What Zogby International does

Zogby International (legal entity Zogby Financial Services) operates an advertising-supported, web-based financial product comparison platform organized into eight content hubs — Debt Relief, Loans, Credit Cards, Banking, Insurance, Investing, Marketing, and Tools/Calculators — plus a proprietary AI assistant. The platform aggregates and editorializes third-party financial products (credit cards, personal and business loans, mortgages, insurance, banking accounts, brokerages, robo-advisors, crypto exchanges, and prediction-market platforms) across 252 company reviews, 15,000+ articles and rate tables, and 10M+ reader-run product comparisons. Underlying technology centers on an SEO-driven content management system, seven plus interactive financial calculators, an interactive debt relief strategy comparator, and Zogby AI — a natural-language assistant that retrieves answers from the on-site review corpus.

Primary users are US consumers researching and comparing retail financial products, with secondary focus on small business owners (especially in trucking) seeking MCA and business debt relief. Customers paying Zogby are the financial product providers themselves — Chase, SoFi, Capital One, Citi, Wells Fargo, Progressive, and a flagship partnership with Delancey Street for business debt consultation routing — who compensate Zogby via affiliate referral fees, display advertising, and sponsored placements. The platform is free to consumers and operates a 101-250 person organization (including 100+ editors/analysts) headquartered in Boston, with national coverage across all 50 states and 50 cities.

The business model is pure-play affiliate and advertising: Zogby does not underwrite, sell, or directly provide any financial product. Revenue streams documented are (1) affiliate/referral fees from financial product providers, including direct consultation routing to Delancey Street, and (2) display advertising on the comparison pages. Distribution is digital self-serve — web, organic search, a weekly email newsletter, and calculator widgets — with no physical retail or direct sales force. There is no disclosed pricing tier for consumers, no venture funding rounds, no parent company, and no public listings in the source material.

Name

Zogby International

Legal name

Zogby Financial Services

Website

https://zogby.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Zogby operates an advertising-supported financial product comparison platform covering debt relief, loans, credit cards, banking, insurance, and investing for US consumers. It monetizes via affiliate referral fees and advertising from enterprise partners including Chase, SoFi, and Wells Fargo.

Ownership category

akta.pro rank

Product category

Financial Product Comparison Platform

NAICS

Mortgage and Nonmortgage Loan Brokers (52231), Activities Related to Credit Intermediation (5223)

SIC

Loan Brokers (6163), Investment Advice (6282), Personal Credit Institutions (6141)

akta.pro primary industry

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

akta.pro secondary industries

BNPL Aggregators & Comparison Marketplaces (FSAKACAD), Financial Services Personalization (Banking, Investing, Insurance) (HDAAAGAH)

Keywords

• Financial product comparison
• Debt relief reviews
• Credit card comparison
• Insurance rate comparison
• Personal loan reviews

Headquarters

HQ city

Boston

HQ country

United States

HQ region

North America

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 Fees: Zogby receives compensation from companies whose products appear on the site. This advertising compensation may impact how, where, and in what order products appear. For debt relief services, they partner with Delancey Street and route free consultations, earning referral compensation.
2. Display Advertising: Independent, advertising-supported comparison service that generates revenue through displaying financial product advertisements and sponsored content placements.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Zogby International operates a free, advertising-supported online comparison and review platform covering financial products across eight hubs: Debt Relief, Loans, Credit Cards, Banking, Insurance, Investing, and Marketing, supplemented by interactive financial calculators and an AI assistant. Revenue is generated through display advertising and affiliate/referral fees paid by partner providers such as Chase, SoFi, Capital One, Progressive, and Delancey Street when users click through from editorial reviews and free consultation forms.

Product overview

Zogby International operates a multi-category financial product comparison platform consisting of eight core content hubs (Debt Relief, Loans, Credit Cards, Banking, Insurance, Investing, Marketing, and Tools/Calculators) plus a proprietary AI assistant feature. The platform aggregates and compares financial products and services from third-party providers, offering editorial reviews, ratings, rate tables, and interactive tools including calculators and a strategy comparator. Users can access free consultations for debt relief services and compare products across categories including insurance, banking, credit, loans, and investments. The business model centers on advertising-supported comparisons rather than direct product provision.

Differentiator

Problem solved

Functional benefit

Products and services

• Debt Relief Hub Free comparison and review hub for consumer and business debt relief options (debt settlement, consolidation, credit counseling, bankruptcy), company reviews, best-of rankings, and free consultation routing to vetted partners like Delancey Street.
• Loans Hub Free comparison and review hub for personal loans, mortgages, auto loans, business loans, student loan refinancing, home equity loans, and debt consolidation loans, with lender reviews and rate tables.
• Credit Cards Hub Free comparison and review hub for credit cards including rewards, cash back, travel, balance transfer, 0% APR, business credit cards, student cards, and bad-credit cards.
• Banking Hub Free comparison and review hub for banking products including high-yield savings accounts, CDs, money market accounts, checking accounts, and online banks with rate tables and reviews.
• Insurance Hub Free comparison and review hub for car, home, renters, life, and pet insurance with carrier reviews and rate comparisons.
• Investing Hub Free comparison and review hub for investment products including online brokerages, robo-advisors, trading apps, IRA accounts, crypto exchanges, and prediction markets.
• Marketing Hub Free comparison and review hub for marketing services including SEO companies, web designers, and lawyer/attorney marketing agencies.
• Financial Calculators Free online financial planning tools including Debt Payoff Calculator, Loan Payment Calculator, Savings Goal Calculator, Credit Card Payoff Calculator, Amortization Schedule Calculator, Auto Loan Calculator, and Debt Settlement Calculator.
• Debt Relief Strategy Comparator Interactive tool that lets users enter their debt details and compare debt relief strategies (settlement, consolidation, credit counseling, bankruptcy) side-by-side with personalized cost estimates, timelines, and credit impact.
• Business Debt Settlement Specialized business debt settlement service covering MCA (Merchant Cash Advance), term loans, SBA loans, business credit cards, vendor debt, and equipment financing, with state- and city-specific guides across all 50 states and 50 cities and free consultation routing to partners like Delancey Street.

Quantifiable outcome

• 15,000+ reviews, guides, and rate tables published
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and flagship.

• ChasecoreGTM or Marketing PartnerChase financial products (credit cards, banking) are reviewed and compared on the Zogby platform. Chase appears in the partners section of the website alongside other major financial institutions.
• SoFicoreGTM or Marketing PartnerSoFi financial products (personal loans, student loan refinancing, banking) are featured in Zogby's best picks and reviews. SoFi is highlighted as Top Pick for debt consolidation with 4.9/5 rating.
• ProgressivecoreGTM or Marketing PartnerProgressive auto insurance products are reviewed and compared on Zogby's insurance comparison platform. Featured as a partner whose products are reviewed on the site.
• Capital OnecoreGTM or Marketing PartnerCapital One credit cards and banking products are reviewed and compared on the Zogby platform. Featured as a partner whose products are reviewed on the site.
• CiticoreGTM or Marketing PartnerCiti financial products are reviewed and compared on Zogby's credit card and banking comparison platforms. Featured as a partner whose products are reviewed on the site.
• Wells FargocoreGTM or Marketing PartnerWells Fargo banking products are reviewed and compared on the Zogby platform. Featured as a partner whose products are reviewed on the site.
• Delancey StreetflagshipGTM or Marketing PartnerFeatured partner for business debt settlement. Zogby ranks Delancey Street #1 for business debt settlement with 4.9/5 rating and A+ BBB rating. Free consultation form routes directly to Delancey Street. Clients reportedly save 46% on average before fees.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• WalletHub: WalletHub is a personal finance comparison platform offering credit card, loan, and insurance comparisons with editorial reviews and calculators. Directly comparable multi-category comparison offering with similar affiliate-supported business model.
• ValuePenguin: ValuePenguin is a personal finance comparison site covering credit cards, loans, banking, and insurance with editorial reviews. Directly comparable content-driven comparison model and audience overlap with Zogby.
• Bankrate: Bankrate (now owned by CNET/Red Ventures) is a long-established financial comparison site covering mortgages, credit cards, banking, and investing. Directly comparable content-driven comparison model and affiliate revenue approach.
• NerdWallet: NerdWallet is the largest US consumer financial comparison platform, covering credit cards, loans, banking, insurance, and investing with affiliate revenue model. Directly comparable in product scope, content-led GTM, and target audience to Zogby.
• Credit Karma: Credit Karma (owned by Intuit) provides free credit scores and personalized financial product recommendations with affiliate revenue. Comparable in credit card and loan recommendation focus, free-to-consumer model, and AI-driven personalization.
• The Zebra: The Zebra is a leading insurance comparison marketplace covering auto, home, and renters insurance. Comparable in the insurance vertical with similar comparison-and-referral GTM motion that Zogby applies across its Insurance Hub.
• Finder: Finder is a global personal finance comparison platform covering credit cards, banking, loans, insurance, and investing with affiliate revenue. Directly comparable in cross-category product comparison and affiliate-driven monetization.
• LendingTree: LendingTree operates a loan and credit-focused comparison marketplace that matches consumers with multiple lenders and earns referral fees. Directly comparable in loan comparison, multi-lender network, and affiliate monetization.

Emerging players

• Credible: Credible is a loan comparison marketplace focused on student loan refinancing, personal loans, and mortgages with lender-matching referral model. Comparable in loan-focused comparison and consumer-direct referral motion, narrower scope than Zogby's full hub coverage.

Broad incumbents

• MoneySupermarket: MoneySupermarket is a UK-listed financial price comparison platform covering insurance, banking, and energy. Comparable comparison-marketplace model though primarily UK-focused rather than US-domestic like Zogby.

Market position

Strengths4 records

Weaknesses1 record

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/zogby-international-inc

Revenue estimate

Valuation estimate

Number of profiles

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 Zogby International