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BILL: The $65M Fintech You Haven't Heard Of
Divvy's rebrand conquered the mid-market, but a 2.3 Trustpilot score signals cracks in the armor.
While everyone obsesses over Stripe and Brex, BILL quietly built a 4-million-visit-a-month machine by solving the one thing accountants actually care about: closing the books faster. This is the story of a rebrand that stuck and a product that polarizes.
"BILL didn't win by out-spending Fintech giants; they won by out-serving the unsexy middle-market accountant."
The Divvy-to-BILL Pivot
The raw data reveals a masterclass in brand equity transfer. Despite rebranding from Divvy, 'divvy' still drives 30,310 monthly searches. The strategy was clear: keep the software free (automated expense management) to lock in the spend volume, then monetize the credit limits ($1K to $5M). It’s a classic land-and-expand, but the 93% 'undefined' traffic share suggests their analytics are either masking a massive US dominance or they have a tracking blind spot.
The Trust Paradox
Here’s the controversial take: BILL’s 2.3/5 Trustpilot score isn't a bug, it's a feature of their target market. With 1,553 reviews, the volume is too high to be noise. Negative reviews likely stem from the friction of underwriting and credit limits—a necessary evil for serving high-risk SMBs. They aren't optimizing for the 'move fast and break things' startup; they are optimizing for the CFO who needs a $1M limit and doesn't mind a painful onboarding if the yield is right.
- SEO Moat: They rank for 'invoice template' (119K volume) to capture the top of the funnel.
- Tech Stack: Uses Vite and Tailwind—indicating a modern, component-based frontend team.
- Capital Efficiency: $417.5M funding against $65M revenue is heavy; the next phase is pure margin expansion.
The Verdict: Boring is Profitable
BILL wins by being the utility player in a world of fintech clout-chasers.
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BILL Spend & Expense (Formerly Divvy)
BILL Spend & Expense, formerly Divvy, offers credit limits from $1000-$5M* and automated expense management software that's free.
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Reviews (20)
Strong product, but a deeply broken escalation and risk resolution process
Bill.com is a core platform for our business, and in my role as COO, we route all vendor payments through it. Until this experience, I was a strong advocate for the product. Separately, in a personal capacity, I was engaged as a consultant by a company that pays exclusively via Bill.com. I attempted to set up a personal account using my private email. During onboarding, I was prompted to pay for platform usage, which did not seem necessary simply to receive payment, so I paused the setup. Shortly after, the company sent payment. I was able to access the payment via Bill.com’s link, enter my banking information, and confirm everything successfully. I had real access and visibility into the funds, briefly. When the next payment was sent the following month, I lost the ability to log in entirely. From that point forward, I spent multiple months attempting to resolve the issue through Bill.com support. I had zero visibility into thousands of dollars that were sent to me and no clear path to resolution. Every communication I received instructed me to log in, upload documents, or complete steps that all required account access, which I did not have. There was no reply path on those emails, no acknowledgement of the actual problem, and no way to engage in a real two way conversation. Phone calls, when they occurred, were unscheduled and from unrecognized numbers, making them easy to miss and impossible to coordinate. The issue ultimately required escalation to Bill.com’s Risk team, but there was no clear way to reach them directly, no ownership assigned, and no reliable feedback loop. Support could not resolve the issue and could not meaningfully coordinate with Risk, leaving me stuck in a circular, automated workflow for months. This was eventually resolved only after a personal escalation through a Bill.com account executive who was willing to intervene internally. While I appreciate that help, the fact that this was required is concerning. Bill.com has strong functionality, but this experience exposed a serious gap in how edge cases, risk reviews, and account access issues are handled. Losing access to legitimately paid funds for months without a clear escalation path is not just frustrating, it is operationally dangerous. Finance platforms need clear human ownership when automation fails. In this case, that ownership was missing.
I posted a detailed Trustpilot review…
I posted a detailed Trustpilot review last week describing how BILL abruptly canceled our account during a so-called “routine review” and locked us out of our own historical records. Unfortunately, the company’s response since then has only reinforced why that review was necessary. The only reason BILL engaged at all was because I filed a Better Business Bureau complaint. Absent public escalation, the issue had effectively been closed, despite the seriousness of what occurred. When “Executive Escalations” finally responded, the focus was not on accountability or remediation, but on reframing the situation to justify what had already happened. Their response contained basic factual errors (including misstating the year of the deactivation), mischaracterized my prior communications, and leaned heavily on boilerplate Terms of Service language rather than addressing the substance of the complaint. Most concerning was the continued refusal to acknowledge the core issue: BILL told us repeatedly that failure to provide documents would pause payments — not that our account would be canceled or that we would lose access to years of invoices and records. Yet that is exactly what happened. Even after escalation, this discrepancy was never meaningfully addressed. As a CPA firm, we understand KYC and compliance obligations. What this experience exposed was not regulatory rigor, but a lack of judgment, proportionality, and customer awareness — even at the executive support level. The tone was defensive, procedural, and dismissive of the real operational harm caused. If anything, the escalation process confirmed that the original experience was not an anomaly but a systemic issue. Seeing BILL’s 2.3 Trustpilot rating after going through this made the pattern unmistakable.
The app is slow and feels dated
The app is slow and feels dated. I used it for about 2 years. It did not really feel worth the price I was paying, then they informed me that they were going to raise the price to more than double what I was paying. After cancellation, they lock you out of your account, so you do not have access to download your invoices, which is pretty shady. If you use their payment service, they hold onto your funds for a while before releasing them to you. Overall, it feels like an app from 15 years ago.
WORST "Customer Service" EVER!!!!
My client has paid me for the last year with bill.com. Payments have been getting slower and slower because bill.com wants to to force you into their “instant payments" scam to take an additional percentage of your money. So they intentionally delay and slow down payments. I have a payment that was originally paid by my client out of their account on the 10th that bill.com said I would receive on the 12th. Then they moved it to the 13th. Then they moved it to the 14th. Then I bit the bullet and paid for their “instant transfer”... which then triggered an “account review process” now they're saying I might not get the payment until the 20th or even later. And there is all caps zero “customer support no one will respond or tell anyone anything. And after reading the horrific reviews online for this monstrosity of a company I see why people should avoid it like the plague.
Can't withdraw my money
Can't withdraw my money! Been over a week now and I keep getting an error when withdrawing USD to my USD bank account. Keep getting the run around from their support team. PLEASE GIVE ME MY MONEY!
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About bill.com
BILL Spend & Expense, formerly Divvy, offers credit limits from $1000-$5M* and automated expense management software that's free.
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Technology Stack
bill.com uses 32 technologies across their website including Wistia, Font Awesome, HSTS, and more.
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Webflow
Traffic & Audience
bill.com receives approximately 4.0M monthly visitors and ranks #7,262 globally. The website has a bounce rate of 14% with visitors viewing an average of 16.2 pages per visit. Users spend an average of 8:18 on the site.
The majority of bill.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about bill.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit bill.com directly at https://bill.com.