NerdWallet
A personal finance site providing product comparisons, reviews and money guides for cards, loans and banking.
NerdWallet at a glance
NerdWallet is a finance & banking website and one of the most visited sites in United States, currently ranked #138 in the country. It was founded in 2009 by Tim Chen, Jacob Gibson and is headquartered in San Francisco, CA, USA. Today NerdWallet is owned by NerdWallet, Inc.. Our estimates put its audience at ≈ 60 million visits per month. The business earns money mainly through affiliate commissions, lead generation fees. Its closest rivals include creditkarma.com, bankrate.com, investopedia.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 56.4 million / month | +2% |
| Q2 | ≈ 58.2 million / month | +3% |
| Q3 | ≈ 60 million / month | +3% |
| Q4 | ≈ 63.6 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 United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 18 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
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| nerdwallet | 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 United States 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 United States
Company information
- Website
- nerdwallet.com
- Sector
- Finance & Banking
- Owner
- NerdWallet, Inc.
- Owner type
- Public company
- Founders
- Tim Chen, Jacob Gibson
- Founded
- 2009
- Headquarters
- San Francisco, CA, USA
- Employees
- 700+
- Ownership
- NerdWallet, Inc. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $700 million annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $700 million annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
NerdWallet operates a bank and digital financial platform focused on United States. A personal finance site providing product comparisons, reviews and money guides for cards, loans and banking. Revenue comes mainly from affiliate commissions, supported by the other lines listed below.
- Affiliate commissions
- Lead generation fees
Products & services
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #138 in this index
- Sector rank
- Leading finance & banking site in United States
- Global rank
- 1100
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| creditkarma.com | ≈ 36 million / month | #139 class competitor | — |
| bankrate.com | ≈ 27 million / month | #140 class competitor | — |
| investopedia.com | ≈ 18 million / month | #141 class competitor | — |
What is NerdWallet?
NerdWallet (nerdwallet.com) is a bank and digital financial platform serving users in United States. A personal finance site providing product comparisons, reviews and money guides for cards, loans and banking. It ranks #138 among the most visited websites in the country in this index, within the finance & banking category.
Who owns NerdWallet?
The site is operated by NerdWallet, Inc., founded by Tim Chen, Jacob Gibson. The company was established in 2009 and is headquartered in San Francisco, CA, USA. It employs around 700+.
Traffic and audience
Traffic estimates place NerdWallet at roughly 60 million visits per month, about 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 NerdWallet makes money
Revenue comes primarily from affiliate commissions, alongside lead generation fees.
Competitors in United States
Its closest rivals include creditkarma.com, bankrate.com, investopedia.com.
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
- 2009
NerdWallet is founded in San Francisco, CA, USA.
- Growth phase
Expands its finance & banking offering and moves to a mobile-first product.
- Today
Ranks #138 among the most visited websites in United States.
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 NerdWallet?
NerdWallet is operated by NerdWallet, Inc.. Public company structure, based on public filings and press reporting.
Where is NerdWallet headquartered?
NerdWallet is headquartered in San Francisco, CA, USA.
When was NerdWallet founded?
NerdWallet was founded in 2009 by Tim Chen, Jacob Gibson.
How many employees does NerdWallet have?
NerdWallet employs approximately 700+ people.
What is NerdWallet's revenue?
NerdWallet's revenue: ≈ $700 million annual revenue (est.).
Who are NerdWallet's competitors?
Main competitors in United States include creditkarma.com, bankrate.com, investopedia.com.
How does NerdWallet make money?
Mainly affiliate commissions, lead generation fees.
Is NerdWallet publicly traded?
NerdWallet's ownership: Public company.
How many visitors does NerdWallet get?
Third-party estimates place NerdWallet at roughly 60 million visits per month, mostly from United States, with 82% mobile traffic.
Is NerdWallet safe?
NerdWallet is an established finance & banking site founded in 2009 and ranked #138 in United States; use the official domain nerdwallet.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsnerdwallet.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States 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