How we make money
Listing is free, and the facts can't be bought. We earn from clearly labelled sponsored positions and from some affiliate links. Here is exactly how each works.
Last updated 12 October 2026
Sponsored positions
A company can pay for one of up to three sponsored positions at the top of a category page. Sponsored listings are always labelled “Sponsored”.
A sponsor pays for position only. Its listing shows the same checked prices and features as every other tool, and payment never changes a fact, a category or the order of the unsponsored list underneath. Sponsored positions are also left out of the lists we publish for search engines and AI tools, which follow our published order.
Affiliate links
Some “Visit” buttons are affiliate links: if you sign up or buy through one, the company may pay us a commission, at no extra cost to you. These buttons carry a small “Affiliate link” note.
We only add affiliate links to tools that are already listed on their own merits. A commission never changes a listing's facts or position.
Counting clicks
We count how many people click through to each tool, so we can show companies how much interest their listing gets. The count uses no cookies and stores no personal details: just the tool, the page, the date and whether the listing was sponsored.
What we never do
- Charge to be listed, or to be removed.
- Sell changes to prices, features or categories.
- Publish paid reviews or ratings.
- Take sponsorship or advertising from betting companies.
The best 11 builder
Our best 11 builder is free to use, with no account needed.