How Does NerdWallet Make Money?

NerdWallet is an online platform providing tools and tips on all matters related to personal finance. The company gained traction as a simple web application comparing credit cards. NerdWallet makes money via affiliate commissions determined according to the affiliate agreements.

Business Model Element	Analysis	Implications	Examples
Value Proposition	NerdWallet’s value proposition revolves around empowering individuals to make smart financial choices. The platform offers free, unbiased, and personalized financial advice, tools, and resources. Users can compare financial products, such as credit cards, loans, insurance, and investments, to find the best options tailored to their needs. NerdWallet’s educational content, expert reviews, and interactive calculators aim to demystify complex financial topics and help users achieve their financial goals. By providing transparency and simplicity in financial decision-making, NerdWallet contributes to users’ financial well-being and confidence.	Empowers individuals to make informed financial decisions. Offers free, unbiased, and personalized financial advice, tools, and resources. Facilitates comparisons of financial products to find the best options. Provides educational content, expert reviews, and interactive calculators to simplify complex financial topics. Aims to boost users’ financial well-being and confidence. Attracts individuals seeking guidance and transparency in financial matters. Fosters trust through unbiased advice and expert insights. Drives user engagement by helping users achieve financial goals.	– NerdWallet’s value proposition aligns with users’ need for reliable financial guidance, attracting a broad audience. – Offering free, unbiased advice and personalized tools fosters trust and loyalty among users. – Simplifying complex financial topics and promoting transparency enhances user engagement and satisfaction.
Customer Segments	NerdWallet targets a wide range of customer segments, including individuals and households seeking financial advice, tools, and products. It appeals to individuals looking to manage their finances, improve their credit, save for the future, or invest wisely. The platform caters to diverse demographics, including young adults, families, and retirees. NerdWallet’s services are relevant to individuals across various income levels and financial backgrounds. Additionally, the company collaborates with financial institutions and brands, serving as a marketing platform to connect these entities with consumers seeking financial products and services.	Targets individuals and households seeking financial advice, tools, and products. Appeals to individuals looking to manage finances, improve credit, save, or invest wisely. Caters to diverse demographics, including young adults, families, and retirees. Relevance across various income levels and financial backgrounds. Collaborates with financial institutions and brands as a marketing platform. Connects consumers with financial products and services through partnerships.	– NerdWallet’s broad target audience allows it to serve individuals at various life stages and financial situations. – Relevance to diverse demographics expands the platform’s user base and market reach. – Collaboration with financial institutions and brands creates revenue opportunities and enhances the platform’s offerings.
Distribution Strategy	NerdWallet’s distribution strategy primarily relies on its digital platform, which includes its website and mobile applications. Users can access NerdWallet’s financial advice, tools, and resources through these digital channels. The company also partners with financial institutions, credit card issuers, and insurance providers to offer their products to NerdWallet’s users. These partnerships enable users to compare and apply for financial products directly through the platform. NerdWallet earns referral fees from these partnerships when users apply for and obtain financial products.	Relies on a digital distribution strategy through its website and mobile applications. Partners with financial institutions and providers to offer their products to users. Enables users to compare and apply for financial products through the platform. Earns referral fees from partnerships when users obtain financial products. Ensures accessibility to financial advice and product comparisons through digital channels. Monetizes through referral fees from partner products. Attracts users by simplifying the process of comparing and applying for financial products.	– A digital distribution strategy allows NerdWallet to reach a broad audience of users seeking financial advice and products. – Partnerships with financial institutions expand the platform’s offerings and create revenue streams through referral fees. – Simplifying the process of comparing and applying for financial products enhances user engagement and drives revenue.
Revenue Streams	NerdWallet generates revenue primarily through referral fees earned from its partnerships with financial institutions, credit card issuers, and insurance providers. When users compare and apply for financial products through NerdWallet’s platform, the company receives compensation from the partner companies. Additionally, NerdWallet offers credit monitoring and identity theft protection services as part of its NerdWallet Premium subscription, which provides an additional revenue stream through subscription fees.	Relies on revenue from: 1. Referral fees earned from partnerships with financial institutions and providers. 2. NerdWallet Premium subscription fees for credit monitoring and identity theft protection services. Ensures income through referral fees from partner products. Diversifies revenue sources through subscription services. Attracts users with free financial advice and tools while monetizing through partner relationships and premium offerings.	– Generating revenue from referral fees allows NerdWallet to maintain a free platform for users, attracting a wide audience. – Diversifying revenue through premium subscription services provides consistent income and additional value to users.
Marketing Strategy	NerdWallet’s marketing strategy includes content marketing, digital advertising, search engine optimization (SEO), and partnerships. The company creates educational content, articles, and guides on various financial topics to attract and engage users. Digital advertising campaigns promote NerdWallet’s services to a wider audience. SEO strategies ensure that the platform ranks high in search engine results for relevant financial queries. NerdWallet also forms partnerships with financial institutions and brands, promoting their products to its user base and earning referral fees. Referral incentives and rewards encourage users to refer others to the platform.	Utilizes content marketing, digital advertising, SEO, and partnerships for marketing. Creates educational content, articles, and guides on financial topics. Runs digital advertising campaigns to promote services. Implements SEO strategies to improve search engine rankings. Forms partnerships with financial institutions and brands to promote their products. Encourages user referrals through incentives and rewards. Focuses on building awareness, educating users, and expanding the user base through partnerships and referrals.	– Content marketing and educational resources position NerdWallet as a trusted source of financial information and advice. – Digital advertising campaigns raise brand visibility and attract potential users to the platform. – SEO strategies ensure that NerdWallet ranks high in search engine results, driving organic traffic. – Partnerships with financial institutions create revenue opportunities and provide users with a wide array of financial products. – User referrals through incentives and rewards help grow the platform’s user base.
Organization Structure	NerdWallet operates with a structure that includes teams responsible for product development, content creation, marketing, partnerships, user experience (UX) design, customer support, and business operations. Product development teams focus on enhancing the platform’s features and tools. Content creation teams produce educational content and articles. Marketing teams handle promotional efforts and user acquisition. Partnerships teams collaborate with financial institutions. UX design teams work on optimizing the platform’s user interface. Customer support teams assist users with inquiries and issues. Business operations teams manage financial and administrative aspects.	Employs a structure with specialized teams for product development, content creation, marketing, partnerships, UX design, customer support, and business operations. Ensures continuous enhancement of platform features and tools. Focuses on creating educational content and articles for user engagement. Manages promotional efforts and user acquisition through marketing teams. Collaborates with financial institutions and brands through partnerships teams. Optimizes the user interface for improved user experience. Assists users with inquiries and issues through dedicated customer support teams. Manages financial and administrative aspects through business operations teams.	– Specialized teams contribute to ongoing platform improvement and user satisfaction. – Educational content enhances user engagement and positions NerdWallet as a trusted resource. – Marketing and user acquisition efforts play a crucial role in platform growth and revenue generation. – Partnerships with financial institutions expand the platform’s offerings and create revenue opportunities.
Competitive Advantage	NerdWallet’s competitive advantage lies in its commitment to offering free, unbiased, and personalized financial advice and tools. The platform’s user-friendly interface, educational content, and expert reviews build trust and credibility among users. NerdWallet’s wide range of partnerships with financial institutions and brands provides users with access to a diverse selection of financial products. The company’s ability to monetize through referral fees while offering free services ensures a sustainable business model. NerdWallet’s focus on transparency, simplicity, and user empowerment sets it apart in the personal finance industry.	Derives a competitive advantage from: – Offering free, unbiased, and personalized financial advice and tools. – User-friendly interface, educational content, and expert reviews build trust. – Extensive partnerships provide access to diverse financial products. – Monetization through referral fees while offering free services. – Focus on transparency, simplicity, and user empowerment.	– NerdWallet’s commitment to unbiased advice and user-friendly tools fosters trust and loyalty among users. – Extensive partnerships enhance the platform’s offerings and create revenue opportunities. – A sustainable business model ensures long-term viability while providing free services. – Focus on user empowerment and transparency aligns with users’ desire for reliable financial guidance.

Origin story

NerdWallet is a personal finance company founded in 2009 by Jacob Gibson and Tim Chen with an initial investment of just $800.

NerdWallet began as a simple web application comparing credit cards. Jobless after the GFC, credit analyst Chen got the idea for NerdWallet after being asked for advice on the credit cards with the lowest foreign transaction fees.

Traffic to the site grew quickly in the following years, allowing the company to expand through capital raisings and the acquisition of retirement planning firm AboutLife.

With Chen sitting on the board of the National Foundation for Credit Counselling, the company maintains a focus on educating consumers about financial literacy. In addition to credit card reviews, NerdWallet now compares banking, investment, loan, and insurance products.

Read Also: How Does Venmo Make Money?

NerdWallet vision, mission and value proposition

NerdWallet primary value proposition is to offer “trustworthy financial guidance to consumers and SMBs.”

Its mission can be summarized as “to provide clarity for all of life’s financial decisions.”

While its vision is “a world where everyone makes financial decisions with confidence.”

How does mission, vision and value proposition find applicaiton within NerdWallet’s business model? Let’s see.

How does NerdWallet work? Inside NerdWallet platform

The platform is built around the mission to enable consumers and SMBs to make well-informed financial decisions with confidence.

Starting from the assumption that consumers want someone who is independent, objective, and that they can trust to provide this sort of financial advice.

The tech platform, in reality, is the tip of the iceberg concerning the editorial content (NerdWallet counts 100+ person editorial team who also joined from publications like Bloomberg and The Wall Street Journal) to cover the various verticals (like credit score, debt management, and retirement spending and many others).

The platform consists of three main moments:

Therefore, the tech platform itself is comprised of three main parts:

• Content management which “leverages structured data components to showcase our financial guidance to consumers at scale.”
• Partner access managing “over 400 financial services partners across eight verticals.”
• Recommendation engine leveraging machine learning to match consumers to financial products and partners that meet their unique needs (e.g. credit card products, our approval odds model determines a consumer’s likelihood of getting approved).

NerdWallet platform’s network effects

More precisely, as more consumers use the platform, the transaction database grows, with more layered recommendations and higher engagement and success rates.

Thus, increasing repeat users’ rates.

As more consumers join and as more data is aggregated and analyzed with the help of machine learning, the platform itself also becomes more valuable to financial service partners.

NerdWallet branding strategy: “Turn to the Nerds”

NerdWallet’s marketing strategy’s top-of-the-funnel is diversified across brand marketing, organic, and performance marketing.

While its bottom of the funnel is skewed toward customer relationship management and communications.

Brand campaigns include campaigns like “Turn to the Nerds:”

NerdWallet revenue generation

NerdWallet makes money via affiliate commissions first and foremost.

In this scenario, a business owning a financial product or service pays NerdWallet to send them new customers.

The exact commission is based on the particular arrangement between NerdWallet and the company it is affiliated with.

The product itself also has a major bearing on the commission.

For example, a new bank account sign-up fee would be next to nothing.

However, the commission for a new mortgage or life insurance account is likely to be a few hundred dollars.

Endorsements

In addition to receiving affiliate income, NerdWallet receives money from some financial institutions in exchange for a review of their services on the company website.

Collecting revenue from endorsements is somewhat of a grey area for consumers, but NerdWallet maintains that such endorsements do not affect their recommendations or advice in any way.

Content strategy

The NerdWallet website is free to use, but the company banks on the fact that approximately 5% of readers will then go on to make a purchase.

This percentage gives Gibson and Chen clarity on the sort of readership they need to attract to hit revenue targets. Indeed, one of the primary reasons for the success of NerdWallet is its prolific content strategy.

During the early years, the company committed to publishing 500 high-quality articles per month.

Over time, this has increased to 1000 articles per month, creating a vast resource backed by authoritative backlinks from related websites.

This focus on organic search traffic is a key component of the NerdWallet revenue generation strategy. It allows them to expand their reach and increase credibility while keeping costs low.

Key takeaways:

• NerdWallet is an online personal finance comparison website. It was started with just $800 by Tim Chen and Jacob Gibson with the simple goal of reviewing credit card deals.
• NerdWallet makes nearly all of its money through affiliate marketing. The exact commission depends on the advertised product and the arrangement between NerdWallet and the affiliated company.
• Approximately 5% of all NerdWallet readers purchase to earn the company affiliate revenue. As a result, the company has a prolific content creation strategy to build authority and increase its reader base with minimal expense.

Key Highlights about NerdWallet:

• Introduction: NerdWallet is an online platform that provides tools and advice on various aspects of personal finance. It was founded in 2009 by Jacob Gibson and Tim Chen with an initial investment of $800.
• Origin: NerdWallet began as a simple web application comparing credit cards. Tim Chen, a credit analyst who was jobless after the Global Financial Crisis (GFC), came up with the idea when asked for advice on credit cards with low foreign transaction fees.
• Business Evolution: The platform quickly gained traffic, expanded through capital raising, and acquired retirement planning firm AboutLife. NerdWallet now covers banking, investment, loans, insurance, and more in addition to credit card reviews.
• Mission and Value Proposition:
  • Mission: NerdWallet aims to provide clarity for all financial decisions, helping consumers and SMBs make well-informed choices.
  • Value Proposition: The platform offers trustworthy financial guidance to users, focusing on independence, objectivity, and consumer trust.
• Platform Mechanics:
  • NerdWallet enables users to make informed financial decisions by providing independent and objective advice.
  • The platform includes editorial content, comparisons, and recommendations.
  • It covers various financial verticals such as credit scores, debt management, retirement planning, etc.
  • The user journey involves three key moments: learn, shop, and manage.
• Network Effects: NerdWallet claims network effects as more consumers join, leading to more refined recommendations, higher engagement, and better success rates.
• Branding Strategy: NerdWallet’s branding strategy includes campaigns like “Turn to the Nerds,” focusing on brand marketing, organic, and performance marketing.
• Revenue Generation:
  • NerdWallet’s primary revenue source is affiliate commissions.
  • Companies pay NerdWallet to send them new customers through affiliate agreements.
  • Commissions vary based on the specific arrangement and the type of financial product.
  • NerdWallet also receives money from financial institutions for reviewing their services on the platform.
• Content Strategy and Revenue Generation:
  • The NerdWallet website is free to use, and the company generates revenue when about 5% of readers make purchases.
  • Content creation is a key strategy, with NerdWallet publishing a substantial number of high-quality articles each month.
  • The focus on organic search traffic increases reach, credibility, and revenue while keeping costs low.

Read More: How Does TD Ameritrade Make Money, How Does Dave Make Money, How Does Webull Make Money, How Does Betterment Make Money, How Does Wealthfront Make Money, How Does M1 Finance Make Money, How Does Mint Make Money, How Does NerdWallet Make Money, How Does Acorns Make Money, How Does SoFi Make Money, How Does Stash Make Money, How Does Robinhood Make Money, How Does E-Trade Make Money, How Does Coinbase Make Money, How Does Affirm Make Money, Fintech Companies And Their Business Models.

List of FinTech Business Models

Acorns

Affirm

Alipay

Betterment

Braintree

Chime

Coinbase

Compass

Dosh

E-Trade

Klarna

Lemonade

Monzo

NerdWallet

Quadpay

Revolut

Robinhood

SoFi

Squarespace

Stash

Venmo

Wealthfront

Zelle

Read Next: Fintech Business Models, IaaS, PaaS, SaaS, Enterprise AI Business Model, Cloud Business Models.

Read Next: Affirm Business Model, Chime Business Model, Coinbase Business Model, Klarna Business Model, Paypal Business Model, Stripe Business Model, Robinhood Business Model.

Main Free Guides:

• Business Models
• Business Strategy
• Business Development
• Digital Business Models
• Distribution Channels
• Marketing Strategy
• Platform Business Models
• Revenue Models
• Tech Business Models
• Blockchain Business Models Framework