borrowell.com
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Borrowell: Canada's 1-in-10 Credit Guardian
How a 120-person team built a $15.6M revenue fintech by owning trust
In a market dominated by American giants, a Canadian startup has quietly convinced 1 in 10 Canadians to hand over their financial data. Borrowell isn't just another credit score app—it's a masterclass in local execution, proving that trust, not features, wins in fintech.
"72% direct traffic is the ultimate trust signal—users aren't searching for alternatives, they're coming home."
The Trust Paradox
Borrowell's traffic split reveals their secret: 72% direct vs 24% organic. While competitors fight for SEO keywords, they've built a habit. Users don't search for 'free credit score Canada'—they type 'borrowell' directly. This is the moat: a brand that's become a verb for credit monitoring in Canada.
The 1-in-10 Formula
With 2.1M monthly visits and 120 employees, Borrowell achieves 17,500 visits per employee—exceptional efficiency. Their $15.6M revenue on $92M funding suggests a capital-efficient model. They're not burning cash to acquire users; they're converting trust into sustainable revenue through credit products and financial education.
The tech stack reveals their priorities: PWA for accessibility, Cloudflare for security, and AWS for scale. But the real magic is in their keyword strategy. While 'TransUnion' gets 539K searches, Borrowell owns the branded term 'borrowell' (34K searches). They're not competing on generic credit scores—they're competing on their name.
- 120 employees vs 2.1M monthly visits = extreme leverage
- 72% direct traffic proves brand dominance in a trust-critical industry
- $15.6M revenue on $92M funding shows disciplined unit economics
- 1 in 10 Canadians = 4M+ users in a 40M population country
The Canadian Moat
While US fintechs scale globally, Borrowell proves that owning a single market completely—1 in 10 Canadians—creates a defensible, profitable business. Their 72% direct traffic isn't just a metric; it's proof that in finance, trust scales better than features.
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5 keywordsHow is Borrowell's SEO?
Open Graph Image
https://images.ctfassets.net/ufihiutbamyi/1BHRWucOgmIjrXfwVrnQkC/eca0fe8c630fb619f9ad7840a7fda04f/credit-score-dial-logo-phone.png?w=1440&q=100
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Credit Report & Credit Score Canada | Borrowell™
1 in 10 Canadians use Borrowell to monitor their credit. No credit card or SIN needed. We're the only free credit score app made in Canada.
Credit Report & Credit Score Canada
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Reviews (20)
Very good
Very good. Amazing give it a try
This site helped me improve my credit…
This site helped me improve my credit score and matched equifax each time I checked - the rent advantage was golden and I appreciate the support
Amazing app
In my opinion, this is the best credit monitoring app in Canada. Uses Equifax score, and provides really good insights. Best of all: its free
Borrowell the best free credit score place to go
Borrowell is just a awsome company you get a free credit review every week with no hit to your credit score and if you need any help or have questions they are always there to answer you in a very timely matter i highly recommend Borrowell Regards George
Extra Mile…
When identity thieves started pinging credit agencies with fraudulent activity Sarah didn’t care that I’d never even had a Borrowell account. Once she confirmed my identity she went the extra mile and shut them down. Then she followed up to let me know what else I might be able to do to protect my credit rating. I mean, who offers this kind of service?
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About borrowell.com
1 in 10 Canadians use Borrowell to monitor their credit. No credit card or SIN needed. We're the only free credit score app made in Canada.
Company Overview
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Technology Stack
borrowell.com uses 19 technologies across their website including Google Fonts, HSTS, Amazon S3, Amazon Web Services, and more.
Fonts
Google Fonts
Security
HSTS
Cloud & Hosting
Amazon S3, Amazon Web Services, Cloudflare
Advertising
DoubleClick Floodlight, Microsoft Ads, TikTok Pixel, Google Ads +1 more
A/B Testing
Split.io
Analytics & Marketing
Clarity, Hotjar, Google Tag Manager, Google Analytics
Traffic & Audience
borrowell.com receives approximately 2.1M monthly visitors and ranks #20,048 globally. The website has a bounce rate of 26% with visitors viewing an average of 5.8 pages per visit. Users spend an average of 2:19 on the site.
The majority of borrowell.com's traffic comes from undefined, undefined, .
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