1. The first thing that must be clarified is that today’s Top10.com is not simply the uninterrupted continuation of the first company that used the Top10.com domain.

Today, Top10.com is part of the network operated by the Israeli company Natural Intelligence Ltd. Natural Intelligence identifies Top10.com and BestMoney.com as its principal consumer-facing comparison brands. Top10.com describes itself as a comparison platform using expert reviews, data-driven rankings, and side-by-side comparisons to help consumers choose products and services.

However, the entrepreneurial history of the Top10.com domain contains at least two distinct eras.

The first was the British startup era. Around 2006, Tom Leathes, Harry Jones, Alex Buttle, and Andrew Cartland built a UK comparison business. The group later acquired the Top10.com domain from Idealab in a transaction valued at approximately $1 million and used it for broadband and mobile-phone comparison before pivoting into social recommendations and eventually hotel metasearch.

The second era is the current Natural Intelligence / Nir Greenberg system.

Greenberg founded Natural Intelligence in 2009 around the idea of reducing online choice overload by helping consumers select among a shortlist of providers. Top10.com eventually became one of Natural Intelligence’s most important consumer interfaces. Natural Intelligence filed the TOP10.COM trademark on May 16, 2019, and the current Top10.com LinkedIn profile lists 2019 as its founding year.

Therefore, if the question is:

“Who is the founder behind today’s Top10.com business?”

The most important person is Nir Greenberg, founder of Natural Intelligence, its CEO from 2009 to 2022, and its current Executive Chairman.

If the question is:

“Who originally built a company around the Top10.com domain?”

The answer must also include Tom Leathes, Harry Jones, Alex Buttle, and Andrew Cartland.

The exact date and financial terms under which Natural Intelligence ultimately obtained control of the Top10.com domain are limited in public records / accounts differ / cannot currently be confirmed. What can be confirmed is that Natural Intelligence filed the trademark in 2019 and that the current platform is fully integrated into the Natural Intelligence brand system.

2. The first generation of Top10.com was a classic British serial-entrepreneur story.

The original team began with broadband and mobile-phone comparison. By 2010, the business had approximately 1.5 million monthly UK users, about 20 employees, and roughly £9 million of revenue in fiscal 2009.

In 2010, the founders acquired Top10.com from Bill Gross’s Idealab.

Domain Name Wire reported a structure of approximately $200,000 in cash plus roughly 7% of the company, valuing the overall transaction at about $1 million. Bill Gross joined the advisory board, and the business adopted the name Top10.com Media Ltd.

The transaction matters because Top10.com itself is an unusually strong digital asset.

“Top 10” is naturally compatible with search, rankings, recommendations, and consumer comparisons. It is short, category-independent, and broadly intelligible across languages.

That semantic fit would become especially powerful once Natural Intelligence built an entire commercial model around reducing a nearly unlimited universe of choices to a manageable shortlist.

3. The first Top10.com business did not follow a single strategy. It went through a sale, repeated pivots, venture funding, and eventually a shutdown.

In 2011, uSwitch acquired Top10.com’s broadband and mobile comparison operations. At the time, uSwitch was owned by Forward Internet Group. The founding team continued working with the Top10.com domain and began developing a different product.

The next version was a social recommendation platform where users could build and share Top 10 lists around music, entertainment, travel, and other subjects. Tom Leathes described this social-opinion and recommendation strategy in a 2012 interview.

That did not become the final model.

By late 2012, the team narrowed its focus again, this time toward hotel metasearch. A new hotel product launched in February 2013, aggregating offers from services such as Booking.com, Expedia, and LateRooms and incorporating review scores, location, popularity, price, Foursquare data, and Google Street View into the discovery process.

In 2014, the hotel business raised an $8 million Series B led by Balderton Capital, with participation from Accel Partners, Forward Partners, Idealab, and others. Total funding reached approximately $12.5 million. At the time, the business said it was generating around $1 million in hotel bookings per month and more than 3,000 monthly bookings, monetized through booking commissions.

The model ultimately failed to reach the scale of TripAdvisor, Kayak, or Skyscanner.

Later reporting on the founders’ subsequent company, Motorway, confirmed that the Top10 hotel startup shut down in 2015.

The lesson is important:

A powerful domain is an asset, but it does not guarantee product-market fit.

4. Today’s Top10.com is best understood as the consumer-facing layer of Natural Intelligence rather than a standalone media company.

Consumers see:

Top10.com and BestMoney.

Advertisers see:

a high-intent customer-acquisition channel.

Natural Intelligence itself operates something closer to a complete system of:

traffic acquisition + intent detection + content/ranking + data matching + conversion optimization + affiliate monetization.

Calling Top10.com simply a “ranking website” therefore understates what the business is.

A more accurate description is:

a technology- and data-driven performance-marketing and intent-marketing infrastructure wrapped in the user experience of an editorial comparison site.

Natural Intelligence now explicitly presents itself as an intent marketing company, seeking to identify consumer intent across AI search, traditional search, publishers, social media, and video, and then connect those high-intent users to commercial partners through Top10.com, BestMoney, and related infrastructure.

5. A concise timeline makes the two Top10 histories much easier to understand.

2006: Tom Leathes, Harry Jones, Alex Buttle, and Andrew Cartland build a UK mobile-phone and broadband comparison business.

2009: Nir Greenberg founds Natural Intelligence in Israel around the problem of simplifying consumer decision-making online.

2010: The British team acquires Top10.com from Idealab in a transaction valued at roughly $1 million; Idealab receives approximately 7% of the company.

2011: The original mobile and broadband comparison operations are sold to uSwitch; the team continues experimenting with Top10.com as a social recommendation platform.

2012–2013: The original Top10.com pivots from social recommendations into hotel search.

2014: The hotel company raises an $8 million Series B, bringing total funding to approximately $12.5 million.

2015: The hotel startup shuts down.

2016: Natural Intelligence revenue is reported at approximately $180 million.

Around 2017: Natural Intelligence begins a substantial shift toward making technology a central scaling engine rather than merely a supporting function.

2017: Natural Intelligence acquires mobile-personalization startup Cappsool.

2018: Natural Intelligence revenue is estimated at approximately $300 million.

2019: Natural Intelligence acquires Sidelines and files the TOP10.COM trademark. The current Top10.com corporate profile also dates the present company to 2019.

2021: Natural Intelligence projects revenue of $450–475 million and considers its first major external capital raise of more than $100 million at a valuation above $1 billion.

2022: Greenberg moves from CEO to Executive Chairman; Jonathan Edelshaim becomes CEO.

2024: Public hiring reports indicate that Natural Intelligence has grown beyond 500 employees and continues hiring across marketing, content, data, and technology.

2026: Natural Intelligence partners with J.D. Power on a next-generation auto-insurance marketplace while simultaneously restructuring and eliminating approximately 30–40 roles, or 6–7% of the reported workforce, as AI-driven search changes the digital advertising environment.

6. The most important publicly documented element of Nir Greenberg’s family background is not a story of inherited wealth, but a relatively bounded inheritance that fundamentally altered the company’s financing path.

According to Globes, Greenberg founded Natural Intelligence using the value or proceeds of half of a Tel Aviv apartment inherited from his grandmother. The company’s CFO later joked that Greenberg’s grandmother could therefore be regarded as one of the founders.

The significance was not that this inheritance could finance years of venture-scale losses.

It gave Greenberg something more strategically valuable:

the ability to choose not to take outside capital.

He received an investment offer early on but concluded that the inheritance was enough to launch the business. Natural Intelligence then began generating revenue almost immediately through commissions on purchases resulting from its recommendations.

That decision helped create the capital culture that defined the company for more than a decade:

bootstrap growth, reinvest cash flow, minimize dependence on venture capital, and preserve founder control.

7. Greenberg came from computer science, not advertising or media.

TheMarker has described Greenberg as holding a degree in computer science, while his professional profile identifies Tel Aviv University as his university.

That background is highly relevant to understanding the company.

Although Natural Intelligence eventually became a very large performance-marketing business, Greenberg’s foundational skill set was closer to:

software engineering;

systems thinking;

quantitative experimentation;

turning consumer behavior into measurable variables;

optimizing the relationship between traffic cost and conversion revenue.

Natural Intelligence later invested heavily in engineering and data. By 2021, roughly one-third of employees were described as technology workers, and the company said it had invested approximately $130 million in technology activities over the preceding years.

8. Greenberg did not go directly from university to Natural Intelligence. He spent years as a software engineer and went through unsuccessful entrepreneurial attempts.

TheMarker reported that after several years as a salaried software engineer, Greenberg decided to pursue entrepreneurship and went through two short unsuccessful startup attempts before Natural Intelligence.

Public professional records indicate that he worked at EMC from approximately October 2005 to February 2007.

Those failed attempts matter because Natural Intelligence was not built around a classic venture-capital story of:

breakthrough technology → fundraising → scale.

Instead, Greenberg discovered an ordinary but enormously valuable behavioral problem:

the internet was making information abundant without making decisions easier.

Search engines were becoming excellent at answering:

“What exists?”

But consumers still struggled with:

“Which one should I actually buy?”

9. The founding insight of Natural Intelligence was to turn choice overload into a scalable customer-acquisition business.

Calcalist reported that Greenberg concluded digital consumers were struggling with the overwhelming abundance of online options. Travel already had strong comparison companies such as Kayak and Trivago, so he looked for less-developed areas, especially services.

Instead of listing every provider, his model was deliberately restrictive:

show the consumer ten.

That simple constraint created powerful economics.

Consumers had fewer alternatives to process.

Advertisers received visitors already close to a purchase decision.

Natural Intelligence could quantify:

the cost of acquiring a visitor;

the likelihood that the visitor would select a particular brand;

the conversion value of that customer;

the amount an advertiser would pay for a lead or sale;

and the optimal ranking and presentation strategy.

10. What Greenberg built was therefore not primarily a media-influence business. It was an economics-of-intent business.

This distinguishes him sharply from founders whose economic value comes from:

books;

personal audiences;

public speaking;

celebrity;

newsletters;

personal brands.

Greenberg has historically been unusually low-profile. Calcalist specifically noted in 2021 that although he was Natural Intelligence’s founder and then-sole owner, he generally avoided speaking with the media.

His influence is therefore infrastructural rather than celebrity-driven.

Millions of consumers may interact with a purchasing flow shaped by his company without knowing his name.

Brands care about Natural Intelligence because it delivers customers.

Traffic platforms care because the company is a major buyer of performance media.

The public, however, rarely associates those flows with Nir Greenberg personally.

11. One of Greenberg’s most consequential decisions was rejecting the conventional venture-capital playbook.

Natural Intelligence began with the inheritance from his grandmother and quickly found paying commercial partners.

The loop was straightforward:

traffic spending → consumer action → advertiser commission → reinvestment into additional traffic.

Globes reported that the company generated revenue almost from its first day, receiving commissions when purchases followed its recommendations.

This forced Greenberg to optimize around a more basic metric than valuation:

Does one dollar spent acquiring consumers generate more than one dollar of economic value?

That discipline became deeply embedded in the company.

12. By 2021, Greenberg had achieved something relatively unusual: a large, profitable internet company with extremely concentrated founder ownership.

Calcalist described Greenberg at the time as the company’s founder and sole owner. Natural Intelligence expected 2021 revenue of approximately $450–475 million and said it had remained highly profitable throughout its existence.

The reported revenue trajectory was striking:

2011: approximately $16 million;

2016: approximately $180 million;

2018: approximately $300 million estimated;

2021: approximately $450–475 million projected.

Greenberg therefore did not first build valuation through venture rounds.

He first built a cash-generating operating machine.

Reliable public estimates of his personal net worth are not available and should not be fabricated. The economically important point is that his principal wealth exposure historically came from his equity in Natural Intelligence rather than from books, consulting, or personal-media monetization.

13. Greenberg’s largest professional identity shift occurred in 2022, when he moved from operating CEO to Executive Chairman.

In August 2022, Natural Intelligence appointed Jonathan Edelshaim CEO.

Edelshaim had spent roughly seven years at the company overseeing FinTech and Gaming activities and previously held senior roles at online gaming company 888. Greenberg became Executive Chairman.

Greenberg said that in his new role he intended to focus on:

new lines of business;

partnerships;

acquisitions;

and future growth platforms.

His identity can therefore be divided into two periods:

2009–2022: founder-CEO and architect of the operating system.

2022 onward: founder-chairman, strategic allocator, M&A sponsor, and builder of new growth engines.

English Translation: Assets, Business Model, Capital Structure, Successes, Controversies, and Current Position

14. Greenberg’s most important asset is not Top10.com alone. It is Natural Intelligence itself.

The asset structure can be understood in several layers.

The first layer is the corporate asset:

Natural Intelligence Ltd.—its employees, technology, data, contracts, commercial relationships, organizational capabilities, and cash-generating infrastructure.

The second layer is consumer brands:

Top10.com, the broad multi-category comparison brand;

BestMoney.com, focused more heavily on financial products and services.

The third layer consists of technology and data:

years of consumer search, click, comparison, and conversion information;

media-buying expertise;

ranking and matching systems;

conversion optimization;

machine-learning-driven intent identification.

Natural Intelligence now explicitly describes its technology as identifying consumer intent across AI search, traditional search, publishers, social channels, and video.

The fourth layer includes acquired or strategic assets such as:

Cappsool;

Sidelines;

Playgorithm.

15. Top10.com is probably Natural Intelligence’s most recognizable influence asset.

Its value goes well beyond the domain name.

It serves simultaneously as:

A traffic destination.

A consumer searching “best VPN,” “best online therapy,” or “best website builder” can land inside the Natural Intelligence ecosystem.

A decision interface.

Complex product specifications are converted into rankings, scores, advantages, disadvantages, prices, and comparisons.

A trust layer.

Editorial articles, expert reviews, customer feedback, and shortlists reduce decision friction.

A commercial router.

A final “Visit Site” or equivalent action moves the consumer to a commercial partner and can trigger monetization.

This is why Top10.com resembles media without having the economics of a conventional media company.

16. Natural Intelligence’s commercial model can be reduced to a clear value chain.

First: acquire users demonstrating purchasing intent.

Natural Intelligence has historically been a very large buyer of search and performance advertising. Globes estimated in 2026 that the company had been directing approximately $200–300 million per year toward performance campaigns, particularly Google-centered search advertising.

Second: route those consumers into a proprietary comparison environment.

Rather than sending a user immediately to one insurer, lender, or software company, the user enters a Top10-style comparison flow.

Third: move the user closer to a decision.

Through:

prices;

features;

reviews;

rankings;

expert commentary;

user feedback;

matching.

Fourth: transfer the consumer to a commercial partner.

Top10.com itself states that the service is free to users and that it can receive commissions when users click affiliate links and complete purchases.

Fifth: receive performance-based compensation.

Depending on the vertical, monetization can involve:

clicks;

qualified leads;

applications;

subscriptions;

sales;

new accounts;

or other measurable outcomes.

The underlying economics are therefore primarily affiliate / CPL / CPA / performance marketing, not traditional display advertising.

17. The real power of the model is the feedback loop between traffic arbitrage and proprietary conversion data.

Imagine spending $100 to acquire a group of high-intent visitors.

Natural Intelligence can observe:

which visitor profiles prefer Brand A;

which prefer Brand B;

which headline produces more engagement;

which ranking arrangement increases conversion;

which partner pays more for a particular customer type.

As long as final partner revenue exceeds acquisition and operating costs, the company can buy more traffic.

The resulting loop is:

more traffic → more data → better intent prediction → higher conversion → more value to advertisers → stronger bidding power → more traffic.

This also explains why very high reported revenue does not equal equally high profit.

In 2021, Natural Intelligence’s CFO specifically cautioned that a substantial share of revenue was spent on media buying even though the company remained profitable.

18. The business contains an unavoidable structural conflict of interest: commercial compensation can influence what users see.

This is the single most important issue when evaluating Top10.com critically.

Top10.com discloses that it earns commissions from brands and that compensation can affect how listings are presented. Some category disclosures are even more explicit, stating that advertising compensation can affect the location and order of brands and, in some cases, the score assigned, and that not every provider in the market is necessarily included.

Calcalist similarly reported in 2021 that many Natural Intelligence lists were sponsored by advertisers and therefore could not simply be characterized as fully objective rankings.

Top10.com should therefore not be evaluated within exactly the same trust framework as:

a subscription-funded independent testing organization;

an academic study;

or a government consumer guide.

A more precise classification is:

commercial comparison marketplace + editorial content.

The information can be useful while simultaneously being embedded in a monetization system.

19. That is why editorial methodology and disclosure are strategically important to Top10.com.

The site emphasizes:

research;

analysis;

user feedback;

expert opinion;

industry trends;

product testing;

price and feature comparisons.

This is not merely branding.

The entire model depends on preserving enough consumer trust that users believe the comparison process adds value.

If users conclude that rankings are simply determined by who pays the most, the platform loses its decision-making value.

If the business ignores partner economics entirely, the monetization engine weakens.

Natural Intelligence therefore has to manage a permanent tension between:

advertiser ROI

and

consumer trust.

20. Natural Intelligence’s capital structure is one of the most unusual aspects of the story.

Most high-growth internet companies repeatedly raise venture capital.

Natural Intelligence spent most of its history bootstrapped.

Globes reported that the company received repeated investor approaches but had sufficient internal cash generation to avoid raising outside capital.

In 2021, the company seriously considered external funding for the first time:

more than $100 million;

at a targeted valuation above $1 billion;

with the objective of accelerating growth and acquisitions and potentially exploring alternatives such as a SPAC.

Yet when the company changed CEOs in 2022, Calcalist still described it as fully self-funded.

The best-supported conclusion is therefore that the 2021 fundraising plan did not immediately alter the company’s long-standing bootstrapped structure.

Whether later private secondary transactions or other undisclosed capital arrangements occurred is limited in public information / cannot currently be confirmed.

21. Greenberg historically maintained exceptional control over the company.

Calcalist called him Natural Intelligence’s sole owner in 2021.

Separate Israeli business reporting citing corporate registry information indicated that Greenberg held effectively almost all shares, with only a very small amount associated with employee-equity arrangements.

This was therefore not the standard Silicon Valley ownership structure in which repeated rounds dilute a founder to a relatively small percentage.

For much of Natural Intelligence’s high-growth period, Greenberg retained a far greater combination of economic ownership and strategic control than the typical venture-backed founder.

22. Acquisitions gradually became Natural Intelligence’s second major growth mechanism.

One example is Cappsool Technologies.

Natural Intelligence acquired the mobile-personalization company in 2017, with its team joining Natural Intelligence. Cappsool had previously raised roughly $3 million from a group of Israeli technology investors.

The acquisition demonstrates that Natural Intelligence’s capabilities did not consist only of buying Google traffic.

It also used operating cash flow to acquire:

technology;

engineering talent;

mobile capabilities;

and data expertise.

23. Sidelines illustrates a different approach: entering a valuable vertical through ownership and strategic investment.

Natural Intelligence acquired or became the principal shareholder of sports-betting technology company Sidelines in 2019 as the U.S. legalized sports-betting market expanded. Greenberg explicitly connected the deal with Natural Intelligence’s objective of establishing a position in that market.

Sidelines was later separated into a more independent company, and in 2022 it raised $25 million from investors including NFX and MoreTech.

This shows a progression in Natural Intelligence’s capital model:

organic growth

became

organic growth + acquisitions + incubation/spinouts + external capital relationships.

24. Greenberg himself has also begun to appear more clearly as an angel investor.

Public investment databases associate him with investments in startups including:

Enso;

Superfy;

Pery.

Reporting on Superfy’s 2024 financing independently identified Nir Greenberg, founder of Natural Intelligence, among the participating consumer-technology angel investors.

The size and completeness of his personal portfolio are not publicly disclosed.

The directional evolution, however, is visible:

operator → chairman → capital allocator / angel investor.

25. Greenberg’s first strategically decisive choice was selecting service categories rather than crowded commodity retail or travel comparison.

By the time he founded Natural Intelligence, travel comparison already had companies such as Kayak and Trivago.

Greenberg focused instead on areas such as:

insurance;

loans;

website builders;

dating;

VPNs;

business software;

home services;

digital health.

These categories have a critical characteristic:

a converted customer can be worth a great deal to the provider.

An affiliate commission on a low-priced physical product may not support expensive paid-search acquisition.

But the lifetime value of:

a mortgage customer;

an insurance policyholder;

a SaaS subscriber;

or a recurring digital-health customer

can be substantial.

That gives advertisers room to pay much more for high-intent prospects.

26. A second major decision was treating “ten” as a product constraint rather than merely a brand name.

The internet often assumes that more information creates more value.

Natural Intelligence made the opposite bet:

value can come from eliminating options.

That positioned the business between search engines and transactional websites.

A search engine answers:

“What is available?”

Top10 attempts to answer:

“Which few should I seriously consider?”

The partner’s website then answers:

“How do I buy?”

Natural Intelligence occupied the decision layer in between.

27. A third decisive choice was remaining bootstrapped and optimizing for cash economics instead of venture valuation.

That produced at least three consequences.

First:

extraordinary founder control.

Second:

a company culture centered on measurable conversion.

Third:

the ability to remain relatively invisible.

A venture-backed company raising money every 18 months must continually market itself to investors, journalists, and talent.

Natural Intelligence did not.

Globes reported that the company deliberately stayed “under the radar” in its early years because it did not want others discovering what executives described metaphorically as its “oil well.”

28. The next turning point was transforming from a performance-marketing organization into a more technology-centered company.

Natural Intelligence’s own retrospective acknowledged that the company was historically business- and performance-marketing-led and that technology had initially played a more supporting role.

Around 2017, management began treating technology as an “exponential engine” capable of scaling the business and strengthened product, engineering, data, and automation capabilities.

By 2021, Natural Intelligence said it had invested roughly $130 million in technology over several years, while about one-third of employees were technology workers.

This transition matters because a basic affiliate website is relatively easy to copy.

A company with more than a decade of:

conversion data;

media-pricing data;

advertiser economics;

ranking systems;

and machine-learning infrastructure

is significantly harder to replicate.

29. The 2022 CEO transition was another major turning point.

Moving Greenberg from CEO to Executive Chairman represented more than a title change.

It indicated that Natural Intelligence had entered a different organizational phase.

Jonathan Edelshaim could run the mature operating company.

Greenberg could allocate attention toward:

new products;

M&A;

partnerships;

future growth engines.

The company was moving from:

founder-led

toward:

founder-controlled but professionally operated.

30. Top10.com and Natural Intelligence’s most impressive result is proving that affiliate comparison can become a several-hundred-million-dollar industrial business rather than a collection of small websites.

Affiliate marketing is often associated with:

individual SEO publishers;

blogs;

small review sites.

Natural Intelligence industrialized the same economic principle through:

many verticals;

global traffic acquisition;

data science;

hundreds of employees;

very large media budgets;

direct brand relationships;

technology and product teams.

Natural Intelligence projected $450–475 million in 2021 revenue. Its current corporate LinkedIn profile says the organization now facilitates more than 60 million purchase decisions annually across 90+ categories, generates more than $700 million in affiliate revenue, and employs more than 500 professionals. Those 2026 figures are company-reported rather than independently audited financial statements and should be interpreted accordingly.

31. The company’s real innovation lies in industrializing the layer between search and purchase.

Natural Intelligence did not invent:

search;

affiliate marketing;

rankings;

comparison shopping.

Its achievement was combining them into a repeatable operating system:

Paid Search

→ High-Intent Query

→ Top10 Comparison Experience

→ Content / Ranking / Matching

→ Partner Click

→ Conversion

→ Commission

→ Data Feedback

→ Reinvestment in traffic.

The innovation is therefore primarily one of business-model engineering and operational execution, supported increasingly by technology.

32. The principal controversy surrounding Top10.com is not a founder scandal. It is the independence of commercially monetized recommendations.

The tension is built into the business.

Top10.com tells consumers:

we help you choose.

Natural Intelligence tells advertisers:

we help you acquire customers.

Commercial compensation can influence placement, ordering, and in some contexts even scores, something Top10.com itself discloses.

The central critical question is therefore:

Is Top10.com identifying the best provider for the consumer, or the most appropriate provider among the brands participating in its commercial ecosystem?

In practice, both functions can coexist.

But users should understand that the recommendation system operates inside a commercial marketplace.

33. “Top 10” should not automatically be interpreted as an exhaustive independent ranking of the entire market.

Top10.com itself notes that it does not necessarily feature every provider.

Therefore, a page called:

“Top 10 Best X”

is more accurately understood as:

a Top10.com shortlist created from the providers, research, commercial relationships, and ranking methodology available within its ecosystem.

It should not automatically be interpreted as a mathematically exhaustive ranking of every company in an industry.

34. A second structural risk is dependence on large traffic-distribution platforms, historically especially search engines.

Natural Intelligence’s economics depend on its ability to acquire a high-intent visitor for less than the eventual value generated from that visitor.

Any change in:

search algorithms;

ad prices;

result layouts;

traffic behavior

can therefore change unit economics.

In June 2026, this became materially visible.

Globes reported that Natural Intelligence began restructuring and eliminating roughly 30–40 roles, approximately 6–7% of the workforce, amid:

AI-driven changes to Google and Bing search interfaces;

algorithm changes;

digital-advertising disruption;

and Natural Intelligence’s own increased investment in AI.

The reductions were reported to fall more heavily on middle-management and administrative positions than on core development and product teams.

35. This exposes the largest strategic question facing Top10.com today: if AI answers “Which one is best?” directly, does the consumer still need to click a comparison site?

Historically, a consumer might search:

“best VPN”

and then click a comparison publisher.

AI interfaces can instead answer a much more specific request:

“I live in California, have a $10 monthly budget, need streaming access and support for five devices. Which VPN should I choose?”

If the answer is generated directly, the traditional comparison site loses some of its most valuable asset:

the high-intent click.

Natural Intelligence’s current strategy indicates that it recognizes this shift.

Its 2026 corporate positioning no longer centers solely on conventional comparison marketplaces. It emphasizes identifying intent across:

AI;

traditional search;

publishers;

social;

video.

The company is effectively attempting to evolve from:

a comparison site embedded in the Google-search economy

into:

cross-channel purchasing-intent infrastructure.

36. The 2026 J.D. Power partnership is one of the clearest signals of that strategic shift.

In March 2026, Natural Intelligence and J.D. Power announced a next-generation auto-insurance marketplace.

The combination brings together:

Natural Intelligence’s AI-driven comparison technology, performance marketing, and intent acquisition;

with J.D. Power’s consumer intelligence, industry data, and brand credibility in automotive and insurance markets.

This is strategically more significant than simply publishing another “Top 10 Car Insurance” page.

It suggests an attempt to move:

from affiliate publisher

toward:

marketplace and distribution-infrastructure partner.

37. The failure of the first Top10.com hotel startup must be kept separate from Nir Greenberg’s record.

The hotel version that shut down in 2015 was the project of Tom Leathes, Harry Jones, Alex Buttle, and their British startup team, not a Natural Intelligence venture founded by Nir Greenberg.

This distinction is essential.

The British founders did not disappear after that failure.

Tom Leathes, Harry Jones, and Alex Buttle later co-founded automotive marketplace Motorway and continued working together as long-term serial entrepreneurs. Leathes has publicly described the group as having worked together for roughly two decades, while Harry Jones has characterized Motorway as approximately the fifth company built by the same core team.

The first Top10.com story therefore contains both:

successful earlier exits;

and a venture-backed hotel-search failure.

38. Nir Greenberg, by contrast, has not built his public reputation around personal controversy. The relevant criticism is structural and commercial.

He is not a founder whose public position depends heavily on:

political commentary;

social-media fame;

public speaking;

personal media.

He has historically avoided publicity.

The more meaningful criticisms of his company concern:

transparency around commercially influenced rankings;

the potential conflict between affiliate monetization and independent recommendation;

dependence on search platforms;

very high traffic-acquisition expenditure;

the possibility that AI-generated search answers reduce the value of conventional comparison-site traffic.

39. The 2022 and 2026 layoffs are important signals of Natural Intelligence’s transition from hypergrowth into a more mature—and more disrupted—phase.

In 2022, the company eliminated 10 roles as part of the CEO transition and organizational restructuring intended to consolidate functions, improve profitability, develop new business channels, and prepare for future acquisitions.

In 2026, it eliminated another roughly 30–40 positions.

The second episode is strategically more significant because it is directly linked to a change in the broader internet distribution environment.

AI is changing search.

For a company built around:

consumer search → comparison → click → conversion,

that may represent one of the largest external technological shifts since Natural Intelligence was founded in 2009.

40. Yet Top10.com is not, as of 2026, simply a declining legacy SEO property.

Natural Intelligence continues to position Top10.com and BestMoney as major consumer platforms. The company says its broader commercial network includes more than 1,000 brands, and it is extending conventional performance marketing into publisher monetization and AI-driven intent detection.

The J.D. Power partnership also demonstrates an ability to form strategic relationships with major established industry brands.

The more accurate interpretation is therefore:

Top10.com is moving from the first era—a powerful affiliate comparison platform optimized for the search-engine economy—into a second era in which it must prove that it can continue owning consumer intent in an AI-answer economy.

41. What is Nir Greenberg’s real position in the business world today?

He is not primarily:

a celebrity venture capitalist;

a social-media entrepreneur;

a personal content brand;

or a conventional advertising executive.

He is closer to:

a highly private internet operator and capital allocator who used software-engineering logic and unit-economics discipline to build a large performance-marketing infrastructure company.

His principal asset is Natural Intelligence.

His core economic moat is the accumulated knowledge of:

consumer intent;

traffic acquisition;

conversion behavior;

advertiser economics.

His principal consumer brands are:

Top10.com;

BestMoney.

His resource network consists of:

global high-value advertisers;

traffic and search platforms;

affiliate ecosystems;

data and technology vendors;

Israeli technology talent;

M&A relationships;

and a growing angel-investment network.

42. In one sentence, the real position of Top10.com and Nir Greenberg can be summarized this way:

Top10.com looks like media,

but its underlying economics are not primarily media economics;

it looks like a review site,

but the scarce commodity it actually monetizes is purchase intent;

it appears to serve consumers,

while the paying customers are the brands that need those consumers;

and Greenberg’s most important insight was recognizing that:

the few minutes of uncertainty between “searching for information” and “making a purchase” could itself be turned into a scalable, measurable, monetizable internet asset.

That insight helped transform a bootstrapped company founded in 2009 into an organization with hundreds of employees and revenue measured in hundreds of millions of dollars—while its founder remained remarkably obscure relative to the scale of the commercial machine he created.