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UK Finance Wealth Management - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 UK 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
Domain Share of clicks
aviva.co.uk 13.14
pensionbee.com 9.83
hl.co.uk 8.15
money.co.uk 6.01
moneysavingexpert.com 5.69
nationalpensionadvisors.co.uk 4.52
loqbox.com 4.24
legalandgeneral.com 3.27
ajbell.co.uk 3.18
mypensionexpert.com 2.43
others 39.54

Copyright © Adthena. All rights reserved.

Aviva.co.uk leads with 13.14% click share, followed by Pensionbee.com at 9.83%. ‘Others’ dominate with 39.54%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK 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
Date pensionbee.com aviva.co.uk hl.co.uk legalandgeneral.com money.co.uk ajbell.co.uk mypensionexpert.com standardlife.co.uk ii.co.uk nationalpensionadvisors.co.uk
2025/05/01 9.9% 16.83% 8.79% 4.93% 5.77% 3.62% 2.59% 2.2% 1.27% 8.78%
2025/05/02 13.97% 15.41% 6.78% 4.27% 6.3% 4.05% 2.87% 2.95% 2.94% 1.86%
2025/05/03 10.94% 17.56% 7.63% 5.41% 6.43% 4.35% 2.06% 2.65% 4.65% 0.16%
2025/05/04 10.8% 16.51% 6.84% 5.14% 7.16% 4.63% 1.77% 3.64% 4.23% 0.15%
2025/05/05 10.71% 16.26% 6.47% 5.64% 7.07% 4.69% 1.78% 3.02% 3.83% 2.11%
2025/05/06 9.87% 15.04% 7.33% 4.8% 6.59% 4.57% 3.51% 3.16% 3.67% 3.09%
2025/05/07 9.12% 14.7% 8.2% 3.52% 6.59% 3.45% 3.07% 3.01% 3.67% 2.98%
2025/05/08 9.48% 13.17% 8.49% 3.42% 7.26% 3.87% 2.4% 2.61% 2.99% 6.53%
2025/05/09 10.8% 13.89% 8.37% 4.01% 7.98% 3.12% 2.75% 2.45% 2.66% 1.21%
2025/05/10 10.72% 19.66% 7.95% 5.26% 7.19% 4.15% 1.74% 3.24% 0.44% 0.15%
2025/05/11 10.29% 13.31% 6.91% 5.8% 6.81% 3.24% 1.85% 2.22% 0.34% 15.87%
2025/05/12 11.54% 12.88% 9.6% 3.7% 6.35% 3.72% 3.18% 2.47% 1.97% 10.82%
2025/05/13 9.05% 12.83% 11.28% 4% 6.45% 2.83% 3.25% 2.36% 1.99% 8.04%
2025/05/14 9.17% 14.06% 12.74% 3.68% 7.19% 3.21% 3.44% 3.23% 1.89% 2.97%
2025/05/15 10.7% 15.41% 13.83% 4.18% 5.89% 3.28% 3.23% 2.88% 2.01% 3.59%
2025/05/16 12.85% 15.14% 13.75% 4.69% 7.36% 3.51% 3.2% 2.88% 1.46% 1.37%
2025/05/17 11.4% 17.01% 14.45% 6.39% 6.53% 3.14% 2.3% 3.88% 1.02% 0.36%
2025/05/18 11.29% 16.38% 11.91% 6% 7.22% 2.78% 2.28% 3.44% 0.87% 4.95%
2025/05/19 9.05% 13.47% 10.56% 4.92% 5.93% 2.99% 3.15% 4.03% 0.96% 17.4%
2025/05/20 10.9% 15.54% 10.76% 6.22% 5.52% 3.59% 3.46% 5.38% 1.19% 3.81%
2025/05/21 10.76% 15.14% 11.13% 6% 6.35% 3.71% 2.88% 6.17% 1.1% 3.83%
2025/05/22 11.58% 13.75% 9.99% 5.46% 4.91% 2.51% 2.56% 2.32% 0.75% 15.23%
2025/05/23 10.74% 18.45% 11.27% 6.57% 6.83% 3.52% 2.79% 1.56% 1.53% 2.16%
2025/05/24 10% 18.9% 13.09% 7.21% 8.32% 3.76% 2.45% 1.29% 1.08% 0.24%
2025/05/25 12.98% 19.7% 12.32% 8.06% 7.91% 4.01% 2.5% 1.27% 1.09% 0.3%
2025/05/26 12.54% 17.08% 10.57% 5.87% 4.84% 3.83% 2.3% 1.09% 1.06% 13.64%
2025/05/27 14.65% 16.4% 10.12% 5.73% 5.65% 3.68% 3.28% 1.38% 1.23% 4.1%
2025/05/28 14.23% 14.77% 10.4% 7.67% 4.63% 4.03% 3.38% 1.65% 1.14% 4.43%
2025/05/29 13.55% 18.19% 11.2% 6.62% 5.06% 4.51% 3.11% 0.99% 1.35% 3.71%
2025/05/30 13.67% 17.03% 10.9% 7.1% 4.85% 3.72% 2.87% 1.18% 0.98% 1.59%
2025/05/31 25.32% 15.55% 9.41% 6.19% 4.66% 3.24% 2.26% 1.49% 1.06% 0.19%

Copyright © Adthena. All rights reserved.

In May 2025, Pensionbee.com saw a dramatic rise, peaking at 25.32% on the 31st. Aviva.co.uk maintained a steady presence, while Nationalpensionadvisors.co.uk experienced significant fluctuations, ending at 0.19%.

Market Exposure

Competitor Count for UK 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
Date Competitor Count
2025/05/01 371
2025/05/02 362
2025/05/03 366
2025/05/04 368
2025/05/05 370
2025/05/06 377
2025/05/07 387
2025/05/08 379
2025/05/09 376
2025/05/10 377
2025/05/11 376
2025/05/12 380
2025/05/13 388
2025/05/14 395
2025/05/15 386
2025/05/16 382
2025/05/17 378
2025/05/18 385
2025/05/19 383
2025/05/20 370
2025/05/21 364
2025/05/22 351
2025/05/23 334
2025/05/24 346
2025/05/25 339
2025/05/26 352
2025/05/27 342
2025/05/28 344
2025/05/29 352
2025/05/30 356
2025/05/31 351

Copyright © Adthena. All rights reserved.

May began with 371 advertisers, peaking at 395 mid-month. A decline followed, ending at 351. The month showcased dynamic shifts, reflecting competitive fluctuations.

Campaign Efficiency

Market Loss & Market Gains for UK 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
Name Market Trend
aviva.co.uk 3.53%
pensionbee.com 2.43%
loqbox.com 1.82%
nationalpensionadvisors.co.uk 1.23%
legalandgeneral.com 1.15%
money.co.uk -0.91%
hl.co.uk -0.99%
mypensionchoices.com -1.09%
trading212.com -1.58%
moneysavingexpert.com -5.37%

Copyright © Adthena. All rights reserved.

Aviva.co.uk surged with a 3.53% click share increase, while moneysavingexpert.com dropped by 5.37%. Pensionbee.com and loqbox.com also saw positive gains, contrasting with declines for trading212.com and others.

Campaign Efficiency

UK 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 pensionbee.com aviva.co.uk hl.co.uk money.co.uk ajbell.co.uk mypensionexpert.com pensionsadviceuk.com mypensionchoices.com ii.co.uk nationalpensionadvisors.co.uk
2025/05/01 12.65% 11.76% 8.08% 6.8% 4.38% 2.74% 2.1% 0.99% 1.37% 9.67%
2025/05/02 17.87% 10.23% 6.51% 7.01% 4.31% 2.79% 1.99% 1.54% 3.04% 2.57%
2025/05/03 13.46% 12.28% 7.31% 6.42% 5.47% 1.98% 1.96% 1.79% 5.14% 0.17%
2025/05/04 13.06% 10.47% 5.36% 8.25% 5.62% 1.85% 1.86% 1.69% 4.36% 0.15%
2025/05/05 12.62% 11.31% 6.07% 7.37% 5.46% 1.72% 1.87% 2.77% 3.91% 2.72%
2025/05/06 11.59% 9.82% 7.06% 6.93% 5.02% 3.58% 2.43% 2.11% 3.72% 3.93%
2025/05/07 10.59% 8.64% 9.36% 6.62% 4.07% 3.3% 2.06% 2.92% 3.42% 3.69%
2025/05/08 10.46% 8.02% 8.75% 6.98% 4.37% 2.27% 1.88% 2.88% 2.82% 9.8%
2025/05/09 12.63% 8.71% 9.07% 8.1% 3.77% 2.91% 2.11% 2.52% 2.62% 1.58%
2025/05/10 12.7% 15.4% 8.99% 7.24% 4.71% 1.85% 2.31% 3.07% 0.35% 0.14%
2025/05/11 11.91% 8.39% 6.5% 6.75% 3.83% 1.71% 1.96% 3.27% 0.25% 20.29%
2025/05/12 13.96% 7.86% 8.62% 6.05% 3.94% 4.17% 1.77% 2.27% 1.75% 14.08%
2025/05/13 10.74% 8% 10.83% 6.37% 3.12% 3.36% 2.21% 1.96% 1.9% 9.81%
2025/05/14 11.16% 9.19% 12.86% 7.18% 3.95% 3.66% 2.26% 1.59% 1.81% 3.53%
2025/05/15 13.05% 11.39% 14.57% 5.86% 3.64% 3.47% 2% 1.36% 1.9% 4.6%
2025/05/16 17.49% 11.68% 14.09% 6.73% 3.98% 3.26% 1.83% 1.6% 1.34% 1.86%
2025/05/17 15.72% 14.3% 14.56% 7.2% 3.65% 2.41% 1.69% 1.68% 0.93% 0.38%
2025/05/18 15.01% 12.65% 12.03% 7.9% 3.21% 2.34% 1.48% 1.77% 0.73% 7.05%
2025/05/19 11.55% 9.86% 9.67% 6.25% 3.21% 3.59% 1.06% 1.12% 0.88% 21.41%
2025/05/20 14.7% 11.94% 10.9% 5.42% 4.37% 3.7% 2.05% 0.89% 1.17% 5.46%
2025/05/21 14.82% 11.57% 10.93% 6.94% 4.48% 3.2% 1.95% 0.89% 1.01% 5.61%
2025/05/22 15.35% 10.84% 10.05% 4.08% 2.64% 2.69% 1.24% 0.43% 0.65% 18.48%
2025/05/23 14.59% 15.05% 10.74% 6.54% 4.07% 3.06% 2.11% 1.01% 1.53% 3.27%
2025/05/24 13.3% 15.15% 13.17% 8.91% 4.46% 2.48% 1.86% 1.16% 1.07% 0.24%
2025/05/25 17.96% 16.61% 12.56% 8.6% 4.27% 3.28% 1.27% 0.75% 1.06% 0.29%
2025/05/26 16.52% 12.7% 9.68% 3.91% 3.83% 2.29% 1.33% 0.59% 1.01% 19.69%
2025/05/27 20.13% 13.3% 9.54% 5.07% 4.53% 3.93% 1.21% 0.78% 1.2% 5.64%
2025/05/28 19.84% 11.95% 10.19% 4.42% 5% 3.68% 0.76% 0.97% 1.14% 6.56%
2025/05/29 18.91% 13.93% 10.78% 4.42% 4.9% 3.67% 0.95% 1.08% 1.45% 5.21%
2025/05/30 18.08% 13.61% 10.27% 4.33% 3.9% 3.2% 0.92% 0.93% 1% 2.11%
2025/05/31 29.86% 11.49% 8.79% 4.74% 3.31% 2.81% 1.63% 1.08% 0.99% 0.19%

Copyright © Adthena. All rights reserved.

Pensionbee.com dominated May, peaking at 29.86% on the 31st. Aviva.co.uk fluctuated, ending at 11.49%. Nationalpensionadvisors.co.uk saw a dramatic rise mid-month, but closed at 0.19%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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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  1. 1
    Free Pension Finding - Find Lost Pensions for Free https://www.ajbell.co.uk

    Start To Find And Combine Lost Pensions In Minutes. Capital At Risk. Pension Rules Apply

  2. 2
    Open a Pension Today | Start With Just £25 a Month https://www.aviva.co.uk › pension

    Capital at risk. Invest with a pension that puts you in control of your future. Invest in a wide...

  3. 3
    Awarded Best Buy Pension 2025 - Invest From £25 A Month https://www.hl.co.uk/

    Open A Multi-Award Winning SIPP with Hargreaves Lansdown. SIPP Rules Apply. Risk Of Loss. Join...

  4. 4
    Pension Pot Of £50k+? - Help Calculating Pension 2025 https://www.mypensionchoices.com › pension › calculator

    Get Advice To Secure The Highest Income From Your Pension. Book A Free Consultation Today.

  5. 5
    UK Pension Advice Service | Book Free Pension Appointment https://www.nationalpensionadvisors.co.uk › official

    Book Your Appointment To Receive Expert Pension Advice From Our Experienced Advisors Today

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google PPC, AJ Bell entices with free pension finding, while Aviva and Hargreaves Lansdown emphasize affordable pension investments starting at £25. My Pension Choices and National Pension Advisors focus on personalized advice, offering free consultations to secure financial futures.

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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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