How Credit Karma Makes Money (2024)

Credit Karma is a personal finance company that offers consumers free access to credit scores, credit and identity monitoring, a credit report dispute tool, and customized recommendations for credit card, loan, and insurance products.

The company makes money by earning a commission when a consumer completes the purchase of a product that it recommends.

Credit Karma uses AI to power a platform that provides tools that consumers can use to manage all aspects of their financial lives. In addition to the services mentioned above, it offers:

  • Free tax preparation assistance
  • High-yield savings accounts through a partnership with MVB Bank
  • Guidance for the steps consumers should take after accessing their credit information, including tailored personal, home, and auto loans based on income and credit scores

The company recommends credit cards and other financial products that fit consumers, based on the odds of approval and their credit scores.

Key Takeaways

  • Credit Karma is a San Francisco-based personal finance company founded in 2007.
  • It makes money by receiving a fee every time a user purchases a product or service that it recommends.
  • The company's leadership includes CEO Kenneth Li and CTO Ryan Graciano.
  • It offers free access to TransUnion and Equifax credit scores as well as tax preparation assistance, and other services.
  • Intuit acquired Credit Karma in 2020.

Credit Karma's Industry

Credit Karma's parent, Intuit, operates in the Software-Application industry within the Technology sector.

Credit Karma became part of the global financial technology platform of Intuit in 2020.

Credit Karma's mission is to put the power of technology, data, and AI to work to make personal financial management easier and stress-free. With so many financial services companies vying for the attention of consumers, its strength lies in making custom recommendations for financial products based on someone's finances and credit standing.

Credit Karma's competitors include NerdWallet and Credit Sesame, both of which also offer free credit score information and financial tools. In addition, Intuit states that its business segments, including Credit Karma, face intense competition from:

  • Business software providers
  • Private and publicly-funded tax preparation and filing service providers
  • Accounting, consulting, and tax firms
  • Software companies and banks that provide payments services
  • Software companies that provide personal finance management products and tools
  • Companies that offer consumer financial offerings
  • Financial institutions
  • Credit bureaus
  • Large platform companies with competing technology solutions

Credit Karma has incorporated popular features of the the online budget planner, Mint.

Credit Karma's Financials

Credit Karma is one of four segments of the financial services company, Intuit. Its revenue comes primarily from cost-per-action transactions. These result in e.g., credit card issuances and personal loans. It also earns revenue from online advertising that generates leads relating primarily to mortgage and insurance. Credit Karma Money also generates revenue for the segment.

Intuit's 2023 annual report reported the segment's financial results for the 2023fiscal year (FY). Additionally, on May 23, 2024, the company announced financial results for the quarter ended April 30, 2024.

Net Revenue

For FY 2023, revenue was $1.63 billion, a decrease of 9% from the previous year's $1.8 billion. For the third quarter of FY 2024, revenue was $443 million, an increase of 8% over the previous year's third quarter.

Credit Karma accounted for 11% of Intuit's total revenue in FY 2023 and 7% of total revenue in Q3 2024.

Operating Income

For FY 2023, operating income was $428 million, a decrease of 19% from the previous year's $531 million. For the third quarter of FY 2024, operating income was $110 million, a decrease of 1% from the previous year's third quarter.

History and Leadership

Credit Karma was founded in 2007 by Kenneth Lin, Ryan Graciano, and Nichole Mustard. It is headquartered in Oakland, Calif.

CEO Kenneth Lin spent the early part of his career at E-Loan, an online lender specializing in debt consolidation, and UPromise, a subsidiary of student loan service Sallie Mae which runs a customer loyalty program focused on saving for college and paying down student loans.

Co-founder Ryan Graciano is the company's chief technology officer (CTO). He is responsible for the company's engineers who oversee the creation of new products.

Co-founder Nichole Mustard left Credit Karma in 2023.

Recent Developments

In December 2023, Credit Karma launched a new feature that would provide members with up to five days earlier access to government funds than is usual through financial institutions. Members can tap into their Social Security benefits, Veteran's Administration benefits, and Supplemental Security Income (SSI) by enrolling in Credit Karma's early direct deposit program.

How Does Credit Karma Make Money?

The company makes money primarily from the fees it earns when a customer completes a transaction that starts with a tailored recommendation on its personal finance site. This might involve a financial product such as a credit card or personal loan.

When Did Credit Karma Go From Private to Public?

In December of 2020, Credit Karma became part of the publicly-traded financial technology firm Intuit when the latter acquired Credit Karma for approximately $3.4 billion in cash and equity valued at $4.7 billion.

Was Credit Karma in Trouble With the FTC?

Yes, the Federal Trade Commission found that Credit Karma falsely informed customers that they'd been pre-approved for credit products. Yet they were denied approval when they applied. Credit Karma made a financial payment to settle with the FTC in January 2023.

The Bottom Line

Credit Karma is a personal finance company that is owned by Intuit. It provides free access to credit scores and other credit services as well as personalized recommendations for credit cards, loans, and insurance.

It makes the majority of its money when people click through its site and complete transactions for financial products offered by other providers.

How Credit Karma Makes Money (2024)

FAQs

How Credit Karma Makes Money? ›

Credit Karma is a San Francisco-based personal finance company founded in 2007. It makes money by receiving a fee every time a user purchases a product or service that it recommends. The company's leadership includes CEO Kenneth Li and CTO Ryan Graciano.

Where does Credit Karma get my income from? ›

Editorial Note: Intuit Credit Karma receives compensation from third-party advertisers, but that doesn't affect our editors' opinions. Our third-party advertisers don't review, approve or endorse our editorial content. Information about financial products not offered on Credit Karma is collected independently.

Is Credit Karma actually free? ›

Credit Karma can offer free credit scores and reports because we make money in other ways. For example, we use the information in your credit profile to make product recommendations that can help you save money.

Does Credit Karma have a fee? ›

You get credit scores and reports for free.

We're talking 24/7 access to your credit scores and reports from TransUnion® and Equifax®, timely updates and suggestions that can help you improve your overall financial health.

How much does Credit Karma make a year? ›

Credit Karma
Company typeSubsidiary
ProductsCredit scores Credit reports Credit monitoring
Revenue$500 million (2017, estimated)
Number of employees1,500
ParentIntuit
6 more rows

How does Credit Karma make a profit? ›

Credit Karma is a San Francisco-based personal finance company founded in 2007. It makes money by receiving a fee every time a user purchases a product or service that it recommends. The company's leadership includes CEO Kenneth Li and CTO Ryan Graciano.

Why is my FICO score 100 points lower than Credit Karma? ›

Why is my FICO® score different from my credit score? Your FICO Score is a credit score. But if your FICO score is different from another of your credit scores, it may be that the score you're viewing was calculated using one of the other scoring models that exist.

Is there a downside to using Credit Karma? ›

Cons. Only two credit bureaus included — Since your Experian score and report may be different, Credit Karma doesn't offer the whole picture. Lots of product recommendations — Credit Karma's partners keep popping up with ads for loans and credit cards.

Can Credit Karma be trusted? ›

The credit scores and reports you see on Credit Karma come directly from TransUnion and Equifax, two of the three major consumer credit bureaus. The credit scores and reports you see on Credit Karma should accurately reflect your credit information as reported by those credit bureaus.

Is a 700 credit score good Credit Karma? ›

Very good and excellent credit scores: Above mid-700s

People with top credit scores are the most likely to be approved for loans and credit cards with low interest rates and good repayment terms.

Is my money safe with Credit Karma? ›

Credit Karma is not a bank. Banking services provided by MVB Bank, Inc., Member FDIC. Funds FDIC insured up to $5,000,000 through a network of participating banks so your money is protected. No monthly maintenance, transfer, or withdrawal fees.

Is 650 a good credit score? ›

As someone with a 650 credit score, you are firmly in the “fair” territory of credit. You can usually qualify for financial products like a mortgage or car loan, but you will likely pay higher interest rates than someone with a better credit score. The "good" credit range starts at 690.

Is 750 a good credit score? ›

A 750 credit score is considered excellent and above the average score in America. Your credit score helps lenders decide if you qualify for products like credit cards and loans, and your interest rate. A score of 750 puts you in a strong position.

Who funds Credit Karma? ›

Google Capital Leads $85 Million Investment In Credit Karma

Tiger Global and existing investors Ribbit Capital and Susquehanna Growth Equity also contributed to this latest round of financing, bringing the total amount of equity financing raised by Credit Karma to date to $118.5 million.

How does Credit Karma get paid? ›

Editorial Note: Credit Karma receives compensation from third-party advertisers, but that doesn't affect our editors' opinions. Our marketing partners don't review, approve or endorse our editorial content. It's accurate to the best of our knowledge when it's posted.

Is 700 a good credit score? ›

For a score with a range between 300 and 850, a credit score of 700 or above is generally considered good. A score of 800 or above on the same range is considered to be excellent. Most consumers have credit scores that fall between 600 and 750. In 2023, the average FICO® Score in the U.S. reached 715.

Where does Credit Karma get its info from? ›

Where does Credit Karma get its information from? The credit score and report information you see here comes from TransUnion— one of the two national credit bureaus. We do not calculate your credit score. Rather, we show you information that's directly provided by TransUnion so you can better understand your credit.

Who does Credit Karma pull from? ›

The credit scores and credit reports you see on Credit Karma come directly from TransUnion and Equifax, two of the three major consumer credit bureaus. They should accurately reflect your credit information as reported by those bureaus — but they may not match other reports and scores out there.

How do credit agencies know your income? ›

Income is not part of your credit report. And while lenders often factor your income into their lending decisions, they'll typically get that information directly from you during the credit application process.

How does Credit Karma money work with taxes? ›

Early refund access with Credit Karma Money™

Credit Karma members can get access to their tax refund up to five days early when they deposit it into their Credit Karma Money™ Spend account — no matter who prepares your taxes.

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