plaid.com
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Plaid: The Invisible Infrastructure of Modern Finance
How a 2,800-person company built the pipes for 10,000+ fintech apps
While you're checking your bank balance on Cash App or investing on Robinhood, you're likely using Plaid's infrastructure without even knowing it. This is the company that turned the messy, archaic world of banking data into a clean, developer-friendly API—and in doing so, became the invisible backbone of modern finance.
"Plaid didn't just build an API—they built the financial internet's missing layer."
The Network Effect Powerhouse
With 41% direct traffic and a #3,247 global rank, Plaid's brand recognition is staggering for a B2B infrastructure company. The search data reveals their dominance: 'plaid' alone gets 213K monthly searches—more than many consumer brands. This isn't accidental; it's the result of embedding themselves so deeply into fintech that users searching for their bank connection are actually searching for Plaid.
The Growth Trajectory
Plaid's $734M in funding versus $534M revenue suggests they're still in aggressive growth mode, likely spending heavily on R&D and market expansion. The employee count of 2,873 indicates a substantial engineering and sales organization, far beyond what a typical API company would need—hinting at their ambitions beyond just data aggregation.
The tech stack reveals a modern, scalable architecture: Next.js for performance, Tailwind for rapid UI development, and multiple design systems (Material UI, Ant Design) suggesting they serve diverse customer segments. The presence of PWA support shows they're thinking about accessibility and reach, not just raw API performance.
- Dominant search presence: 'plaid' commands 213K monthly searches, dwarfing competitors
- Exceptional brand recall: 41% direct traffic is unheard of for infrastructure companies
- Massive scale: 21M+ monthly visits to what is essentially a developer documentation site
- Strategic hiring: 2,800+ employees suggests expansion beyond core API business
The Ultimate Infrastructure Play
Plaid's real power isn't in the API—it's in becoming the indispensable middle layer between banks and every financial app you use. With 21M+ monthly visits and dominant search presence, they've achieved what most infrastructure companies dream of: becoming a brand name in a world that should be invisible.
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Reviews (20)
Plaid's garbage code doesn't work
Plaid's garbage code doesn't work. Period. And we're supposed to trust these guys with our bank data? Trash. Example: I have to log in to Plaid to connect my bank. Sigh. Send 2FA code to phone? Yes. Wait 5 minutes, no text. Resend 2FA code. 5 minutes, no text. Sigh. Close app and try to resume life. 10 minutes later, two 2FA codes arrive together. Great. Log back in and enter code. It works. Bank throws up its login screen within Plaid. I don't like this kind of inbred security, but whatever. Log in. Send BANK'S 2FA code to phone. It arrives immediately. I'm in. Connect? Yes please. Back to the log in screen for bank in Plaid! What the ****?!? Log in to bank. Send bank's 2FA code to phone. I'm in. Connect? Yes. BACK TO LOG IN SCREEN FOR BANK! Maybe it's a problem at the bank. Go directly to bank website and log in. Works fine. Log in, see bank accounts, working as designed. BACK TO PLAID. LUCKY ME. 2FA from Plaid. 2FA from bank in Plaid. Connect? Yes please. BACK TO LOG IN SCREEN FOR BANK!
No customer service
No customer service No help, No money transfers. What is the point?
My rent check didn't arrive on time…
My rent check didn't arrive on time last month, so Bilt sent a digital check on January 6 and deposited it via Plaid. My funds are still in process, with the message stating: "Your payment is in process. You should see your funds by 2026-01-13". I should have requested a physical check and deposited it directly into my bank account for immediate reflection of funds. I would suggest AGAINST using Plaid platform since they hold your money.
Same garbage as a year ago
Same garbage as a year ago, with some banks it won't work, it's just one of the 5 biggest banks in Canada this time. I used it a year ago and it was frustrating as hell. Accepted all input, received the code, took 3 minutes to get back to tell us it's useless. Is there really nothing better institutions could use? Glad it's only a potential convenience thing in this case.
If I could dig a hole and put less tan 1 star I WOULD
If I could dig a hole and put negative stars for these amateur’s ! So you should if you sell a gun payment comes to a 3rd Parilo “Plaid” and “ check book” which forces you to to log into your destination account where you literally have to give them access to your Checking , savings. Credit cards “. My BOA accounts gives them 360 days of access! H?@$ what could go wrong? And that may seem funny but it’s not! Other things ! They picked my pocket for about $90 from the original offer for ‘’tiki tak” scratches. Also, before this night mare offered another fire arm and they offered me about 15% below what Others offered. They were nice and professional , but I know there are lot of other places, but I would strongly recommend others.
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About plaid.com
Company Overview
Technology Stack
plaid.com uses 16 technologies across their website including HSTS, Sentry, Ghost, and more.
Security
HSTS
Error Tracking
Sentry
CMS
Ghost
Cloud & Hosting
Amazon Web Services, AWS CloudFront
Privacy & Consent
OneTrust
Analytics & Marketing
Google Analytics
Traffic & Audience
plaid.com receives approximately 21.6M monthly visitors and ranks #3,247 globally. The website has a bounce rate of 52% with visitors viewing an average of 1.8 pages per visit. Users spend an average of 2:01 on the site.
The majority of plaid.com's traffic comes from undefined, undefined, .
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This page provides publicly available information about plaid.com. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit plaid.com directly at https://plaid.com.