How we make money — Loonwise advertiser disclosure

The short version

When you choose a lender, broker or insurer through Loonwise, that partner may pay us a referral fee. Partners can also pay for clearly-marked featured placement and display advertising. What no partner can buy: a better position in our rankings, a higher rating, or the removal of a competitor. Results order by value to you.

1. Referral fees (most of our revenue)

When you request a rate, quote or match and complete a deal with a partner, that partner pays Loonwise a fee. You pay nothing — the fee comes out of the partner's marketing budget, not your rate. Partners pay when they're chosen, which keeps our incentive aligned with yours: our job is to surface the option you'll actually pick and finish.

2. Client-Choice Matches

On some products (like mortgages), after you request a rate we show your original lender alongside verified brokers who can work the same file and may beat the rate. The professional you choose pays a fee for the introduction. The choice is always yours — nobody can pay to be chosen for you.

3. Featured placement — always labelled

Partners can pay for premium visibility: a "Featured" or "Sponsored" badge, or presence in a clearly-marked promotional slot. Two hard rules apply:

Featured placement is always visibly labelled — badges like "Featured" or "Sponsored" mean money changed hands; badges like "Lowest rate" or "Top rate" are earned by the numbers, never sold.
Featured placement never reorders rankings. A featured product that ranks fourth on value appears fourth, with a badge — not first.

4. Display advertising

Brands can run display campaigns on Loonwise through our brand & media solutions. Ads are visually distinct from comparison results and have no connection to how products rank.

What compensation never buys

No partner — at any price — can: improve their position in results ranked by value · change or suppress rates, fees or terms we display · edit or remove user reviews · remove a competitor from results · see your personal details before you choose them.

Does Loonwise cost me anything?

No. Comparing, calculators, alerts, matches and the follow-up service are free for Canadians, always. If anyone claiming to represent Loonwise asks you for payment, it's a scam — please tell us.

Why trust a site that takes referral fees?

Fair question — it's the business model of every major comparison site, and it only works if you'd come back. Our answer is structural: rankings are computed from the numbers, sponsorship is labelled, every partner is licence-verified, and the Loonwise Assurance means we get paid for deals that actually complete — not for handing your phone number to the highest bidder. When we fall short of this page, email hello@loonwise.ca and a human will fix it.