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UK Finance Wealth Management - PPC Market Share Analysis February 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 18.07
money.co.uk 9.48
hl.co.uk 5.89
pensionbee.com 4.63
legalandgeneral.com 4.05
loqbox.com 3.01
nationalpensionadvisors.co.uk 2.57
ajbell.co.uk 2.51
standardlife.co.uk 2.38
moneyfarm.com 1.88
others 45.53

Copyright © Adthena. All rights reserved.

Aviva leads with 18.07% click share, followed by money.co.uk at 9.48%. HL.co.uk captures 5.89%, while others dominate with 45.53%, 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
Date aviva.co.uk pensionbee.com money.co.uk hl.co.uk legalandgeneral.com standardlife.co.uk ajbell.co.uk nationalpensionadvisors.co.uk mypensionexpert.com moneyfarm.com
2025/02/01 14.38% 6.55% 9.87% 8.65% 5.2% 4.06% 1.94% 0.1% 1.43% 2.72%
2025/02/02 13.08% 5.22% 10.07% 8.7% 4.95% 3.74% 2.09% 0.45% 1.95% 2.25%
2025/02/03 12.42% 4.91% 9.35% 6.97% 5.56% 2.54% 1.55% 5.81% 2.63% 2.3%
2025/02/04 12.56% 4.3% 8.13% 6.55% 6.25% 2.76% 1.06% 4.5% 2.36% 1.78%
2025/02/05 13.38% 4.91% 7.48% 6.12% 6.02% 2.31% 1.32% 4.03% 2.58% 1.58%
2025/02/06 14.07% 4.59% 9.31% 6.2% 6.69% 2.59% 1.22% 5.07% 2.38% 1.49%
2025/02/07 17.78% 5.4% 8.67% 7.41% 6.7% 2.97% 1.66% 0.15% 2.42% 2.43%
2025/02/08 18.28% 8.53% 9.44% 7.75% 6% 3.26% 1.97% 0.17% 1.93% 2.15%
2025/02/09 18.9% 8.62% 9.35% 7.14% 4.74% 2.91% 1.57% 0.2% 1.96% 2.83%
2025/02/10 19.4% 9.53% 8.33% 6.31% 4.97% 2.94% 1.51% 4.38% 2.71% 2.18%
2025/02/11 15.28% 6.91% 7.35% 6.07% 5.45% 3.07% 2.22% 3.34% 2.81% 1.94%
2025/02/12 15.1% 6.36% 7.6% 5.9% 4.99% 3.16% 2.77% 5.39% 2.5% 3.29%
2025/02/13 15.6% 7.32% 8.82% 6.06% 4.36% 3.14% 2.38% 5.34% 2.27% 2.19%
2025/02/14 15.18% 5.88% 7.95% 5.77% 5.03% 3.49% 2.39% 3.75% 2.18% 2.63%
2025/02/15 16.9% 6.01% 8.88% 5.79% 5.73% 3.51% 3.46% 0.18% 1.78% 3.51%
2025/02/16 16.11% 5.44% 8.79% 5.33% 5.24% 2.91% 2.1% 5.69% 1.46% 3.5%
2025/02/17 17.92% 5.71% 9.76% 5.51% 5.22% 2.91% 2.2% 5.42% 1.63% 1.68%
2025/02/18 14.59% 6.21% 8.6% 6.11% 6.9% 3.29% 2.64% 3.16% 1.94% 0.79%
2025/02/19 14.91% 6.26% 8.89% 6.07% 6.67% 3.07% 2.53% 3.43% 1.86% 0.9%
2025/02/20 15.85% 5.17% 8.21% 5.12% 6.66% 2.81% 2.45% 4.21% 1.78% 0.78%
2025/02/21 15.55% 6.76% 9.27% 5.64% 7.4% 3.93% 2.89% 1.56% 1.59% 0.78%
2025/02/22 17.59% 8.74% 9.07% 6.44% 6.62% 3.42% 3.55% 0.12% 0.98% 1.13%
2025/02/23 17.68% 6.13% 11.59% 6.93% 6.8% 3.69% 3.55% 2.47% 1.34% 0.98%
2025/02/24 18.08% 5.72% 8.94% 7.34% 5.53% 3.81% 2.51% 2.85% 1.81% 0.42%
2025/02/25 16.19% 5.9% 7.87% 6.17% 5.26% 3.35% 2.11% 4.55% 1.31% 0.6%
2025/02/26 14.29% 5.89% 6.66% 6.9% 6.16% 3.35% 2.14% 4.9% 1.42% 0.47%
2025/02/27 16.24% 6.06% 7.28% 6.77% 5.74% 3.72% 2.82% 3.3% 1.13% 0.5%
2025/02/28 19.31% 7.6% 7.35% 7.23% 6.22% 3.75% 3.3% 1.62% 1.35% 0.52%

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Aviva.co.uk led February with a steady rise, peaking at 19.31% on the 28th. Pensionbee.com saw fluctuations, ending at 7.6%. Money.co.uk’s share dipped, closing at 7.35%. Overall, Aviva dominated the month.

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
2025/02/01 783
2025/02/02 818
2025/02/03 811
2025/02/04 884
2025/02/05 854
2025/02/06 867
2025/02/07 815
2025/02/08 781
2025/02/09 760
2025/02/10 746
2025/02/11 837
2025/02/12 773
2025/02/13 737
2025/02/14 783
2025/02/15 717
2025/02/16 736
2025/02/17 750
2025/02/18 741
2025/02/19 728
2025/02/20 781
2025/02/21 729
2025/02/22 712
2025/02/23 722
2025/02/24 722
2025/02/25 745
2025/02/26 754
2025/02/27 721
2025/02/28 711

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February saw a dynamic shift in distinct advertisers, peaking at 884 on February 4th, before gradually declining to 711 by month’s end.

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 1.78%
globalization-partners.com 1.24%
vanguardinvestor.co.uk 1.04%
moneysavingexpert.com 0.8%
ajbell.co.uk 0.74%
mypensionexpert.com -0.63%
hl.co.uk -0.69%
mypensionchoices.com -0.71%
moneyfarm.com -0.78%
fisherinvestments.com -1.42%

Copyright © Adthena. All rights reserved.

Aviva.co.uk leads with a 1.78 increase, while fisherinvestments.com drops by 1.42. Globalization-partners.com and vanguardinvestor.co.uk also rise, contrasting declines from moneyfarm.com and mypensionchoices.com.

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 aviva.co.uk pensionbee.com money.co.uk hl.co.uk ajbell.co.uk standardlife.co.uk legalandgeneral.com nationalpensionadvisors.co.uk moneyfarm.com fisherinvestments.com
2025/02/01 12.57% 7.24% 12.03% 7.59% 2.34% 2.71% 2.4% 0.09% 4.23% 1.84%
2025/02/02 11.07% 5.7% 12.2% 7.47% 2.41% 2.67% 2.05% 0.39% 3.58% 3.56%
2025/02/03 10.79% 5.26% 11.17% 6.18% 1.77% 2.1% 2.57% 7.06% 3.42% 3.47%
2025/02/04 10.94% 4.38% 9.36% 6.03% 1.22% 1.75% 3.28% 5.79% 2.82% 5.59%
2025/02/05 11.66% 5.17% 8.33% 5.43% 1.56% 1.52% 2.65% 4.9% 2.1% 6.23%
2025/02/06 12.1% 5.08% 10.99% 5.28% 1.56% 1.79% 3.13% 6.55% 2.21% 5.48%
2025/02/07 15.97% 5.92% 10.12% 6.75% 2.05% 1.94% 2.94% 0.13% 3.57% 4.21%
2025/02/08 17.03% 10.2% 10.47% 6.8% 2.51% 2.41% 2.08% 0.15% 3.28% 2.34%
2025/02/09 17.11% 9.96% 10.47% 6.49% 2.13% 2.04% 1.59% 0.18% 4.16% 1.74%
2025/02/10 18.71% 11.51% 9.54% 5.27% 2.01% 1.93% 1.7% 5.39% 3.17% 1.54%
2025/02/11 14.64% 7.45% 7.86% 5.84% 2.79% 2% 2.61% 4.19% 2.74% 2.19%
2025/02/12 14.36% 7.21% 8.1% 5.32% 3.31% 2.2% 2.22% 6.97% 4.77% 1.47%
2025/02/13 15.08% 7.98% 9.48% 5.43% 3.12% 2.13% 1.92% 6.97% 3.52% 1.4%
2025/02/14 13.45% 5.97% 8.69% 5.23% 3.13% 2.33% 2.33% 5.16% 3.85% 1.55%
2025/02/15 14.01% 6.34% 10.1% 4.72% 4.5% 2.35% 2.64% 0.15% 5.01% 2%
2025/02/16 13.69% 5.57% 9.61% 5.01% 2.67% 1.87% 2.29% 7.1% 4.83% 1.86%
2025/02/17 15.99% 6.08% 10.9% 4.88% 2.88% 2.04% 2.35% 6.81% 2.48% 2.23%
2025/02/18 12.26% 7.15% 9.81% 5.28% 3.28% 2.47% 3.41% 4.03% 1.38% 2.81%
2025/02/19 12.8% 6.77% 9.92% 5.67% 3.09% 2.01% 3.4% 4.14% 1.62% 2.41%
2025/02/20 13.79% 5.54% 9.18% 4.82% 2.96% 1.96% 3.08% 5.5% 1.35% 2.37%
2025/02/21 14.47% 8.13% 10.47% 5.17% 3.35% 2.85% 3.67% 2.12% 1.36% 2.54%
2025/02/22 15.31% 8.95% 10.71% 5.97% 4.42% 2.55% 2.97% 0.1% 2.07% 0.32%
2025/02/23 16.22% 6.96% 13.4% 6.19% 4.62% 2.51% 3.05% 3.13% 1.7% 0.38%
2025/02/24 16.42% 6.4% 9.96% 6.89% 3.18% 2.8% 2.29% 3.48% 0.75% 0.33%
2025/02/25 14.34% 7.22% 9.33% 5.65% 2.51% 2.23% 2.65% 6.4% 1.1% 0.44%
2025/02/26 12.8% 6.83% 7.61% 6.14% 2.33% 2.58% 3.04% 6.57% 0.91% 0.45%
2025/02/27 14.09% 6.92% 8.11% 5.96% 2.9% 3.01% 2.63% 4.27% 0.89% 0.37%
2025/02/28 17.84% 9.25% 8.73% 6.77% 3.85% 2.9% 2.72% 2.17% 0.9% 0.26%

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Aviva.co.uk led February with a steady rise, peaking at 18.71% on the 10th. Pensionbee.com surged mid-month, while money.co.uk fluctuated. By month’s end, Aviva.co.uk dominated, closing at 17.84%.

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

    Start With Just £25 a Month — Capital at risk. Invest with a pension that puts you in control of your future. Invest in a wide...

  3. 3
    Our Top 10 Pension Plans https://www.money.co.uk

    Low Cost Private Pensions — Compare Pensions including Award Winning Providers. View All Rates and Minimum Investments

  4. 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. 5
    PensionBee - All Your Pensions In One Place https://www.pensionbee.com

    PensionBee transfers your old pensions into one new online plan. Capital at risk.

Copyright © Adthena. All rights reserved.

In the competitive landscape of pension services, AJ Bell entices with free pension finding, while Aviva empowers with control starting at £25 monthly. Money.co.uk offers low-cost comparisons, and National Pension Advisors provide expert advice. PensionBee simplifies by consolidating pensions online.

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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.