Investing in the Web

What Investing in the Web does

Investing in the Web is a privately held fintech media and broker-comparison platform founded in 2019 and headquartered in Tallinn, Estonia (with a United Kingdom corporate jurisdiction referenced in some sources). The company operates a free-to-consumer website that helps retail investors across 100+ countries discover, compare, and select among 150+ online brokers and investment platforms. Its user base spans both novice investors new to trading and experienced traders seeking better execution, fees, or product coverage. The platform explicitly self-positions as a tool for avoiding scams and unregulated platforms.\n\nCore products include BrokerMatch, an interactive questionnaire-driven matching tool that recommends brokers based on user goals and trading preferences; a Portfolio Analyser at analyser.investingintheweb.com that evaluates ETF portfolios; and a side-by-side broker comparison tool. These are supported by a content library of 1,000+ articles, curated investment courses, books, documentary recommendations, broker bonus listings, and a cash-interest comparison vertical. The platform runs on a content-management-system architecture with a structured broker-review database rather than a trading system; no trading APIs, live data integrations, mobile apps, or third-party SDKs are disclosed. Editorial coverage is led by co-founders Franklin Silva (former Fund Research Analyst) and Pedro Braz (Forbes 30 Under 30), supported by CFA- and FRM-credentialed analysts (Toni Nasr, Conor Scott) and additional authors. There are no disclosed patents, trademarks, formal regulatory licenses, or certifications.\n\nThe business model is affiliate/referral-driven: the site is free for end users, and Investing in the Web earns commissions when referred users sign up with partner brokers — Interactive Brokers specifically is named under an advertising arrangement. Distribution is primarily product-led and organic/SEO-driven, supplemented by earned-media placements in Yahoo Finance, Forbes, Investopedia, Business Insider, and Seeking Alpha. Go-to-market is horizontally segmented to retail investors globally, with regional sub-sites for Europe (UK, France, Germany, Italy, Netherlands, Poland), the UAE, India, and Singapore. Revenue is further diversified through paid 1:1 Financial Coaching sessions with co-founders.

Name

Investing in the Web

Legal name

Investing in the Web

Website

https://investingintheweb.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Investing in the Web is a private, Estonia-based fintech media platform (founded 2019) that helps retail investors in 100+ countries compare 150+ online brokers through expert reviews, the BrokerMatch questionnaire, and a 1,000+ article content library, monetized via broker affiliate commissions.

Ownership category

akta.pro rank

Product category

Financial Broker Comparison

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro industry

PRIMARYFSAAAAAO

Investor Education, Research & Portfolio Analytics Services (Retail)

Financial & Insurance/Asset & Wealth Management/Retail & Mass-Affluent Wealth Management

SECONDARYFSAGAEAC

Digital Brokerage & Self-Directed Investing Platforms

Financial & Insurance/Financial Technology (Fintech)/Robo-Advisory & Digital Wealth Platforms

SECONDARYEDAAAJAH

Investing Fundamentals (Stocks, Bonds, Funds, Risk)

Education/Adult & Continuing Education/Financial Literacy & Consumer Education

Keywords

• Broker comparison platform
• Investment education
• Portfolio analysis tools
• Affiliate fintech
• Online broker reviews

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

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 Commissions: The site earns commissions from broker sign-ups through affiliate links. The disclaimer states: 'This website is free to use but we may receive commission from some of the merchants mentioned.' The inclusion of Interactive Brokers' name and links is 'pursuant to an advertising arrangement only.'

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Investing in the Web operates an online comparison and education platform that helps individual investors select an online broker through its BrokerMatch service, evaluate portfolios via a Portfolio Analyser, and learn investing through reviews, articles, courses, books, and one-on-one financial coaching. The platform is free for end users and monetizes via affiliate commissions when visitors open accounts with recommended brokers.

Product overview

Investing in the Web is a broker comparison and review platform that helps users choose the right trading platform. The core offering consists of BrokerMatch (a goal-based broker matching tool) and a Portfolio Analyser for ETF analysis, supported by a comprehensive content library including expert reviews, comparison tools, articles, courses, books, documentaries, and financial coaching services. The platform covers 100+ countries and 150+ investment platforms, providing free educational resources alongside broker recommendations categorized by region (Europe, UAE, UK, France, etc.) and asset type (ETFs, forex, crypto, options, etc.).

Differentiator

Problem solved

Functional benefit

Products and services

• BrokerMatch Algorithmic broker-matching service that recommends online brokers to individual investors based on their profile, preferences, and trading style.
• Portfolio Analyser Web-based tool that allows individual investors to analyze their existing investment portfolios, including risk, diversification, and performance diagnostics.
• Broker Reviews In-depth editorial reviews and comparisons of online brokers published on the Investing in the Web platform for individual investors researching where to open an account.
• Investing Courses Educational courses on investing published on the Investing in the Web platform for self-directed retail investors seeking structured learning.
• Investing Books Books on investing topics published under or featured by Investing in the Web for individual investors.
• Financial Coaching One-on-one financial coaching service provided by Investing in the Web to individual investors seeking personalized guidance on investing and broker selection.

Quantifiable outcome

• Covers 150 investment platforms across 100 countries
• +1 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• The Balance Money: The Balance Money is a personal-finance media brand that publishes broker reviews and investing guides for retail investors. It is a broader incumbent whose investing content overlaps with Investing in the Web's editorial offering.
• Bankrate: Bankrate is a large financial comparison and media brand covering banking, credit cards, and investing. Its investing and broker sections overlap with Investing in the Web's audience, though Bankrate operates as a broad personal-finance incumbent rather than a specialist broker-comparison site.
• Investopedia: Investopedia is a large-scale financial education and reference site owned by Dotdash Meredith. It publishes broker reviews and educational content for retail investors and is among the trusted media outlets that cite or are cited by Investing in the Web — a broad incumbent operating in overlapping but much wider personal-finance territory.
• NerdWallet: NerdWallet is a public, well-capitalised personal finance comparison platform with deep broker and investing-platform content. It competes for the same retail-investor search traffic and runs an affiliate model at significantly greater scale than Investing in the Web.

Direct peers

• TradingBrokers.com: TradingBrokers.com is a broker review and comparison site focused on online trading platforms, with similar affiliate monetisation and global coverage. It competes directly for the same search keywords and broker-referral revenue.
• FXEmpire: FXEmpire is a financial media site that publishes broker reviews, broker comparisons, and educational content for retail forex and multi-asset traders. It operates the same content-plus-affiliate model that Investing in the Web uses.
• ForexBrokers.com: ForexBrokers.com is a broker comparison and review site focused on forex, CFD, and multi-asset brokers. It shares Investing in the Web's broker-review content model, affiliate-referral monetisation, and global coverage of online trading platforms.
• DayTrading.com: DayTrading.com is a broker review and comparison site targeting active retail traders, covering day trading platforms, fees, and regulations. It competes with Investing in the Web's 'best for day trading' and asset-specific broker comparison content.
• BrokerNotes: BrokerNotes publishes broker reviews and comparison content for retail investors across multiple regions. It is a similarly sized specialist broker-comparison site with an affiliate-referral revenue model, directly comparable in scope and audience.
• BrokerChooser: BrokerChooser is a broker comparison and review platform that helps retail investors choose online brokers. It uses a similar questionnaire-driven matching tool, covers multiple regions including Europe, and monetises via affiliate referrals — making it the closest direct competitor to Investing in the Web.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/investingintheweb

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Investing in the Web