For those looking for Nerdwallet in the UK, you are now greeted with a rather rude, blank page with just the text “Content Removed”. There isn’t even a redirect on it, so I imagine an SEO director is having an absolute fit! So what happened to NerdWallet UK?
NerdWallet expanded into the UK with the acquisition of UK comparison website Know Your Money in 2020, but since then organic traffic to the UK subdomain has been on the decline. Know Your Money, was (if I remember correctly) a PPC play for business bank accounts, which is a very different battle to winning in the SERPs.
NerdWallet bought Know Your Money in August 2020 as its first acquisition outside North America with the help of Sequence Advisors (run by the ever-so-charming Toby Ramsden, who I was introduced to over lunch once by Jon Ostler, the UK MD from Finder UK), who have advised on some of the biggest comparison site acquisitions in the UK, including Money.co.uk, Vouchedfor, Comparison Technologies and Quidco.
At the time, CEO Tim Chen said the purchase would accelerate the company’s international expansion and allow it to bring its consumer-first financial guidance to UK customers.
But, a few months ago, Nerdwallet quietly wound down its UK editorial operation, making its UK-based team redundant. While NerdWallet has not publicly announced the closure, the departure of almost the entire UK editorial team suggests the company has abandoned its ambitions of building a significant UK publishing business.
Google is being brutal at the moment so review and comparison sites and there is not a day that goes by when I’m not expecting to wake up to a “Search Console Surprise”. But there is hope for smaller publishers, I was delighted to see that, HouseFresh for example, is now doing better than ever, after being decimated on the whim of a Google update.
Know Your Money was founded in 2004 by Jason Tassie, and had grown into one of the UK’s better-known financial comparison websites. The business featured in the Sunday Times Tech Track 100 and Deloitte Fast 500 before being acquired by NerdWallet.
Following the acquisition, the site was gradually integrated into the NerdWallet brand, with KnowYourMoney.co.uk eventually redirecting users to the UK version of NerdWallet.
Over several years it expanded coverage of banking, credit cards, mortgages, investing and insurance, competing directly with established comparison sites and financial publishers.
For a period, the strategy appeared to be working. NerdWallet UK established a growing editorial presence and regularly appeared in Google search results across a wide range of personal finance topics.
However, in 2024, NerdWallet announced plans to reduce its global workforce by approximately 15% as part of a restructuring programme designed to cut operating costs and refocus investment on its highest-priority initiatives. The company expected the move to generate around $30 million in annual cost savings. As of 10/04/2026 NerdWallet UK was no longer authorised by the FCA (reference number: 771521).
Former NerdWallet UK employees have updated their LinkedIn profiles, announcing new positions after the redundancy. Several members of the Nerdwallet UK senior team have gone on to work on building the UK base for How Much Group, which designs and operates large-scale comparison platforms that help consumers understand pricing, evaluate options, and connect with qualified providers across high-value purchase decisions.
Key members of staff moving from Nerdwallet to HowMuch Group UK include:
- Sam Griffin: NerdWallet UK, General Manager UK, is now HowMuch Group General Manager UK
- Kevin Harvey: Nerdwallet UK, Director of Performance Marketing, is now Head of Marketing at HowMuchGroup UK
- Rosie Goymour: Nerdwallet UK, Head of Commercial, is now Head of Commercial at HowMuch Group UK
It just goes to show what an absolute sugar show, being a publisher is in the UK at the moment as even well-funded international companies can struggle to establish themselves against entrenched competitors while adapting to rapidly changing search technology and rising customer acquisition costs.
Google is pretty clear these days: “stay in your lane and stop taking the mick”. Well, that’s what they say…
Richard is the founder of the Good Money Guide (formerly Good Broker Guide), one of the original investment comparison sites established in 2015. With a career spanning two decades as a broker, he brings extensive expertise and knowledge to the financial landscape.
Having worked as a broker at Investors Intelligence and a multi-asset derivatives broker at MF Global (Man Financial), Richard has acquired substantial experience in the industry. His career began as a private client stockbroker at Walker Crips and Phillip Securities (now King and Shaxson), following internships on the NYMEX oil trading floor in New York and London IPE in 2001 and 2000.
Richard’s contributions and expertise have been recognized by respected publications such as The Sunday Times, BusinessInsider, Yahoo Finance, BusinessNews.org.uk, Master Investor, Wealth Briefing, iNews, and The FT, among many others.
Under Richard’s leadership, the Good Money Guide has evolved into a valuable destination for comprehensive information and expert guidance, specialising in trading, investment, and currency exchange. His commitment to delivering high-quality insights has solidified the Good Money Guide’s standing as a well-respected resource for both customers and industry colleagues.
