UPST Platform Traffic

Some qualitative data on the Web traffic accessing the Upstart lending platform (upstart.com)

March 30 Alexa webpage ranking: 22 500.
April 30 Alexa webpage ranking: 21 543.
May 30 Alexa webpage ranking: 19 920.
June 30 Alexa webpage ranking: 17 990.
July 22, Alexa webpage ranking: 16 667.

So, Upstart’s webpage ranking is steadily increasing as more and more customers access their platform.

Regards,

Sean

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So, Upstart’s webpage ranking is steadily increasing as more and more customers access their platform.

Be careful over-interpreting. It’s also difficult to assign weight to the ranking. This can happen naturally as weaker sites fall away in the ratings. Better metrics are necessary.

🆁🅶🅱
post tenebras lux
For not in my bow do I trust, nor can my sword save me.

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You can also use Similar Web to monitor web traffic.
https://www.similarweb.com/website/upstart.com/#overview

That site shows traffic increasing.

Visits
Jan 1,550,000
Feb 1,450,000
Mar 1,750,000
Apr 1,650,000
May 1,700,000
Jun 1,950,000

There s also an interesting breakdown of traffic sources.

creditkarma.com 54.38% (Up 20.18% MoM)
nerdwallet.com1 3.51% (up 46.30% MoM)
my.lendingtree.com 7.52% (Up 2.43% MoM)
offers.evenfinancial.com 4.42% (Up 18.49% MoM)
credible.com 3.12% (Up 13.48% MoM)

All of this looks in line with what we already know about Upstart.

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Correction: nerdwallet.com1 13.51% (up 46.30% MoM)

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From the same similarweb link:
https://www.similarweb.com/website/upstart.com/#overview

Actually “Direct” - upstart.com is the biggest traffic source at 56.73% now with “Search” at 24.31%. While the “referrals” only brought 8.22% traffic and if we break down this 8.22%, creditKarma has 54.38%, which only corresponding to 8.22%*54.38%=4.4% of total traffic.

From this statistics, it seems that marketing/leads concentration risk on CreditKarma has gone? The biggest marketing channel is their own upstart.com, just as the CEO mentioned in one interview before.

Zoro

41 Likes

Keep in mind that direct traffic can be a lot of things. We can’t assume that it’s all customer signups. I am sure most of it is people checking their loan status or account details.

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