finfit.com
finfit.com
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FinFit: The $83M Employee Financial Wellness Play
How one company is betting big that financial health is the next frontier of workplace benefits
While most fintechs chase consumers, FinFit quietly built a $11.2M business serving employees through their employers. With $83M in funding, this isn't another budgeting app—it's a B2B2C financial wellness platform with a surprisingly sticky 68% direct traffic rate.
"FinFit's 68% direct traffic proves they've cracked the code: when financial wellness is embedded in payroll, employees don't just visit—they return."
The Invisible Financial Safety Net
FinFit's genius is making financial health feel like an employee benefit, not a product. With 97.7% of traffic from one country (likely the US), they've focused intensely on a single market. Their top search term 'finfit' (2,040 monthly searches) shows strong brand recognition, while 'emergency line of credit' (400 searches) reveals the core pain point they solve—cash flow emergencies before payday.
The B2B2C Traffic Paradox
Here's what's counterintuitive: only 18% of their traffic comes from organic search. In a world obsessed with SEO, FinFit's 68% direct traffic rate is a masterclass in distribution. Employers hand them their workforce on a silver platter—no need to fight Google. This is the ultimate moat: you can't SEO your way into a company's benefits package.
The leadership team tells a story of deliberate scaling. With David Kilby as founder and George Skakel as CEO, plus a CFO, Chief Banking Officer, and SVP of Strategic Partnerships, they've built a finance-first operation. This isn't a growth-at-all-costs startup—it's a measured expansion with enterprise DNA.
- B2B2C model creates natural distribution moat
- 68% direct traffic suggests embedded payroll integration
- Focus on emergency credit signals real-time financial stress
- 86 employees for $11.2M revenue = $130K revenue per employee
The $83M Bet on Financial Wellness
FinFit isn't building a fintech—it's building a financial infrastructure layer for employers. With 86 employees and $11.2M in revenue, they're proving that the future of finance isn't consumer-facing apps, but invisible, embedded services that meet people where they already are: at work.
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About finfit.com
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finfit.com receives approximately 81.3K monthly visitors and ranks #385,939 globally. The website has a bounce rate of 47% with visitors viewing an average of 3.4 pages per visit. Users spend an average of 2:44 on the site.
The majority of finfit.com's traffic comes from undefined, .
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