Author: Daniel Tan
Written at: 04 Jun, 2025
Some platforms that call themselves 'comparison websites' are actually pay-to-play advertising channels. While these platforms claim to help you compare loans objectively, regulators from the U.S. to Australia are uncovering a different reality: many of these so-called tools are paid to show you what they want you to see.
At FindTheLoan.com, we call ourselves Singapore’s first loan marketplace for a reason: we don’t just show you a few names and teaser rates. We are a tool that allows you to send your application to multiple lenders and let them respond with real offers. That way, you don’t waste time and money chasing biased suggestions.
Comparison websites often show static info or "starting from" rates — but those rates aren't tailored to you because these platforms don't collect your full profile or pass your application to lenders. What you see are just advertisements — and even if the interest rate is accurate, what about the loan amount or tenure?
In fact, regulators in multiple countries have already taken action:
1. U.S. Federal Trade Commission (FTC) vs. LendEDU
"LendEDU told consumers that its financial product rankings were based on objective and unbiased information... but in fact LendEDU sold its rankings to the highest bidder."
— FTC consumer alert
2. Consumer Financial Protection Bureau (CFPB) on Steering Practices
"Operators of digital comparison-shopping tools can violate the prohibition on abusive acts or practices if they distort the shopping experience by steering consumers to certain products or services based on remuneration to the operator."
— CFPB Circular 2024-01
3. Australian Securities and Investments Commission (ASIC) vs. Choosi
ASIC sued Choosi for misrepresenting itself as a broad comparison tool while mostly promoting just one insurer:
"Comparison websites must provide a meaningful comparison service — not simply operate as a sales channel or distribution platform for companies."
— ASIC media release, June 2025
At FindTheLoan.com, we've faced this pressure firsthand. Some lenders offered to invest — but only if we agreed to steer all borrower traffic toward them. We turned them down, choosing instead to spend another year before we managed to raise money from angel investors instead. We believe a real marketplace isn't just about the tech — it's about values. Staying truly pro-borrower meant rejecting investor terms that would have compromised neutrality.
Conclusion: You can’t compare offers that were never made. Many so-called comparison sites only show teaser rates that don’t apply to you — no lender has reviewed your info or committed to giving you any offer. What looks like choice is often just advertising dressed as comparison.
At FindTheLoan.com, your application goes to multiple lenders, and they reply with genuine offers you can act on. That’s transparency you can use — not disguised advertising.
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