What Finder does

Finder is a US-based financial product comparison platform operated by Finder.com LLC, headquartered at 135 Madison Ave, New York, and active since 2006. The company serves US consumers researching banking, credit cards, lending, investing, insurance, and small business financial products, providing editorial reviews, comparison tables, and interactive tools such as compound interest and mortgage affordability calculators. Its core technical asset is a comprehensive comparison database covering 450+ financial institutions, paired with the proprietary Finder Score, a 0–10 rating methodology that benchmarks hundreds of products against FDIC national averages on rate, fees, opening deposit, and features. Distribution is built on SEO-optimized editorial content, a network of newsletters, and earned media placements across CBS, Wall Street Journal, Yahoo News, Fox Business, Nasdaq, and Business Insider.

The company monetizes exclusively through affiliate commissions from featured partner providers when users complete sign-ups or applications, with the Finder Rewards loyalty program (3,175,547 global members) funded by those commissions and offering digital Visa gift cards to members who sign up for promoted products. Pricing is freemium: the service is free to consumers, with a pay-as-you-go reward model layered on top. Finder.com LLC operates under trademark license from Hive Empire Pty Ltd, the Australian parent that owns the Finder brand and runs sister operations in Australia, Canada, and the United Kingdom. The US entity is privately held with no disclosed institutional investors, no funding rounds in the source data, no M&A activity, and an editorial-led management team (Editorial & PR Lead, Banking Editor, Investments Editor, Publisher).

Name

Finder

Legal name

Finder.com LLC

Website

https://finder.com

Company type

Private

Founded year

2006

Operating status

Operating

Short description

Finder is a US-based financial product comparison platform serving consumers researching banking, credit, lending, investing, and business products. It monetizes via affiliate commissions and operates the 3M+ member Finder Rewards program under license from Australian parent Hive Empire Pty Ltd.

Ownership category

akta.pro rank

Product category

Personal Finance Comparison

NAICS

Web Search Portals and All Other Information Services (51929), Web Search Portals and All Other Information Services (519290), Web Search Portals, Libraries, Archives, and Other Information Services (519)

SIC

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

akta.pro primary industry

Comparison Shopping & Price Discovery Portals (BPAMAAAJ)

Keywords

• Personal finance comparison
• Financial product reviews
• Affiliate referral platform
• Banking comparison tools
• Consumer fintech content

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Affiliate Commissions: Finder receives compensation from featured partner products when users sign up or apply through the platform. This is the primary revenue driver, enabling the free service model for consumers while monetizing traffic and referrals.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Finder operates a free consumer-facing comparison platform that aggregates and rates hundreds of financial products across banking, investing, lending, insurance, and small business categories. The platform earns affiliate commissions when users click through to partner providers and complete product sign-ups, and incentivizes participation through the Finder Rewards program that pays digital Visa gift cards to members.

Product overview

Finder is an independent comparison platform operating as a single unified service that allows users to compare financial products across banking, investing, lending, insurance, and business categories. The platform centers on its core comparison database, augmented by the Finder Rewards loyalty program (offering digital Visa gift cards for product signups) and the proprietary Finder Score rating system (scoring products out of 10 based on rate, fees, and features). Products are organized into main verticals: Banking (checking, savings, CDs, money markets, prepaid cards, kids banking), Investing (brokerages, IRAs, robo-advisors, cryptocurrency), Lending (personal loans, mortgages, business loans, cash advances), and Business (business banking, credit cards). Supporting tools include a compound interest calculator and savings calculators. The platform aggregates and analyzes hundreds of financial products from providers it promotes, earning commissions when users sign up through the site.

Differentiator

Problem solved

Functional benefit

Brands

• Finder Rewards: A rewards program offering members free digital Visa gift cards and exclusive deals when signing up for financial products through Finder.

Products and services

• Finder personal finance comparison platform Independent, free-to-use comparison platform for US consumers evaluating banking, investing, lending, insurance, and small-business financial products, with expert editorial reviews, calculators, and rate information.
• Finder Rewards
• Finder Rewards Free membership loyalty program that rewards US consumers with digital Visa gift cards and exclusive deals when they sign up for promoted banking, investing, lending, or business financial products through the Finder platform.

Quantifiable outcome

• 3,175,547 Finder Rewards members globally
• +1 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Partnerships

One partnership is on record.

• Sunda EnergyminorStrategic or Co-development Partner · 8 April 2026Finder has signed a letter of intent with Sunda Energy to coordinate a shared drilling campaign in Timor-Leste. This appears to be a non-core partnership unrelated to Finder's primary financial comparison business, potentially relating to Finder's broader corporate activities.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Bankrate: Bankrate (owned by Red Ventures) is one of the longest-running US financial comparison sites covering banking, mortgages, credit cards, and investing. It competes head-to-head with Finder on editorial comparison content and affiliate-driven lead generation.
• LendingTree: LendingTree is a publicly traded online loan marketplace that connects consumers with lenders across personal loans, mortgages, business loans, and credit cards. Its lead-generation affiliate model and vertical breadth (especially in lending) make it a direct peer in the lending-comparison segment.
• NerdWallet: NerdWallet is a publicly traded personal finance comparison platform that, like Finder, helps consumers compare credit cards, banking, loans, investing, and insurance products, monetizing through affiliate commissions. It is the closest direct peer in product, business model, and target customer.
• ValuePenguin: ValuePenguin is a personal finance comparison and education site covering banking, credit cards, loans, and insurance. Owned by LendingTree, it competes with Finder across multiple verticals using a similar SEO-driven, affiliate-monetized content model.
• WalletHub: WalletHub is a US personal finance platform offering credit card, loan, and banking comparisons alongside credit monitoring tools. Its affiliate-driven comparison model and consumer target overlap closely with Finder's offering.

Regional players

• MoneySupermarket: MoneySupermarket is a UK-based price comparison platform covering financial services, insurance, energy, and travel. It mirrors Finder's comparison and affiliate model but operates primarily in the UK market rather than the US.

Emerging players

• The Zebra: The Zebra is a US insurance comparison platform that, like Finder's insurance-adjacent content, helps consumers compare auto and home insurance quotes from multiple carriers. It is an emerging player in one of Finder's expansion verticals.
• Investopedia: Investopedia is a leading financial education and comparison site (owned by Dotdash Meredith) that publishes product reviews and rate tables across banking, investing, and lending. It is a partial overlap with Finder — both drive affiliate revenue from comparison content, but Investopedia emphasizes educational content.

Broad incumbents

• MoneyLion: MoneyLion is a US digital finance platform offering banking, lending, and investment products with comparison-style content and affiliate offers. It overlaps with Finder in lending and banking comparison, though it also operates first-party financial products.
• Credit Karma: Credit Karma (Intuit-owned) is a free personal finance platform that recommends credit cards, loans, and banking products, monetizing via affiliate revenue. With hundreds of millions of members and deep Intuit integration, it is a much larger incumbent in the same comparison-and-recommendation space as Finder.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/finder
• YouTubeyoutube.com/c/finder
• Facebookfacebook.com/finder
• LinkedInlinkedin.com/company/finder
• Instagraminstagram.com/finderusa
• TikToktiktok.com/@finderusa

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Finder