moneysavingexpert.com
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MSE: The £10M Profit Machine Built on Trust
How a one-man mission to fight rip-offs scaled into a 19M visit/month juggernaut
MoneySavingExpert.com is the UK's most powerful consumer website, a rare unicorn that scaled to 19M monthly visits without a single dollar of VC funding. Built on a radical promise of consumer-first advocacy, it generates $10.7M in revenue while actively telling users how to avoid spending money.
"MSE doesn't just compete in finance—it owns the entire conversation around 'saving money' in the UK."
The Anti-Growth Growth Strategy
While fintechs burn millions on acquisition, MSE's traffic is 55% organic and 42% direct. The 'money saving expert' keyword alone drives 98K searches/month. This isn't SEO gaming—it's earned authority. Users don't just visit; they search for Martin Lewis by name (43K/month) as a verb for financial advice.
The Trust Paradox
Here's the fascinating contradiction: MSE commands 19M monthly visits with a 2/5 Trustpilot rating across 768 reviews. The disconnect? MSE doesn't sell products—it exposes them. The low ratings likely reflect frustration with financial institutions MSE critiques, not the site itself. It's a media property that monetizes attention, not transactions.
The tech stack reveals a pragmatic approach: Tailwind CSS, Bootstrap, and Cloudflare power a content-heavy architecture optimized for speed and scale. No fancy blockchain, no AI chatbots—just fast-loading pages that rank for 889K monthly searches on 'mortgage calculator' alone.
- 58 employees generate $185K revenue per head—exceptional efficiency for media
- Direct traffic (42%) proves brand moat stronger than any algorithm
- Backlink profile (1.4M) rivals major news outlets, built on journalistic rigor
- Monetization via affiliate links and display—profitable while remaining free-to-user
The Ultimate Bootstrapped Playbook
MSE proves that radical transparency and relentless focus on user value can outcompete funded incumbents—without ever touching the product itself.
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5 keywordsHow is Moneysavingexpert's SEO?
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https://cdn.monygroup.com/legacy/cc-umbraco-images/sites/moneysavingexpert/hero-placeholder.png
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Money Saving Expert: Credit Cards, Shopping, Bank Charges, Cheap Flights and more
Martin Lewis' free site helps you save on car insurance, credit cards, mortgages & more. Find expert money tips, top deals, comparisons & tools to cut costs.
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Reviews (20)
I spoke to a lovely lady called Sally…
I spoke to a lovely lady called Sally who helped me get a cheaper gas & electric which is very good & got me boiler cover with the 1st 3 months free. I would recommend her to absolutely anyone.
Informative and helpful - 5*
I have always found the information on site helpful and must have saved hundreds if not thousands over the years, and earned even more as vouchers or cashback!! I have only had to contact the MSE team once when i wasn't sure how the Cheap Energy Club cashback worked, and I got a really quick and helpful response from the team. Thank you MSE!
Guide for financial planning
Money Saving Expert is one of my favorite websites for financial information. It has helped me resolve numerous disputes with various companies. For example, I had an issue with a delayed flight, and I used a service they offered called Resolver. As a result, I managed to obtain £2,100 in compensation from the airline. Unfortunately, Resolver is no longer available, but it was one of the excellent services provided by Money Saving Expert. I use Money Saving Expert to find the best cash ISA deals, fixed deposit offers, and mortgage options. I always check the site for all my financial needs. I recommend this website to everyone, including those looking for information on mobile phones, energy plans, broadband, and more. Thank you.
Really helpful site
Really helpful site. I've had a lot of sound advice from people on the forums.
THE BEST FRIEND OF THE CONSUMER.
THE BEST FRIEND OF THE CONSUMER. Thank you for the help on your website, fantastic tools that allowed me to file the complaint for my nephew on Car Finance.
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About moneysavingexpert.com
Martin Lewis' free site helps you save on car insurance, credit cards, mortgages & more. Find expert money tips, top deals, comparisons & tools to cut costs.
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Technology Stack
moneysavingexpert.com uses 14 technologies across their website including Cloudflare, Microsoft Ads, AB Tasty, and more.
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Cloudflare
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Microsoft Ads
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AB Tasty
Analytics & Marketing
Datadog RUM, Google Tag Manager, Google Analytics
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Lazy Loading
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Traffic & Audience
moneysavingexpert.com receives approximately 18.8M monthly visitors and ranks #3,243 globally. The website has a bounce rate of 51% with visitors viewing an average of 2.6 pages per visit. Users spend an average of 2:35 on the site.
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