bit.ly and most of the other url shorteners are for producing public urls, so that you can track marketing campaigns, tweet the urls, etc. neatlinks.io is for

bit.ly and most of the other url shorteners are for producing public urls, so that you can track marketing campaigns, tweet the urls, etc. neatlinks.io is for private urls, visible only to people who have a confirmed e-mail address within a domain. With the correct setup, you can send something like http://go/engwiki http://go/engwiki to coworkers and have that redirect to the engineering wiki.