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UK Finance Wealth Management - PPC Market Share Analysis May 2026

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.

Wealth Management – UK

Google AI Overview visibility for Finance Wealth Management UK

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency Percentage
Frequency 31.3901941717
68.6098058283
31%

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 50
50
50%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 15%
Transactional 1%
Navigational 5%
Seasonal 0%
Local 0%
Problem Solving 33%

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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
Share of Clicks - Last month
Domain Share of clicks
aviva.co.uk 14.35
hl.co.uk 11.75
pensionbee.com 7.53
money.co.uk 7.09
loqbox.com 4.1
ajbell.co.uk 3.72
mypensionchoices.com 3.46
jpmorgan.com 2.95
legalandgeneral.com 2.13
mypensionexpert.com 1.98
others 40.94
  • aviva.co.uk - 14.35%
  • hl.co.uk - 11.75%
  • pensionbee.com - 7.53%
  • money.co.uk - 7.09%
  • loqbox.com - 4.1%
  • ajbell.co.uk - 3.72%
  • mypensionchoices.com - 3.46%
  • jpmorgan.com - 2.95%
  • legalandgeneral.com - 2.13%
  • mypensionexpert.com - 1.98%
  • others - 40.94%

Copyright © Adthena. All rights reserved.

In the PPC landscape, Aviva leads with 14.35% click share, followed by HL at 11.75%. Others dominate with 40.94%, showcasing 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
Share of Spend - Last Month
Date hl.co.uk pensionbee.com aviva.co.uk money.co.uk ajbell.co.uk uswitch.com legalandgeneral.com mypensionexpert.com mypensionchoices.com standardlife.co.uk
2026/05/01 20.14% 8.56% 22.22% 2.55% 3.75% 0.31% 2.2% 2.21% 1.7% 3.59%
2026/05/02 22.35% 8.17% 23.43% 2.24% 3.28% 0.34% 2.54% 2.11% 1.9% 3.69%
2026/05/03 22.37% 7.84% 22.76% 3.34% 4.67% 0.36% 2.77% 1.62% 2.8% 2.87%
2026/05/04 21.51% 6.79% 22.81% 2.69% 4.53% 0.37% 2.76% 1.28% 2.54% 2.54%
2026/05/05 22.64% 9.21% 17.28% 1.9% 4.81% 1.03% 2.55% 1.86% 2.99% 2.36%
2026/05/06 22.5% 12.97% 14.95% 2.31% 4.04% 1% 3.01% 1.41% 3.03% 2.37%
2026/05/07 21.98% 12.23% 16.59% 2.13% 5.1% 0.36% 3.03% 1.97% 2.43% 2.91%
2026/05/08 20.66% 12.81% 15.75% 1.79% 4.93% 0.61% 2.99% 1.91% 2.7% 3.1%
2026/05/09 24.2% 12.36% 14.47% 2.76% 5.89% 1.33% 2.67% 1.41% 3.1% 3.02%
2026/05/10 24.79% 9.15% 14.02% 2.04% 6.87% 1.1% 2.85% 1.62% 3.4% 2.76%
2026/05/11 22.03% 12.56% 12.27% 5.44% 3.28% 3.75% 2.94% 1.52% 2.92% 2.39%
2026/05/12 19.2% 15.98% 11.24% 6.2% 2.49% 5.49% 2.82% 1.42% 2.92% 1.86%
2026/05/13 19.28% 14.71% 12.19% 5.42% 3.34% 3.41% 2.22% 1.6% 3.24% 2.35%
2026/05/14 19.29% 13.36% 13.62% 6.38% 2.92% 4.35% 2.09% 1.8% 3.37% 1.72%
2026/05/15 20.64% 12.79% 15.73% 1.78% 4.92% 0.61% 2.99% 1.91% 2.69% 3.1%
2026/05/16 18.11% 12.77% 12.21% 8.76% 4.67% 5.4% 2.43% 1.85% 3.2% 2.63%
2026/05/17 18.86% 12.54% 11.47% 7.32% 4.97% 3.92% 2.64% 2.22% 3.12% 2.58%
2026/05/18 18.38% 12.22% 12.56% 6.57% 4.5% 2.9% 2.11% 1.96% 2.91% 3.07%
2026/05/19 19.3% 13.6% 14.26% 6.08% 3.44% 3.35% 2.28% 1.83% 2.98% 1.89%
2026/05/20 19.19% 12.89% 13.32% 7.67% 2.74% 4.26% 2.11% 1.62% 2.72% 1.82%
2026/05/21 18.53% 12.66% 12.69% 9.27% 3.95% 4.05% 2.23% 1.9% 2.4% 1.35%
2026/05/22 19.55% 12.53% 11.45% 9.67% 4.89% 3.86% 1.82% 2.04% 2.26% 1.33%
2026/05/23 21.62% 12.33% 12.48% 7.71% 5.31% 2.92% 0.43% 2.34% 2.59% 1.36%
2026/05/24 21.06% 12.12% 13.27% 7.7% 6.36% 2.83% 0.5% 2.69% 0.4% 1.48%
2026/05/25 20.47% 10.43% 16.99% 6.63% 4.6% 3.07% 0.33% 1.66% 2.74% 1.04%
2026/05/26 18.08% 10.4% 16.41% 7.44% 4.44% 3.28% 1.49% 2.03% 2.44% 0.88%
2026/05/27 18.39% 11.57% 16.44% 7.04% 4.52% 2.79% 1.75% 2.13% 1.68% 0.74%
2026/05/28 17.5% 11.56% 16.78% 7.18% 5.3% 2.67% 1.93% 2.27% 1.33% 0.76%
2026/05/29 18.5% 12.49% 17.72% 5.92% 6.04% 1.95% 2.38% 2.12% 1.11% 0.99%
2026/05/30 18.34% 12.73% 14.07% 7.78% 5.84% 3.94% 2.64% 1.7% 1.16% 0.91%
2026/05/31 18.42% 12.68% 11.97% 9.65% 5.92% 3.41% 1.99% 1.48% 0.63% 0.29%
  • hl.co.uk
  • pensionbee.com
  • aviva.co.uk
  • money.co.uk
  • ajbell.co.uk
  • uswitch.com
  • legalandgeneral.com
  • mypensionexpert.com
  • mypensionchoices.com
  • standardlife.co.uk

Copyright © Adthena. All rights reserved.

In May 2026, hl.co.uk led with fluctuating spend, peaking mid-month. Pensionbee.com saw a steady rise, while aviva.co.uk’s spend decreased. Money.co.uk and ajbell.co.uk showed varied trends. The month ended with diverse spending patterns.

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
Competitor Count - Last month
Date Competitor Count
2026/05/01 298
2026/05/02 283
2026/05/03 298
2026/05/04 297
2026/05/05 310
2026/05/06 297
2026/05/07 311
2026/05/08 314
2026/05/09 296
2026/05/10 305
2026/05/11 337
2026/05/12 358
2026/05/13 347
2026/05/14 371
2026/05/15 314
2026/05/16 368
2026/05/17 357
2026/05/18 368
2026/05/19 356
2026/05/20 355
2026/05/21 370
2026/05/22 370
2026/05/23 351
2026/05/24 364
2026/05/25 373
2026/05/26 377
2026/05/27 362
2026/05/28 364
2026/05/29 372
2026/05/30 374
2026/05/31 370

Copyright © Adthena. All rights reserved.

May began with 298 advertisers, fluctuating slightly before surging mid-month to 371. The month concluded with a strong presence of 370 advertisers, indicating robust competition.

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
Market Loss & Market Gains - Last month
Name Market Trend
money.co.uk 2.69%
moneyfarm.com 1.07%
comparepensionannuity.co.uk 0.77%
lv.com 0.66%
nationwide.co.uk 0.49%
royallondon.com -0.45%
standardlife.co.uk -0.58%
loqbox.com -0.93%
legalandgeneral.com -0.98%
mypensionchoices.com -1.73%

Copyright © Adthena. All rights reserved.

In the past month, money.co.uk surged with a 2.69% click share increase, while mypensionchoices.com faced a 1.73% decline.

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 pensionbee.com money.co.uk aviva.co.uk nationalpensionadvisors.co.uk ajbell.co.uk uswitch.com mypensionexpert.com mypensionchoices.com scottishfriendly.co.uk
2026/05/01 16.29% 7.47% 2.75% 17.08% 2.9% 4.1% 0.37% 2.26% 2.6% 1.56%
2026/05/02 17.74% 7.67% 2.85% 19.72% 0.15% 3.76% 0.23% 2.24% 2.76% 1.95%
2026/05/03 17.51% 7.08% 3.89% 18.89% 0.12% 5.35% 0.37% 1.54% 3.81% 1.31%
2026/05/04 16.11% 6.58% 3.41% 18.92% 4.04% 4.8% 0.27% 1.07% 3.77% 2.5%
2026/05/05 17.85% 8.76% 2.14% 13.43% 2.62% 4.91% 0.81% 2.06% 4.59% 3.06%
2026/05/06 17.93% 12.21% 2.66% 13.09% 2.3% 4.55% 0.81% 1.25% 4.45% 1.01%
2026/05/07 17.4% 12.59% 2.8% 14.48% 1.5% 5.03% 0.31% 1.95% 3.56% 1.66%
2026/05/08 16.9% 12.44% 1.65% 12.27% 3.2% 4.92% 0.49% 1.89% 3.93% 1.35%
2026/05/09 20.2% 14.51% 2.63% 12.32% 0.09% 5.27% 0.98% 1.35% 4.27% 1.81%
2026/05/10 22.24% 8.43% 2.35% 11.48% 5.37% 5.12% 0.88% 1.38% 4.74% 2.23%
2026/05/11 18.17% 12.93% 6.27% 8.72% 3.73% 3.55% 2.83% 1.4% 4.28% 1%
2026/05/12 14.67% 17.72% 7.05% 8.09% 3.35% 2.75% 3.92% 1.33% 3.96% 1.05%
2026/05/13 15.55% 14.96% 6.51% 9.14% 4.57% 2.89% 2.65% 1.52% 4.45% 2.49%
2026/05/14 15.64% 12.58% 7.46% 11.04% 5.16% 2.78% 3.65% 2.35% 4.83% 1.48%
2026/05/15 16.9% 12.44% 1.65% 12.27% 3.2% 4.92% 0.49% 1.89% 3.93% 1.35%
2026/05/16 14.36% 12.07% 10.88% 9.67% 0.11% 3.63% 4.2% 1.81% 4.84% 2.17%
2026/05/17 14.98% 11.94% 8.63% 9.23% 6.16% 3.98% 2.88% 2.09% 4.39% 1.82%
2026/05/18 14.6% 12.02% 8.06% 9.63% 4.97% 3.82% 2.26% 2.07% 4.18% 1.48%
2026/05/19 15.32% 13.01% 6.06% 12.75% 4.1% 3.14% 2.76% 1.8% 3.88% 2.2%
2026/05/20 15.4% 12.38% 9.06% 10.65% 5.48% 2.71% 3.6% 1.59% 3.54% 0.97%
2026/05/21 14.56% 11.74% 12.07% 9.93% 4.21% 3.09% 3.03% 1.94% 3.03% 1.72%
2026/05/22 15.66% 11.53% 11.35% 9.1% 0.16% 3.88% 2.92% 1.99% 2.95% 2.65%
2026/05/23 18.46% 11.17% 8.71% 9.47% 0.16% 4.24% 2.21% 2.49% 3.28% 1.08%
2026/05/24 17.95% 11.16% 7.69% 10.82% 0.16% 5.11% 2.15% 2.75% 0.46% 2.61%
2026/05/25 16.51% 9.26% 6.42% 13.33% 0.13% 3.83% 2.89% 1.62% 3.54% 1.73%
2026/05/26 14.39% 9.03% 7.84% 13.02% 3.41% 3.9% 2.51% 2.11% 3.39% 2.3%
2026/05/27 14.73% 10.09% 7.85% 12.46% 4.74% 4.01% 1.82% 2.2% 2.24% 0.84%
2026/05/28 13.75% 10.48% 8.31% 13.15% 3.96% 4.67% 2.09% 2.23% 1.84% 1.06%
2026/05/29 14.66% 11.08% 6.27% 14.79% 0.4% 5.57% 1.7% 2.23% 1.63% 0.92%
2026/05/30 15.15% 10.99% 8.86% 10.96% 0.09% 5.26% 3.14% 1.58% 1.66% 1.05%
2026/05/31 14.78% 11.11% 9.98% 8.75% 7.41% 5.89% 2.61% 1.35% 0.81% 0.64%
  • hl.co.uk
  • pensionbee.com
  • money.co.uk
  • aviva.co.uk
  • nationalpensionadvisors.co.uk
  • ajbell.co.uk
  • uswitch.com
  • mypensionexpert.com
  • mypensionchoices.com
  • scottishfriendly.co.uk

Copyright © Adthena. All rights reserved.

In May 2026, hl.co.uk saw fluctuating impressions, peaking at 22.24% on May 10. Pensionbee.com experienced a mid-month surge, reaching 17.72% on May 12. Aviva.co.uk started strong but declined, ending at 8.75%. Overall, hl.co.uk led the month.

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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Google Text Ad Copy Insights & Creative Trends for UK Finance Wealth Management - Last month
  1. 1
    State pension age changes and retirement age increases | Age UK https://www.ageuk.org.uk

    The State Pension age is the earliest age you can claim your State Pension. It is gradually increasing and now depends on when you were born. Visit Age UK.

  2. 2
    Aviva Pension https://www.aviva.co.uk

    Your Pension, Your Way — Capital at risk. Invest flexibly into an Aviva Pension from just £25 a month. Manage Online.

  3. 3
    Awarded Best Buy Pension 2026 https://www.hl.co.uk/sipp

    Open Your SIPP — Open a Self-Invested Personal Pension With HL. SIPP Rules Apply. Risk of Loss. Thinking About...

  4. 4
    UK Pension Advice Service - Book Free Pension Appointment https://www.nationalpensionadvisors.co.uk › official

    Our Pension Advisors Specialise In Free, No Obligation Reviews For Pensions & Retirement.

  5. 5
    Open an ISA Account - Welcome Gift of Up to £345 https://www.scottishfriendly.co.uk

    An ISA Investment With an Award Winning Mutual. Capital at Risk. Gift Terms Apply

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In the competitive landscape of Google PPC, Age UK highlights the evolving state pension age, while Aviva and HL emphasize flexible pension investments. National Pension Advisors offer free consultations, and Scottish Friendly entices with an ISA welcome gift.

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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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