About ConsumersWeek
ConsumersWeek is an independent consumer education publisher. We explain how everyday financial products, insurance, dental work, and home services actually work, so you can evaluate your options with the same information the industry has. The site is written from the consumer’s side of the table, by someone who spent his career on the other side.
About the Founder
ConsumersWeek is written and edited solely by Keith Guirao, founder of Maven Media, LLC. Keith has spent more than 18 years inside consumer marketing and lead generation in the same verticals this site covers: insurance, personal finance, credit, dental, home services, and related “your money or your life” categories. That is not a consulting credit. It is the job: building and running the campaigns, forms, and offers that send people into those markets.
He is the named editor, not an actuary, dentist, attorney, contractor, or loan officer. Educational content on this site is not professional advice. The value of the byline is that he sat on the industry side of those products long enough to know which claims get a click, which ones die in underwriting or in a contractor’s bid, and which ones a consumer actually has to decide.
What that experience actually is
Lead generation in these categories is a close-up of conversion friction. You see the quote form that asks for a Social Security number before it has explained the product. You see the dental-implant offer that ranks schools of dentistry it does not have. You see the home-equity campaign that advertises a payment the HELOC will not actually clear. The editorial job at ConsumersWeek is to write the decision the form was built to skip.
In the six months before August 2026, Keith generated about 6,000 HELOC leads. That number is not a published market statistic and it is not a close rate. It is the volume of applications he actually ran, and it is why the home-equity guides here are written around denial reasons, fee arithmetic, and what a prime-plus margin does to the payment, not around an advertised rate.
The same pattern holds across the other verticals he has worked: auto and life insurance, credit cards and debt relief, dental plans and implants, roofing and HVAC. Eighteen years of that work does not make him a licensed professional in any of them. It does mean the articles start from primary sources (federal rules, agency data, the contract language) and from the places consumers actually get stuck, instead of from a ranked list of partners.
Keith also has a web development background. That shows up in how the site is built: fast, mobile-first, and without the comparison-site clutter that is designed to keep you on a form.
What We Cover
Coverage stays on the categories where marketing pressure on consumers is highest: insurance, personal finance, credit, dental, home improvement, roofing, HVAC, flooring, legal services, health, and technology. Every article is educational. We explain how to evaluate a decision; we do not provide individualized advice, and we do not publish school or product rankings as a substitute for a decision.
How We’re Funded
ConsumersWeek is supported by advertising and affiliate partnerships, disclosed in full in our Advertiser Disclosure. Our Editorial Policy explains how we keep paid placements separate from editorial conclusions.
Connect with Keith on LinkedIn.