getpinwheel.com
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Pinwheel: The Invisible Infrastructure of Fintech
A deep dive into the API layer powering direct deposits and income verification for the modern financial stack.
In the battle for financial data, the winners aren't the neobanks—they're the pipes underneath. Pinwheel is building the critical infrastructure that connects payroll systems to the modern financial stack, turning direct deposits into a strategic asset.
"The most valuable fintechs aren't consumer-facing—they're the invisible plumbing that makes the entire ecosystem function."
The Growth Paradox
With only 13% organic search traffic, Pinwheel's growth is likely driven by B2B partnerships rather than direct consumer acquisition. The 'y12 login' and 'kalsee credit union login' keywords reveal they're powering the backend of financial institutions, not competing with them. Their 40k monthly visits are high-intent, enterprise traffic.
The B2B2C Playbook
Pinwheel's strategy is pure B2B2C: they don't acquire end-users, they power the experiences of banks and fintechs. Their 34% direct traffic suggests financial institutions are bookmarking their portal, while the lack of consumer-facing keywords confirms they're an infrastructure play. This is a classic API-first model—scalable, defensible, and sticky.
The tech stack reveals a modern, scalable architecture: Vite for fast builds, Tailwind CSS for rapid UI development, and jQuery/Slick/Swiper for interactive components. This isn't a legacy enterprise platform—it's built for developer velocity and integration speed, critical for winning in the API economy.
- Direct deposit acceleration as a growth lever
- Income verification for lending decisions
- Earned wage access integration
- Payroll data connectivity at scale
The Infrastructure Play
While consumer fintechs burn cash on acquisition, Pinwheel is building the rails that make them all work. In the data economy, the pipe is more valuable than the water.
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Pinwheel
Secure, reliable access to consumer income data for financial innovation at scale. Grow direct deposits, verify income and employment, unlock earned wages.
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About getpinwheel.com
Secure, reliable access to consumer income data for financial innovation at scale. Grow direct deposits, verify income and employment, unlock earned wages.
Company Overview
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Technology Stack
getpinwheel.com uses 25 technologies across their website including Google Fonts, Okta, Webflow, and more.
Fonts
Google Fonts
Authentication
Okta
CMS
Webflow
CDN
cdnjs, unpkg, jsDelivr
Cloud & Hosting
Amazon Web Services, AWS CloudFront, Cloudflare
Marketing Automation
HubSpot
Traffic & Audience
getpinwheel.com receives approximately 40.5K monthly visitors and ranks #733,416 globally. The website has a bounce rate of 61% with visitors viewing an average of 2.1 pages per visit. Users spend an average of 0:46 on the site.
The majority of getpinwheel.com's traffic comes from .
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