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

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

The AUS Finance Wealth Management May 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 May 2026 Report aggregates data from across both device types and Google Shopping.

Who is this AUS Finance Wealth Management May 2026 Report for?

The AUS Finance Wealth Management May 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.

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.

AUS Finance Wealth Management - PPC Market Share Analysis May 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.

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AIO Frequency

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

Frequency	Percentage
Frequency	29.1117493074
	70.8882506926

29%

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	16%
Transactional	2%
Navigational	5%
Seasonal	0%
Local	1%
Problem Solving	22%

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.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
australiansuper.com	25.35
aware.com.au	21.59
australianretirementtrust.com.au	8.1
hostplus.com.au	7.85
australianethical.com.au	3.87
amp.com.au	3.39
canstar.com.au	2.86
rest.com.au	2.85
cbussuper.com.au	2.56
hesta.com.au	2.38
others	19.2

australiansuper.com - 25.35%
aware.com.au - 21.59%
australianretirementtrust.com.au - 8.1%
hostplus.com.au - 7.85%
australianethical.com.au - 3.87%
amp.com.au - 3.39%
canstar.com.au - 2.86%
rest.com.au - 2.85%
cbussuper.com.au - 2.56%
hesta.com.au - 2.38%
others - 19.2%

In the PPC landscape, Australiansuper.com leads with 25.35% click share, followed by Aware.com.au at 21.59%. ‘Others’ collectively hold 19.20%, 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.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	aware.com.au	australiansuper.com	australianretirementtrust.com.au	canstar.com.au	vanguard.com.au	australianethical.com.au	unisuper.com.au	amp.com.au	finder.com.au	hostplus.com.au
2026/05/01	10.51%	11.68%	11.14%	2.61%	8.9%	8.31%	4.49%	6.34%	6%	1.74%
2026/05/02	11.07%	10.33%	7.58%	3.31%	12.62%	11.69%	3.86%	7.38%	7.38%	2.36%
2026/05/03	13.08%	8.65%	7.46%	3.36%	13.6%	15.11%	5.05%	3.04%	7.74%	1.79%
2026/05/04	9.76%	8.39%	10.12%	2.69%	13.93%	13.92%	5.63%	7.12%	5.69%	2.14%
2026/05/05	9.26%	8.95%	9.82%	3.02%	12.92%	10.88%	6.02%	8.71%	8.09%	2.07%
2026/05/06	9.89%	10.5%	8.87%	2.19%	14.84%	13.81%	5.22%	7.84%	6.26%	2.04%
2026/05/07	7.13%	8.49%	7.27%	1.87%	17.25%	17.51%	6.54%	8.23%	3.8%	2.73%
2026/05/08	5.05%	9.24%	8.53%	2.52%	14.55%	13.67%	7.14%	8.34%	4.25%	2.11%
2026/05/09	2.5%	9.53%	7.48%	3.48%	15.78%	16.28%	7.68%	5.84%	3.41%	2.13%
2026/05/10	2.93%	9.46%	4.02%	4.99%	16.62%	13.49%	10.01%	3.24%	3.94%	2.05%
2026/05/11	5.57%	9.59%	10.33%	3.04%	16.36%	11.97%	10.48%	6.72%	3.29%	3.2%
2026/05/12	9.73%	10.09%	9.63%	4.68%	13.69%	11.7%	8.2%	6.31%	4.7%	4.5%
2026/05/13	9%	10.81%	6.99%	3.2%	15.87%	12.51%	7.44%	6.89%	2.92%	6.28%
2026/05/14	9.67%	10.54%	5.99%	3.68%	18.73%	7.92%	7.54%	9.61%	3.95%	4.5%
2026/05/15	10.13%	10.07%	7.1%	3.84%	17.3%	9.15%	7.18%	9.49%	3.51%	4.41%
2026/05/16	11.78%	10.06%	5.16%	4.7%	17.18%	9.76%	7.44%	8.68%	3.57%	3.34%
2026/05/17	12.35%	12.08%	5.35%	5.28%	13.87%	9.17%	8.38%	8.66%	3.2%	3.73%
2026/05/18	9.2%	10.92%	6.35%	4.64%	19.16%	9.54%	6.16%	12.61%	2.96%	2.96%
2026/05/19	11.88%	12.64%	4.15%	5.3%	16.92%	7.86%	5.22%	13.93%	2.85%	3.25%
2026/05/20	12.29%	11.12%	4.35%	6.68%	17.78%	8.28%	3.74%	13.13%	2.1%	2.77%
2026/05/21	12.68%	11.96%	5.98%	5.81%	16.04%	7.91%	4.73%	9.41%	3.21%	2.54%
2026/05/22	12.68%	12.18%	6.17%	5.49%	12.73%	10.04%	6.19%	8.59%	3.93%	4.22%
2026/05/23	14.67%	11.5%	5.64%	6.05%	10.77%	9.29%	6.16%	5.74%	2.62%	7.7%
2026/05/24	14.68%	13.34%	5.63%	6.17%	10.19%	10.08%	6.8%	3.55%	2.68%	7.48%
2026/05/25	12.72%	11.35%	7.18%	5.1%	8.97%	10.26%	5.19%	8.3%	2.94%	4.16%
2026/05/26	11.87%	10.92%	7.1%	8.51%	5.79%	9.29%	5.36%	7.91%	7.37%	3.66%
2026/05/27	12.57%	10.76%	9.95%	8.9%	6.76%	5.28%	5.56%	5.46%	6.98%	2.69%
2026/05/28	14.14%	12.31%	10.92%	6.33%	7.35%	3.15%	5.74%	9.44%	5.78%	3.33%
2026/05/29	14.17%	12.53%	9.84%	7.23%	10.94%	3.9%	5.26%	7.41%	5.96%	3.52%
2026/05/30	14.23%	11.95%	9.62%	6.75%	11%	5.98%	5.24%	5.81%	3.95%	3.03%
2026/05/31	14.64%	12.09%	11.24%	8.61%	8.39%	8.39%	5.37%	3.9%	3.88%	3.41%

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

In May 2026, “aware.com.au” saw a fluctuating trend, starting at 10.51% and ending at 14.64%. “australiansuper.com” maintained a steady presence, closing at 12.09%. “vanguard.com.au” peaked mid-month but finished at 8.39%. “australianethical.com.au” experienced a decline, ending at 8.39%. “amp.com.au” showed volatility, closing at 3.90%. “finder.com.au” remained stable, finishing at 3.88%. “hostplus.com.au” had a modest increase, ending at 3.41%.

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.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/05/01	231
2026/05/02	218
2026/05/03	226
2026/05/04	226
2026/05/05	225
2026/05/06	219
2026/05/07	220
2026/05/08	227
2026/05/09	218
2026/05/10	230
2026/05/11	239
2026/05/12	250
2026/05/13	248
2026/05/14	248
2026/05/15	246
2026/05/16	242
2026/05/17	244
2026/05/18	233
2026/05/19	234
2026/05/20	238
2026/05/21	234
2026/05/22	236
2026/05/23	233
2026/05/24	234
2026/05/25	234
2026/05/26	243
2026/05/27	253
2026/05/28	260
2026/05/29	256
2026/05/30	258
2026/05/31	257

May began with 231 advertisers, fluctuating mid-month, peaking at 260 on May 28. The month concluded with 257 advertisers, indicating a steady increase.

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.

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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
aware.com.au	4.01%
canstar.com.au	1.52%
australiansuper.com	1.4%
retirementessentials.com.au	0.25%
hostplus.com.au	0.22%
australianretirementtrust.com.au	-0.8%
unisuper.com.au	-0.83%
rest.com.au	-1.29%
futuresuper.com.au	-1.41%
australianethical.com.au	-1.72%

In the past month, aware.com.au surged with a 4.01% click share increase, while australianethical.com.au faced a decline of 1.72%.

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.

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Date	aware.com.au	australianretirementtrust.com.au	australiansuper.com	canstar.com.au	unisuper.com.au	australianethical.com.au	hostplus.com.au	vanguard.com.au	finder.com.au	amp.com.au
2026/05/01	13%	11.83%	9.53%	3.22%	5.03%	8.97%	2.43%	5.71%	5.26%	6.74%
2026/05/02	13.08%	10.11%	11.25%	2.89%	3.21%	10.72%	3.23%	5.68%	6.17%	6.99%
2026/05/03	16.26%	9.89%	9.21%	3.38%	5.1%	12.1%	2.96%	6.83%	5.58%	2%
2026/05/04	12.87%	13.62%	8.66%	3.3%	5.22%	11.68%	3.18%	6.99%	4.66%	5.39%
2026/05/05	12.41%	13.3%	9.3%	3.31%	6.25%	8.78%	3.26%	6.65%	5.1%	7.48%
2026/05/06	12.81%	12.2%	10.45%	2.71%	4.95%	11.16%	3.25%	7.42%	4.63%	6.83%
2026/05/07	8.9%	11.38%	8.96%	2.33%	6.42%	15.32%	4.42%	8.81%	2.59%	6.9%
2026/05/08	7.52%	11.81%	9.12%	3.37%	7.33%	11.58%	3.19%	7.36%	3.93%	6.64%
2026/05/09	3.48%	10.12%	9.36%	4.77%	7.25%	13.46%	3.03%	7.78%	2.88%	5.09%
2026/05/10	3.68%	5.59%	8.79%	6.58%	10.02%	11.66%	2.99%	7.81%	3.08%	2.43%
2026/05/11	7.29%	14.77%	8.7%	3.54%	10.37%	10.52%	4.2%	7.92%	2.95%	5.15%
2026/05/12	11.64%	13.42%	9.37%	5.79%	8.75%	10.71%	5.6%	6.44%	3.73%	4.34%
2026/05/13	11.75%	9.68%	11.14%	4.02%	7.67%	11.12%	7.71%	7.7%	2.16%	5.23%
2026/05/14	12.73%	9.98%	10.74%	4.77%	7.8%	6.81%	5.58%	9.36%	3.08%	7.06%
2026/05/15	12.18%	10.13%	9.61%	4.74%	7.4%	8.53%	5.82%	9.05%	2.83%	8.14%
2026/05/16	14.25%	6.84%	9.83%	5.71%	7.85%	9.6%	4.84%	10%	2.36%	7.07%
2026/05/17	14.85%	7.53%	11.23%	6.64%	8.39%	8.74%	4.92%	7.63%	2.5%	6.46%
2026/05/18	11.87%	9.18%	10.32%	6.4%	6.98%	9.03%	4.36%	11.18%	2.37%	9.92%
2026/05/19	15.36%	5.93%	13.54%	7.21%	4.95%	6.64%	4.86%	10.01%	1.99%	9.93%
2026/05/20	15.52%	6.4%	11.51%	8.29%	4.22%	6.62%	4.17%	10.2%	2.03%	11.31%
2026/05/21	16.54%	8.45%	10.87%	6.93%	4.62%	7.09%	3.3%	9.32%	2.66%	6.77%
2026/05/22	14.97%	8.88%	11.61%	6.68%	5.8%	9.01%	5.09%	7.5%	2.58%	6.32%
2026/05/23	17.88%	8.18%	10.66%	6.76%	5.6%	8.83%	7.78%	5.99%	1.88%	3.69%
2026/05/24	17.78%	7.81%	12.15%	7.44%	5.68%	8.63%	9.47%	5.71%	1.99%	2.16%
2026/05/25	15.9%	9.61%	10.52%	6.11%	4.84%	8.22%	5.97%	4.83%	2.14%	6.51%
2026/05/26	13.34%	8.29%	10.32%	9.18%	6.27%	7.57%	5.53%	3.08%	4.7%	5.05%
2026/05/27	14.32%	11.52%	9.74%	10.01%	6.3%	4.98%	4.21%	3.61%	4.63%	3.21%
2026/05/28	16.75%	12.52%	10.93%	7.53%	5.96%	3.04%	4.69%	4%	4.1%	6.79%
2026/05/29	17.33%	12.76%	11.9%	8.59%	5.21%	3.21%	5.56%	6.11%	3.69%	4.38%
2026/05/30	17.13%	11.71%	10.71%	7.94%	5.92%	5.42%	4.99%	6.07%	2.64%	3.21%
2026/05/31	16.84%	13.21%	10.02%	9.31%	6.85%	6.01%	5.36%	4.33%	2.89%	2.22%

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

In May 2026, aware.com.au’s impression share fluctuated, peaking at 17.88% on May 23. australianretirementtrust.com.au saw a dip mid-month but ended at 13.21%. australiansuper.com maintained stability, closing at 10.02%. canstar.com.au’s share rose, finishing at 9.31%. unisuper.com.au experienced a steady climb, ending at 6.85%. australianethical.com.au’s share decreased, closing at 6.01%. hostplus.com.au’s share varied, ending at 5.36%. vanguard.com.au’s share dropped, finishing at 4.33%. finder.com.au’s share fluctuated, closing at 2.89%. amp.com.au’s share decreased, ending at 2.22%.

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.

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

1
Australian Super Fund | AMP https://www.amp.com.au
Join Online In Minutes — Join An Industry Recognised And Award Winning Super Fund. Apply Online In Minutes.
2
Australian Ethical Super | Sustainable Super Choice https://www.australianethical.com.au
Easy to join online. Read PDS & TMD. Australia's Original Ethical Investor Since 1986.
3
Superannuation Australia https://www.australianretirementtrust.com.au
Create Superannuation Account — Planning to change funds? Read the PDS & TMD before deciding. Award-winning Super Fund.
4
Australian Super https://www.australiansuper.com › super
Australia's Largest Super Fund — Working hard for a future you can be proud of. Read the PDS & TMD here. Investment Options.
5
Australian Superannuation Fund https://www.aware.com.au
Your Super Account, Online — Consider your needs, PDS & TMD. Past performance is not indicative of future performance.

In the competitive landscape of Australian superannuation, AMP, Australian Ethical, and others captivate with award-winning credentials and ethical investment options. Their ads emphasize quick online joining, transparency through PDS & TMD, and a commitment to sustainable futures.

Frequently Asked Questions

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

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

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

The AUS Finance Wealth Management May 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.

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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

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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 May 2026