Content: the not-so-secret secret to Finder’s success.

Fred Schebesta, Finder’s co-founder and CEO and a man on a mission to help people make more informed choices.

If you’re looking for a true blue Aussie brand that’s becoming a global phenomenon, look no further than Finder. Since it started out back in 2006 it’s had a single mission: to help people make better decisions. And now it’s not only helping people make more informed choices in Australia but in the UK and the US, too. 

And content has been the foundation on which the whole business has been built. 

“We’re an education platform, and we want to serve people the information and the knowledge to help them make decisions in their life, says Finder’s co-founder and CEO Fred Schebesta. 

“We believe knowledge is power, and from the very start, we published content on our site to help educate. And from there it’s gone from strength to strength.” 

I first met Fred four or five years ago, and over a beer or two we delved deep into the impact content can have on a business, extolling the virtues of how great content can impact people’s lives. 

I was happy to hear his position on content has only strengthened – if that was possible – over the intervening years. 

“Content’s still massive for us,” he says. “We’ve now got over 100 people globally [including former journos] creating content every day – articles, videos, podcasts, content for our new app.” 

And that global expansion has been fuelled by content – with Finder identifying and employing local content creators who are subject matter experts to ensure whatever they create hits the spot in its local market. 

“The localisation is huge – you need people who are on the ground so we get the nuance right. 

“To give you an example, in New York, there’s no point in comparing electricity plans – it’s all run by Con Edison. So talking about electricity prices isn’t going to be relevant. The same with travel insurance – that’s rarely bought separately in the US.  

“In the UK pet insurance is huge, much more so than in Australia, as is life insurance. 

“You need to have that local mindset, so we’ve had to adapt a lot to that and build the right teams for the region.”

As someone who’s watched Finder closely since first meeting Fred, the content consistently provides depth, understanding and quality. But more than that, it exudes knowledge and passion – and that’s no accident.  

“We find and develop experts, and give them a platform to write to customers in an area they’re very passionate about. We channel their energy into the site, and it’s all part of their personal growth and development. 

“It’s a good thing, to have your expectations, master your craft and share what you’re passionate about.” 

And as for the future, with near-global domination on the cards, will Finder continue to place huge significance on content? 

You already know the answer, don’t you? 

“It all comes back to our vision. Our vision is to better the world’s decisions and provide people with the information and knowledge they need to do that. Content’s essential.”