What MoneySense Magazine does

MoneySense is a Canadian digital personal finance publication founded in 1999 and currently operated as a wholly-owned subsidiary of Ratehub Inc., a Toronto-based financial technology company. The platform functions as an editorial-led content website serving Canadian consumers with personal finance guidance across savings, investing, insurance, real estate, taxes, budgeting, and retirement planning. Its core technology is a web-based publishing platform augmented by an expanding suite of interactive financial calculators and comparison tools, including the ETF Finder Tool, CardFinder (powered by Ratehub), mortgage payment and renewal calculators, a TFSA contribution room calculator, a compound interest calculator, a free monthly budget Excel template, a qualified advisor directory, and a comprehensive financial glossary.

The publication operates a content-led growth and monetization model, generating revenue through display advertising, labeled sponsored content, and affiliate/referral partnerships with financial product providers — most notably the Ratehub-owned product ecosystem (Ratehub.ca mortgage and banking comparisons, CanWise mortgage lending, RH Insurance). The editorial team is small (1-10 employees) and includes an Editor-in-Chief, Head of MoneySense, Contributing Editor, Editor-At-Large for Investing, and consulting editors holding CFP and other financial planning credentials; the publication states editorial independence from its ownership. Distribution is digital-first and multi-channel: SEO-optimized website content, a weekly email newsletter, and active social media presence across Facebook, Instagram, X, YouTube, and LinkedIn. Recurring expert columns (Ask a Planner, Ask Iny, Retired Money, MoneyFlex, A Rich Life, Making Sense of the Markets) drive repeat engagement.

MoneySense serves a primarily consumer-facing audience across life stages — general individual Canadians (primary segment), students, pre-retirees and retirees, and newcomers to Canada. The publication has won multiple industry awards between 2013 and 2025, including Gold and Silver awards from the Canadian Online Publishing Awards (COPAs) and Silver awards from SABEW Canada. The business is private, has no disclosed funding rounds, and operates exclusively within the Canadian market with no global footprint claim.

Name

MoneySense Magazine

Legal name

Ratehub Inc.

Website

https://moneysense.ca

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

MoneySense is a Canadian digital personal finance publication owned by Ratehub Inc., providing editorial content, interactive financial calculators, and product comparison tools to Canadian consumers across investing, banking, insurance, real estate, and retirement since 1999.

Ownership category

akta.pro rank

Product category

Personal Finance Media

NAICS

Finance and Insurance (52)

SIC

Investment Advice (6282)

akta.pro primary industry

Expense Tracking & Financial Dashboards (FSAGADAB)

akta.pro secondary industries

Net Worth & Personal Balance Sheet Tracking (FSAGADAF), Debt Management & Paydown (Student Loans, Credit Cards) (FSAGADAD)

Keywords

• Personal finance media
• Financial content publishing
• Investment comparison tools
• Credit card comparison
• Financial education resources

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Advertising and Sponsored Content: Revenue generated through display advertising, sponsored articles clearly labeled as paid content, and affiliate links to financial products. Partners include Equifax for fraud-related content and various financial institutions.
2. Affiliate/Referral Revenue: Monetized links to financial products (credit cards, bank accounts, insurance) are indicated with asterisks or 'Featured' labels. Revenue sharing arrangements with Ratehub Inc. products and partner financial institutions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

MoneySense is a digital personal finance publication serving Canadian consumers with free editorial content, financial product comparisons, and educational resources across banking, credit cards, investing, insurance, mortgages, taxes, and retirement. The site is supported by a suite of interactive financial calculators and comparison tools (ETF Finder, CardFinder, mortgage and TFSA calculators, budget templates) and is monetized through advertising and affiliate partnerships with Canadian financial institutions and its parent company Ratehub Inc.

Product overview

MoneySense is a digital personal finance magazine and content platform offering editorial content, comparison tools, and educational resources. The core product is the MoneySense website and magazine, which is complemented by specialized financial calculators and tools including the ETF Finder Tool, CardFinder (powered by Ratehub), mortgage calculators, TFSA Contribution Room Calculator, Compound Interest Calculator, Monthly Budget Excel Template, and a Financial Glossary. The platform also features a Find a Qualified Advisor Tool and specialized guides like the Student Money Guide. The site covers personal finance topics across savings, investing, insurance, real estate, taxes, and retirement.

Differentiator

Problem solved

Functional benefit

Brands

• CardFinder: Credit card comparison and recommendation tool powered by Ratehub
• ETF Finder Tool
• Find a Qualified Advisor
• MoneySense Monthly Budget Template

Products and services

• MoneySense Digital Publication Canada's personal finance digital publication providing editorial content, financial product comparisons, and educational resources across savings, investing, insurance, real estate, and retirement topics. Target audience is individual Canadian consumers.
• ETF Finder Tool Investment screening tool that helps Canadians find and compare ETFs based on criteria such as risk tolerance and personal ethics. For individual Canadian investors.
• CardFinder Credit card comparison and recommendation tool powered by Ratehub that helps Canadian consumers find the best credit cards based on spending habits and preferences.
• Mortgage Payment Calculator Calculator tool that helps Canadians estimate their mortgage payments based on loan amount, interest rate, and amortization period. For prospective and current mortgage holders.
• Mortgage Renewal Calculator Tool that helps Canadians understand their mortgage renewal options and compare rates when their term ends. For homeowners approaching mortgage renewal.
• TFSA Contribution Room Calculator Calculator that helps Canadian consumers determine their available TFSA (Tax-Free Savings Account) contribution room based on history and CRA eligibility.
• Compound Interest Calculator Calculator tool that demonstrates how compound interest affects savings and investments over time. For Canadian savers and investors.
• MoneySense Monthly Budget Excel Template Free downloadable Excel spreadsheet template for Canadians to track and manage their monthly personal expenses with planned vs. actual budget comparison.
• Find a Qualified Advisor Tool Directory tool to help Canadians find certified financial advisors and planners in their area. For Canadian consumers seeking financial planning advice.
• MoneySense Financial Glossary Comprehensive A-to-Z glossary of personal finance and investing terms for Canadians, covering topics from adjusted cost base to yield curve.
• Student Money Guide Comprehensive educational resource covering how to pay for post-secondary education in Canada, including RESPs, student loans, scholarships, and financial planning for students and parents.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• EquifaxminorGTM or Marketing PartnerEquifax sponsors fraud and scam-related content on MoneySense. Articles on fraud protection, identity theft, and cybersecurity are sponsored/created in partnership with Equifax Canada, with promotional content for Equifax Complete Protection service.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Investopedia: Major global financial education and reference site with deep content library, calculators, and affiliate monetization; overlaps with MoneySense's educational and investing-content mission though US-focused.
• Bankrate: Long-standing US personal finance publisher owned by Red Ventures, operating the same editorial + comparison + affiliate model at scale; an incumbent analogue showing where MoneySense could evolve commercially.
• Globe and Mail (Personal Finance / Globe Advisor): Canada's national newspaper with a substantial personal finance and investing section, advisory directories, and subscription revenue—competing for the same affluent Canadian reader and advertising dollars as MoneySense.

Direct peers

• Finder.com: Global comparison and personal finance publisher operating in Canada with credit card, banking, and investment comparison tools, following the same content-to-affiliate monetization model as MoneySense.
• Ratehub.ca: MoneySense's sister brand under Ratehub Inc., Ratehub.ca is a leading Canadian financial product comparison platform for mortgages, banking, and insurance, sharing the same parent and overlapping audience and monetization logic.
• LowestRates.ca: Canadian financial product comparison platform covering mortgages, insurance, and loans with editorial content, monetizing via lead generation to lenders—a directly comparable Canadian comparison-finance media model.
• NerdWallet: US-based but expanding into Canada, NerdWallet operates a comparable editorial-and-affiliate business model producing personal finance content, credit card and banking comparison tools, and calculators—the closest direct analogue to MoneySense's playbook.
• Hardbacon: Canadian fintech media and comparison platform producing personal finance content alongside stock comparison and budgeting tools, serving an overlapping Canadian audience with a similar editorial + affiliate approach.

Emerging players

• Wealthsimple: Canada's largest robo-advisor and fintech, which has built an extensive content/magazine arm covering investing, budgeting, and personal finance; competes for Canadian retail investor attention while also being a potential content and affiliate partner.

Regional players

• CBC Personal Finance: Public broadcaster's personal finance vertical producing free editorial content for Canadian consumers across budgeting, investing, taxes, and retirement; competes for the same audience without commercial monetization pressure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/MoneySense
• YouTubeyoutube.com/c/MoneySenseCanada
• Facebookfacebook.com/MoneySenseMagazine
• LinkedInlinkedin.com/company/money-sense
• Instagraminstagram.com/moneysensemag

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

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 MoneySense Magazine