O InfoMoney It is the most visited portal on the Brazilian internet in the investor’s digital journey. The survey was released this Friday (8) by Similarweb, a global digital intelligence and internet traffic analysis company, and one of the main references in audience measurement in digital environments.
With an average of 19.18 million monthly visits, the portal appears to be the isolated leader in the segment, with a wide advantage over other players in the market. Investing Brasil occupies second place, with 6.19 million monthly visits, followed by Status Invest (3.55 million) and Suno (558 thousand). The research analyzed investor behavior between May 2025 and April 2026.
The survey shows that the financial content ecosystem has gained increasingly defined functions in recent years — and the InfoMoney leads this movement in scale, relevance and engagement capacity.
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“The data reinforces the role of InfoMoney as the main starting point of the Brazilian investor’s digital journey. Leadership in the segment is a source of great pride and confirms our commitment to quality information”, says Rodrigo Flores, CEO of InfoMoney.
Starting point
The study shows that financial portals have started to occupy complementary positions within the investor’s journey. THE InfoMoney leads in scale and generalist reach, consolidating itself as the main reference for Brazilian investors seeking information, learning and daily monitoring of the market.
The transactional stage became more dependent on strong brands and shorter logged journeys. The content ecosystem began to play a central role in preparing the decision. And AI assistants have established themselves as the new top of the funnel.
In this context, the InfoMoney appears as one of the main entry hubs for the Brazilian investor’s new journey — connecting discovery, financial education, in-depth content and investment intentions within the same ecosystem.
Another point that draws attention in the survey is the consolidation of artificial intelligence assistants as a relevant channel for discovering financial content. ChatGPT, Perplexity and other assistants are already among the main sources of referral traffic on the InfoMoney.
The data helps explain an important change in the digital dynamics of the financial sector: before opening an account, comparing products or accessing investment platforms, investors began their journey with questions asked both in AI environments and on specialized news portals.
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According to Similarweb, three movements have come to define the new digital scenario in the sector:
- Strong brands command the transactional stage;
- Content prepares the decision;
- AI opens the door before all of this.
More visits, less rejection
In addition to audience leadership, the study points to a consistent improvement in the quality of audience engagement. InfoMoney over the last 12 months.
The portal combined peaks in traffic — with a maximum recorded in March 2026 — with a continuous drop in the bounce rate and stability in the number of pages per visit, between 2.0 and 2.3.
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In practice, the behavior suggests a reader who comes to the portal to learn, finds what they are looking for and continues browsing within the ecosystem.
According to Similarweb, this type of retention usually precedes deeper stages of the financial journey, such as comparing products, using tools, opening an account or increasing your position in financial institutions.
“The ROI of investing in financial education is high — and the return appears in the behaviors that precede conversion. The educated investor reaches the broker’s website with less friction”, states Similarweb.
