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Passiv: The Autopilot for Your Portfolio
How a 5-person team built a $100K revenue product with 195K monthly visits
While robo-advisors charge 0.25% AUM to manage your money, Passiv offers a different proposition: software that helps you manage your portfolio yourself. With 195,000 monthly visits and a lean 5-person team, they've built a $100K revenue business by solving one specific problem—portfolio rebalancing—better than anyone else.
"They're not selling investment advice—they're selling time back to retail investors who know what they want but hate doing the math."
The DIY Investor's Dilemma
Passiv targets a specific segment: self-directed investors who've chosen their own ETFs (like VFV or XEQT) but struggle with the discipline of rebalancing. Their traffic reveals this intent—'vfv vs xeqt' generates 930 monthly searches, showing users are researching specific ETFs but need help managing the portfolio mechanics. The 77% direct traffic suggests strong brand loyalty and repeat usage, not just casual browsing.
The Lean Growth Engine
With only 18% organic search traffic, Passiv's growth is driven by direct visits and likely word-of-mouth. A 5-person team generating $100K in revenue means each employee contributes ~$20K annually—a remarkably efficient model for fintech. Their tech stack (Tailwind, PWA, Google Analytics) is lean and modern, avoiding the bloat that plagues enterprise finance tools. The 3.3/5 Trustpilot rating from just one review suggests they're still early in building social proof, but their retention metrics tell a stronger story.
The company's positioning is clever: instead of competing with robo-advisors on investment returns, they compete on transparency and control. Their pricing page likely offers a freemium model (given the 'Free Portfolio Rebalancing Software' tagline), converting power users to paid plans. The contact emails (dashboard-v4, reporting, cash-management) reveal a product that's evolved beyond simple rebalancing into comprehensive portfolio management.
- Solves one specific pain point (rebalancing) instead of being a generic portfolio tracker
- Targets self-directed investors who reject robo-advisor fees but need software assistance
- 77% direct traffic indicates strong product-market fit and user retention
- Lean 5-person team achieves $100K revenue with minimal overhead
- Modern tech stack (Tailwind, PWA) enables rapid iteration and low maintenance costs
The Quiet Fintech Success Story
Passiv proves that in a market obsessed with AUM, there's still room for software-first solutions that respect investor autonomy. Their real moat isn't capital—it's trust from users who keep coming back.
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https://passiv-files.s3.ca-central-1.amazonaws.com/logo.png
Meta Tags
Passiv | Free Portfolio Rebalancing Software
Passiv makes it easy for you to manage your portfolio so that you can save more for retirement and spend more of your time enjoying life.
Passiv
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Reviews (1)
Service is okay, support is not
The concepts is great; Service is okay for its purpose but Support is none existent. Sent numerous support requests about various things such as adding tickers. Zero response. Doesn't support many of the US tickers I use.
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About passiv.com
Passiv makes it easy for you to manage your portfolio so that you can save more for retirement and spend more of your time enjoying life.
Company Overview
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Technology Stack
passiv.com uses 17 technologies across their website including Font Awesome, Adobe Fonts, PHP, Amazon Web Services, AWS CloudFront, and more.
Fonts
Font Awesome, Adobe Fonts
Programming Languages
PHP
Cloud & Hosting
Amazon Web Services, AWS CloudFront
Advertising
Facebook Pixel
Customer Support
Zendesk
Analytics & Marketing
Hotjar, Google Tag Manager, Google Analytics
Traffic & Audience
passiv.com receives approximately 195.0K monthly visitors and ranks #195,651 globally. The website has a bounce rate of 29% with visitors viewing an average of 4.8 pages per visit. Users spend an average of 2:53 on the site.
The majority of passiv.com's traffic comes from undefined, undefined, .
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