UK Finance Wealth Management - PPC Market Share Analysis April 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	17.38
hl.co.uk	10.75
money.co.uk	8.4
pensionbee.com	5.91
legalandgeneral.com	4.92
loqbox.com	3.52
ajbell.co.uk	2.95
standardlife.co.uk	2.17
hsbc.co.uk	1.82
investec.com	1.72
others	40.46

In the finance PPC landscape, Aviva leads with 17.38% click share, followed by HL at 10.75%. Others dominate with 40.46%, 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	aviva.co.uk	hl.co.uk	money.co.uk	pensionbee.com	nationalpensionadvisors.co.uk	legalandgeneral.com	standardlife.co.uk	ajbell.co.uk	lv.com	mypensionexpert.com
2025/03/01	19.88%	6.09%	8.06%	9.57%	0.15%	5.36%	5.57%	4.41%	1.46%	1.14%
2025/03/02	21.64%	6.22%	8.47%	11.19%	5.78%	3.17%	5.44%	3.12%	1.67%	1.5%
2025/03/03	19.81%	6.04%	8.34%	9.14%	3.45%	4.54%	4.74%	4%	1.16%	1.45%
2025/03/04	19.93%	7.25%	7.38%	10.34%	3.01%	4.55%	5.27%	3.04%	1.43%	1.24%
2025/03/05	19.64%	6.78%	9.88%	9.62%	2.71%	6.41%	4.03%	2.76%	1.09%	1.55%
2025/03/06	16.79%	8%	6.91%	7.52%	3.2%	6.6%	2.99%	2.35%	1.24%	1.55%
2025/03/07	16.28%	10.79%	6.93%	6.44%	0.9%	7.83%	4.26%	2.16%	1.14%	1.49%
2025/03/08	17.39%	11.1%	7.68%	5.6%	0.08%	10.64%	4.11%	1.96%	1.12%	0.86%
2025/03/09	18.96%	10.52%	9.39%	6.86%	2.98%	5.28%	4.22%	2.5%	1.08%	1.13%
2025/03/10	16.27%	11.32%	11.24%	6.29%	1.92%	6.64%	3.59%	2.99%	1.29%	1.79%
2025/03/11	15.87%	9.59%	9.98%	8.52%	2.8%	7.42%	3.94%	3.79%	1.05%	1.75%
2025/03/12	11.95%	11.12%	9.75%	5.94%	3.53%	7.99%	3.25%	3.41%	1.09%	1.51%
2025/03/13	12.89%	14.13%	10.56%	6.37%	2.49%	7.37%	3.22%	2.4%	1.01%	1.74%
2025/03/14	12.24%	15.61%	10.48%	7.58%	1.16%	6.94%	3.83%	3.07%	1.32%	1.71%
2025/03/15	13.27%	16.9%	11.03%	6.33%	0.1%	8%	4.86%	2.91%	1.01%	1.19%
2025/03/16	11.11%	14.76%	10.82%	6.72%	2.65%	8.39%	3.86%	3.02%	1.3%	1.39%
2025/03/17	13.64%	15.54%	9.18%	7.19%	3.14%	6.04%	4.31%	3.91%	0.93%	1.54%
2025/03/18	13.67%	16.24%	9.22%	6.1%	2.66%	7.28%	2.85%	2.48%	1.04%	1.36%
2025/03/19	15.02%	15.47%	9.99%	6.06%	2.74%	6.26%	3.97%	3.15%	1.12%	1.74%
2025/03/20	14.65%	16.91%	7.23%	5.23%	1.87%	6.78%	2.42%	2.9%	0.99%	1.53%
2025/03/21	12.83%	16.68%	7.29%	6.45%	1.3%	6.56%	2.48%	3.34%	1.45%	2.33%
2025/03/22	15.53%	17.75%	7.18%	7.05%	0.1%	6.61%	2.88%	3.66%	1.27%	1.14%
2025/03/23	14.49%	15.92%	7.74%	6.87%	0.11%	6.64%	3.66%	4.04%	1.16%	1.35%
2025/03/24	15.32%	13.98%	9.68%	6.88%	2.63%	6.28%	2.67%	4%	1%	1.75%
2025/03/25	14.61%	14.54%	8.03%	7.95%	3.11%	6.85%	2.79%	4.79%	1.2%	1.42%
2025/03/26	16.06%	14.48%	7.98%	7.95%	2.02%	5.4%	3.92%	3.68%	1.48%	1.59%
2025/03/27	18.86%	12.67%	12.2%	9.91%	3.38%	4.9%	2.67%	2.8%	1.13%	1.2%
2025/03/28	17.59%	17.4%	8.66%	8.75%	0.07%	4.52%	3.07%	2.1%	1.51%	1.18%
2025/03/29	17.91%	17.3%	10.14%	7.56%	0.05%	4.93%	3.9%	2.14%	1.12%	0.81%
2025/03/30	19.45%	16.76%	11.17%	9.1%	0.06%	3.98%	5.35%	1.92%	1.32%	1.08%
2025/03/31	17.14%	16.92%	7.69%	6.91%	6.54%	4.49%	2.28%	1.77%	0.96%	0.96%

March saw Aviva.co.uk’s spend share fluctuate, peaking early, then declining. HL.co.uk rose steadily, while Money.co.uk and Pensionbee.com showed mixed trends. Nationalpensionadvisors.co.uk ended with a notable spike.

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
2025/03/01	496
2025/03/02	490
2025/03/03	476
2025/03/04	474
2025/03/05	487
2025/03/06	480
2025/03/07	485
2025/03/08	465
2025/03/09	460
2025/03/10	466
2025/03/11	465
2025/03/12	455
2025/03/13	450
2025/03/14	455
2025/03/15	444
2025/03/16	443
2025/03/17	450
2025/03/18	444
2025/03/19	438
2025/03/20	431
2025/03/21	442
2025/03/22	434
2025/03/23	440
2025/03/24	430
2025/03/25	424
2025/03/26	440
2025/03/27	440
2025/03/28	427
2025/03/29	443
2025/03/30	415
2025/03/31	419

March saw a decline in distinct advertisers, starting at 496 and ending at 419, with fluctuations throughout.

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
hl.co.uk	3.57%
pensionbee.com	0.71%
fidelity.co.uk	0.66%
moneysavingexpert.com	0.64%
adviseme.co.uk	0.39%
vanguardinvestor.co.uk	-0.48%
charles-stanley.co.uk	-0.5%
money.co.uk	-0.61%
legalandgeneral.com	-1.04%
nutmeg.com	-1.33%

In the past month, hl.co.uk surged with a 3.57% click share increase, while nutmeg.com faced a decline of 1.33%.

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	hl.co.uk	aviva.co.uk	pensionbee.com	money.co.uk	nationalpensionadvisors.co.uk	moneysupermarket.com	ajbell.co.uk	standardlife.co.uk	legalandgeneral.com	charles-stanley.co.uk
2025/03/01	4.67%	18.88%	11.96%	8.73%	0.12%	0.36%	4.65%	5.49%	2.27%	1.57%
2025/03/02	4.46%	19.86%	13.19%	8.9%	7.81%	0.65%	3.83%	4.38%	1.24%	0.28%
2025/03/03	5.37%	16.99%	10.73%	8.07%	4.2%	0.42%	4.66%	2.91%	2.38%	1.1%
2025/03/04	6.08%	16.74%	12.25%	7.1%	3.93%	0.41%	3.52%	3.74%	2.44%	1.16%
2025/03/05	5.38%	15.52%	11.67%	10.84%	3.65%	1.42%	3.54%	3.09%	3.61%	0.65%
2025/03/06	7.04%	11.69%	8.55%	7.65%	4.07%	1.34%	2.97%	2.33%	3.17%	2.23%
2025/03/07	9.13%	12.77%	7.04%	7.08%	1.2%	1.4%	2.72%	3.11%	3.97%	2.83%
2025/03/08	10.08%	13.45%	6.19%	7.47%	0.08%	2.09%	2.42%	3.11%	6.89%	2.71%
2025/03/09	8.96%	14.53%	7.54%	9.35%	3.57%	0.72%	2.87%	3%	2.94%	3.68%
2025/03/10	9.86%	12.95%	7.06%	11.19%	2.41%	2.48%	3.52%	2.32%	3.9%	1.92%
2025/03/11	8.39%	11.93%	9.15%	10.63%	3.3%	1.01%	4.45%	3.09%	4.68%	1.74%
2025/03/12	10.58%	8.57%	6.23%	10.39%	4.17%	1.97%	4.01%	2.13%	4.27%	2.32%
2025/03/13	14.23%	8.93%	6.92%	10.68%	3.08%	2.01%	2.88%	2.05%	4.39%	2.01%
2025/03/14	16.24%	9.02%	8.21%	10.12%	1.66%	1.6%	3.46%	2.61%	2.83%	2.57%
2025/03/15	17.8%	9.2%	6.8%	11.51%	0.09%	1%	3.4%	3.66%	3.3%	4.04%
2025/03/16	14.75%	8.33%	7.22%	11.18%	3.35%	1.26%	3.65%	2.83%	3.66%	3.26%
2025/03/17	15.52%	10.25%	7.95%	9.09%	3.74%	1.55%	4.52%	3.37%	2.32%	2.01%
2025/03/18	15.71%	10.52%	6.95%	8.71%	3.12%	1.63%	3.03%	1.67%	2.93%	2.33%
2025/03/19	15.13%	11.59%	7.61%	9.73%	3.84%	1.28%	3.64%	3.24%	2.79%	1.57%
2025/03/20	17.62%	10.73%	5.88%	7.71%	2.59%	1.65%	3.48%	1.77%	3.43%	0.93%
2025/03/21	16.57%	8.62%	7.53%	7.65%	1.72%	1.47%	4.09%	1.51%	3.24%	1.42%
2025/03/22	17.4%	10.96%	7.91%	7.19%	0.1%	1.41%	4.34%	1.63%	3.66%	1.4%
2025/03/23	15.9%	10.12%	7.95%	7.84%	0.11%	1.65%	5.01%	2.08%	2.96%	1.66%
2025/03/24	12.97%	10.46%	8.21%	9.96%	3.2%	1.53%	4.85%	1.56%	3.54%	1%
2025/03/25	14.36%	10.23%	9.69%	7.66%	3.93%	1%	5.68%	1.63%	3.47%	0.31%
2025/03/26	14.36%	12.11%	9.37%	8.44%	2.77%	1.34%	4.52%	2.27%	2.36%	0.72%
2025/03/27	11.62%	14.91%	12.23%	12.21%	3.01%	1.13%	3%	1.48%	2.37%	0.72%
2025/03/28	17.43%	14.94%	10.1%	9.71%	0.06%	1.82%	2.68%	1.7%	1.94%	2.41%
2025/03/29	17.76%	13.99%	8.37%	10.18%	0.05%	2.08%	2.35%	2.67%	2.17%	1.49%
2025/03/30	17.73%	16.62%	10.67%	11.6%	0.06%	1.93%	2.43%	4.28%	1.47%	1.26%
2025/03/31	17.14%	14.14%	8.26%	7.87%	6.01%	2.64%	1.87%	1.72%	1.67%	0.52%

March saw hl.co.uk’s impression share rise from 4.67% to 17.14%. Aviva.co.uk started strong at 18.88%, ending at 14.14%. Pensionbee.com fluctuated, closing at 8.26%. Money.co.uk peaked mid-month, finishing at 7.87%. Nationalpensionadvisors.co.uk had a late surge, ending at 6.01%. Moneysupermarket.com grew steadily, closing at 2.64%. Ajbell.co.uk declined, ending at 1.87%. Standardlife.co.uk fluctuated, closing at 1.72%. Legalandgeneral.com saw a dip, ending at 1.67%. Charles-stanley.co.uk’s share decreased, finishing at 0.52%.

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
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
Our Top 10 Pension Plans https://www.money.co.uk › pensions
Low Cost Private Pensions — Compare Pensions including Award Winning Providers. View All Rates and Minimum Investments
3
Pension Calculator - Gov UK - Check your Pension pot? https://www.moneyhelper.org.uk
Use Our Free Calculator And Get Free Impartial Pension Guidance. Use Our Calculators.
4
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
5
PensionBee https://www.pensionbee.com
24/7 Live Pension Balance — PensionBee transfers your old pensions into one new online plan. Capital at risk. Take control of...

In the competitive landscape of pension-related PPC ads, AJ Bell stands out with its promise of free pension finding, emphasizing ease and speed. Money.co.uk highlights affordability and award-winning options, while MoneyHelper.org.uk offers free, impartial guidance. National Pension Advisors focuses on expert advice, and PensionBee promotes seamless pension consolidation.

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UK Finance Wealth Management - PPC Market Share Analysis April 2025

Share of Clicks for top 10 UK Finance Wealth Management brands

Share of Spend for the top 10 UK Finance Wealth Management brands

Competitor Count for UK Finance Wealth Management

Market Loss & Market Gains for UK Finance Wealth Management

UK Finance Wealth Management Share of Impressions

Google Text Ad Copy Insights & Creative Trends for UK Finance Wealth Management

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this 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