Good Money Guide

What Good Money Guide does

Good Money Guide is a UK-based financial services comparison and review platform that aggregates and rates providers across investing (General Investment Accounts, Stocks & Shares ISAs, SIPPs, robo-advisors, fund platforms), trading (CFD, spread betting, forex, futures, options), currency transfers, cryptocurrency exchanges, and banking products. The platform is built around a web-based content and comparison system featuring a proprietary Expert Ratings System grounded in real-money testing and customer feedback analysis, supplemented by comparison calculators (FX mark-up, trading costs) and is accessible via desktop web and dedicated mobile applications on iOS and Android. The operating entity is RJBCO Ltd, registered in England and Wales (Company Number: 07134687) with a registered office in Mayfair, London, and is led by founder Richard Berry.

The company serves a fragmented consumer base — primarily UK retail investors, active traders, and currency transfer seekers — alongside a long tail of users in the USA, UAE, Australia, South Africa, Canada, Singapore, and the EU through country-specific sites. It does not offer its own financial products; instead, it directs users to partnered financial service providers and monetizes exclusively through affiliate and referral commissions when users click through and open accounts. The platform reports 1m+ comparison users and 40,000+ customer reviews, and reinforces its editorial positioning through an annual Good Money Guide Awards programme spanning Investing, Trading, Currency, Crypto, Banking, Finfluencer, and Insurance categories, a podcast on Spotify, and active social channels. The business is self-funded, with no venture capital or private equity backing evidenced, and operates with a small team of 1-10 employees.

Name

Good Money Guide

Legal name

RJBCO Ltd

Website

https://goodmoneyguide.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Good Money Guide is a UK-based financial services comparison and review platform that aggregates investing, trading, currency transfer, crypto, and banking providers, serving primarily UK retail investors and active traders, and monetizing exclusively through affiliate referral commissions to partnered providers.

Ownership category

akta.pro rank

Product category

Financial Comparison & Review Platform

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

Keywords

• Financial comparison platform
• Investment account reviews
• Trading platform comparisons
• Currency transfer reviews
• Expert financial ratings

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate/Referral Revenue: The site earns revenue through affiliate links. When users click through from Good Money Guide to a provider and open an account, the site receives a payment. This is explicitly disclosed on the website.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Good Money Guide operates a free financial services comparison and review platform that aggregates investment, trading, currency transfer, cryptocurrency, and banking providers. It offers expert ratings, customer reviews, comparison tools, and educational content to help UK and international retail consumers select financial service providers. The business monetizes through affiliate/referral commissions when users click through and open accounts with reviewed providers.

Product overview

Good Money Guide is a financial services comparison and review platform that aggregates and compares investment accounts, trading platforms, currency transfer services, cryptocurrency exchanges, and banking products. Rather than offering its own financial products, the platform directs users to partnered financial service providers. The core offerings include comparison services for General Investment Accounts, Stocks & Shares ISAs, SIPPs, Robo-Advisors, Trading Platforms (CFD, Forex, Spread Betting), Currency Transfers, Crypto Exchanges, and Banking Products. Supplementary services include the Good Money Guide Awards program, Ask An Expert advisory, CEO Interviews series, Analysis content, Events, Forum community, and a mobile app on Apple and Google Play. The platform is operated by RJBCO Ltd and aggregates over 1 million comparison users and 40,000+ customer reviews.

Differentiator

Problem solved

Functional benefit

Brands

• Good Money Guide Awards: Annual awards programme recognising excellence in financial services across investing, trading, currency, crypto, and banking categories

Products and services

• Good Money Guide Website Platform

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• MoneySupermarket: UK-listed price comparison platform with broad financial product comparison (insurance, banking, energy) and large affiliate revenue base. Direct overlap in UK comparison/site monetization model, though at much greater scale and breadth.
• MoneySavingExpert: UK personal finance comparison and education site owned by MoneySupermarket Group. Strong brand trust in financial product comparison and reviews, the same value proposition Good Money Guide sells to UK retail investors.
• Finder: Global comparison platform covering credit cards, banking, investing, and crypto in multiple geographies. Closely comparable editorial-led comparison/affiliate model with multi-country localization approach.
• NerdWallet: US-headquartered financial comparison and advice platform publicly traded on Nasdaq. Operates an identical content-to-affiliate funnel targeting retail investors and comparing financial products across categories Good Money Guide also covers.
• Bankrate: US personal finance comparison site (now part of Red Ventures) covering banking, mortgages, credit cards, and investing. Direct competitor in the affiliate-driven financial comparison category with similar SEO-led growth motion.
• GoCompare: UK-based comparison marketplace with strong consumer brand recognition, primarily in insurance and increasingly in financial products. Comparable affiliate-driven comparison platform serving UK consumers.
• Investopedia: Large financial education and reference site with broker reviews and comparison content. Strong overlap in educational content, expert ratings, and review-based affiliate model targeting retail investors.
• Compare the Market: UK comparison marketplace operating in financial services, insurance, and utilities. Direct competitor in UK comparison space with a similar SEO/content-led acquisition model.

Emerging players

• FXempire: Specialist comparison and news site for forex, CFD, and crypto trading brokers. Comparable in trading platform/CFD/forex comparison content that is a core vertical for Good Money Guide.
• BrokerChooser: Broker comparison site with rigorous review methodology and global coverage. Strong overlap with Good Money Guide's investment and trading platform comparison focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/GoodMoneyGuide
• YouTubeyoutube.com/channel/UCUQ9h7F40JQH9LJ_pAohQUg/videos
• Facebookfacebook.com/goodmoneyguide
• LinkedInlinkedin.com/company/good-broker-guide
• Instagraminstagram.com/goodmoneyguide

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Good Money Guide