IntraFi isn't building another fintech app for consumers—it's solving the one problem that keeps community bank CEOs awake at night: how to keep their largest depositors happy when they can't safely hold more than $250K in a single account. The result is a network effect that's nearly impossible to replicate.

"IntraFi doesn't compete with banks—it makes them stickier by solving their biggest liability problem."

The business model is elegantly simple: charge banks a fee for placing deposits across the network, while giving depositors free access to billions in diversified FDIC coverage. It's infrastructure-as-a-service for banking, not a consumer product. That's why their organic search is only 33%—they don't need SEO when their network drives direct relationships.

• Revenue per employee: ~$231K (efficient for infrastructure)
• Traffic quality over quantity: 55% direct indicates sticky B2B relationships
• Search intent is purely operational: 'how does it work' not 'should I use it'
• Capital One CDARS queries show legacy brand recognition still matters