quietmoney16personalities
Free 10-minute MBTI-style personality test with personality, relationship and career profiles for each type; monetized through a paid career suite and team assessments.
Took the paid MOne-line growth story, compiled by us from public sources; speculation is marked separately below.
Checkout visits over time
| Checkout | 4–6 months ago avg | 3 months ago | 2 months ago | Last month |
|---|---|---|---|---|
| checkout.stripe.com | 114,067 | 123,163 | 117,751 | 137,536 |
| invoice.stripe.com | 5,350 | 1,326 | 1,532 | 997 |
1. Productwhat it sells, to whom, and how it charges
- Product
- Free 10-minute MBTI-style personality test with personality, relationship and career profiles for each type; monetized through a paid career suite and team assessments.
- Users
- Young people and students who want to know their personality type, plus managers/HR running team building
- Positioning
- The de facto standard MBTI test site, with 1.58 billion tests taken and top rankings for searches like "mbti test"
- Pricing
- Test is free; Premium Career Suite €29 (billing basis not stated) Billing: one-time Free tier: yes Source: Existing
- Prices on site
- €29 (Premium Career Suite, billing type not stated) (one-time)
- Price source
- 16personalities.com
“Free personality test; "1.58B+ Total tests taken"; team assessments "Works for teams of all sizes" (no share/invite UI on page)”Quote from the site
2. Channelswhere new users come from and what the traffic looks like
New-user source: SEO (Non-brand search). Search 44.1%, direct 54.8%, email 1%; non-brand search about 26.5% (mbti, mbti test, mbti診断) is the main source of new users. Referrals stripe.com 4.77%, instructure.com 4.53% (Canvas course links), baidu.com 2.62%.
Last month's traffic sources
Semrush source breakdown (desktop)
Five-class attribution
| Attributable new users, last month | Share |
|---|---|
| SEO | 26% |
| Other | 74% |
Direct + brand search 72%. Direct and brand search count as viral only when the site shows sharing mechanics; the largest share wins, under 5% means Other.
Countries
| Country | Share of visits |
|---|---|
| United States | 27.57% |
| Japan | 9.6% |
| Canada | 3.99% |
| Germany | 3.19% |
| France | 2.99% |
Countries (Semrush): Japan 21.3%, United States 20.7%, United Kingdom 5.8%, Brazil 3.7%, Indonesia 2.9%
Social sources
YouTube, Facebook, X (Twitter)
AI assistants
| Source | Share |
|---|---|
| character.ai | 0.06 |
| ChatGPT | 0.05 |
| nodepay.ai | 0.01 |
AI referrals (Semrush): character.ai 9,748 (0.06%), ChatGPT 8,323 (0.05%), nodepay.ai 1,966 (0.01%), Gemini 1,464 (0.01%), spicychat.ai 1,096 (0.01%)
Keywords
10K keywords · brand ~72% · organic 97.84% / paid 2.16%
| Similarweb top 5 keywords |
|---|
| mbti |
| mbti test |
| mbti診断 |
| 16personalities |
| 16 personalities test |
Non-brand queries: mbti, mbti test, mbti診断
Referring sites
242 referring sites
| Site | Share of referrals |
|---|---|
| stripe.com | 4.77% |
| instructure.com | 4.53% |
| baidu.com | 2.62% |
Referrer categories
| Category | Share of referrals |
|---|---|
| News & Media Publishers | 12.34% |
| Video Games Consoles and Accessories | 11.06% |
| Computers Electronics and Technology - Other | 11.01% |
| Education | 9.73% |
| Search Engines | 5.85% |
Site metrics (Similarweb, last month)
- Visits, last 3 months
- 13.4M (3 months)
- Visits MoM
- -3.68%
- Country rank
- United States #4303
- Category rank
- Jobs and Career > Human Resources #10
- Bounce rate
- 51.07%
- Pages / visit
- 3.18
- Visit duration
- 00:04:47
- Industry
- Human Resources
- Top 3 channels
- Organic Search › Direct › Referrals (top channel 51.33%)
- Semrush monthly visits
- 3 months ago 16,493,251 · 2 months ago 16,086,855 · Last month 16,082,921 Semrush scale, ~3–4× Similarweb
- Semrush organic / paid search visits
- 9,917,117 / 55,577
- Semrush source breakdown (desktop)
- Direct 47.8%, google.com · Google organic 37.1%, bing.com 1.3%, mail.google.com 0.9%
3. Growth pathhow the first users arrived and what kept it growing
Classification
Basics
Timeline
Growth loop
Revenue and scale clues
Confidence and gaps
Other sites that started via “Long-tail search”
Similar sitessame category, also growing via SEO
FAQ
How many checkout visits does 16personalities get per month?
About 138,533 last month (Similarweb estimate), #10 of 606; the month before was 119,283. Opening checkout is not paying, so this is not revenue.
Where do 16personalities's new users come from?
New-user source: SEO (Non-brand search). New users mostly come from need-based searches Search 44.1%, direct 54.8%, email 1%; non-brand search about 26.5% (mbti, mbti test, mbti診断) is the main source of new users. Referrals stripe.com 4.77%, instructure.com 4.53% (Canvas course links), baidu.com 2.62%.
How much does 16personalities cost?
Test is free; Premium Career Suite €29 (billing basis not stated)
Dossier confidence: high. Parts 1 and 2 come from reading the site and Similarweb data; part 3 from public reporting, founder posts, Wayback snapshots, WHOIS and similar, with speculation marked.
The number: checkout visits is Similarweb's estimate of visits from the site to a checkout payment page; opening checkout is not paying, so this is not revenue. Small sites land on fixed buckets.
Data through last month. Page updated 2026-10-26.