Fin vs Fin
About the Company
Fin vs Fin started as a basic blog aimed at comparing fintech startups. Founded by Alex Goldberg and his former boss, the company gradually pivoted to cover wellness products, recognizing the potential for monetization in that niche. The company has since expanded into a portfolio of review sites that provide in-depth comparisons of health and wellness products, generating revenue primarily through affiliate partnerships. Their business model revolves around driving organic traffic to their articles and converting those visitors into customers for their partners.
Despite its humble beginnings, the company now operates as a media powerhouse in the health and wellness sector, with a growing team of freelancers, contractors, and full-time employees. It attracts consistent high-intent shoppers through search engine optimization (SEO) strategies and builds strong relationships with brand partners.
Idea Behind Company
Alex Goldberg’s initial goal was to learn how to build a business by working at early-stage tech startups. He worked as a marketer at a fintech startup, where he and his boss-turned-partner decided to start a side project. They launched Fin vs Fin as a way to compare fintech startups, driven by the simple idea of creating a comparison blog. This "dumb" idea quickly turned into something bigger as they saw opportunities to pivot into the wellness space, where they noticed significant venture capital investment and consumer interest.
The idea behind Fin vs Fin was to build a blog that would generate revenue through affiliate commissions. It started with simple product comparisons in fintech but soon expanded to wellness products, which proved to be easier to monetize and scale.
Creating the Company
Alex and his partner worked on their blog during nights and weekends while maintaining full-time jobs. They began by writing articles themselves and learning the technical side of running a blog, from content creation to SEO. The real turning point came when they earned their first $10 commission, which gave them the motivation to keep pushing forward. They refined their approach by focusing on organic traffic and affiliate marketing.
At first, the blog was a side hustle, but over time, they managed to broker affiliate deals with wellness brands, which helped them grow their revenue. They also kept the company lean by avoiding unnecessary expenses, maintaining a high-profit margin while reinvesting modestly in growth. The turning point was realizing the potential of the wellness space and their ability to generate income by simply reviewing and comparing health products.
Launching the Business
After working on the blog part-time for several months, Alex and his partner launched Fin vs Fin in earnest. They initially focused on creating valuable content and slowly built up their affiliate relationships. As traffic increased, so did their revenue, eventually allowing them to hire freelance writers and invest more into the business. They relied heavily on SEO to drive traffic and remained cautious with spending, keeping an 80% profit margin.
By their second year, they had made $500K in revenue, a significant jump from their first year's $22K. They formalized the business by setting up an LLC and dividing the responsibilities. They also expanded their partnerships and began to diversify their revenue sources, helping startups launch their affiliate programs and working with larger brands.
Earnings
Today, Fin vs Fin generates around $70K in profit per month across multiple sites. The company continues to grow by experimenting with different strategies, from SEO to paid advertising. They’ve also considered acquisition offers but believe there’s still significant room for growth. As the business scales, Alex has hired additional full-time employees and is expanding the team to support future projects.
Their business success stems from smart SEO tactics, consistent content creation, and building lasting affiliate partnerships. Alex and his partner remain cautious with their profits, reinvesting into the business while maintaining a high profit margin.
