engine by gen
Engine by Gen is an embedded finance marketplace that matches consumer financial intent with product offers from 1,300+ lenders and financial product providers via white-label API and distribution partnerships, serving publishers, fintechs, and consumer platforms.
- Company typePrivate
- Founded2014
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What engine by gen does
Engine by Gen, formerly EvenFinancial, operates an embedded finance marketplace that matches consumer financial intent with product offers from a network of 1,300+ providers. The platform is integrated into consumer-facing properties (including publisher and data partners such as TransUnion, Insider, and Investopedia) and surfaces products spanning lending, banking, and credit across 40M+ cumulative matches and 100M+ quarterly inquiries. Its product surface has expanded beyond pure lead generation to include Engine Checkout for embedded transaction capture, Web Services, and a Cyber Safety Services vertical, with an MFeed sub-brand and an Engine Design Lab supporting the broader ecosystem.
The underlying technology is a hosted decisioning and recommendation platform that applies custom AI/ML models and predictive analytics to consumer financial intent data in order to rank and route product offers, packaged as a white-label or single-line-of-code API for distribution partners. Revenue is generated via marketplace economics — lead- and transaction-based fees from financial product providers whose offers are surfaced through the platform. The April 2026 integration with Microsoft Copilot Discover adds a generative-AI assistant surface as an additional distribution channel.
Engine by Gen is a subsidiary of Gen Digital, Inc. (NASDAQ: GEN), the publicly traded consumer cybersecurity and identity company, and operates as a strategic growth platform within that parent. The unit is headquartered in New York with 51–100 employees.
engine by gen firmographics
Firmographics- Name
- engine by gen
- Legal name
- Gen Digital, Inc.
- Website
- https://evenfinancial.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Engine by Gen is an embedded finance marketplace that matches consumer financial intent with product offers from 1,300+ lenders and financial product providers via white-label API and distribution partnerships, serving publishers, fintechs, and consumer platforms.
- Ownership category
- akta.pro rank
engine by gen industry classification
Industry- Product category
- Embedded Financial Marketplace Platform
- NAICS
- Custom Computer Programming Services (541511)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM)
- akta.pro secondary industries
- Financial Services Personalization (Banking, Investing, Insurance) (HDAAAGAH), Auto-Switching & Price Comparison Platforms (EUAGAEAD)
Keywords
Where engine by gen is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Markets served
engine by gen business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Marketplace Commission/Platform Fees: Engine operates a marketplace platform that matches consumers with financial products. Revenue is generated through commissions and fees from financial product matching and recommendations across the partner network.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
engine by gen product offering
Product offeringCore offering
Engine by Gen operates an embedded financial marketplace platform that uses AI-powered precision matching and personalization to connect consumers with financial products across a network of 1,300+ partners. Partners integrate Engine's technology through a single line of code or fully white-labeled native API to power their own financial product marketplaces, enabling customer acquisition, monetization, and personalized recommendations. The platform has matched 40M+ financial products and processes 100M+ financial inquiries per quarter.
Product overview
Engine by Gen is a financial services marketplace platform offering precision matching and personalization. The core Embedded Marketplace platform connects financial product providers with consumers through a network of 1,300+ partners. The platform comprises core components (Embedded Marketplace, Partner Network) along with integrated modules including Engine Checkout, Dedicated Solution Advisors, Financial Services, Cyber Safety Services, Engine Design Lab, and Engine Insights. The platform leverages AI for recommendation and personalization, processing over 100 million financial inquiries per quarter and matching more than 40 million financial products. Developer access is provided through the Developer Center and native API.
Differentiator
Problem solved
Functional benefit
Brands
- MFeed: Financial feed/marketplace offering by Malka Media
Products and services
- Embedded Marketplace
- Engine Checkout
- Cyber Safety Services
- Financial Services Marketplace
- MFeed
- Web Services
- Engine Native API Native API that allows financial services partners to integrate Engine's marketplace functionality with a single line of code or build fully white-labeled experiences, documented at engine.tech/docs.
Quantifiable outcome
- 40M+ financial products matched through the platform
- +3 more outcomes
Companies that use engine by gen
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles2 records
engine by gen technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature5 records
engine by gen partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Microsoft CopilotcoreGen brings trusted financial intelligence to Microsoft's Copilot Discover feeds, integrating Engine's financial marketplace capabilities into Microsoft's AI-powered Copilot experience for personalized financial product recommendations.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
engine by gen competitors and assessment
Company assessmentDirect peers
- LendingTree: Operates a leading consumer-facing financial product comparison and lead generation marketplace across loans, credit, and insurance. Direct competitor to Engine on the lender comparison and lead-gen side, though LendingTree is more consumer-branded whereas Engine is embedded B2B.
- NerdWallet: Consumer-facing financial product comparison and recommendation platform monetizing via partner referrals across credit cards, loans, banking, and insurance. Overlaps with Engine on the matching-and-recommendation thesis and on partner monetization.
- Credit Karma: Personalized financial product recommendation platform (credit cards, loans, insurance) built on first-party consumer credit data. Highly comparable to Engine on the AI-personalization-and-monetization model, though Credit Karma is consumer-direct while Engine is B2B-embedded.
- Bankrate (Red Ventures): Financial product comparison publisher generating lead volume for banks, lenders, and credit card issuers. Comparable to Engine as a financial lead generation and comparison marketplace, with similar lender-side monetization.
- Finder.com: Global financial product comparison and lead generation platform across cards, loans, banking, and insurance. Directly comparable to Engine's marketplace and lead-gen model across multiple financial product verticals.
- MoneyLion: All-in-one digital financial platform with marketplace-style product recommendations and embedded lending. Both a customer of Engine (per partner list) and a comparable operator, given its marketplace and embedded finance orientation.
- The Zebra: Insurance comparison and lead generation marketplace connecting consumers with carriers. Comparable to Engine on the comparison-and-marketplace model, with overlap in Engine's insurance product offering via Savvy Insurance Solutions.
Emerging players
- SmartAsset: Financial advisor and product matching platform operating in adjacent verticals (advisors, mortgages, banking). Comparable in matching-and-marketplace mechanics though SmartAsset skews more toward advisor intermediation.
Broad incumbents
- SoFi: Vertically integrated financial services marketplace operating across lending, banking, and investing. Both a key Engine partner and a broad incumbent that competes by owning the full consumer relationship end-to-end.
- TransUnion: Major credit bureau and consumer financial data provider with growing marketplace and decisioning capabilities. Both an Engine partner and a broad incumbent whose data assets and direct lender relationships could enable it to disintermediate third-party marketplaces over time.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
engine by gen social profiles
Digital presenceengine by gen compliance and trust
Trust signalCompliance2 records
engine by gen financial estimates
Financial estimateRevenue estimate
Valuation estimate
engine by gen leadership team
Management profileNumber of profiles
engine by gen subsidiaries and ownership
Company hierarchySubsidiaries2 records
engine by gen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
engine by gen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about engine by gen
What does engine by gen do?
Engine by Gen operates an embedded financial marketplace platform that uses AI-powered precision matching and personalization to connect consumers with financial products across a network of 1,300+ partners. Partners integrate Engine's technology through a single line of code or fully white-labeled native API to power their own financial product marketplaces, enabling customer acquisition, monetization, and personalized recommendations. The platform has matched 40M+ financial products and processes 100M+ financial inquiries per quarter.
Is engine by gen a public or private company?
engine by gen is a private company. It is classified as corporate owned and is currently operating.
When was engine by gen founded?
engine by gen was founded in 2014. It employs 51 to 100 people.
Where is engine by gen based?
engine by gen is headquartered in New York, United States, in the North America region.
How does engine by gen make money?
One revenue line is on record: marketplace Commission/Platform Fees.
Who are engine by gen's main competitors?
Direct peers on record are LendingTree, NerdWallet, Credit Karma, Bankrate (Red Ventures), Finder.com, MoneyLion and The Zebra. SmartAsset is listed as an emerging player. Broad incumbents are SoFi and TransUnion.
Does engine by gen have an API?
Yes. Engine provides a native API for integration. The platform can be implemented with a single line of code, or partners can create fully white-labeled experiences using the API. Developer documentation is at engine.tech/docs/api-reference/#overview.
What industry is engine by gen in?
engine by gen's product category is Embedded Financial Marketplace Platform. Its primary akta.pro industry code is FSAEAMAM, Lead Generation, Comparison & Marketplace Platforms (Financial Products), with a secondary code of HDAAAGAH, Financial Services Personalization (Banking, Investing, Insurance). Its NAICS code is 541511 and its SIC code is 7370.