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UK Finance Wealth Management - PPC Market Share Analysis April 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Wealth Management category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 UK Finance Wealth Management brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain Share of clicks
aviva.co.uk 13.53
hl.co.uk 12.19
pensionbee.com 8.11
money.co.uk 6.05
loqbox.com 4.71
legalandgeneral.com 3.21
nationalpensionadvisors.co.uk 2.9
ajbell.co.uk 2.89
investec.com 2.57
mandg.com 2.29
others 41.55

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In the PPC landscape, Aviva leads with 13.53% click share, followed by HL at 12.19%. PensionBee captures 8.11%, while ‘others’ dominate with 41.55%.

Market Exposure

Share of Spend for the top 10 UK Finance Wealth Management brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month. 

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Share of Spend - Last Month
Date aviva.co.uk nationalpensionadvisors.co.uk pensionbee.com hl.co.uk legalandgeneral.com ajbell.co.uk money.co.uk mypensionexpert.com standardlife.co.uk lv.com
2025/04/01 17.05% 2.51% 7.11% 17.7% 4.92% 1.96% 7.03% 1.44% 2.72% 1.64%
2025/04/02 17.96% 1.91% 6.55% 15.41% 5.43% 2.59% 6.02% 1.55% 2.35% 1.51%
2025/04/03 19.38% 2.39% 9.66% 16.45% 5.27% 3.2% 4.88% 1.41% 3.06% 1.28%
2025/04/04 17.42% 0.65% 8.5% 19.59% 5.09% 2.98% 6.05% 1.64% 2.95% 1.22%
2025/04/05 15.41% 0.1% 6.85% 23.26% 5.69% 3.21% 4.2% 1.02% 1.85% 1.8%
2025/04/06 14.51% 1.55% 10.32% 20.1% 5.6% 2.85% 5.11% 1.31% 2.69% 2.03%
2025/04/07 15.24% 2.52% 7.32% 17.7% 4.07% 3.32% 6.13% 1.9% 3.36% 1.83%
2025/04/08 16.2% 1.78% 7.07% 14.82% 4.21% 3.01% 5.05% 2.12% 3% 1.84%
2025/04/09 16.12% 2.23% 8.5% 15.14% 5.09% 3.05% 4.5% 2.25% 3.1% 1.77%
2025/04/10 20.67% 1.74% 6.92% 17.27% 3.94% 2.44% 5.98% 2.1% 2.47% 1.57%
2025/04/11 13.65% 6.29% 8% 16.87% 3.36% 2.83% 5.99% 2.28% 3.42% 1.61%
2025/04/12 13.33% 0.17% 6.68% 18.81% 5.9% 3.23% 6.43% 1.28% 2.51% 1.66%
2025/04/13 13.9% 3.18% 8.01% 17.12% 6.18% 1.93% 6.29% 1.37% 2.27% 1.67%
2025/04/14 11.44% 17.52% 7.74% 15.03% 3.6% 2.12% 5.64% 2.3% 2.83% 1.49%
2025/04/15 12.98% 2.06% 8.24% 14.81% 4.46% 2.61% 7.33% 2.93% 2.45% 1.72%
2025/04/16 12.08% 2.06% 7.4% 15.91% 3.78% 2.92% 7.83% 2.57% 1.87% 1.68%
2025/04/17 13.11% 1.18% 7.2% 14.91% 4.64% 2.37% 7.55% 2.83% 2.77% 1.33%
2025/04/18 13.65% 0.22% 9.67% 15.92% 6.51% 2.37% 7.94% 2.36% 1.79% 1.7%
2025/04/19 10.58% 0.12% 9.93% 15.85% 5.06% 2.26% 7.88% 1.61% 1.95% 2.3%
2025/04/20 13.54% 0.14% 10.57% 18.19% 5.31% 1.85% 8.51% 1.31% 2.64% 1.87%
2025/04/21 11.85% 2.06% 9.59% 9.7% 7.11% 1.84% 8.16% 2.32% 3.16% 2.17%
2025/04/22 10.67% 11.81% 8.35% 10.28% 5.68% 2.73% 7.69% 2.4% 2.09% 1.46%
2025/04/23 9.94% 14.63% 13.78% 8.48% 5.63% 2.56% 6.5% 2.05% 1.83% 1.44%
2025/04/24 12.1% 1.91% 8.7% 11.1% 6.58% 3.7% 7.19% 2.68% 2.42% 1.81%
2025/04/25 13.99% 9.42% 10.49% 11.17% 7.01% 3.99% 5.97% 2.15% 2.17% 1.38%
2025/04/26 15.92% 0.11% 13.76% 12.02% 6.93% 3.91% 6.66% 1.21% 2.2% 2.16%
2025/04/27 19.38% 0.11% 11.54% 11.38% 7.81% 5% 6.92% 1.55% 2.14% 1.93%
2025/04/28 17.87% 2.56% 10.44% 8.7% 6.01% 4.12% 6.41% 3.09% 2.29% 1.63%
2025/04/29 16.71% 2.35% 9.11% 10.71% 7.54% 3.15% 5.01% 2.33% 1.97% 1.74%
2025/04/30 16.05% 9.65% 9.29% 8.81% 5.35% 3.88% 3.66% 2.71% 2.23% 1.47%

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April saw Aviva.co.uk’s PPC spend share fluctuate, peaking at 20.67% on April 10. NationalPensionAdvisors.co.uk experienced a significant spike on April 14, reaching 17.52%. PensionBee.com maintained a steady presence, with a notable increase on April 23 at 13.78%. Hargreaves Lansdown (hl.co.uk) led early in the month, peaking at 23.26% on April 5. LegalAndGeneral.com showed consistent growth, peaking at 7.81% on April 27. AJBell.co.uk’s share rose steadily, reaching 5.0% on April 27. Money.co.uk’s share peaked at 8.51% on April 20. MyPensionExpert.com saw a gradual increase, peaking at 3.09% on April 28. StandardLife.co.uk’s share remained stable, peaking at 3.36% on April 7. LV.com maintained a low but steady presence, peaking at 2.3% on April 19.

Market Exposure

Competitor Count for UK Finance Wealth Management

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month. 

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Competitor Count - Last month
Date Competitor Count
2025/04/01 372
2025/04/02 354
2025/04/03 379
2025/04/04 375
2025/04/05 360
2025/04/06 362
2025/04/07 357
2025/04/08 359
2025/04/09 350
2025/04/10 365
2025/04/11 360
2025/04/12 357
2025/04/13 356
2025/04/14 357
2025/04/15 358
2025/04/16 360
2025/04/17 357
2025/04/18 354
2025/04/19 375
2025/04/20 364
2025/04/21 371
2025/04/22 391
2025/04/23 383
2025/04/24 385
2025/04/25 369
2025/04/26 377
2025/04/27 370
2025/04/28 377
2025/04/29 383
2025/04/30 377

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April began with 372 advertisers, fluctuating throughout the month. Mid-month saw a dip, but numbers surged to 391 on April 22. The month concluded with 377 advertisers, indicating a stable finish.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Wealth Management

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name Market Trend
moneysavingexpert.com 3.12%
pensionbee.com 2.3%
mandg.com 1.89%
legalandgeneral.com 0.8%
money.co.uk 0.65%
ii.co.uk -0.64%
moneysupermarket.com -0.8%
hsbc.co.uk -1.12%
aviva.co.uk -2.12%
hl.co.uk -4.78%

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Moneysavingexpert.com surged by 3.12%, while hl.co.uk dropped by 4.78%. Pensionbee.com and mandg.com also saw positive gains.

Campaign Efficiency

UK Finance Wealth Management Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date nationalpensionadvisors.co.uk pensionbee.com aviva.co.uk hl.co.uk ajbell.co.uk money.co.uk ii.co.uk mypensionexpert.com mandg.com moneyfarm.com
2025/04/01 3.07% 9.09% 11.4% 18.29% 2.19% 8.19% 1.08% 1.27% 0% 0.9%
2025/04/02 2.62% 8.24% 12.23% 15.4% 3.38% 6.1% 1.91% 1.6% 0% 0.67%
2025/04/03 3.58% 12.62% 11.72% 18.3% 4.45% 5.25% 1.46% 1.58% 0% 1.6%
2025/04/04 0.75% 11.04% 11.23% 21.35% 3.62% 7.12% 2.19% 1.64% 0% 0.95%
2025/04/05 0.1% 8.43% 10.04% 24.27% 4.28% 4.71% 3.75% 0.92% 0% 2.03%
2025/04/06 1.99% 11.38% 13.17% 19.83% 3.3% 5.55% 2.01% 1.2% 0% 1.75%
2025/04/07 2.95% 8.86% 10.62% 18.87% 3.88% 6.52% 3.19% 1.99% 0% 1.02%
2025/04/08 2.21% 8.9% 10.82% 14.67% 3.42% 5.35% 5.72% 2.33% 0% 0.95%
2025/04/09 2.99% 11.16% 10% 14.79% 3.58% 4.7% 2.49% 2.4% 0% 1.23%
2025/04/10 2.32% 8.91% 15.67% 17.55% 3.07% 6.96% 1.87% 2.2% 0% 1.26%
2025/04/11 6.97% 9.63% 8.41% 17.24% 3.48% 6.31% 1.34% 2.45% 1.75% 2.18%
2025/04/12 0.16% 7.94% 7.6% 19.52% 3.7% 6.95% 1.27% 1.17% 4.42% 3.35%
2025/04/13 4.11% 9.49% 8.24% 16.51% 2.47% 6.85% 1.64% 1.35% 4.38% 1.62%
2025/04/14 21.02% 9.24% 6.44% 14.98% 2.73% 5.51% 1.03% 2.16% 2.56% 1.61%
2025/04/15 2.53% 9.88% 7.41% 17.99% 3.53% 6.86% 0.68% 2.76% 2.67% 1.69%
2025/04/16 2.74% 9.07% 6.4% 14.9% 3.81% 8.69% 2.13% 2.54% 3.25% 2.62%
2025/04/17 1.6% 8.54% 6.98% 14.17% 3.17% 8.02% 2.1% 2.65% 4.68% 1.69%
2025/04/18 0.23% 12.32% 7.86% 16.3% 2.82% 9.01% 1.69% 2.36% 2.25% 1.76%
2025/04/19 0.11% 11.31% 6.16% 15.52% 2.64% 8.76% 1.03% 1.52% 3.81% 2.98%
2025/04/20 0.13% 12.75% 8.42% 19.62% 2.46% 9.24% 0.72% 1.21% 5.17% 2.29%
2025/04/21 2.91% 12.69% 7.41% 8.83% 2.91% 9.62% 0.86% 2.16% 3.58% 2.77%
2025/04/22 11.16% 10.37% 6.39% 9.45% 3.22% 8.98% 1.09% 2.49% 2.39% 2.47%
2025/04/23 17.57% 16.45% 5.63% 7.6% 3% 6.93% 0.64% 1.82% 2.07% 1.93%
2025/04/24 2.57% 11.2% 6.99% 9.71% 4.42% 7.54% 1.17% 2.89% 2.81% 1.88%
2025/04/25 10.6% 13.66% 8.96% 9.92% 4.88% 6.07% 1.27% 2.25% 1.9% 1.58%
2025/04/26 0.11% 18.07% 10.28% 11.13% 4.91% 7.42% 0.07% 1.08% 3.79% 1.98%
2025/04/27 0.11% 15.27% 13.59% 10.36% 5.71% 7.39% 0.07% 1.66% 5.97% 1.68%
2025/04/28 3.14% 13.08% 11.78% 7.64% 4.79% 6.72% 1.3% 3.3% 3.63% 1.2%
2025/04/29 3.08% 11.74% 10.6% 10.14% 4.11% 5.73% 2.75% 2.32% 2.85% 1.95%
2025/04/30 12.31% 11.86% 10.39% 7.45% 4.42% 3.73% 3.67% 2.87% 2.47% 1.6%

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April saw dynamic shifts in PPC impressions. National Pension Advisors peaked mid-month, while PensionBee maintained steady dominance. Aviva fluctuated, ending strong. Hargreaves Lansdown led early but dipped. AJ Bell and Money.co.uk showed consistent growth.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Wealth Management

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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  1. 1
    Free Pension Finding https://www.ajbell.co.uk

    Find Lost Pensions for Free — Start To Find And Combine Lost Pensions In Minutes. Capital At Risk. Pension Rules Apply

  2. 2
    Hargreaves Lansdown - Awarded Best Buy Pension 2025 https://www.hl.co.uk/sipp

    Open A Multi-Award Winning SIPP with Hargreaves Lansdown. SIPP Rules Apply. Risk Of Loss.

  3. 3
    Pension Pot Of £50k+? - Help Calculating Pension 2025 https://www.mypensionchoices.com › pension › calculator

    Get Advice To Secure The Highest Income From Your Pension. Book A Free Consultation Today.

  4. 4
    UK Pension Advice Service | Book Free Pension Appointment https://www.nationalpensionadvisors.co.uk › official

    Book Your Appointment To Receive Expert Pension Advice From Our Experienced Advisors Today

  5. 5
    Losing Track Of Your Pensions? https://www.pensionbee.com

    Combine Your Old Pensions — PensionBee combines your old pensions into one new online plan. Capital at risk. 24/7 Live Balance.

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In the competitive world of pension management, AJ Bell entices with free pension finding, while Hargreaves Lansdown highlights its award-winning SIPP. My Pension Choices offers personalized advice for substantial pension pots, and National Pension Advisors provides expert consultations. PensionBee simplifies by consolidating pensions into a single online plan.

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See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.