What Natural Intelligence does

Natural Intelligence is an Israeli bootstrapped performance marketing company founded in 2009 by Nir Greenberg and headquartered in Tel Aviv. The company operates a portfolio of consumer-facing comparison websites—Top10.com and BestMoney.com—that connect high-intent consumers with 1,000+ brand partners across more than 80 verticals including financial services, SMB and B2B software, entertainment and lifestyle, home services, and healthcare. Named brand partners include ADP, GoDaddy, Match, McAfee, Progressive, Rocket Mortgage, Shopify, Sofi, and Wix. Natural Intelligence is also one of Google's top 30 advertisers globally, generating paid search traffic at significant scale. Revenue is generated through affiliate commissions on referred customers, lead generation, and publisher monetization fees, with no external capital ever raised since founding.

The company's technology foundation is its proprietary xMatch platform, which applies machine learning to millions of user interactions to match consumers with relevant brands. The product architecture comprises two owned consumer destinations plus a publisher monetization suite including Smart Links, Data-Powered Widgets, Commerce Content, and Newsletter Marketing modules. The company has executed three acquisitions (Cappsool Technologies in 2017, Sidelines Group in 2019, and Playgorithm in 2020) to extend capabilities, and in 2026 entered a strategic partnership with JD Power to launch a next-generation auto insurance marketplace in New York. Natural Intelligence holds SOC 2 Type II certification and is GDPR and CCPA compliant.

Natural Intelligence employs 400+ people across offices in Tel Aviv (headquarters and R&D, 10,000 sqm ToHa Building), New York, Madrid, the United Kingdom, and Australia. In 2022 founder Nir Greenberg transitioned from CEO to Executive Chairman and Jonathan Edelshaim was appointed CEO. Reported revenue reached $200 million as of 2018 (The Marker), achieved without any external funding; the company has maintained 92%+ partner retention and a 52% women workforce composition. The 2026 JD Power auto insurance partnership signals continued vertical and geographic expansion into regulated insurance distribution.

Name

Natural Intelligence

Legal name

Natural Intelligence Ltd.

Website

https://naturalint.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Short description

Natural Intelligence is an Israeli bootstrapped performance marketing company operating comparison websites (Top10.com, BestMoney.com) and publisher monetization tools, connecting 1,000+ brand partners with high-intent consumers across 80+ verticals via its proprietary xMatch AI technology.

Ownership category

akta.pro rank

Product category

Performance Marketing Platform

akta.pro primary industry

Advertising, Marketing & Customer Personalization (HDAAAGAC)

akta.pro secondary industries

Search, Discovery & Ranking Personalization (HDAAAGAE), Social, Community & Creator Platform Feeds (HDAAAGAD)

Keywords

• Performance marketing platform
• Affiliate marketing network
• Comparison websites
• Publisher monetization tools
• Consumer intent marketing

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices6 records

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate/Performance Marketing Revenue: Generates revenue by connecting high-intent consumers with partner brands through comparison websites and publisher networks, earning commissions on referred customers
2. Publisher Monetization: Revenue from connecting publishers to brands through AI-powered monetization solutions including smart links, widgets, and commerce content
3. Lead Generation: Delivers high-quality leads to brand partners annually through AI-driven matching and comparison platforms

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Natural Intelligence operates a performance marketing platform that connects high-intent consumers with 1,000+ brand partners through consumer-facing comparison websites (Top10.com, BestMoney.com) and a publisher network of 800+ sites. Its proprietary xMatch AI technology matches consumers with relevant brands across 80+ verticals, while AI-powered monetization tools (smart links, widgets, commerce content, newsletters) enable publishers to monetize their audiences. The company generates revenue via affiliate commissions and lead generation for brand partners.

Product overview

Natural Intelligence operates a platform-plus-modules architecture centered on two consumer-facing comparison websites (Top10.com and BestMoney.com) that leverage the proprietary xMatch technology for AI-driven consumer-brand matching. The platform serves advertisers seeking performance marketing and publishers seeking monetization solutions. Publisher monetization tools include Smart Links (native brand integration), Data-Powered Widgets (AI-driven decision widgets), Commerce Content (SEO content), and Newsletter Marketing. The company also offers AI Search strategy services for advertisers to maintain brand visibility in evolving AI-powered discovery environments.

Differentiator

Problem solved

Functional benefit

Brands

• Top10.com: Consumer comparison website helping millions make informed purchasing decisions across multiple verticals.
• BestMoney.com
• xMatch

Products and services

• Top10.com Consumer-facing comparison website that showcases top-tier partner brands to millions of high-intent consumers, helping them discover and choose brands through data-driven comparison tools across multiple verticals.
• BestMoney.com Consumer-facing comparison website focused on financial services comparisons, connecting high-intent users with top brands through AI-powered matching technology.
• Smart Links Native link integration tool that transforms brand mentions into sustainable revenue drivers by connecting publisher audiences with leading brands across 80+ industries.
• Data-Powered Widgets AI-driven monetization widgets that leverage insights from millions of user interactions to provide tailored, value-driven decision journeys that elevate conversions and engagement.
• Commerce Content SEO-powered content solution that builds bespoke strategies to enhance organic visibility by uncovering profitable keywords and improving SERP rankings, driving traffic and revenue.
• Newsletter Marketing Digital communication tool that amplifies audience value by delivering personalized, high-value offers directly to subscribers.
• xMatch Proprietary AI-powered matching technology that utilizes millions of user interactions to help consumers make easier choices and find the right products and services, connecting high-intent consumers with partner brands.
• Auto Insurance Marketplace Next-generation auto insurance marketplace combining Natural Intelligence's AI comparison technology with JD Power's consumer behavior insights to help consumers compare policies and connect with insurance brands, creating high-quality distribution channels for insurers.

Quantifiable outcome

• 310% increase in revenue and 294% increase in leads for software company client
• +2 more outcomes

Named customers17 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• JD PowercoreStrategic or Co-development Partner · 31 March 2026Strategic partnership to launch next-gen auto insurance marketplace in New York. Combines Natural Intelligence's AI comparison technology with JD Power's consumer behavior insights to improve how consumers compare policies and connect with insurance brands. Creates high-quality distribution channel for insurers delivering intuitive shopping experience.
• Top10.comcoreChannel Partner/ Reseller/ DistributorProprietary consumer-facing comparison website showcasing top-tier partner brands to millions of high-intent consumers
• BestMoney.comcoreChannel Partner/ Reseller/ DistributorProprietary consumer-facing comparison website for financial services and other verticals, driving high-quality leads to partner brands
• 800+ Publisher NetworkcoreChannel Partner/ Reseller/ DistributorPremium publishers monetizing audiences through AI-powered tools including smart links, widgets, and commerce content across 80+ industries
• 1,000+ Brand PartnerscoreChannel Partner/ Reseller/ DistributorTop-tier brands including ADP, GoDaddy, Match, McAfee, Progressive, Rocket Mortgage, Shopify, Sofi, Wix enjoying sustainable growth through NI's AI-powered performance marketing
• Maavarim (Israeli Trans Community)minorOthersLGBTQ social impact partnership - NGO operates from NI offices with professional and strategic support, daily mentorship to CEO, and ongoing administrative assistance
• LGBTechminorOthersLong-standing partnership promoting equal rights in high-tech industry. Host NGO events, promote LGBTQ-positive agenda internally, first to sign Israel Diversity Standard agreement
• AppleseedsminorOthersSupports Appleseeds' vision to promote digital equality through volunteering, lectures, workshops, and strategic consultancy. Contributing to Tech Bootcamp development with alumni joining NI team
• Shavot FoundationminorOthersEmpowering teenage girls in developing positive self-esteem through tutoring, mentoring, event hosting, and workshops in Bat-Yam city
• The Aguda (Association for LGBTQ Equality in Israel)minorOthersOngoing collaboration including donations, event hosting, and professional workshops for LGBTQ equality

Scale indicators10 records

Recent moves6 records

Expansion highlights8 records

Direct peers

• QuinStreet: Public performance-marketing company monetizing vertical-specific comparison sites (financial services, education, home services) via advertiser leads. Operates at similar scale and vertical mix to NI.
• Outbrain: Similar to Taboola — content-discovery and native advertising for premium publishers. Comparable in publisher-monetization mechanics and advertiser-campaign dynamics to NI's network.
• Taboola: Public content-discovery and native-advertising platform powering publisher monetization. Highly comparable to NI's publisher network (smart links, widgets, commerce content) and audience-monetization model.
• NerdWallet: Consumer-facing comparison platform across financial products, with strong SEO/content monetization and advertiser relationships. Direct analogue to BestMoney.com and Top10.com.
• impact.com: Partnership/affiliate-marketing platform serving both brands and publishers with tracking, smart links, and discovery tools. Closely comparable to NI's dual-side (advertiser + publisher) monetization stack.
• Bankrate (Red Ventures): Operates comparison/marketplace sites for financial products (banking, mortgages, credit cards) using affiliate/lead-gen monetization. Same buyer (advertisers), same model (comparison + lead-gen), same SEO dependency.
• LendingTree: Operates a leading online financial-services comparison marketplace connecting consumers with lenders and advertisers. Closely comparable to NI in model (high-intent consumer → multiple advertisers) and in financial-services vertical exposure.

Broad incumbents

• Credit Karma: Large consumer financial-product comparison platform (now Intuit-owned) with deep personalization. Overlaps with NI's financial-services comparison and lead-generation business, though it owns more of the consumer relationship.
• CJ Affiliate (Publicis): One of the largest global affiliate marketing networks, owned by Publicis. Comparable to NI's publisher-monetization and brand-affiliate offerings (smart links, widgets) at greater scale.

Others

• SoFi: Listed as an NI brand partner; a large direct-to-consumer financial-services platform. Less of a competitor to NI's comparison business and more of a customer/partner, but useful as a public-market benchmark for consumer financial-intent monetization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xtwitter.com/natural_int
• Facebookfacebook.com/NatIntelligence
• LinkedInlinkedin.com/company/naturalintelligence2

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A3 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Natural Intelligence