Financial stability is hard to achieve, and for many, money is a significant source of stress and worry. Considering 58 percent of Americans have less than $1000 saved, and 50 percent of Americans live paycheck-to-paycheck, there is a need for quality personal finance content. Millions seek products, services, and advice, all of which can be delivered in the form of online content. However, not all content is created equal.
If you're in the personal finance space and want to position yourself as an industry leader, you will need to produce the type of content that people want to read — content that is informative, valuable, and engaging. In addition to the quality of content you publish, consistency is key to building a successful brand and business. It's all about producing the right content and promoting it to the right people.
To take a closer look at the top ten personal finance websites, we’ve leveraged data from SimilarWeb. This list is based on the top websites by traffic under the category “finance” — which can also be broken down into more specific categories, such as accounting and auditing, banking credit and lending, financial planning and management, insurance, and investing. So, you can narrow down your search based on your niche.
While the majority of the websites below focus on the services they provide, they also publish regular content. This allows them to reach key milestones related to their company’s content marketing strategy.
Whether your goal is to boost brand awareness, increase sales, or improve your ranking, drawing inspiration from these websites will allow you to optimize your certain goals. Here’s a closer look at some of the top personal finance websites, as well as what makes them so successful.
What Is a Personal Finance Website?
“Personal finance” is a term that covers all things related to money management, such as saving and investing. From banking to budgeting, mortgages to tax planning, personal finance refers to the entire financial services industry. Whether individuals or households are looking for financial or investment opportunities, personal finance is all about meeting personal financial goals.
Personal finance websites cover all of the above topics and more. In many cases, websites focus on education. Personal finance advice is highly sought after, which is why quality content is so important. People need to be able to trust the content they read, especially when it comes to a topic as important as personal finance.
PayPal is an American company that operates as a worldwide online payment system, supporting electronic money transfers. Being a fast and safe way to transfer money, paypal.com attracts an average of 548 million visitors per month. Unlike many websites, over 41 percent of PayPal's traffic comes from referrals, and just 11.93 percent comes from search — 88.5 percent of which is organic.
In addition to numerous resources that support personal banking, such as why and how to use PayPal, as well as how to utilize their app, PayPal offers visitors an informative blog. The content published is high-quality and professional, yet approachable and personable. Visitors can read content based on their interests, navigating content under categories such as people, business, technology, vision, and newsroom.
Why paypal.com is so successful: Upon visiting PayPal’s website, their homepage is well-designed and well-structured. Key pieces of content are immediately available, guiding the reader to where they need to be — and in most cases, directs them to download the app. Their first dropdown menu covers all topics related to personal finances and banking solutions. Visitors can quickly uncover why they should use PayPal and how to get started. Again, content is written in a highly digestible manner, displayed in chunks.
First founded in 1968, Chase Bank now serves nearly half of U.S. households, offering a broad range of personal finance products. With nearly 169 million visits to their website per month, the majority of traffic is direct with just over 10.5 percent of traffic coming from search — 97 percent of which is organic. As soon as consumers visit their site, they have options to learn more about everything from credit cards and savings accounts to home loans.
Chase's blog, News & Stories, is also full of informative resources, covering topics such as money matters, saving, credit health, life moments, and community. The articles are excellent resources, offering actionable advice and insight. Example articles include When It Comes to Financial Goals, Shoot for the Stars, Everything You Need to Apply for a Mortgage, and Smart Ways Every Driver Can Save on Filling Up Their Tank.
Why chase.com is so successful: Few things are as important as money in everyday life. Topics covering money-related topics are of great interest to nearly everyone. In addition to the services and products they offer, visitors come to their site to read articles on topics that can better their lives. While focusing on personal finance topics, it’s easy to find out more information on chase.com. From planning and investments to prepaid cards and mortgages, there is an abundance of tools and supportive content to assist their customers.
First launched in 2007, investing.com offers an array of financial tools, acting as a one-stop shop for both investors and traders. Whether visitors are looking for real-time quotes, financial news, or stock data, here is where they’ll find it. Each month, this financial website has an average of 162+ million visitors from all around the world, including the United States, Russia, Turkey, Brazil, and South Korea. The majority of this traffic is direct (over 67 percent), while just over 21 percent comes from search — 99.71 percent of which is organic.
As soon as you visit investing.com, you will notice the wide selection of topics available. The homepage is full of the latest data, while the main menu allows visitors to easily navigate an immense amount of content. In addition to core topics, such as charts, news, tools, and education, there is also a “popular” menu, highlighting trends, insights, and hot news. Investing.com also offers an educational blog, focusing on relevant, unique topics.
Why investing.com is so successful: When it comes to the most successful websites, their content stands out among competitors. Investing.com is a leader in the personal finance space based on the caliber of content they produce, as well as the topics they cover. The website also offers content that is specific to each country. There is also plenty of analysis and opinion pieces, which are incredibly interesting to those looking to invest. For example, With a Democrat in the White House, These ETFs Are Set to Charge Higher.
Founded in 1852, Wells Fargo & Company is a multinational financial services company. Each month, their website averages 132.95 million visitors, with nearly 15 percent of traffic coming from search — 99.55 percent of which is organic. The homepage highlights the products and services they offer, including loans and credit, banking and credit cards, investing and retirement, etc.
In addition, visitors can benefit from free online budgeting tools, automatic savings, and resources on how to improve their credit. Although there is an immense amount of content on their site in relation to these products and services, there is also a company blog, Wells Fargo Stories. Their goal is to simplify banking, offering personal finance services, as well as a blog that covers everything from financial health to housing and innovation. As they say, Fargo Stories are all about their customers, community, and values.
Why wellsfargo.com is so successful: The content published on Wells Fargo is intended to support their customers, offering content for every need and interest. In addition to articles that cover personal finance advice, such as Four 401(k) Tips Amid Economic Uncertainty, there are also plenty of well-written articles that provide interesting news, such as Finding Creative Answers to Today’s Energy Challenges. Their content is unique, informative, and published on a regular basis. This supports their ranking while increasing brand awareness. In turn, this helps them push the services they offer.
The Bank of America is an American multinational investment bank and financial services company. On average, their website has around 125 million visits, with the vast majority of traffic coming from American residents. Nearly 80 percent of traffic is direct, followed by 17.45 percent of their traffic coming from search — 95.4 percent of which is organic. Similar to other banking websites, their homepage features topics such as checking, saving, credit cards, home loans, and auto loans.
Although the Bank of America focuses on the services they offer, they’re also a reliable and credible resource for all things related to personal finance. In fact, that is why they started Better Money Habits — a place for all things related to personal finance education. As they say, they have “the resources you need to help you navigate a changing world.” Covering topics such as 0% interest rates and the impact of the coronavirus, there are hundreds of articles to choose from. Whether you’re interested in learning more about credit, debit, savings, budgeting, homeownership, auto, retirement, college, taxes, or personal banking, the Bank of America covers all these topics, and then some!
Why bankofamerica.com is so successful: In addition to the advice the Bank of America offers in relation to their products and services, their blog is full of high-quality content. Their content focuses on the topics that matter in regard to personal finance, publishing the type of content that really matters. For example, those interested in healthier savings will find articles on creating a budget, simple ways to save, and so much more.
Capital One Financial Corporation specializes in credit cards, auto loans, banking, and savings accounts. First founded in 1994, Capital One has become a trusted resource for those in need of financial advice. Each month, their website, capitalone.com, has approximately 96.3 million visits. While the majority of visitors are from the United States, more than 6 percent are from Canada.
The bulk of their traffic is direct (73.7 percent), followed by search, with nearly 15.5 percent. Over 85 percent of traffic from search is organic. Their homepage is professional, yet minimal, allowing visitors to easily navigate the resources and services provided. In terms of content, there are a lot of web pages. These web pages are organized in the bottom menu under products, get to know us, on the go, legal, and support.
In addition, they offer their visitors a well-crafted, valuable blog. As they say, “they’re more than just a bank.” Some of the categories they touch on include life events, money management, and more than money. For example, “6 Ways to Deal with a Financial Emergency” and “5 Bucket-List Experiences to Use Your Venture Miles On.”
Why capitalone.com is so successful: Capital One is a name that people know and trust, which is why their content needs to be of the highest quality. Although they specialize in financial services, they go above and beyond to bring their customers the latest and most valuable content. Their website is well-organized and appears minimal, even though they offer hundreds of web pages. Whether you’re checking out their Newsroom or Support Center, you can expect content that is well-written, informative, and reputable.
Unlike some of the banking institutions on this list, Intuit Inc. is a business and financial software company that offers accounting and tax preparation software for accountants, small businesses, and individuals. On average, intuit.com receives nearly 88 million visits, 78 percent of which comes from the United States.
First founded in 1993, over 64 percent of their traffic is direct, followed by 14.46 percent coming from search. While focusing on their search-related traffic, over 92 percent of that traffic is organic, and the top keyword is Quickbooks. That is because intuit offers the following tools and services in relation to personal finances — TurboTax, Quickbooks, and Mint.
Under their support and blogs tab, you’ll find the Intuit blog, TurboTax blog, and Quickbooks blog. The Intuit blog is full of professional, well-written content, covering everything from technology to social responsibility, people and culture to company values.
Why inuit.com is so successful: Intuit prides itself on offering a solution for every financial need. They guide their customers through the power of quality content, offering expert advice and personable stories. They understand their audience and connect with them in a way that is meaningful.
Fidelity Investments was first founded in 1946 and continues to offer financial planning and advice, as well as retirement plans, wealth management services, and more. Achieving an average of 77+ million visits per month, more than 81 percent of their traffic is direct and over 13.5 percent is from search – 90.55 percent of which is organic.
Upon visiting their website, you’ll immediately notice the main menu. Again, their minimal approach is highly effective in terms of visitors being able to navigate the content provided. The main categories include accounts and trade, planning and advice, news and research, as well as investment products. As you scroll down the homepage, you’ll also notice more than two dozen topics, including everything from fixed income to bonds, retirement products to mutual funds.
When it comes to the content provided, their News and Insights section is full of interesting articles. Although you automatically see the latest stories, you can also easily navigate to personal finance where you’ll find articles on taxes, college, and financial planning. For example, “What to ask before you pay a medical bill” and “Things you should never keep in your wallet.”
Why fidelity.com is so successful: The content published on fidelity.com is highly purposeful and valuable. As they say, they offer “objective financial strategies to help make the most of your money during a pandemic and in any market.” Consumers are able to access all “personal finance” content with one click, all of which are highly reputable and informative.
ADP offers industry-leading HR and payroll solutions, as well as tax guidance, compliance advice, and more. On average, ADP has more than 76 million visits each month. The majority of their marketing strategy is focused on direct with over 63 percent coming from this source, followed by 13.42 percent coming from search.
While their services are more targeted towards businesses, their services also impact the personal finances of both employers and employees. With more than 700,000 clients around the globe, ADP works with employers of every size, assisting with everything from payroll to employee benefits and insurance. In addition to product-related content, ADP also offers an informative resources section which includes their Articles and Insights.
Why adp.com is so successful: ADP’s blog is unique in that visitors are able to navigate content based on business size (i.e. under 49 employees), topic (i.e. paying your people), and resource type (i.e. case study). The content itself is clear, concise, and informative, tailored to ADP’s target audience.
First founded in 1850, American Express is a multinational financial services corporation that's best known for its array of travel-related credit cards. With an average of nearly 56 million visits per month, americanexpress.com continues to attract customers from around the globe. Over 74 percent of traffic is direct, followed by 18.7 percent coming from search — 87.7 percent of which is organic.
When you first visit americanexpress.com, the selection of available cards is highlighted, as well as travel and insurance products. To find out more about the company and its services, content is available across many well-organized web pages. To help drive their content marketing strategy, American Express also regularly publishes to their blog.
Why americanexpress.com is so successful: Although millions around the world already know of American Express, it is their ability to market their brand and maintain loyal customers that make them so successful. The content they publish on their site is intended for their target audience, often tailored to those who conduct business and often travel.
Are You in the Personal Finance Industry? Scripted Can Help
If you are currently in the personal finance space, Scripted can help fuel your content marketing strategy. No longer do you need to aimlessly search for writers online, wasting time and money. With Scripted, you can hire with greater peace of mind, knowing that you’re working with highly-vetted, experienced personal finance writers who understand your unique needs.
Once you become a member, you will be able to browse thousands of expert writers, working with those who best fit your needs and overall brand. To do so, the hiring process is simple. Post a job, invite writers (or wait for writers to submit proposals), and hire those who meet your expectations. When you find writers who impress you, simply rehire them.
From start to finish, all aspects of the hiring and content creation process are completed within Scripted’s all-in-one platform. As soon as you hire the writer(s) of your choosing, they will get started. After they submit the first draft, you can either accept or provide feedback, requesting edits. The process is seamless, allowing you to save your most precious resource - time!
Since Scripted only accepts the top 2 percent of applicants, you will obtain high-quality content – the type of content that converts. Whether your goal is to increase traffic to your site, improve your ranking, or boost sales, quality content is the first stepping stone to achieving these goals.
Like the websites above, Scripted understands the value of quality, consistent content. That is why we also offer Scripted Cruise Control. From content curation to account management, content marketing strategies to analytics and reporting, Cruise Control offers everything you need for effective content marketing – time, expertise, and hard work. Learn more here.
If you want to become a leader in the personal finance space, Scripted is here to help.
Ready to get started? Browse and hire personal finance writers now!