Finder is one of Australia’s most popular personal finance and product comparison platforms, but how does it actually generate revenue? The answer lies in a mix of partnerships, commissions, and value-added services that power its business model.
1. Commissions from Product Partners
Finder earns the bulk of its income by partnering with banks, insurers, lenders, telcos, energy providers, and retailers. When a user clicks through from Finder to a partner’s site and signs up for a product-like a credit card, loan, insurance policy, or mobile plan-Finder receives a commission or referral fee from the provider. This “cost per acquisition” model is standard in the comparison industry and allows Finder to offer its service free to consumers.
2. Sponsored Listings and Featured Placements
Some providers pay Finder for premium placement in comparison tables or for sponsored content. These paid features give brands extra visibility among Finder’s millions of monthly users, while still allowing consumers to compare all available options transparently.
3. Cashback and Rewards Programs
Finder has expanded into cashback and rewards, especially with its acquisition of Grow My Money. Through this platform, users can earn cashback on purchases from partnered retailers, with the rewards deposited into their mortgage or superannuation accounts. Finder earns a share of the transaction when users shop through these cashback offers.
4. Advertising and Content Partnerships
Finder also generates revenue through display advertising, sponsored articles, and content partnerships with brands looking to reach its large, finance-savvy audience.
5. Financial Planning and Investment Advice
Finder provides financial planning and investment advice services, which contribute to its revenue stream, especially as it expands into fintech and digital asset products.
6. New Digital Products and Fintech Services
With recent investments, Finder is developing new fintech products, such as cryptocurrency comparison and trading features, which are expected to open up additional revenue streams as the business grows.
In summary:
Finder makes money in Australia primarily through commissions from partners when users sign up for products, sponsored listings, advertising, cashback programs, and emerging fintech services. This model allows Finder to remain free for users while connecting them with better financial choices.