AUS Finance Wealth Management - PPC Market Share Analysis January 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	22.6736233319
	77.3263766681

22%

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	50
	50

50%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	16%
Transactional	2%
Navigational	5%
Seasonal	0%
Local	1%
Problem Solving	24%

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	18.5
australiansuper.com	18.31
australianretirementtrust.com.au	12.61
hostplus.com.au	5.69
futuresuper.com.au	4.08
unisuper.com.au	3.68
australianethical.com.au	3.61
amp.com.au	3.58
rest.com.au	3.55
canstar.com.au	3.47
others	22.92

aware.com.au - 18.5%
australiansuper.com - 18.31%
australianretirementtrust.com.au - 12.61%
hostplus.com.au - 5.69%
futuresuper.com.au - 4.08%
unisuper.com.au - 3.68%
australianethical.com.au - 3.61%
amp.com.au - 3.58%
rest.com.au - 3.55%
canstar.com.au - 3.47%
others - 22.92%

In the PPC landscape, Aware.com.au leads with 18.5% click share, closely followed by Australiansuper.com at 18.31%. Others collectively hold 22.92%, showcasing diverse competition.

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	vanguard.com.au	unisuper.com.au	aware.com.au	amp.com.au	australianretirementtrust.com.au	finder.com.au	futuresuper.com.au	australianethical.com.au	canstar.com.au
2026/01/01	10.52%	2.89%	6.53%	12.88%	3.7%	14.87%	3.78%	7.71%	7.02%	7.66%
2026/01/02	16.94%	3.99%	5.86%	9.94%	4.38%	11.07%	6.06%	7.64%	5.6%	10.25%
2026/01/03	13.38%	6.59%	5.78%	12.07%	2.8%	11.79%	5.91%	6.55%	7.22%	9.27%
2026/01/04	14.5%	5.25%	6.35%	12.82%	3.58%	10.35%	5.41%	4.32%	10.38%	9.16%
2026/01/05	17.86%	4.17%	5.2%	13.43%	4.04%	9.76%	7.3%	5.79%	5.77%	10.33%
2026/01/06	15.96%	5.78%	9.14%	11.43%	4.76%	8.64%	6.07%	6.36%	5.92%	8.48%
2026/01/07	16.1%	2.69%	7.83%	10.87%	5.99%	14.11%	4.05%	8.05%	5.43%	7.92%
2026/01/08	17.85%	6.19%	6.93%	9.19%	4%	9.54%	6.69%	4.58%	5.72%	9.56%
2026/01/09	18.37%	7.29%	7.52%	8.89%	4.63%	6.91%	7.22%	6.45%	6.17%	7.45%
2026/01/10	14.91%	7.13%	8.37%	11.38%	3.77%	3.71%	7.21%	5.81%	8.54%	5.8%
2026/01/11	12.81%	10.47%	10.84%	11.18%	2.98%	2.61%	6.76%	5.4%	7.77%	8.95%
2026/01/12	16.28%	5.05%	6.8%	8.02%	6.78%	8.66%	8.37%	6.96%	4.65%	7.97%
2026/01/13	16.41%	5.47%	6.51%	6.86%	9.09%	9.13%	8.48%	5.07%	4.9%	8.58%
2026/01/14	13.86%	4.88%	7.1%	7.02%	10.02%	7.75%	9.32%	3.98%	4.91%	10.12%
2026/01/15	16.64%	5.33%	8.17%	5.65%	11.65%	8.14%	7.08%	4.01%	6.9%	6.94%
2026/01/16	18.14%	7.85%	7.91%	8.77%	4.66%	6.82%	7.12%	6.36%	6.09%	7.34%
2026/01/17	15.44%	7.57%	9.88%	8.26%	10.24%	9.2%	7.3%	4.04%	4.79%	3.45%
2026/01/18	10.59%	5.96%	13.99%	8.34%	8.88%	8.3%	6.7%	5.19%	6.4%	3.43%
2026/01/19	15.07%	5.54%	8.71%	6.63%	10.85%	8.04%	4.98%	6.61%	7.13%	5.57%
2026/01/20	16.53%	8.3%	7.42%	5.9%	10.17%	8.96%	0.89%	4.59%	7.46%	7.62%
2026/01/21	16.15%	5.2%	7.6%	6.07%	9.63%	9.67%	0.83%	5.77%	7.71%	8.71%
2026/01/22	12.3%	5.74%	7.13%	7.03%	10.13%	8.46%	6.36%	5.65%	5.56%	7.25%
2026/01/23	14.32%	7.12%	6.76%	5.46%	10.41%	9.69%	6.98%	7.49%	7.69%	5.02%
2026/01/24	13.8%	7.2%	10.74%	6.9%	9.18%	6.63%	6.88%	4.84%	6.9%	5.18%
2026/01/25	13.3%	7.88%	10.75%	8.61%	7.02%	7.57%	5.6%	6.07%	7.65%	4.45%
2026/01/26	13.27%	10.46%	8.05%	7.24%	10.69%	7.64%	6.34%	6.34%	5.46%	3.69%
2026/01/27	11.36%	7.46%	5.54%	7.06%	12.04%	9.8%	9.21%	8.1%	3.41%	6.29%
2026/01/28	10.48%	7.26%	6.65%	6.46%	10.65%	8.55%	9.83%	7.39%	5.52%	6.15%
2026/01/29	12.04%	5.02%	6.99%	7.49%	8.56%	9.94%	8.28%	7.27%	4.51%	5.83%
2026/01/30	16.25%	5.01%	7.74%	6.2%	9.42%	10.6%	8.27%	8.19%	4.66%	4.35%
2026/01/31	15.3%	10.24%	9.68%	9.39%	9.11%	7.59%	7.49%	5.21%	4.32%	3.91%

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

In January 2026, australiansuper.com led with fluctuating spend, peaking mid-month. vanguard.com.au and unisuper.com.au showed steady growth. aware.com.au and amp.com.au had varied trends, while australianretirementtrust.com.au ended strong. Overall, dynamic shifts marked the month.

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
2026/01/01	270
2026/01/02	273
2026/01/03	271
2026/01/04	274
2026/01/05	271
2026/01/06	284
2026/01/07	265
2026/01/08	283
2026/01/09	274
2026/01/10	282
2026/01/11	282
2026/01/12	279
2026/01/13	283
2026/01/14	272
2026/01/15	277
2026/01/16	274
2026/01/17	276
2026/01/18	280
2026/01/19	293
2026/01/20	290
2026/01/21	284
2026/01/22	292
2026/01/23	288
2026/01/24	284
2026/01/25	287
2026/01/26	294
2026/01/27	306
2026/01/28	290
2026/01/29	293
2026/01/30	287
2026/01/31	289

January saw a dynamic shift in distinct advertisers, starting at 270 and peaking at 306. The month concluded with a stable 289, reflecting a vibrant advertising landscape.

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
amp.com.au	1.87%
cbussuper.com.au	1.71%
rest.com.au	1.39%
futuresuper.com.au	0.78%
hostplus.com.au	0.54%
australianethical.com.au	-0.24%
statetrustees.com.au	-0.26%
canstar.com.au	-0.91%
australiansuper.com	-2.04%
aware.com.au	-3.06%

AMP.com.au leads with a 1.87% click share rise, while aware.com.au drops by 3.06%.

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	futuresuper.com.au	aware.com.au	unisuper.com.au	australianretirementtrust.com.au	amp.com.au	australiansuper.com	finder.com.au	vanguard.com.au	australianethical.com.au	canstar.com.au
2026/01/01	10.23%	13.2%	6.97%	14.72%	2.28%	7.53%	3.19%	1.48%	6.51%	5.65%
2026/01/02	10.08%	11.7%	5.54%	13.07%	2.77%	8.38%	6.07%	2.2%	4.77%	7.55%
2026/01/03	10%	12.22%	5.61%	13.51%	2.09%	7.48%	5.03%	3.41%	7.67%	6.5%
2026/01/04	7.3%	14.87%	5.46%	12.24%	2.43%	7.66%	4.85%	2.79%	9.97%	6.97%
2026/01/05	8.64%	15.01%	5.08%	13.08%	2.42%	10.6%	6.66%	2.31%	5.54%	7.89%
2026/01/06	10.12%	11.83%	8.73%	10.47%	3.72%	8.85%	5.92%	3.07%	6.07%	6.22%
2026/01/07	11.68%	12.34%	7.59%	18.08%	4.26%	7.78%	3.97%	1.28%	4.76%	6.04%
2026/01/08	6.7%	10.39%	7.27%	12.68%	2.9%	10.16%	5.87%	3.44%	5.53%	7.63%
2026/01/09	9.69%	10.04%	8.3%	9.77%	3.32%	10.17%	6.36%	4.3%	5.91%	6.76%
2026/01/10	8.9%	12.05%	8.52%	4.02%	2.84%	8.36%	6.58%	4.03%	9.57%	5.86%
2026/01/11	8.85%	12.4%	11.38%	3.28%	2.31%	7.71%	6.51%	5.92%	7.35%	7.87%
2026/01/12	11.85%	8.88%	7.17%	10.68%	5.65%	9.16%	7.59%	2.73%	4.16%	7.23%
2026/01/13	8.46%	8.84%	6.4%	10.86%	7.58%	9.39%	7.5%	3%	5.06%	7.69%
2026/01/14	6.57%	7.46%	7.4%	10.83%	8.28%	9.01%	8.15%	2.54%	5.13%	8.63%
2026/01/15	6.79%	6.55%	8.73%	12.63%	9.65%	9.04%	6.34%	2.89%	6.48%	6.76%
2026/01/16	9.7%	10.03%	8.3%	9.78%	3.31%	10.18%	6.36%	4.29%	5.92%	6.76%
2026/01/17	7.87%	9.3%	11.2%	11.47%	8.55%	8.07%	6.95%	3.83%	4.75%	3.31%
2026/01/18	8.54%	8.86%	14.11%	10.67%	6.95%	6.09%	6.14%	3.04%	6.18%	3.13%
2026/01/19	11.69%	7.75%	8.22%	10.33%	9.04%	8.9%	4.39%	2.85%	6.68%	4.54%
2026/01/20	9.51%	6.8%	7.51%	13.33%	8.07%	9.14%	0.88%	4.27%	6.77%	6.64%
2026/01/21	9.56%	7.2%	8.01%	12.8%	7.57%	9.2%	0.82%	2.76%	6.84%	7.05%
2026/01/22	10.29%	7.33%	7.22%	10.56%	7.91%	8.57%	5.62%	3.07%	4.94%	5.8%
2026/01/23	12.39%	6.13%	6.87%	11.44%	7.93%	7.02%	6.93%	3.69%	7.66%	4.31%
2026/01/24	9.1%	7.92%	10.89%	7.86%	7.45%	7.01%	6.89%	3.66%	5.99%	4.92%
2026/01/25	10.88%	10.27%	10.9%	8.26%	5.41%	6.82%	5.4%	3.75%	6.9%	4.19%
2026/01/26	10.99%	7.88%	8.49%	9.1%	9.03%	7.12%	6.03%	5.38%	5.21%	3.43%
2026/01/27	13.25%	7.39%	5.93%	11.52%	10.68%	7.06%	7.32%	3.77%	3.48%	5.59%
2026/01/28	13.46%	6.88%	6.67%	10.06%	8.53%	7.39%	8.2%	3.56%	5.42%	4.78%
2026/01/29	13.1%	7.19%	6.75%	11.61%	7.53%	6.84%	8.15%	2.37%	4.34%	5.37%
2026/01/30	14.54%	7.44%	7.6%	11.72%	8.14%	8.62%	7.39%	2.55%	4.33%	3.89%
2026/01/31	11.09%	10.2%	9.53%	9.13%	9.07%	8.09%	7.4%	5.24%	3.88%	3.67%

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

January saw dynamic shifts in PPC impressions. Future Super’s share fluctuated, peaking at 14.54% on the 30th. Australian Retirement Trust led early, but dipped mid-month. By month’s end, Future Super emerged strong, closing at 11.09%.

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
Superannuation that makes a difference. Join Future Super online in just 5 minutes.
5
Age Pension - National Seniors Australia https://www.nationalseniors.com.au
Your retirement income might include a pension payment or allowance from the government.

In the competitive landscape of Australian superannuation, advertisers emphasize sustainability, size, and ease. Australian Ethical Super highlights its ethical investment legacy since 1986. AustralianSuper boasts its status as the largest fund, while Future Super promises quick online joining. National Seniors Australia focuses on retirement income options.

Frequently Asked Questions

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

Why is the AUS Finance Wealth Management January 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 January 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 January 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 January 2026 Report?

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

The AUS Finance Wealth Management January 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 January 2026