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.

See more data

Share of Clicks - Last month
Domain	Share of clicks
aviva.co.uk	13.53
hl.co.uk	12.19
pensionbee.com	8.11
money.co.uk	6.05
loqbox.com	4.71
legalandgeneral.com	3.21
nationalpensionadvisors.co.uk	2.9
ajbell.co.uk	2.89
investec.com	2.57
mandg.com	2.29
others	41.55

In the PPC landscape, Aviva leads with 13.53% click share, followed by HL at 12.19%. PensionBee captures 8.11%, while ‘others’ dominate with 41.55%.

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.

See more data

Share of Spend - Last Month
Date	aviva.co.uk	nationalpensionadvisors.co.uk	pensionbee.com	hl.co.uk	legalandgeneral.com	ajbell.co.uk	money.co.uk	mypensionexpert.com	standardlife.co.uk	lv.com
2025/04/01	17.05%	2.51%	7.11%	17.7%	4.92%	1.96%	7.03%	1.44%	2.72%	1.64%
2025/04/02	17.96%	1.91%	6.55%	15.41%	5.43%	2.59%	6.02%	1.55%	2.35%	1.51%
2025/04/03	19.38%	2.39%	9.66%	16.45%	5.27%	3.2%	4.88%	1.41%	3.06%	1.28%
2025/04/04	17.42%	0.65%	8.5%	19.59%	5.09%	2.98%	6.05%	1.64%	2.95%	1.22%
2025/04/05	15.41%	0.1%	6.85%	23.26%	5.69%	3.21%	4.2%	1.02%	1.85%	1.8%
2025/04/06	14.51%	1.55%	10.32%	20.1%	5.6%	2.85%	5.11%	1.31%	2.69%	2.03%
2025/04/07	15.24%	2.52%	7.32%	17.7%	4.07%	3.32%	6.13%	1.9%	3.36%	1.83%
2025/04/08	16.2%	1.78%	7.07%	14.82%	4.21%	3.01%	5.05%	2.12%	3%	1.84%
2025/04/09	16.12%	2.23%	8.5%	15.14%	5.09%	3.05%	4.5%	2.25%	3.1%	1.77%
2025/04/10	20.67%	1.74%	6.92%	17.27%	3.94%	2.44%	5.98%	2.1%	2.47%	1.57%
2025/04/11	13.65%	6.29%	8%	16.87%	3.36%	2.83%	5.99%	2.28%	3.42%	1.61%
2025/04/12	13.33%	0.17%	6.68%	18.81%	5.9%	3.23%	6.43%	1.28%	2.51%	1.66%
2025/04/13	13.9%	3.18%	8.01%	17.12%	6.18%	1.93%	6.29%	1.37%	2.27%	1.67%
2025/04/14	11.44%	17.52%	7.74%	15.03%	3.6%	2.12%	5.64%	2.3%	2.83%	1.49%
2025/04/15	12.98%	2.06%	8.24%	14.81%	4.46%	2.61%	7.33%	2.93%	2.45%	1.72%
2025/04/16	12.08%	2.06%	7.4%	15.91%	3.78%	2.92%	7.83%	2.57%	1.87%	1.68%
2025/04/17	13.11%	1.18%	7.2%	14.91%	4.64%	2.37%	7.55%	2.83%	2.77%	1.33%
2025/04/18	13.65%	0.22%	9.67%	15.92%	6.51%	2.37%	7.94%	2.36%	1.79%	1.7%
2025/04/19	10.58%	0.12%	9.93%	15.85%	5.06%	2.26%	7.88%	1.61%	1.95%	2.3%
2025/04/20	13.54%	0.14%	10.57%	18.19%	5.31%	1.85%	8.51%	1.31%	2.64%	1.87%
2025/04/21	11.85%	2.06%	9.59%	9.7%	7.11%	1.84%	8.16%	2.32%	3.16%	2.17%
2025/04/22	10.67%	11.81%	8.35%	10.28%	5.68%	2.73%	7.69%	2.4%	2.09%	1.46%
2025/04/23	9.94%	14.63%	13.78%	8.48%	5.63%	2.56%	6.5%	2.05%	1.83%	1.44%
2025/04/24	12.1%	1.91%	8.7%	11.1%	6.58%	3.7%	7.19%	2.68%	2.42%	1.81%
2025/04/25	13.99%	9.42%	10.49%	11.17%	7.01%	3.99%	5.97%	2.15%	2.17%	1.38%
2025/04/26	15.92%	0.11%	13.76%	12.02%	6.93%	3.91%	6.66%	1.21%	2.2%	2.16%
2025/04/27	19.38%	0.11%	11.54%	11.38%	7.81%	5%	6.92%	1.55%	2.14%	1.93%
2025/04/28	17.87%	2.56%	10.44%	8.7%	6.01%	4.12%	6.41%	3.09%	2.29%	1.63%
2025/04/29	16.71%	2.35%	9.11%	10.71%	7.54%	3.15%	5.01%	2.33%	1.97%	1.74%
2025/04/30	16.05%	9.65%	9.29%	8.81%	5.35%	3.88%	3.66%	2.71%	2.23%	1.47%

April 2025 saw Aviva.co.uk’s PPC spend share fluctuate, peaking at 20.67% on April 10. NationalPensionAdvisors.co.uk experienced a significant spike on April 14, reaching 17.52%. PensionBee.com maintained a steady presence, while HL.co.uk’s share peaked at 23.26% on April 5. The month concluded with Aviva.co.uk leading, followed by HL.co.uk and PensionBee.com.

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.

See more data

Competitor Count - Last month
Date	Competitor Count
2025/04/01	372
2025/04/02	354
2025/04/03	379
2025/04/04	375
2025/04/05	360
2025/04/06	362
2025/04/07	357
2025/04/08	359
2025/04/09	350
2025/04/10	365
2025/04/11	360
2025/04/12	357
2025/04/13	356
2025/04/14	357
2025/04/15	358
2025/04/16	360
2025/04/17	357
2025/04/18	354
2025/04/19	375
2025/04/20	364
2025/04/21	371
2025/04/22	391
2025/04/23	383
2025/04/24	385
2025/04/25	369
2025/04/26	377
2025/04/27	370
2025/04/28	377
2025/04/29	383
2025/04/30	377

April began with 372 advertisers, fluctuating mid-month, peaking at 391 on April 22. The month concluded with 377 advertisers, indicating a stable yet dynamic landscape.

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.

See more data

Market Loss & Market Gains - Last month
Name	Market Trend
moneysavingexpert.com	3.12%
pensionbee.com	2.3%
mandg.com	1.89%
legalandgeneral.com	0.8%
money.co.uk	0.65%
ii.co.uk	-0.64%
moneysupermarket.com	-0.8%
hsbc.co.uk	-1.12%
aviva.co.uk	-2.12%
hl.co.uk	-4.78%

Moneysavingexpert.com surged by 3.12%, while hl.co.uk dropped by 4.78%. Pensionbee.com and mandg.com also saw positive gains.

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.

See more data

Date	nationalpensionadvisors.co.uk	pensionbee.com	aviva.co.uk	hl.co.uk	ajbell.co.uk	money.co.uk	ii.co.uk	mypensionexpert.com	mandg.com	moneyfarm.com
2025/04/01	3.07%	9.09%	11.4%	18.29%	2.19%	8.19%	1.08%	1.27%	0%	0.9%
2025/04/02	2.62%	8.24%	12.23%	15.4%	3.38%	6.1%	1.91%	1.6%	0%	0.67%
2025/04/03	3.58%	12.62%	11.72%	18.3%	4.45%	5.25%	1.46%	1.58%	0%	1.6%
2025/04/04	0.75%	11.04%	11.23%	21.35%	3.62%	7.12%	2.19%	1.64%	0%	0.95%
2025/04/05	0.1%	8.43%	10.04%	24.27%	4.28%	4.71%	3.75%	0.92%	0%	2.03%
2025/04/06	1.99%	11.38%	13.17%	19.83%	3.3%	5.55%	2.01%	1.2%	0%	1.75%
2025/04/07	2.95%	8.86%	10.62%	18.87%	3.88%	6.52%	3.19%	1.99%	0%	1.02%
2025/04/08	2.21%	8.9%	10.82%	14.67%	3.42%	5.35%	5.72%	2.33%	0%	0.95%
2025/04/09	2.99%	11.16%	10%	14.79%	3.58%	4.7%	2.49%	2.4%	0%	1.23%
2025/04/10	2.32%	8.91%	15.67%	17.55%	3.07%	6.96%	1.87%	2.2%	0%	1.26%
2025/04/11	6.97%	9.63%	8.41%	17.24%	3.48%	6.31%	1.34%	2.45%	1.75%	2.18%
2025/04/12	0.16%	7.94%	7.6%	19.52%	3.7%	6.95%	1.27%	1.17%	4.42%	3.35%
2025/04/13	4.11%	9.49%	8.24%	16.51%	2.47%	6.85%	1.64%	1.35%	4.38%	1.62%
2025/04/14	21.02%	9.24%	6.44%	14.98%	2.73%	5.51%	1.03%	2.16%	2.56%	1.61%
2025/04/15	2.53%	9.88%	7.41%	17.99%	3.53%	6.86%	0.68%	2.76%	2.67%	1.69%
2025/04/16	2.74%	9.07%	6.4%	14.9%	3.81%	8.69%	2.13%	2.54%	3.25%	2.62%
2025/04/17	1.6%	8.54%	6.98%	14.17%	3.17%	8.02%	2.1%	2.65%	4.68%	1.69%
2025/04/18	0.23%	12.32%	7.86%	16.3%	2.82%	9.01%	1.69%	2.36%	2.25%	1.76%
2025/04/19	0.11%	11.31%	6.16%	15.52%	2.64%	8.76%	1.03%	1.52%	3.81%	2.98%
2025/04/20	0.13%	12.75%	8.42%	19.62%	2.46%	9.24%	0.72%	1.21%	5.17%	2.29%
2025/04/21	2.91%	12.69%	7.41%	8.83%	2.91%	9.62%	0.86%	2.16%	3.58%	2.77%
2025/04/22	11.16%	10.37%	6.39%	9.45%	3.22%	8.98%	1.09%	2.49%	2.39%	2.47%
2025/04/23	17.57%	16.45%	5.63%	7.6%	3%	6.93%	0.64%	1.82%	2.07%	1.93%
2025/04/24	2.57%	11.2%	6.99%	9.71%	4.42%	7.54%	1.17%	2.89%	2.81%	1.88%
2025/04/25	10.6%	13.66%	8.96%	9.92%	4.88%	6.07%	1.27%	2.25%	1.9%	1.58%
2025/04/26	0.11%	18.07%	10.28%	11.13%	4.91%	7.42%	0.07%	1.08%	3.79%	1.98%
2025/04/27	0.11%	15.27%	13.59%	10.36%	5.71%	7.39%	0.07%	1.66%	5.97%	1.68%
2025/04/28	3.14%	13.08%	11.78%	7.64%	4.79%	6.72%	1.3%	3.3%	3.63%	1.2%
2025/04/29	3.08%	11.74%	10.6%	10.14%	4.11%	5.73%	2.75%	2.32%	2.85%	1.95%
2025/04/30	12.31%	11.86%	10.39%	7.45%	4.42%	3.73%	3.67%	2.87%	2.47%	1.6%

April saw dynamic shifts in PPC impressions. National Pension Advisors peaked mid-month, while PensionBee maintained steady growth. Aviva fluctuated, ending strong. Hargreaves Lansdown led early but dipped. AJ Bell and Money.co.uk showed consistent gains. The month concluded with varied performances across domains.

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.

See more data

1
Free Pension Finding https://www.ajbell.co.uk
Find Lost Pensions for Free — Start To Find And Combine Lost Pensions In Minutes. Capital At Risk. Pension Rules Apply
2
Hargreaves Lansdown - Awarded Best Buy Pension 2025 https://www.hl.co.uk/sipp
Open A Multi-Award Winning SIPP with Hargreaves Lansdown. SIPP Rules Apply. Risk Of Loss.
3
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.
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
Losing Track Of Your Pensions? https://www.pensionbee.com
Combine Your Old Pensions — PensionBee combines your old pensions into one new online plan. Capital at risk. 24/7 Live Balance.

In the competitive landscape of pension services, AJ Bell entices with free pension finding, while Hargreaves Lansdown highlights its award-winning SIPP. My Pension Choices offers personalized advice for substantial pension pots, and National Pension Advisors provides expert consultations. PensionBee simplifies by consolidating pensions into a single online plan.

Frequently Asked Questions

Why is the UK Finance Wealth Management April 2025 Report useful and how should I use it?

Why is the UK Finance Wealth Management April 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 Wealth Management April 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 Wealth Management April 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 Wealth Management April 2025 Report?

The UK Finance Wealth Management April 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 Wealth Management April 2025 Report aggregates data from across both device types and Google Shopping.
Who is this UK Finance Wealth Management April 2025 Report for?

The UK Finance Wealth Management April 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

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 is the UK Finance Wealth Management April 2025 Report useful and how should I use it?

Why is the UK Finance Wealth Management April 2025 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the UK Finance Wealth Management April 2025 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this UK Finance Wealth Management April 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 Wealth Management

UK Loans & Mortgages

US Loans & Mortgages

AUS Wealth Management