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Trovata: The Open Banking Trojan Horse
How a $30M-funded startup is automating corporate cash management without selling a single bank account
While fintechs fight to become banks, Trovata is building the intelligence layer that makes banks obsolete for cash management. They're not chasing deposits—they're chasing data.
"Trovata doesn't want your deposits. They want your transaction data—and they'll automate your entire treasury function to get it."
The Enterprise Trojan Horse
Trovata's playbook is devious: instead of selling treasury software to CFOs, they integrate directly with banks via APIs and aggregate balances automatically. Their 22K monthly visitors aren't retail users—they're enterprise finance teams searching for 'treasury for startups' and 'trovata tms workstation.' The product-led growth is subtle but deadly: once you connect your 10+ bank accounts, you're locked into their ecosystem.
The 37% Organic Moat
With 48% direct traffic and 37% organic search, Trovata has achieved something rare in fintech: brand authority without brand advertising. Their top keyword 'trovata' gets 800 monthly searches—pure brand recognition. They're not buying leads; they're becoming the default search result for 'automating cash management.' That's a $13M revenue company operating like a $100M one.
The tech stack reveals their ambition: built on Vite with PWA capabilities, they're creating a workstation, not just a dashboard. The presence of 'Priority Hints' and 'Lazy Loading' suggests they're optimizing for real-time cash visibility at enterprise scale. This isn't a fintech wrapper—it's infrastructure.
- Open banking platform that aggregates, doesn't hold money
- Real-time cash visibility across 10+ banks automatically
- Forecasting engine powered by transaction data aggregation
- API-first architecture for enterprise integration
The Bank Aggregator Playbook
Trovata is building the Plaid for treasury management—connecting banks to automate cash workflows without becoming a bank themselves. With $13M in revenue and a 100-person team, they're proving that in fintech, the data layer is more valuable than the deposit layer.
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Automating Cash Management | Trovata
Trovata is an open banking platform: know instantly how much cash you have, automate cash management, forecast quickly, and manage cash flow with precision.
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About trovata.io
Trovata is an open banking platform: know instantly how much cash you have, automate cash management, forecast quickly, and manage cash flow with precision.
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trovata.io uses 25 technologies across their website including Vidyard, Font Awesome, Google Fonts, HSTS, and more.
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trovata.io receives approximately 22.2K monthly visitors and ranks #1,078,092 globally. The website has a bounce rate of 43% with visitors viewing an average of 2.7 pages per visit. Users spend an average of 1:48 on the site.
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