Question · Q4 2025
Michael Infante from Morgan Stanley inquired about the incremental nature of LLM-based referral traffic versus potential cannibalization of existing organic searches, and later asked about the quantifiable drag of persistent organic traffic headwinds on NerdWallet's 2026 profitability outlook, specifically regarding performance marketing intensity as a medium-term margin headwind.
Answer
CEO Tim Chen confirmed that LLM referral traffic appears incremental, showing higher and rapidly growing conversion rates. CFO John Lee clarified that NerdWallet prioritizes increasing non-GAAP operating income (NGOI) dollars over margin percentages, noting that performance marketing revenue is currently offsetting organic revenue declines, and suggested reviewing past performance marketing spend trends for future growth insights.
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