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Think of the last time you bought something you really cared about: a life insurance policy, a coffee pot, or maybe even lip balm. (Some people really care about lip balm.) Think of the amount of Googling you did, the types of people and publications you turned to for advice, until you were confident you were buying the best thing for you. does all that work for you. Then, we package it up to tell the story of our discoveries and, most importantly, be your research partner so you can make a purchase you won’t regret.

How We Find the Best of Everything

We start by doing the research

We recognize that our readers are individuals and there often isn’t a one-size-fits-all “best” for everyone. A 23-year-old who wants to invest their tax refund for the first time isn’t after the same thing as a day trader looking to upgrade platforms, even if they’re both searching for the best online stock broker.

Our goal is to match you with the products and services that will fit seamlessly into your unique life. That’s why we review whole categories, not individual products. We take an exhaustive approach, analyzing scientific studies, lab results, historical trends, and user experiences — and often trying out the product or service ourselves. Along the way, we’ve brewed about 500 cups of coffee, applied for a slew of debt consolidation loans, and received quotes from at least two dozen home warranty providers.

Is there testing data that already exists? We’ll find it. An ingredients label that isn’t making sense? We’ll hop on the phone with the manufacturer. We’re relentless in our quest for the truth. It’s how we found out that the men’s and women’s versions of Rogaine are exactly the same, even though the men’s version is $10 cheaper.

We get input from the right people

We’re not experts in the industries we’re reviewing, meaning we’re not cosmetic chemists, or dog food formulators, or investment bankers. We’re writers and researchers on a mission we take extremely seriously. So we ask the people who are experts to help us find our way. (We also read a lot of customer reviews to see what they may have missed.)

We also keep our reviews updated

A good review is never finished. Our research is ongoing, and we strive to keep our content updated by reviewing new products, keeping an eye on product recalls, and calling out emerging trends.

Our business hinges on credibility and how useful each review is to you. We promise to tell the story of what we’ve found in a way that’s worth your time, so you can get what you need and get on with your day.

How We Make Money is reader-supported. If you click on or buy something via a link on our site, we may earn a commission. This is how we can stay in business. We think it’s a good deal for us and for you — if we’ve done the right research, and presented it well, then you’ll be ready to make your purchase and never have to take an ad campaign at face value again.

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