Why is the UK Finance Comparison Sites April 2026 Report useful and how should I use it?

Why is the UK Finance Comparison Sites April 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 UK Finance Comparison Sites April 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 UK Finance Comparison Sites April 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 UK Finance Comparison Sites April 2026 Report?

The UK Finance Comparison Sites April 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 UK Finance Comparison Sites April 2026 Report aggregates data from across both device types and Google Shopping.

Who is this UK Finance Comparison Sites April 2026 Report for?

The UK Finance Comparison Sites April 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.

UK Finance Comparison Sites - PPC Market Share Analysis April 2026

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	15.7154309791
	84.2845690209

15%

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	71
	29

71%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	68%
Transactional	4%
Navigational	5%
Seasonal	0%
Local	3%
Problem Solving	10%

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.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
gocompare.com	29.71
comparethemarket.com	24.49
moneysupermarket.com	15.95
uswitch.com	10.04
confused.com	8.29
torfx.com	1.58
quotezone.co.uk	1.31
gocardless.com	1.19
keycurrency.co.uk	0.97
tiger.co.uk	0.9
others	5.57

gocompare.com - 29.71%
comparethemarket.com - 24.49%
moneysupermarket.com - 15.95%
uswitch.com - 10.04%
confused.com - 8.29%
torfx.com - 1.58%
quotezone.co.uk - 1.31%
gocardless.com - 1.19%
keycurrency.co.uk - 0.97%
tiger.co.uk - 0.9%
others - 5.57%

In the PPC landscape, GoCompare leads with 29.71% click share, followed by CompareTheMarket at 24.49%. Others collectively hold 5.57%, 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	confused.com	comparethemarket.com	uswitch.com	moneysupermarket.com	quotezone.co.uk	torfx.com	keycurrency.co.uk	tiger.co.uk	forbes.com
2026/04/01	29.28%	14.42%	17.94%	11.55%	14.33%	2.48%	0.7%	0.63%	1.41%	0.73%
2026/04/02	28.08%	14.4%	17.65%	10.91%	13.96%	3.29%	0.71%	0.79%	1.67%	0.61%
2026/04/03	31.67%	13.56%	16.58%	11.84%	13.01%	3.3%	0.01%	0.78%	1.94%	0.6%
2026/04/04	32.06%	14.75%	16.6%	11.05%	13.59%	2.32%	0.01%	0.65%	1.57%	0.32%
2026/04/05	30.04%	13.95%	17.89%	12.12%	13.46%	2.64%	0%	0.59%	1.27%	0.25%
2026/04/06	28.65%	13.98%	16.5%	13.37%	13.62%	3.05%	0.3%	0.74%	1.15%	0.43%
2026/04/07	30.82%	13.86%	15.8%	12.33%	12.77%	2.94%	0.98%	0.61%	1.44%	0.44%
2026/04/08	32.84%	15.59%	15.61%	10.47%	11.63%	2.57%	0.94%	0.47%	1.58%	0.47%
2026/04/09	30.87%	13.98%	16.24%	13.62%	12.51%	1.85%	1.1%	0.54%	1.88%	0.09%
2026/04/10	31.42%	13.49%	16.2%	12.71%	12.46%	2.29%	1.36%	1.19%	1.4%	0.27%
2026/04/11	32.09%	13.17%	15.45%	12.66%	13.04%	2.25%	0.74%	0.92%	1.64%	0.24%
2026/04/12	29.93%	15.22%	16.64%	12.34%	12.57%	1.57%	0.97%	0.57%	2.58%	0.17%
2026/04/13	32.19%	15.28%	16.93%	10.58%	12.34%	1.41%	1.23%	0.56%	1.91%	0.21%
2026/04/14	30.83%	13.6%	16.56%	12.17%	12.94%	1.35%	1.55%	0.5%	1.76%	0.67%
2026/04/15	29.9%	13.5%	15.97%	12.62%	13.97%	2.23%	1.53%	0.55%	1.23%	0.6%
2026/04/16	31.54%	14.19%	15.82%	11.78%	12.77%	2.14%	1.24%	0.62%	1.37%	0.72%
2026/04/17	34.21%	13.49%	15.01%	11.37%	13.4%	2.23%	0.73%	0.58%	1.73%	0.84%
2026/04/18	32.15%	14.59%	14.34%	11.01%	13.5%	2.71%	1.05%	0.68%	1.84%	1.12%
2026/04/19	30.65%	14.82%	15.54%	11.08%	13.57%	2.8%	1.01%	0.52%	1.78%	1.12%
2026/04/20	33.38%	14.04%	15.67%	11.18%	13.32%	1.91%	1.04%	0.47%	1.09%	1.04%
2026/04/21	29.48%	13.34%	17.09%	11.7%	14.64%	2.47%	1.71%	0.48%	1.39%	0.97%
2026/04/22	30.81%	14.11%	15.67%	12.25%	13.4%	3.29%	1.75%	0.65%	0.73%	0.69%
2026/04/23	31.55%	13.61%	14.67%	13.02%	13.72%	2.31%	1.57%	0.56%	1.4%	0.35%
2026/04/24	29.53%	15.14%	14.1%	12.86%	14.56%	2.1%	1.61%	0.73%	1.58%	0.68%
2026/04/25	27.93%	17.41%	13.09%	14.18%	13.74%	1.86%	1.97%	0.63%	0.91%	0.14%
2026/04/26	28.77%	15.91%	15.83%	12.94%	13.8%	2.76%	1.11%	0.58%	0.91%	0.06%
2026/04/27	28.96%	14.55%	15.08%	12.76%	15.02%	3.06%	0.83%	0.58%	1.01%	0.25%
2026/04/28	30.37%	14.22%	13.02%	14.07%	13.59%	4.64%	1.1%	0.75%	0.52%	0.19%
2026/04/29	32.42%	15.5%	13.71%	11.9%	13.47%	2.92%	1.51%	0.64%	0.29%	0.18%
2026/04/30	28.92%	15.16%	14.82%	13.45%	13.33%	3.33%	1.82%	1.07%	1.03%	0.07%

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

In April 2026, gocompare.com led with fluctuating spend shares, peaking mid-month. Confused.com and comparethemarket.com showed steady trends, while uswitch.com and moneysupermarket.com had moderate variations. Smaller players like quotezone.co.uk and torfx.com experienced minor shifts. 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
2026/04/01	292
2026/04/02	293
2026/04/03	293
2026/04/04	288
2026/04/05	289
2026/04/06	290
2026/04/07	294
2026/04/08	298
2026/04/09	300
2026/04/10	296
2026/04/11	288
2026/04/12	277
2026/04/13	287
2026/04/14	283
2026/04/15	300
2026/04/16	285
2026/04/17	283
2026/04/18	286
2026/04/19	280
2026/04/20	290
2026/04/21	281
2026/04/22	286
2026/04/23	271
2026/04/24	281
2026/04/25	270
2026/04/26	255
2026/04/27	274
2026/04/28	271
2026/04/29	277
2026/04/30	271

April began with 292 advertisers, peaking at 300 mid-month. A decline followed, ending at 271.

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.

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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
moneysupermarket.com	1.65%
torfx.com	0.69%
confused.com	0.37%
quotezone.co.uk	0.28%
gocardless.com	0.18%
currenciesdirect.com	-0.2%
lumonpay.com	-0.22%
tiger.co.uk	-0.29%
gocompare.com	-0.33%
comparethemarket.com	-2.06%

Moneysupermarket.com surged with a 1.65% click share increase, while comparethemarket.com faced a 2.06% decline.

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	torfx.com	tiger.co.uk	keycurrency.co.uk	moneyexpert.com
2026/04/01	25.91%	19.29%	10.67%	12.22%	8.6%	4.44%	2.16%	4.5%	1.92%	1.05%
2026/04/02	25.1%	19.05%	10.12%	11.25%	7.9%	6.08%	2.12%	4.88%	2.31%	0.95%
2026/04/03	25.37%	19.71%	11.75%	11.52%	7.45%	6.35%	0.01%	5.88%	2.4%	0.64%
2026/04/04	26.4%	19.94%	12.16%	11.63%	8.05%	4.77%	0.01%	4.79%	1.92%	1.45%
2026/04/05	25.62%	19.87%	11.51%	12.13%	8.58%	4.61%	0.01%	4.38%	1.86%	0.99%
2026/04/06	25.68%	21.94%	10.65%	10.4%	8.08%	5.06%	0.89%	3.37%	2.1%	1.57%
2026/04/07	24.96%	20.95%	10.81%	9.96%	6.85%	5.26%	2.98%	4.39%	1.7%	0.94%
2026/04/08	27.53%	18.29%	12.1%	10.61%	6.74%	4.23%	2.83%	5.11%	1.36%	0.87%
2026/04/09	25.87%	22.01%	11.29%	10.56%	7.02%	2.79%	3.27%	5.77%	1.51%	0.4%
2026/04/10	24.6%	22.23%	11.1%	10.14%	6.51%	4.28%	3.51%	4.18%	3.28%	0.51%
2026/04/11	25.39%	22.2%	11.39%	10.4%	6.9%	4.07%	2.12%	5.05%	2.5%	0.86%
2026/04/12	27.46%	21.22%	10.47%	10.42%	6.8%	2.55%	2.73%	7.32%	1.45%	1.15%
2026/04/13	27.43%	17.98%	12.47%	11.52%	7.19%	2.54%	3.43%	6.1%	1.6%	0.54%
2026/04/14	24.99%	19.92%	11.18%	10.49%	7.1%	2.18%	4.39%	5.23%	1.46%	1.3%
2026/04/15	24.43%	20.74%	11.38%	10.11%	7.66%	3.85%	4.33%	3.86%	1.61%	1.37%
2026/04/16	26.64%	20.48%	11.79%	10.32%	6.85%	3.66%	3.51%	3.99%	1.78%	1.36%
2026/04/17	27.04%	20.4%	12.82%	10.88%	7.9%	3.9%	2.01%	4.74%	1.72%	0.89%
2026/04/18	27.52%	18.6%	11.74%	9.55%	6.96%	5.44%	2.97%	5.6%	1.89%	0.56%
2026/04/19	27.66%	18.82%	11.01%	10.43%	7.41%	4.85%	2.77%	5.14%	1.46%	0.93%
2026/04/20	26.08%	19.91%	12.16%	10.51%	8.12%	4.08%	3.03%	3.54%	1.42%	1.11%
2026/04/21	25.76%	18.78%	11.12%	11.63%	7.8%	4.48%	4.65%	4.29%	1.31%	0.77%
2026/04/22	26.25%	19.77%	11.21%	10.2%	8.04%	5.1%	4.94%	2.24%	1.94%	0.44%
2026/04/23	25.15%	22.4%	11.49%	10.3%	7.46%	4.06%	4.39%	3.97%	1.56%	0.41%
2026/04/24	25.75%	21.75%	10.53%	9.31%	7.84%	4.23%	3.88%	4.66%	2.07%	0.82%
2026/04/25	28.63%	23.18%	9.49%	8.49%	7.43%	3.09%	5.05%	2.58%	1.74%	1.23%
2026/04/26	26.75%	22.68%	10.71%	10.81%	8.01%	4.89%	3.2%	2.62%	1.63%	0.95%
2026/04/27	26.03%	22.45%	10.9%	10.11%	8.38%	5.03%	2.35%	3.06%	1.62%	1.12%
2026/04/28	25.47%	24.08%	11.65%	8.32%	7.44%	7.64%	3.15%	1.24%	2.07%	0.54%
2026/04/29	27.55%	21.13%	11.56%	9.46%	7.59%	6.33%	4.07%	1.05%	1.67%	0.92%
2026/04/30	26.99%	23.82%	9.53%	9.11%	6.51%	5.67%	4.16%	3.14%	2.9%	0.28%

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

Confused.com led April with fluctuating impressions, peaking at 28.63%. Uswitch.com followed, ending strong at 23.82%. Gocompare.com and Comparethemarket.com saw declines, while Torfx.com and Keycurrency.co.uk showed growth.

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™ - Compare Cheap Insurance Deals https://www.comparethemarket.com
From Car Insurance To Switching Your Internet Provider - Compare Cheap Deals Today.
2
Compare UK Insurance Quotes - Car, Home Insurance & More https://www.confused.com/
Find our cheapest insurance quotes from some of the best brands in the market.
3
Go.Compare https://www.gocompare.com
Go.Compare™ - Official Site — Go.Compare Insurance for London. Compare Car Insurance & More. Save Time & Money Today!
4
MoneySuperMarket https://www.moneysupermarket.com
Compare And Super Save Today — Earn Up to £20 On A Qualifying Product You Buy & We’ll Even Price Match, T&Cs Apply. Helping...
5
Compare Car Insurance | Save up to £529 on Your Quote https://www.uswitch.com
Simple & Speedy Car Insurance Comparison. Get Car Insurance Quotes In Just A Few Minutes.

In the competitive world of insurance comparison, five giants dominate Google’s PPC landscape. Comparethemarket.com entices with a broad spectrum of deals, from car insurance to internet providers. Confused.com highlights affordability with quotes from top brands. Go.Compare focuses on London, promising savings in time and money. MoneySuperMarket offers a price match guarantee, adding a financial incentive. Lastly, Uswitch emphasizes speed and simplicity, ensuring quick car insurance quotes. Each ad uniquely appeals to cost-conscious consumers seeking efficiency and value.

Frequently Asked Questions

Why is the UK Finance Comparison Sites April 2026 Report useful and how should I use it?

Why is the UK Finance Comparison Sites April 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 UK Finance Comparison Sites April 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 UK Finance Comparison Sites April 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 UK Finance Comparison Sites April 2026 Report?

The UK Finance Comparison Sites April 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 UK Finance Comparison Sites April 2026 Report aggregates data from across both device types and Google Shopping.
Who is this UK Finance Comparison Sites April 2026 Report for?

The UK Finance Comparison Sites April 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.

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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 April 2026 Report useful and how should I use it?

Why is the UK Finance Comparison Sites April 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Finance Comparison Sites April 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Finance Comparison Sites April 2026 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

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