Editorial product comparison and recommendation site monetised largely through affiliate commissions, with deep expertise-driven reviews — directly comparable to Top10's expert-vetted content approach.
• MoneySupermarket Group: UK-based comparison marketplace operating across financial services, insurance, and consumer categories, monetised via commission per acquisition — a category leader comparable to Top10's model.

Emerging players

• Capterra (Gartner): B2B software comparison and review platform that monetises via vendor leads — directly comparable to Top10's SMB-focused software comparison verticals.
• Consumeraffairs: Consumer comparison and review platform focused on services (home security, health, legal) that competes in several of Top10's personal-services verticals.
• G2: B2B software comparison marketplace with user reviews and lead-generation monetisation, overlapping directly with Top10's SaaS comparison categories such as CRM, project management, and payroll.
• Comparably: Comparison marketplace for employer and consumer services, operating with a similar affiliate-driven comparison content model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Top10comMain
• Facebookfacebook.com/Top10comMain
• LinkedInlinkedin.com/company/top10com

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors5 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Top10