NerdWallet Q1: Small Business Loan Originations Down, AI Agents Are Referring Them Business

Small business loan originations were down for NerdWallet in Q1 “as underwriting remained tight and trade policy uncertainty dampened demand.” This is not a new development at the company as it has been publicizing a similar sentiment for some time.

The biggest takeaways from NerdWallet’s regular reports, however, are how the company, long reliant on organic Google search listings for much of its online traffic, is weathering the transition from the online search-ranking era to the AI answer-agent era. Analysts have been asking NerdWallet CEO Tim Chen to weigh in on what they’re seeing and how it’s going. Now, in this latest quarter, Chen says that AI actually appears to be referring them business so far.

“I think as we think ahead to channels beyond Google search, for example, I’d say top of mind for us is the factors that have historically driven success in areas like Google Search seem to be carrying over to other AI driven search engines. So it’s early days here, but compared to our competitive set, NerdWallet receives a really high share of referral traffic from AI sources. So I think big picture, the way I think about it is AI, at its best, helps you find a great answer quickly without a bunch of effort or spam. And areas with simple answers, AI is gonna meet that user need really well.”


– Tim Chen, CEO, NerdWallet

deBanked independently prompted both Grok-3 and ChatGPT-4o to make recommendations to shop for a small business loan and both recommended Fundera among its top answers. Fundera was acquired by NerdWallet in 2020. ChatGPT-4o put Fundera in its top 2 and Grok-3 put them in its top 3. AI-agents are becoming more memory-based and personalized so this experiment may produce different results for others.

On search rankings specifically, NerdWallet’s Chen said that it had taken a bit of a haircut for them over the past year, in part because even search engines are also now delivering AI-based answers at the top of the results.

AI is permeating so much that the transcript of the earnings call that deBanked relied upon for this writeup was also prepared and published by AI.