Nairametrics
Business, markets and personal finance coverage for Nigeria.
Nairametrics at a glance
Nairametrics is a finance & banking website and one of the most visited sites in Nigeria, currently ranked #8 in the country. It was founded in 2013 and is headquartered in Lagos, Nigeria. Today Nairametrics is owned by Nairametrics Financial Advocates. Our estimates put its audience at ≈ 6 million visits per month. The business earns money mainly through advertising, research and sponsored reports. Its closest rivals include businessday.ng, thecable.ng.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 5.6 million / month | +2% |
| Q2 | ≈ 5.8 million / month | +3% |
| Q3 | ≈ 6 million / month | +3% |
| Q4 | ≈ 6.4 million / month | +6% |
Traffic sources
- Direct72%
- Organic search18%
- Referral5%
- Paid3%
- Social2%
Audience & demographics
- Men53%
- Women47%
- Age 25-3429%
- Age 35-4426%
- Age 45-5422%
The audience is concentrated in Nigeria, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Nigeria86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 1.8 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Nigeria
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| nairametrics | 1 | Very high | Dominant |
| online banking login | Top 10 | High | — |
| money transfer | Top 10 | High | — |
| loan rates | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Nigeria web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 82% mobile
- Position in country
- Among the leading finance & banking apps in Nigeria
Company information
- Website
- nairametrics.com
- Sector
- Finance & Banking
- Owner
- Nairametrics Financial Advocates
- Owner type
- Private media company
- Founded
- 2013
- Headquarters
- Lagos, Nigeria
- Ownership
- Nairametrics Financial Advocates controls the platform. Ownership details are based on public filings and press reporting.
- Languages
- English
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- Not publicly disclosed
- Ownership
- Private media company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Nairametrics operates a bank and digital financial platform focused on Nigeria. Business, markets and personal finance coverage for Nigeria. Revenue comes mainly from advertising, supported by the other lines listed below.
- Advertising
- Research and sponsored reports
International presence
- Primary market
- Nigeria
- Expansion
- Regional and diaspora audiences beyond the home market
Customer statistics
Website rankings
- Country rank (Nigeria)
- #8 in this index
- Sector rank
- Leading finance & banking site in Nigeria
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| businessday.ng | ≈ 3.6 million / month | #9 class competitor | — |
| thecable.ng | ≈ 2.7 million / month | #10 class competitor | — |
What is Nairametrics?
Nairametrics (nairametrics.com) is a bank and digital financial platform serving users in Nigeria. Business, markets and personal finance coverage for Nigeria. It ranks #8 among the most visited websites in the country in this index, within the finance & banking category.
Who owns Nairametrics?
The site is operated by Nairametrics Financial Advocates. The company was established in 2013 and is headquartered in Lagos, Nigeria.
Traffic and audience
Traffic estimates place Nairametrics at roughly 6 million visits per month, about 0.2 million per day. Around 82% mobile of sessions come from mobile devices, and visitors view about 6.3 pages per visit with an average session of 6 min.
How Nairametrics makes money
Revenue comes primarily from advertising, alongside research and sponsored reports.
Competitors in Nigeria
Its closest rivals include businessday.ng, thecable.ng.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2013
Nairametrics is founded in Lagos, Nigeria.
- Growth phase
Expands its finance & banking offering and moves to a mobile-first product.
- Today
Ranks #8 among the most visited websites in Nigeria.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Full account management without branch visits
- Instant local transfers and bill payments
- Strong authentication and fraud monitoring
- Wide ATM and branch network behind the app
Cons
- Occasional downtime during peak load
- Fee structure is hard to compare
- Customer support wait times
- Older interface areas outside the mobile app
Key statistics
Frequently asked questions
Who owns Nairametrics?
Nairametrics is operated by Nairametrics Financial Advocates. Private media company structure, based on public filings and press reporting.
Where is Nairametrics headquartered?
Nairametrics is headquartered in Lagos, Nigeria.
When was Nairametrics founded?
Nairametrics was founded in 2013.
What is Nairametrics's revenue?
Nairametrics does not publish standalone revenue; income comes from advertising, research and sponsored reports.
Who are Nairametrics's competitors?
Main competitors in Nigeria include businessday.ng, thecable.ng.
How does Nairametrics make money?
Mainly advertising, research and sponsored reports.
Is Nairametrics publicly traded?
No — Nairametrics is not listed as an independent public company; it is operated by Nairametrics Financial Advocates.
How many visitors does Nairametrics get?
Third-party estimates place Nairametrics at roughly 6 million visits per month, mostly from Nigeria, with 82% mobile traffic.
Is Nairametrics safe?
Nairametrics is an established finance & banking site founded in 2013 and ranked #8 in Nigeria; use the official domain nairametrics.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsnairametrics.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageNigeria and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos