Case Study: NerdWallet achieves data-driven market selection for global expansion with Similarweb

How NerdWallet uses Similarweb to determine its country expansion strategy

NerdWallet, led by GM International Megan Tedford, needed a rigorous, data-driven way to prioritize global expansion. The personal finance company faced the challenge of comparing country-level keyword performance and multiple business lines (e.g., credit cards vs. personal loans) across competitors using uniform, error-free metrics to make apples-to-apples decisions.

Using Similarweb, NerdWallet analyzed keyword groups across geographies, scored markets on five key metrics, and identified the top country to enter plus other strong opportunities. That analysis informed a targeted go-to-market plan—including SEO and paid affiliate search tactics—driving significant growth in new markets and contributing to a total of 92.10M visits.

NerdWallet

Megan Tedford

GM International