UK Finance Comparison Sites - PPC Market Share Analysis December 2025

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

Google AI Overview visibility for Finance Comparison Sites UK

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	8.36915834777
	91.6308416522

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	59
	41

59%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	64%
Transactional	1%
Navigational	6%
Seasonal	0%
Local	6%
Problem Solving	8%

Market Exposure

Share of Clicks for top 10 UK Finance Comparison Sites 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
gocompare.com	28.84
comparethemarket.com	23.63
moneysupermarket.com	15.39
uswitch.com	10.01
confused.com	6.91
keycurrency.co.uk	2.03
sainsburysbank.co.uk	1.99
currenciesdirect.com	1.41
torfx.com	1.21
gocardless.com	1.02
others	7.56

gocompare.com - 28.84%
comparethemarket.com - 23.63%
moneysupermarket.com - 15.39%
uswitch.com - 10.01%
confused.com - 6.91%
keycurrency.co.uk - 2.03%
sainsburysbank.co.uk - 1.99%
currenciesdirect.com - 1.41%
torfx.com - 1.21%
gocardless.com - 1.02%
others - 7.56%

In the PPC landscape, GoCompare leads with 28.84% click share, followed by CompareTheMarket at 23.63%. Others collectively hold 7.56%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Finance Comparison Sites 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	gocompare.com	comparethemarket.com	moneysupermarket.com	confused.com	uswitch.com	quotezone.co.uk	keycurrency.co.uk	tiger.co.uk	currenciesdirect.com	torfx.com
2025/12/01	29.81%	16.84%	15.65%	11.9%	12.39%	1.16%	0.95%	0.29%	1.3%	0.67%
2025/12/02	29.95%	18.01%	15.06%	10.28%	12.4%	1.32%	0.92%	0.23%	1.41%	0.94%
2025/12/03	28.9%	18.34%	14.83%	12.05%	12.06%	1.36%	0.9%	0.28%	1.09%	0.93%
2025/12/04	30.67%	16.59%	14.71%	10.94%	11.99%	1.42%	0.93%	0.92%	1.2%	0.85%
2025/12/05	30.59%	18.11%	13.73%	11.48%	10.53%	1.22%	1.01%	0.23%	1.39%	1.42%
2025/12/06	31.98%	17.69%	14.25%	11.83%	12.07%	1.44%	0.63%	0.38%	0.79%	0.84%
2025/12/07	29.7%	19.02%	14.65%	12%	11.6%	1.2%	0.92%	0.21%	0.87%	0.84%
2025/12/08	31.38%	17.74%	15.53%	11.62%	10.96%	1.25%	0.78%	0.55%	0.58%	0.48%
2025/12/09	30.72%	17.9%	15.61%	12.49%	10.52%	1.16%	0.86%	0.48%	0.71%	0.65%
2025/12/10	31.74%	17.54%	14.53%	11.12%	11.2%	0.88%	0.9%	0.69%	0.91%	1.01%
2025/12/11	29.59%	17.74%	14.7%	11.76%	12.16%	1.35%	0.84%	0.49%	0.76%	0.86%
2025/12/12	29.96%	16.52%	15.03%	11.95%	11.98%	1.97%	0.86%	0.6%	0.69%	0.98%
2025/12/13	28.87%	16.45%	14.86%	12.57%	12.73%	1.93%	0.75%	0.78%	0.87%	0.94%
2025/12/14	29.14%	16.61%	15.65%	12.01%	13.5%	1.45%	0.78%	0.71%	0.79%	0.83%
2025/12/15	30.2%	17.01%	14.86%	12.28%	11.27%	1.12%	1.31%	0.71%	0.63%	0.73%
2025/12/16	29.52%	16.37%	15.23%	12.3%	11.57%	1.42%	1.26%	0.91%	0.78%	0.63%
2025/12/17	29.08%	17.33%	14.5%	12.99%	11.42%	1.78%	1.32%	0.27%	1.02%	0.74%
2025/12/18	31.51%	16.26%	13.72%	12.59%	11.01%	1.5%	1.11%	1.19%	0.88%	0.72%
2025/12/19	31.27%	16.2%	13.29%	13.17%	12.26%	1.81%	1.2%	0.69%	0.72%	0.51%
2025/12/20	31.4%	16.73%	12.73%	12.88%	11.73%	2.84%	0.96%	0.94%	0.66%	0.46%
2025/12/21	30.79%	16.06%	13.33%	12.97%	11.93%	1.94%	1.09%	1.63%	0.86%	0.45%
2025/12/22	29.7%	17.58%	13.47%	12.63%	12.05%	2.52%	1.23%	1.15%	0.32%	0.27%
2025/12/23	29.99%	17.28%	14.33%	13.01%	11.43%	2.07%	1.32%	0.79%	0.23%	0.2%
2025/12/24	29.57%	17.33%	14.99%	12.78%	10.51%	2.2%	1.26%	1.22%	0.27%	0.23%
2025/12/25	32.2%	15.8%	13.85%	13.29%	11.57%	1.97%	1.17%	0.71%	0.25%	0.43%
2025/12/26	31.25%	17.25%	14.99%	12.43%	9.46%	2.49%	1.17%	0.89%	0.32%	0.27%
2025/12/27	30.06%	17.21%	14.65%	13.16%	11.39%	2.64%	1%	0.92%	0.24%	0.22%
2025/12/28	30.51%	18%	15.06%	12.73%	10.52%	2.27%	1.07%	1.05%	0.29%	0.25%
2025/12/29	30.13%	16.84%	14.78%	13.5%	11.88%	2.01%	1.1%	0.88%	0.17%	0.09%
2025/12/30	29.47%	16.9%	14.89%	14%	11.45%	2.19%	1.1%	0.6%	0.19%	0.31%
2025/12/31	30.01%	16.24%	14.92%	12.89%	12.48%	2.46%	1.16%	0.96%	0.66%	0.59%

gocompare.com
comparethemarket.com
moneysupermarket.com
confused.com
uswitch.com
quotezone.co.uk
keycurrency.co.uk
tiger.co.uk
currenciesdirect.com
torfx.com

In December 2025, gocompare.com led with a fluctuating spend share, peaking at 32.20% on December 25. comparethemarket.com and moneysupermarket.com followed, showing varied trends. The month concluded with gocompare.com maintaining dominance.

Market Exposure

Competitor Count for UK Finance Comparison Sites

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
2025/12/01	312
2025/12/02	316
2025/12/03	316
2025/12/04	329
2025/12/05	321
2025/12/06	315
2025/12/07	321
2025/12/08	319
2025/12/09	324
2025/12/10	323
2025/12/11	323
2025/12/12	327
2025/12/13	322
2025/12/14	295
2025/12/15	313
2025/12/16	304
2025/12/17	303
2025/12/18	303
2025/12/19	306
2025/12/20	302
2025/12/21	305
2025/12/22	300
2025/12/23	301
2025/12/24	290
2025/12/25	281
2025/12/26	276
2025/12/27	269
2025/12/28	261
2025/12/29	267
2025/12/30	263
2025/12/31	263

December began with 312 advertisers, peaking at 329 on the 4th. A decline followed, ending the month at 263.

Campaign Efficiency

Market Loss & Market Gains for UK Finance Comparison Sites

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
confused.com	0.49%
keycurrency.co.uk	0.43%
quotezone.co.uk	0.38%
gocompare.com	0.28%
tiger.co.uk	0.2%
landc.co.uk	-0.17%
uswitch.com	-0.17%
lumonpay.com	-0.32%
currenciesdirect.com	-0.85%
torfx.com	-0.96%

Confused.com leads with a 0.49% click share rise, while torfx.com drops by 0.96%.

Campaign Efficiency

UK Finance Comparison Sites 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	confused.com	uswitch.com	gocompare.com	comparethemarket.com	moneysupermarket.com	quotezone.co.uk	keycurrency.co.uk	tiger.co.uk	currenciesdirect.com	torfx.com
2025/12/01	21.52%	18.3%	12.36%	11.92%	10.08%	2.22%	2.83%	0.59%	4%	1.95%
2025/12/02	21.07%	18.2%	12.11%	12.29%	8.97%	2.92%	2.71%	0.36%	4.4%	2.68%
2025/12/03	22.35%	18.49%	11.65%	12.28%	9.17%	2.79%	2.69%	0.65%	3.34%	2.66%
2025/12/04	21.3%	17.24%	12.22%	11.48%	9.18%	3.03%	2.86%	1.65%	3.73%	2.61%
2025/12/05	21.77%	16.74%	12.12%	11.88%	7.89%	2.25%	2.95%	0.37%	4.09%	4.11%
2025/12/06	23.21%	20.47%	13.31%	11.71%	8.5%	3.18%	1.85%	0.76%	2.34%	2.48%
2025/12/07	22.97%	18.73%	12.43%	12.16%	9.39%	2.51%	2.8%	0.43%	2.65%	2.54%
2025/12/08	23.31%	17.24%	13.08%	12.3%	10.11%	2.58%	2.45%	1.21%	1.9%	1.45%
2025/12/09	23.52%	18.3%	12.87%	12.1%	9.94%	2.14%	2.66%	1%	2.23%	1.99%
2025/12/10	22.02%	18.35%	13.19%	12.1%	8.88%	2.01%	2.75%	1.36%	2.8%	3.05%
2025/12/11	22.17%	19.97%	12.08%	11.65%	9.32%	2.6%	2.53%	0.93%	2.22%	2.62%
2025/12/12	21.95%	18.76%	12.21%	11%	8.68%	3.98%	2.56%	1.16%	2.06%	2.82%
2025/12/13	23.11%	20.06%	11.57%	10.61%	8.79%	3.49%	2.13%	1.42%	2.52%	2.7%
2025/12/14	22.39%	21.96%	11.73%	10.88%	9.43%	3.06%	2.25%	1.37%	2.26%	2.41%
2025/12/15	22.52%	18.56%	12.18%	11.65%	8.8%	2.48%	4.14%	1.42%	1.9%	2.05%
2025/12/16	22.32%	18.21%	11.97%	11.09%	9.23%	3.21%	3.84%	1.68%	2.35%	1.79%
2025/12/17	22.91%	18.11%	11.51%	12.21%	8.57%	3.71%	3.99%	0.57%	3.09%	2.05%
2025/12/18	21.96%	18.23%	12.29%	11.16%	8.5%	3.2%	3.38%	2.02%	2.71%	2.06%
2025/12/19	23.33%	19.66%	12.27%	11.55%	8.22%	3.8%	3.77%	1.6%	2.12%	1.42%
2025/12/20	23.01%	18.64%	12.4%	11.51%	7.39%	5.83%	2.77%	1.92%	1.9%	1.21%
2025/12/21	22.47%	18.11%	12.75%	11.08%	7.75%	4.31%	3.14%	3.21%	2.43%	1.2%
2025/12/22	22.79%	18.85%	12.12%	10.99%	7.73%	5.53%	3.66%	2.67%	0.93%	0.73%
2025/12/23	22.68%	18.14%	11.94%	11.92%	8.82%	4.72%	3.99%	1.88%	0.67%	0.54%
2025/12/24	23.26%	17.44%	11.8%	11.31%	9.12%	4.88%	3.81%	2.68%	0.79%	0.64%
2025/12/25	24.23%	18.38%	12.92%	10.97%	9.09%	3.71%	3.55%	2%	0.74%	1.21%
2025/12/26	23.79%	15.68%	12.37%	11.83%	9.38%	4.68%	3.3%	1.84%	0.92%	0.73%
2025/12/27	24.25%	18.52%	11.91%	11.81%	9.18%	5.11%	2.97%	1.94%	0.68%	0.61%
2025/12/28	23.73%	17.34%	12.7%	11.92%	9.43%	4.99%	3.36%	2.05%	0.85%	0.73%
2025/12/29	23.64%	19.3%	12.31%	11.82%	9.78%	4%	3.44%	1.72%	0.5%	0.28%
2025/12/30	24.63%	18.38%	12.33%	11.97%	9.38%	4.44%	3.31%	1.13%	0.54%	0.85%
2025/12/31	23.48%	19.72%	11.82%	11.79%	8.88%	4.53%	3.45%	1.91%	1.84%	1.67%

confused.com
uswitch.com
gocompare.com
comparethemarket.com
moneysupermarket.com
quotezone.co.uk
keycurrency.co.uk
tiger.co.uk
currenciesdirect.com
torfx.com

Confused.com led December with a steady rise, peaking at 24.63% on the 30th. Uswitch.com fluctuated, ending at 19.72%. Gocompare.com and Comparethemarket.com showed minor variations, while Moneysupermarket.com remained stable.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Finance Comparison Sites

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 UK Finance Comparison Sites - Last month

1
Compare the Market™ https://www.comparethemarket.com
Compare the Market™ Website — Compare & Switch With Confidence At The UK’s Largest & Most Trusted Comparison Website. From Car Insurance To Switching Your Internet Provider - Compare Cheap Deals Today.
2
Compare Insurance | Car, Home Insurance & More https://www.confused.com/
With over 20 years' experience, we're here to save you time & money. Get a quote online!
3
Go.Compare https://www.gocompare.com › cheap › insurance
Go Compare Cheap Insurance — Go.Compare™ & See If You Could Save When You Use Go.Compare™ To Find Your Insurance Cover
4
Get Cheaper Car Insurance | 97% Recommend Us, Let's Go! https://www.quotezone.co.uk/
Car Insurance Quotes from 120+ Providers. Compare and Save up to £518 Today. Lets Go!
5
Compare Car Insurance https://www.uswitch.com › car-insurance
Uswitch | Car Insurance — Uswitch is a free, impartial comparison service – we’re not affiliated to any one insurer. Simple ...

In the competitive world of comparison sites, “Compare the Market™” stands out with its promise of confidence and trust, while “Confused.com” leverages two decades of experience to save time and money. “Go.Compare” emphasizes potential savings, and “Quotezone” highlights extensive provider options and significant savings. “Uswitch” offers impartiality, ensuring unbiased comparisons.

Frequently Asked Questions

Why is the UK Finance Comparison Sites December 2025 Report useful and how should I use it?

Why is the UK Finance Comparison Sites December 2025 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 UK Finance Comparison Sites December 2025 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 UK Finance Comparison Sites December 2025 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 UK Finance Comparison Sites December 2025 Report?

The UK Finance Comparison Sites December 2025 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 UK Finance Comparison Sites December 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Finance Comparison Sites December 2025 Report for?

The UK Finance Comparison Sites December 2025 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.

Related reports

Finance

US Comparison Sites

AUS

Finance

UK Finance Comparison Sites - PPC Market Share Analysis December 2025

Comparison Sites – UK

Google AI Overview visibility for Finance Comparison Sites UK

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 UK Finance Comparison Sites brands

Share of Spend for the top 10 UK Finance Comparison Sites brands

Competitor Count for UK Finance Comparison Sites

Market Loss & Market Gains for UK Finance Comparison Sites

UK Finance Comparison Sites Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Finance Comparison Sites

Frequently Asked Questions

Why is the UK Finance Comparison Sites December 2025 Report useful and how should I use it?

Why is the UK Finance Comparison Sites December 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Finance Comparison Sites December 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Finance Comparison Sites December 2025 Report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Legal & General

Staysure

New Market Discovery for Towergate Insurance

Get the full picture

See this data specific to your brand performance

Related reports

US Comparison Sites

AUS Comparison Sites