What Datatrac does

Datatrac Corporation is a Milwaukee, Wisconsin-based private financial data and lead generation firm that maintains what it describes as America's largest database of deposit and loan interest rate data, containing 1,648,658,012 current and historical rates across 341,673 banking locations in 19,713 U.S. local, state, and national markets. The company was founded in 1991 by CEO Ken Wanek as an independent, unbiased research firm, and has operated for 35+ years, serving more than 5,000 financial institution clients including banks, credit unions, and federal agencies. Data is collected daily through manual phone interviews with banking staff and review of published rate materials, with supplementary input from FDIC, NCUA, and U.S. Census Bureau data, in partnership with S&P Global Market Intelligence.

Datatrac's product surface consists of four core offerings: the proprietary Rate Database, the consumer-facing datatrac.net comparison portal (launched in 2012), the trademarked Great Rate Award® certification program (Silver and Gold tiers), and B2B research, analysis, and software services for financial institutions. The Great Rate Award certifies financial institutions whose deposit or loan rates outperform market averages for comparable terms, and is provided free of charge to qualifying institutions.

The business model is a freemium two-sided platform. All consumer-facing services are free, monetized through referral and lead generation fees when consumers submit inquiries to financial institutions. Financial institutions separately pay Datatrac for research, analysis, software, and data services, plus implicit lead flow from the consumer platform. Government clients such as the GAO, FBI, Federal Reserve, U.S. Senate, and U.S. House of Representatives consume Datatrac data for official reporting. The company holds BBB accreditation in Wisconsin and TRUSTe privacy certification, and has been cited in the Wall Street Journal, Washington Post, Kiplinger Magazine, and federal research outputs.

Name

Datatrac

Legal name

Datatrac Corporation

Website

https://datatrac.net

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

251–500 employees

Short description

Datatrac operates America's largest interest rate database, covering 1.6 billion rates across 341,673 banking locations. The Milwaukee-based firm serves 5,000+ financial institutions with B2B research and lead generation, and provides free consumer rate comparison via its website.

Ownership category

akta.pro rank

Product category

Financial Rate Comparison and Banking Data Analytics

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210), Activities Related to Credit Intermediation (5223)

SIC

Services-Computer Processing & Data Preparation (7374), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Data Distribution, Connectivity & Market Data Platforms (Entitlements, Normalization, APIs) (FSAFAIAJ)

akta.pro secondary industries

Delayed/End-of-Day Market Data & Reference Data Services (FSAFAIAB), Data Sharing, Data Exchange & Data Marketplace Platforms (HDAEABAH)

Keywords

• Interest rate comparison
• Deposit rate database
• Loan rate analysis
• Banking rate analytics
• Financial institution research

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. B2B Financial Institution Services: Datatrac is paid by financial institutions for providing research, analysis, software and other services to assist them in generating new deposit and loan business. This includes the Great Rate Award program which is free to qualifying institutions.
2. Consumer Lead Generation: All services are free to consumers. When consumers submit inquiries through the platform, Datatrac forwards their information to financial institutions, generating referral/lead fees from participating institutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Datatrac operates America's largest interest rate comparison platform, maintaining a proprietary database of over 1.6 billion current and historical deposit and loan rates across 341,673 banking locations in 19,713 U.S. markets. The company provides a free consumer-facing rate comparison website and sells research, analytics, and software services to financial institutions to help them generate new deposit and loan business.

Product overview

Datatrac operates as America's largest interest rate comparison website, offering a unified platform consisting of a proprietary rate database and consumer-facing comparison tools. The core offering is the Datatrac Rate Database, which contains over 1.6 billion current and historical rates across 341,673 banking locations. This database powers both the consumer-facing Datatrac Consumer Rate Comparison Portal (for finding best rates across savings, checking, CDs, IRAs, auto loans, and other products) and the Datatrac Great Rate Award certification program for financial institutions. Datatrac also provides research services to financial institution clients. The platform is free for consumers and monetized through fees paid by financial institutions.

Differentiator

Problem solved

Functional benefit

Brands

• Datatrac Great Rate Award: A certification that deposit and loan rates offered by financial institutions outperform the market average for comparable products and terms. Available in Silver (real-time) and Gold (historical) tiers.

Products and services

• Datatrac Consumer Rate Comparison Portal Free consumer-facing website allowing individual consumers to search and compare deposit and loan interest rates across savings accounts, checking, money market, CDs, IRAs, auto loans, motorhome loans, boat loans, unsecured loans, credit cards, and home equity products at virtually every U.S. financial institution.
• Datatrac Great Rate Award Certification program (Silver for real-time performance updated daily; Gold for historical performance) that verifies a financial institution's deposit or loan rates outperform the market average for comparable products and terms. Free to qualifying financial institutions and used by consumers to identify high-performing banking products.
• Financial Institution Research and Analytics Services B2B research, analysis, and software services sold to banks, credit unions, and government agencies. Includes competitive rate benchmarking, market intelligence on deposit and loan products, and consumer lead generation to assist financial institutions in generating new deposit and loan business.

Quantifiable outcome

• 341,673 banking locations monitored nationwide
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• S&P Global Market IntelligencecoreStrategic or Co-development PartnerDatatrac conducts independent, unbiased research in partnership with S&P Global Market Intelligence. This partnership provides access to additional market intelligence and enhances the credibility and scope of Datatrac's rate comparison services.
• Federal Deposit Insurance Corporation (FDIC)minorOthersDatatrac uses information published by FDIC as part of its research methodology for monitoring banking institutions.
• National Credit Union Administration (NCUA)minorOthersDatatrac uses information published by NCUA as part of its research methodology for monitoring credit union institutions.
• U.S. Census BureauminorOthersDatatrac uses Census Bureau data as part of its geographic market analysis methodology.

Scale indicators6 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Credit Karma: Credit Karma provides free credit scores and rate comparison for credit cards, loans, and banking products, monetized through lender referrals. Its scale and mobile-first product make it a direct competitor for the same rate-sensitive consumer audience Datatrac targets.
• LendingTree: LendingTree is a leading online loan marketplace connecting consumers with multiple lenders across personal, auto, home equity, and mortgage products. It is directly comparable to Datatrac's consumer lead-generation model for loan products.
• Bankrate: Bankrate is one of the largest U.S. consumer rate comparison platforms for deposit and loan products. It overlaps directly with Datatrac in savings, CD, money market, mortgage, and auto rate aggregation, monetized through FI advertising and lead referrals.
• SmartAsset: SmartAsset offers comparison tools across banking, mortgages, and financial advisor matching. It is comparable to Datatrac in deposit and loan rate aggregation with a stronger focus on the advisor and mortgage lead-generation verticals.
• MoneyRates.com: Moneyrates.com is a long-running deposit rate comparison site covering savings, CDs, and money market accounts. It competes with Datatrac in the same core product categories for the same rate-focused consumer audience.
• NerdWallet: NerdWallet operates a major consumer financial comparison platform across credit cards, banking, loans, and investing. It is a direct competitor to Datatrac's consumer portal in deposit and personal loan rate comparison, with significantly larger brand and marketing spend.

Emerging players

• WalletHub: WalletHub is a consumer financial comparison platform with deep coverage of credit cards, banking, and loan products. It overlaps with Datatrac's loan rate comparison categories and is funded by lender partnerships.
• Finder.com: Finder.com is a global financial comparison platform covering banking, credit cards, and loans. It is comparable to Datatrac as a content-led rate comparison destination with lender lead-generation monetization.
• MagnifyMoney: MagnifyMoney, owned by LendingClub's parent, is a deposit and loan rate comparison site with strong overlap to Datatrac's product set. It competes in a similar niche with a more modern, content-driven presentation.

Others

• S&P Global Market Intelligence: S&P Global Market Intelligence is Datatrac's named research and data partnership partner. It is an institutional financial data and analytics provider that overlaps thematically as a buyer and consumer of interest rate and banking market intelligence, and is comparable as a large-scale data infrastructure peer rather than a direct consumer competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DatatracRates

Compliance2 records

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 Datatrac