In a world obsessed with flashy consumer fintech, 17 Capital is quietly building a $29.7M revenue business by financing the one asset class that never sleeps: private equity. They aren't lending to startups; they are lending against the premiums and discounts of closed-end funds.

"17 Capital doesn't chase retail hype; they finance the institutional plumbing of the private equity world."

Traffic data reveals a fascinating profile. With only 8,155 monthly visits, they don't play the SEO volume game. Yet, 51% of traffic is direct—indicating a high-intent, referral-heavy client base. Their customers aren't browsing; they are logging in or heading straight to the source.

• Revenue is $29.7M with only 125 employees (high revenue per head).
• Traffic is dominated by high-value keywords like 'prem/discount to nav'.
• A heavy reliance on direct traffic suggests strong word-of-mouth in closed circles.
• The tech stack (Tailwind, Bootstrap) is functional, not flashy—prioritizing speed over design flair.