As part of our regular monthly tracking of Finovate alums, we examined the U.S. website traffic for the 134 sites they operate, using data from web-analytics company Compete. (Our review for the previous month is available here.)
Out of 109 sites with data available (see note 1), 42 (38%) had more than 10,000 unique U.S. visitors in February 2010 (see table #1, below). Of those, 32 (76%) had fewer visitors than in the previous month and 22 (52%) saw a decline year-over-year.
Notable successes:
- Expensify was up nearly 9-fold over its count for the previous year.
- FiLife, with an increase of more than 1.3 million visitors, scored more than eight times as many visitors in February 2010 than in February 2009. ThreatMetrix followed with nearly eight times as many.
- Mint.com saw more than one million visitors for the ninth month in a row.
- TradeKing is up nearly 9-fold over the previous month.
Of the alumni with more than 10,000 visitors, January's traffic leader FiLife is still topping the chart, despite a 44% decrease in visitors from the previous month. In fact, the top six from last month all retained their positions on the list, despite seeing fewer visitors than in January. BillShrink rose to displace CashEdge in the seventh spot.
#1. Finovate alumni with more than 10,000 unique U.S. visitors in Feb. 2010
| Rank | Previous Rank | Company | Unique visitors: Feb. 2010 | Unique visitors: Feb. 2009 | Change over previous year | Unique visitors: Jan. 2010 | Change over previous month |
| 1 | 1 | 1,530,000 | 184,000 | 8.3x | 2,740,000 | (44%) | |
| 2 | 2 | 1,110,000 | 1,010,000 | 10% | 1,670,000 | (34%) | |
| 3 | 3 | 769,000 | 1,100,000 | (30%) | 985,000 | (22%) | |
| 4 | 4 | 576,000 | 762,000 | (24%) | 897,000 | (36%) | |
| 5 | 5 | 344,000 | 347,000 | (1%) | 444,000 | (23%) | |
| 6 | 6 | 335,000 | 201,000 | 67% | 430,000 | (22%) | |
| 7 | 8 | 239,000 | 103,000 | 2.3x | 237,000 | 1% | |
| 8 | 7 | 162,000 | 332,000 | (51%) | 309,000 | (48%) | |
| 9 | 10 | 145,000 | 756,000 | (81%) | 219,000 | (34%) | |
| 10 | n/a | 139,000 | N/A | N/A | 96,100 | 45% | |
| 11 | 11 | 133,000 | 100,000 | 33% | 210,000 | (37%) | |
| 12 | 18 | 101,000 | 215,000 | (53%) | 108,000 | (6%) | |
| 13 | 19 | 97,400 | 24,200 | 4.0x | 107,000 | (9%) | |
| 14 | 21 | 96,600 | 62,600 | 54% | 94,500 | 2% | |
| 15 | 15 | 92,800 | 155,000 | (40%) | 118,000 | (21%) | |
| 16 | 14 | 89,500 | 136,000 | (34%) | 123,000 | (27%) | |
| 17 | 16 | 85,700 | 92,400 | (7%) | 114,000 | (25%) | |
| 18 | 9 | 82,800 | 704,000 | (88%) | 221,000 | (63%) | |
| 19 | 17 | 78,800 | 95,500 | (17%) | 10,000 | 7.9x | |
| 20 | n/a | 66,000 | 47,000 | 40% | 109,000 | (39%) | |
| 21 | 20 | 51,100 | 113,000 | (55%) | 100,000 | (49%) | |
| 22 | 23 | 45,800 | 39,800 | 15% | 68,000 | (33%) | |
| 23 | 27 | 45,200 | 52,500 | (14%) | 39,300 | 15% | |
| 24 | 22 | 39,600 | N/A | N/A | 69,200 | (43%) | |
| 25 | 30 | 37,000 | 33,600 | 10% | 30,100 | 23% | |
| 26 | 12 | 33,300 | 4,340 | 7.7x | 188,000 | (82%) | |
| 27 | 25 | 25,400 | 120,000 | (79%) | 59,000 | (57%) | |
| 28 | 24 | 25,200 | 42,900 | (41%) | 66,000 | (62%) | |
| 29 | 33 | 22,900 | 44,400 | (48%) | 23,000 | 0% | |
| 30 | 28 | 22,000 | 72,900 | (70%) | 34,400 | (36%) | |
| 31 | 32 | 21,100 | 11,000 | 92% | 23,000 | (8%) | |
| 32 | 34 | 20,400 | N/A | N/A | 22,900 | (11%) | |
| 33 | 37 | 19,300 | 21,700 | (11%) | 18,900 | 2% | |
| 34 | 26 | 19,200 | 11,800 | 63% | 50,200 | (62%) | |
| 35 | n/a | 17,800 | 2,070 | 8.6x | 9,850 | 81% | |
| 36 | 39 | 17,200 | 22,000 | (22%) | 17,300 | (1%) | |
| 37 | 36 | 16,500 | 16,500 | 0% | 22,200 | (26%) | |
| 38 | 38 | 15,000 | 24,000 | (38%) | 18,200 | (18%) | |
| 39 | 29 | 14,600 | 38,600 | (62%) | 31,100 | (53%) | |
| 40 | 35 | 13,600 | 2,090 | 6.5x | 22,700 | (40%) | |
| 41 | 31 | 11,300 | 6,420 | 76% | 23,700 | (52%) | |
| 42 | 40 | 11,000 | 30,700 | (64%) | 13,100 | (16%) | |
| Totals: | 42 companies | 6,820,000 | 176,000 | 38.8x | 10,200,000 | (33%) |
Source: Compete.com, March 16, 2010
#2. Finovate alumni with year-over-year growth of at least 5,000 U.S. visitors
| Rank | Company | Unique Visitors: Feb. 2010 | Unique Visitors: Feb. 2009 | Increase in number of visitors | Change |
| 1 | 1,530,000 | 184,000 | 1,346,000 | 8.3x | |
| 2 | 139,000 | N/A | 139,000 | N/A | |
| 3 | 239,000 | 103,000 | 136,000 | 2.3x | |
| 4 | 335,000 | 201,000 | 134,000 | 67% | |
| 5 | 1,110,000 | 1,010,000 | 100,000 | 10% | |
| 6 | 97,400 | 24,200 | 73,200 | 4.0x | |
| 7 | 39,600 | N/A | 39,600 | N/A | |
| 8 | 96,600 | 62,600 | 34,000 | 54% | |
| 9 | 133,000 | 100,000 | 33,000 | 33% | |
| 10 | 33,300 | 4,340 | 28,960 | 667% | |
| 11 | 20,400 | N/A | 20,400 | N/A | |
| 12 | 66,000 | 47,000 | 19,000 | 40% | |
| 13 | 17,800 | 2,070 | 15,730 | 8.6x | |
| 14 | 13,600 | 2,090 | 11,510 | 6.5x | |
| 15 | 21,100 | 11,000 | 10,100 | 92% | |
| 16 | 19,200 | 11,800 | 7,400 | 63% | |
| 17 | 45,800 | 39,800 | 6,000 | 15% | |
| 18 | 5,360 | N/A | 5,360 | N/A |
Source: Compete.com, March 16, 2010
Notes:
1. We reviewed 134 unique sites. Data was unavailable for 25 sites because they had been acquired, were no longer available online, or had active sites that were not covered by Compete for various reasons, including some that were not U.S. domestic companies.
2. At larger companies we tried to measure traffic to the sub-domain most closely aligned with the Finovate demo, e.g. www.checkfree.fiserv.com. Also, searscreditscore.com, a private-label site supported by Credit Karma, has been added to the list.
3. Numbers have been rounded to three significant digits.
4. The charts include companies that did not have measurable traffic in February 2009, indicated by a N/A.
5. Compete draws its information from the online activity of a panel of more than 2 million US Internet users. It is only an estimate of traffic, and may undercount at-work usage.
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