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Natural Intelligence

Performance-driven comparison technology connecting high-intent consumers with insurance providers

Distribution & Sales Established Bootstrapped
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Overview

Natural Intelligence is a distribution and intent marketing platform for insurance carriers and financial services brands, operating from Tel Aviv, Israel. The company builds AI-powered comparison tools that connect consumers seeking insurance, mortgage, and financial products with partner brands at the moment of purchase intent. Founded in 2009, it facilitates over 60 million purchase decisions annually across 90+ product categories, generating USD 700M+ in affiliate revenue.

The company operates two primary consumer platforms -- BestMoney.com for financial services comparison and Top10.com for multi-vertical reviews -- and underpins both with its proprietary xMatch optimization engine. xMatch uses machine learning to identify and capture consumer intent signals across search, publishers, social media, and video channels, then routes those users to relevant partner brands. The platform integrates with over 1,000 partner brands via performance-based distribution arrangements.

With approximately 553 employees and no external funding, Natural Intelligence has scaled to become one of Google's top 30 advertisers globally. In March 2026, the company partnered with JD Power to launch a next-generation auto insurance marketplace combining Natural Intelligence's AI-driven comparison technology with JD Power's consumer behavior intelligence. The company's insurance vertical includes dedicated comparison products for auto, home, and life insurance, served primarily to North American consumers through its BestMoney platform.

Products & Services

BestMoney.com

BestMoney is a consumer-facing financial services comparison platform covering insurance, mortgages, personal loans, and banking products. The platform surfaces partner offers to users researching financial products and connects high-intent consumers with insurance carriers and lenders through Natural Intelligence's performance marketing network.

Key Features

  • Insurance product comparison tools for auto, home, and life coverage
  • Machine learning-based intent matching to connect users with relevant partner offers
  • Editorial content and product reviews to support consumer decision-making

Target Users: Consumers shopping for insurance and financial products; insurance carriers and lenders seeking high-intent leads

Top10.com

Top10.com is a multi-vertical comparison and review platform spanning 90+ categories including insurance, home security, streaming, web hosting, and more. The site provides structured editorial reviews and side-by-side comparisons, delivering qualified leads to partner brands via Natural Intelligence's performance distribution model.

Key Features

  • 90+ product categories with editorial comparison content
  • Performance-based lead delivery to 1,000+ partner brands
  • Multi-channel intent capture across search, social, and publisher networks

Target Users: Consumers across multiple verticals; advertisers seeking measurable performance distribution

xMatch Platform

xMatch is Natural Intelligence's proprietary optimization engine that powers intent identification and matching across the company's consumer platforms. The platform processes millions of user interactions to optimize advertising placement, publisher monetization, and consumer decision journeys.

Key Features

  • Machine learning-powered consumer intent identification
  • Multi-channel distribution spanning search, publishers, social, and video
  • Publisher monetization tools for affiliate network partners

Target Users: Insurance carriers and advertisers; affiliate publishers in Natural Intelligence's partner network

Auto Insurance Marketplace (with JD Power)

Launched in partnership with JD Power in March 2026, this marketplace enables consumers to compare auto insurance policies using AI-driven comparison technology combined with JD Power's consumer behavior intelligence. The marketplace provides carriers with a performance-based distribution channel targeted at informed, high-intent auto insurance buyers.

Key Features

  • AI-powered policy comparison for auto insurance
  • Integration of JD Power consumer behavior data
  • Performance-based carrier distribution model

Target Users: Auto insurance carriers; consumers researching auto coverage

Publisher Partner Network

Natural Intelligence operates an affiliate and publisher network giving content publishers access to in-house optimization products to monetize comparison traffic across insurance and other verticals. Publishers integrate with the network to access partner brand demand from Natural Intelligence's 1,000+ advertiser base.

Key Features

  • Access to 1,000+ brand advertisers across 90+ categories
  • In-house publisher monetization and optimization tools
  • Multi-vertical demand spanning insurance, financial services, and SMB categories

Target Users: Content publishers and affiliate marketers in insurance and financial services verticals

At a Glance

Founded
2009
Headquarters
Tel Aviv, Israel
Employees
501-1000
Funding
Bootstrapped

Category & Focus

Category
Distribution & Sales
Subcategories
Insurance comparison intent marketing lead generation performance distribution
Insurance Verticals
P&C Personal Life & Annuity
Target Customers
Carriers, Consumers

Customers

  • Progressive
  • SoFi
  • Rocket Mortgage
  • ADP
  • GoDaddy
  • McAfee

Links

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Last updated: 2026-06-21