AUS Finance Wealth Management - PPC Market Share Analysis February 2026

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

Google AI Overview visibility for Finance Wealth Management AUS

See how often AIOs appear and how search intent is distributed across buying signals.

See more data

AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	25.2693973087
	74.7306026913

25%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency	Percentage
Frequency	48
	52

48%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	17%
Transactional	2%
Navigational	5%
Seasonal	0%
Local	1%
Problem Solving	23%

Market Exposure

Share of Clicks for top 10 AUS Finance Wealth Management brands

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

See more data

Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
aware.com.au	19.62
australiansuper.com	18.23
australianretirementtrust.com.au	11.97
hostplus.com.au	5.48
amp.com.au	4.57
canstar.com.au	4.5
futuresuper.com.au	3.64
rest.com.au	3.45
australianethical.com.au	2.97
unisuper.com.au	2.75
others	22.82

aware.com.au - 19.62%
australiansuper.com - 18.23%
australianretirementtrust.com.au - 11.97%
hostplus.com.au - 5.48%
amp.com.au - 4.57%
canstar.com.au - 4.5%
futuresuper.com.au - 3.64%
rest.com.au - 3.45%
australianethical.com.au - 2.97%
unisuper.com.au - 2.75%
others - 22.82%

In the competitive landscape of Google PPC, Aware.com.au leads with 19.62% click share, closely followed by Australiansuper.com at 18.23%. Meanwhile, ‘others’ collectively hold a significant 22.82% share.

Market Exposure

Share of Spend for the top 10 AUS 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.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	australiansuper.com	aware.com.au	canstar.com.au	amp.com.au	australianretirementtrust.com.au	australianethical.com.au	unisuper.com.au	finder.com.au	futuresuper.com.au	vanguard.com.au
2026/02/01	13.74%	8.31%	5.1%	7.31%	10.1%	2.87%	1.43%	10.03%	5.56%	14.53%
2026/02/02	16.07%	6.31%	4.99%	9.16%	10.33%	5.39%	7.51%	9.52%	5.97%	5.43%
2026/02/03	11.35%	6.32%	6.83%	11.63%	9.4%	3.67%	5.42%	9.51%	8.44%	6.76%
2026/02/04	16.25%	6.57%	4.77%	8.42%	9.48%	8.41%	6.15%	6.63%	5.66%	6.94%
2026/02/05	15.92%	5.67%	5.65%	7.41%	10.36%	8.64%	6.5%	5.05%	6.06%	7.3%
2026/02/06	13.92%	5.72%	5.36%	9.56%	8.98%	9.11%	6.84%	4.8%	7.35%	9.38%
2026/02/07	13.99%	7.6%	6.25%	6.84%	10.47%	5.41%	8.46%	5.22%	6.56%	9.86%
2026/02/08	15.4%	10.27%	7.36%	3.9%	6.21%	6.06%	10.33%	5.49%	7.44%	6.8%
2026/02/09	14.72%	9.01%	9.34%	7.62%	10.81%	4.72%	5.29%	5.99%	6.59%	5.12%
2026/02/10	16.16%	8.08%	10.01%	9.78%	8.94%	6.24%	5.26%	5.68%	6.6%	4.54%
2026/02/11	17.3%	7.54%	11.12%	8.88%	10.38%	4.19%	5.13%	5.54%	4.97%	6.08%
2026/02/12	16.11%	7.18%	10.21%	9.24%	10.41%	5.12%	6.19%	4.83%	7.21%	5.39%
2026/02/13	13.91%	5.72%	5.36%	9.56%	8.99%	9.11%	6.84%	4.79%	7.34%	9.37%
2026/02/14	13.96%	7.58%	6.24%	6.83%	10.45%	5.4%	8.45%	5.21%	6.55%	9.85%
2026/02/15	15.39%	10.26%	7.35%	3.89%	6.21%	6.05%	10.32%	5.49%	7.44%	6.8%
2026/02/16	14.71%	9.01%	9.34%	7.62%	10.81%	4.71%	5.3%	5.99%	6.59%	5.11%
2026/02/17	18.33%	8.35%	10.94%	11.28%	8.85%	2.14%	5.69%	7.13%	5.17%	2.81%
2026/02/18	17.75%	9.63%	12.02%	12.07%	7.95%	3.01%	5.67%	5.77%	4.31%	2.72%
2026/02/19	14.97%	8.11%	12.79%	13.26%	9.98%	4.57%	6.69%	4.84%	4.17%	2.79%
2026/02/20	15.51%	7.81%	14.27%	11.18%	9.6%	4.16%	7.24%	6.29%	4.62%	3.56%
2026/02/21	16.66%	9.63%	14.96%	5.72%	9.6%	3.86%	7.56%	4.6%	2.54%	5.96%
2026/02/22	13.24%	12.35%	8.52%	3.59%	10.36%	2.5%	7.35%	6.76%	3.19%	8.25%
2026/02/23	16.46%	7.4%	13.2%	9.93%	8.38%	4.85%	7.54%	6.43%	5.47%	3.05%
2026/02/24	16.35%	8.54%	12.98%	8.53%	8.03%	6.31%	5.39%	6.29%	4.78%	3.3%
2026/02/25	15.31%	9.31%	9.32%	9.55%	7.35%	5.55%	6.32%	5.95%	6.26%	4.96%
2026/02/26	15.8%	10.41%	8.93%	12.34%	5.77%	5.17%	6.28%	4.11%	5.01%	4.65%
2026/02/27	18.71%	11.82%	5.44%	13.69%	6.3%	7.92%	5.97%	3.55%	4.07%	4.18%
2026/02/28	18.58%	13.75%	8.91%	8.69%	8.49%	7.61%	6.79%	4.82%	2.54%	0.79%

australiansuper.com
aware.com.au
canstar.com.au
amp.com.au
australianretirementtrust.com.au
australianethical.com.au
unisuper.com.au
finder.com.au
futuresuper.com.au
vanguard.com.au

In February 2026, Australiansuper.com led with fluctuating spend, peaking at 18.71%. Aware.com.au and Canstar.com.au showed steady growth, while Vanguard.com.au’s share declined, ending at 0.79%.

Market Exposure

Competitor Count for AUS 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.

See more data

Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/02/01	294
2026/02/02	297
2026/02/03	306
2026/02/04	281
2026/02/05	277
2026/02/06	283
2026/02/07	277
2026/02/08	283
2026/02/09	284
2026/02/10	283
2026/02/11	288
2026/02/12	281
2026/02/13	283
2026/02/14	277
2026/02/15	283
2026/02/16	284
2026/02/17	263
2026/02/18	253
2026/02/19	255
2026/02/20	257
2026/02/21	250
2026/02/22	255
2026/02/23	260
2026/02/24	263
2026/02/25	264
2026/02/26	262
2026/02/27	258
2026/02/28	253

February began with 294 advertisers, peaking at 306 on the 3rd. A decline followed, ending the month at 253.

Campaign Efficiency

Market Loss & Market Gains for AUS 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.

See more data

Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
aware.com.au	3.39%
canstar.com.au	1.54%
cbussuper.com.au	1.11%
australiansuper.com	0.54%
netwealth.com.au	0.41%
finder.com.au	-0.42%
australianethical.com.au	-0.67%
vanguard.com.au	-0.74%
futuresuper.com.au	-1.5%
australianretirementtrust.com.au	-3.37%

Aware.com.au surged with a 3.39% click share increase, while australianretirementtrust.com.au dropped by 3.37%.

Campaign Efficiency

AUS 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.

See more data

Date	aware.com.au	australianretirementtrust.com.au	australiansuper.com	canstar.com.au	unisuper.com.au	amp.com.au	australianethical.com.au	finder.com.au	futuresuper.com.au	vanguard.com.au
2026/02/01	10.16%	11.51%	7.97%	4.15%	1.29%	7.16%	3.21%	10.08%	11.07%	7.19%
2026/02/02	7.73%	13.58%	8.07%	4.64%	7.79%	8.75%	4.74%	8.2%	10.64%	3.15%
2026/02/03	7.75%	11.73%	7.27%	5.79%	5.76%	10.73%	3.59%	7.42%	13.24%	3.88%
2026/02/04	8.4%	11.25%	9.16%	3.83%	6.04%	8.42%	8.06%	5.94%	10.47%	4.23%
2026/02/05	7.08%	12.64%	8.44%	4.98%	6.67%	7.39%	8.56%	4.29%	10.25%	4.13%
2026/02/06	6.93%	11.46%	7.59%	4.48%	6.26%	9.31%	8.57%	4.3%	12.73%	5.84%
2026/02/07	9.81%	12.72%	7.34%	5.37%	8.13%	6.91%	4.52%	4.74%	11.54%	6.12%
2026/02/08	12.77%	8.38%	7.52%	6.16%	9.9%	4.52%	5.55%	4.96%	12.7%	4.06%
2026/02/09	11.01%	12.98%	7.59%	7.67%	5.43%	8.39%	4.2%	4.97%	11.6%	3.07%
2026/02/10	10.47%	10.79%	8.7%	7.48%	5.42%	10.41%	5.56%	5.05%	10.83%	2.54%
2026/02/11	9.42%	13.43%	9.89%	9.51%	5.04%	9.03%	3.78%	4.74%	8.98%	3.98%
2026/02/12	9.29%	13.49%	9.14%	8.82%	6.74%	7.95%	4.7%	4.17%	11.8%	3.31%
2026/02/13	6.93%	11.46%	7.59%	4.48%	6.26%	9.31%	8.57%	4.3%	12.73%	5.84%
2026/02/14	9.81%	12.72%	7.34%	5.37%	8.13%	6.91%	4.52%	4.74%	11.54%	6.12%
2026/02/15	12.77%	8.38%	7.52%	6.16%	9.9%	4.52%	5.55%	4.96%	12.7%	4.06%
2026/02/16	11.01%	12.98%	7.59%	7.67%	5.43%	8.39%	4.2%	4.97%	11.6%	3.07%
2026/02/17	10.5%	10.14%	11.4%	8.56%	6.23%	10.52%	1.85%	6.58%	7.88%	1.54%
2026/02/18	11.54%	9.77%	10.51%	9.85%	6.37%	11.91%	2.79%	4.68%	6.39%	1.55%
2026/02/19	9.98%	12.8%	8.33%	10.59%	7.37%	11.43%	4.55%	4.48%	6.35%	1.39%
2026/02/20	9.84%	13.23%	8.26%	11.46%	7.78%	10.24%	3.56%	6.14%	7.16%	2.01%
2026/02/21	11.97%	12.55%	9.45%	12.25%	9.55%	6.03%	3.59%	4.23%	3.8%	3.71%
2026/02/22	14.09%	11.4%	7.32%	6.51%	9.39%	3.99%	2.19%	5.52%	5.12%	5.14%
2026/02/23	9.66%	11.31%	8.74%	10.02%	8.64%	8.75%	4.44%	5.99%	7.99%	1.75%
2026/02/24	10.85%	10.45%	9.15%	10.9%	6.24%	7.58%	6.18%	5.37%	8.38%	1.63%
2026/02/25	11.46%	9.84%	8.92%	7.29%	7.16%	8.63%	5.24%	5.3%	9.02%	2.89%
2026/02/26	11.91%	8.07%	8.38%	7.83%	7.57%	11.08%	4.78%	3.55%	7.33%	2.62%
2026/02/27	14.11%	8.09%	11.15%	4.35%	7.01%	12.38%	6.77%	2.81%	7.1%	2.41%
2026/02/28	16.63%	9.9%	9.67%	7.71%	7.58%	7.36%	7.25%	4.58%	4.35%	0.43%

aware.com.au
australianretirementtrust.com.au
australiansuper.com
canstar.com.au
unisuper.com.au
amp.com.au
australianethical.com.au
finder.com.au
futuresuper.com.au
vanguard.com.au

In February 2026, “aware.com.au” saw a steady rise, peaking at 16.63%. “australianretirementtrust.com.au” fluctuated, ending at 9.9%. “australiansuper.com” showed consistent growth, closing at 9.67%. “canstar.com.au” peaked mid-month, finishing at 7.71%. “unisuper.com.au” had a stable trend, ending at 7.58%. “amp.com.au” experienced ups and downs, closing at 7.36%. “australianethical.com.au” showed a gradual increase, ending at 7.25%. “finder.com.au” had a declining trend, finishing at 4.58%. “futuresuper.com.au” started strong but ended at 4.35%. “vanguard.com.au” saw a significant drop, closing at 0.43%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS 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.

See more data

Google Text Ad Copy Insights & Creative Trends for AUS Finance Wealth Management - Last month

1
Australian Ethical Super https://www.australianethical.com.au
Sustainable Super Choice — Easy to join online. Read PDS & TMD. Australia's Original Ethical Investor Since 1986.
2
AustralianSuper https://www.australiansuper.com
Australia's Largest Super Fund — Working hard for a future you can be proud of. Read the PDS & TMD here. Investment Options.
3
Australian Superannuation Fund https://www.aware.com.au
Superannuation Fund — Consider your needs, PDS & TMD. Past performance is not indicative of future performance.
4
Award-Winning Super Fund - Future Super Australia https://www.futuresuper.com.au
A super fund that cares about the planet. Build your future with Future Super.
5
Hostplus. That's a Plus https://www.hostplus.com.au
Choose Hostplus for Your Super — General Advice. Consider your circumstances & PDS & TMD at hostplus.com.au before deciding. Profits...

In the competitive landscape of Australian superannuation, top performers like Australian Ethical Super and Future Super emphasize sustainability and ethical investment. Meanwhile, AustralianSuper and Hostplus highlight size and profitability, appealing to diverse investor priorities.

Frequently Asked Questions

Why is the AUS Finance Wealth Management February 2026 Report useful and how should I use it?

Why is the AUS Finance Wealth Management February 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the AUS Finance Wealth Management February 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the AUS Finance Wealth Management February 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the AUS Finance Wealth Management February 2026 Report?

The AUS Finance Wealth Management February 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Finance Wealth Management February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Finance Wealth Management February 2026 Report for?

The AUS Finance Wealth Management February 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

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

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

Legal & General

Legal & General is one of the UK’s leading financial services groups and a major global investor. When it came to their retirement business, the company used Adthena to protect its position and benchmark success.
Read case study

Staysure

When the pandemic hit and global travel came to a halt, Staysure saw its market shrink by 90%.

Adthena's data revealed what travellers were searching for and where the competitive exodus had left gaps in the market.Read case study

New Market Discovery for Towergate Insurance

Towergate Insurance needed to effectively segment their search landscape and explore new niche markets. Adthena provided the competitive intelligence they required to research potential markets, analyze competitor ad copy, and conduct keyword research, leading to successful campaign launches and continued growth.Read case study

Get the full picture

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.

AUS Finance Wealth Management - PPC Market Share Analysis February 2026