Why is the US Finance Comparison Sites September 2026 Report useful and how should I use it?

Why is the US Finance Comparison Sites September 2026 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 US Finance Comparison Sites September 2026 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 US Finance Comparison Sites September 2026 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 US Finance Comparison Sites September 2026 Report?

The US Finance Comparison Sites September 2026 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 US Finance Comparison Sites September 2026 Report aggregates data from across both device types and Google Shopping.

Who is this US Finance Comparison Sites September 2026 Report for?

The US Finance Comparison Sites September 2026 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.

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.

US Finance Comparison Sites - PPC Market Share Analysis September 2026

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

Google AI Overview visibility for Finance Comparison Sites US

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

See more data

AIO Frequency

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

Frequency	Percentage
Frequency	51.9758259468
	48.0241740532

51%

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	33
	67

33%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	35%
Transactional	15%
Navigational	10%
Seasonal	0%
Local	0%
Problem Solving	3%

Market Exposure

Share of Clicks for top 10 US Finance Comparison Sites 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

Share of Clicks - Last month
Domain	Share of clicks
creditkarma.com	21.49
nerdwallet.com	20.97
inboxdollars.com	17.52
insurify.com	8.49
thezebra.com	7.98
bankrate.com	4.21
compare.com	3.43
topcashback.com	2.46
freescoreonline.com	1.38
equifax.com	1.03
others	11.04

creditkarma.com - 21.49%
nerdwallet.com - 20.97%
inboxdollars.com - 17.52%
insurify.com - 8.49%
thezebra.com - 7.98%
bankrate.com - 4.21%
compare.com - 3.43%
topcashback.com - 2.46%
freescoreonline.com - 1.38%
equifax.com - 1.03%
others - 11.04%

In the competitive landscape of Google PPC, Credit Karma leads with a 21.49% click share, closely followed by NerdWallet at 20.97%. Meanwhile, InboxDollars captures 17.52%, and ‘others’ collectively hold 11.04%.

Market Exposure

Share of Spend for the top 10 US Finance Comparison Sites 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

Share of Spend - Last Month
Date	nerdwallet.com	insurify.com	thezebra.com	compare.com	creditkarma.com	forbes.com	libertymutual.com	freescoreonline.com	freeway.com	insurance.com
2026/09/01	32.73%	23.53%	16.34%	7.44%	1.55%	5.06%	0.74%	1.62%	0.35%	1.23%
2026/09/02	28.37%	16.39%	20.4%	8.97%	1.79%	3.98%	0.23%	1.49%	1.87%	3.32%
2026/09/03	26.5%	18.82%	16.15%	12.73%	2.58%	3.19%	0.22%	1.27%	2.59%	3.51%
2026/09/04	27.92%	18.28%	19.41%	12.15%	2.26%	3.77%	1.08%	0.88%	1.06%	3.03%
2026/09/05	28.65%	18.46%	16%	9.6%	3.39%	2.94%	0.37%	2.12%	0.86%	2.5%
2026/09/06	27.54%	16.54%	18.93%	11.7%	3.14%	4.73%	0.44%	1.35%	0.11%	5.8%
2026/09/07	24.55%	19.14%	19.75%	11.81%	3.4%	3.46%	0.57%	1.44%	0.41%	3.08%
2026/09/08	23.29%	20.67%	22.54%	11.63%	2.29%	3.72%	0.05%	1.02%	0.23%	1.49%
2026/09/09	26.93%	17.47%	22.05%	11.29%	2.68%	4.29%	2.16%	1.25%	1.63%	1.67%
2026/09/10	25.83%	18.63%	21.73%	10.54%	3.02%	2.7%	0.09%	1.67%	0.16%	2.65%
2026/09/11	28.32%	17%	20.4%	9.37%	2.38%	4.61%	2.14%	0.85%	1.85%	3.6%
2026/09/12	25.32%	20.16%	22.19%	10.61%	1.93%	3.65%	2.07%	1.12%	0.97%	2.17%
2026/09/13	25.12%	18.75%	25.47%	9.37%	2.09%	3.56%	1.26%	1.18%	0.58%	1.92%
2026/09/14	28.52%	17.57%	21.18%	6.78%	2.9%	3.78%	3.23%	1.46%	1.13%	1.74%
2026/09/15	30.58%	18.47%	20.74%	7.69%	2.44%	3.63%	1.16%	1.05%	0.75%	3.4%
2026/09/16	24.15%	20.12%	19.47%	11.3%	2.15%	3.77%	1.02%	0.9%	2.51%	2.33%
2026/09/17	26.86%	20.76%	17.35%	11.97%	2.75%	3.1%	0.93%	0.89%	0.85%	2.22%
2026/09/18	25.16%	18.64%	22.99%	12.17%	2.08%	3.35%	2.5%	0.74%	0.67%	2.84%
2026/09/19	23.85%	18.84%	24.92%	11.5%	1.68%	4.72%	1.09%	0.68%	0.54%	1.58%
2026/09/20	23.85%	19.09%	24.93%	10.08%	2.53%	2.97%	1.82%	0.39%	0.31%	1.55%
2026/09/21	23.12%	20.35%	28.06%	13.02%	1.49%	1.78%	1.55%	0.3%	0.36%	0.5%
2026/09/22	22.43%	17.92%	27.32%	11.9%	1.99%	1.52%	1.35%	0.82%	1.53%	1.4%
2026/09/23	21.82%	16.82%	32.39%	10.05%	1.61%	2.63%	1.44%	0.39%	0.35%	1.54%
2026/09/24	23.7%	18.57%	32.27%	10.22%	1.68%	1.58%	0.75%	0.31%	0.68%	1.21%
2026/09/25	23.81%	20.23%	24.94%	10.73%	1.75%	1.17%	2.65%	0.29%	2.36%	0.57%
2026/09/26	25.2%	21.25%	24.92%	9.28%	2.44%	1.55%	0.27%	0.25%	3.26%	0.73%
2026/09/27	22.53%	24.1%	22.92%	11.81%	1.57%	0.8%	0.01%	0.43%	3.05%	1.44%
2026/09/28	22.44%	25%	25.38%	9.67%	2.52%	2.22%	0.77%	0.82%	2.77%	0.57%
2026/09/29	23.86%	19.95%	27.61%	9.52%	2.44%	3.5%	1.68%	0.82%	0.51%	0.21%
2026/09/30	27.31%	21.8%	21.25%	7.6%	3.68%	1.5%	1.29%	1.01%	1%	0.86%

nerdwallet.com
insurify.com
thezebra.com
compare.com
creditkarma.com
forbes.com
libertymutual.com
freescoreonline.com
freeway.com
insurance.com

Nerdwallet’s share fluctuated, peaking early, then declining. Insurify rose steadily, while The Zebra surged mid-month. Compare.com and CreditKarma showed minor variations. Forbes and Liberty Mutual had inconsistent trends. Freescoreonline and Freeway remained low. Insurance.com dipped significantly.

Market Exposure

Competitor Count for US Finance Comparison Sites

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

Competitor Count - Last month
Date	Competitor Count
2026/09/01	117
2026/09/02	129
2026/09/03	133
2026/09/04	139
2026/09/05	140
2026/09/06	139
2026/09/07	145
2026/09/08	138
2026/09/09	128
2026/09/10	130
2026/09/11	124
2026/09/12	124
2026/09/13	131
2026/09/14	108
2026/09/15	116
2026/09/16	118
2026/09/17	120
2026/09/18	121
2026/09/19	128
2026/09/20	132
2026/09/21	135
2026/09/22	128
2026/09/23	126
2026/09/24	126
2026/09/25	143
2026/09/26	130
2026/09/27	127
2026/09/28	126
2026/09/29	117
2026/09/30	121

September saw a dynamic shift in advertiser numbers, starting at 117 and peaking at 145 on the 7th. Mid-month fluctuations settled, closing at 121.

Campaign Efficiency

Market Loss & Market Gains for US Finance Comparison Sites

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

Market Loss & Market Gains - Last month
Name	Market Trend
thezebra.com	2.85%
insurify.com	1.88%
topcashback.com	1.56%
nerdwallet.com	1.18%
compare.com	0.49%
insurance.com	-0.42%
equifax.com	-0.43%
freescoreonline.com	-0.89%
creditkarma.com	-1.17%
inboxdollars.com	-4.89%

Thezebra.com surged with a 2.85% click share increase, while inboxdollars.com dropped by 4.89%.

Campaign Efficiency

US Finance Comparison Sites 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	creditkarma.com	nerdwallet.com	insurify.com	thezebra.com	inboxdollars.com	compare.com	freescoreonline.com	bankrate.com	credit.org	forbes.com
2026/09/01	12.22%	21.73%	12.01%	6.94%	11.76%	4.64%	6.12%	0.01%	3.46%	3.03%
2026/09/02	13.57%	17.95%	7.99%	8.47%	8.35%	4.55%	5.51%	3.08%	4.02%	2.63%
2026/09/03	18.35%	15.92%	8.46%	6%	9.9%	5.5%	4.15%	2.1%	3.73%	2.28%
2026/09/04	15.84%	18.19%	8.87%	7.11%	9.36%	5.53%	3.08%	0.94%	2.8%	2.98%
2026/09/05	18.53%	15.89%	7.41%	5.62%	5.65%	4.41%	6.06%	1.5%	3.07%	3.64%
2026/09/06	17.75%	16.25%	7.54%	7.66%	6.92%	6.1%	4.98%	1.68%	0.17%	3.21%
2026/09/07	17.4%	14.06%	8.37%	7.52%	4.98%	6.39%	4.75%	2.01%	0.14%	4.19%
2026/09/08	15.73%	13.97%	10.5%	8.77%	6.04%	7.07%	4.18%	2.74%	1.42%	2.54%
2026/09/09	17.32%	18.4%	8.58%	8.79%	6.44%	5.76%	4.97%	3.01%	1.61%	3.92%
2026/09/10	16.67%	16.41%	8.09%	7.58%	5.3%	5.24%	5.34%	2.72%	1.22%	2.4%
2026/09/11	16.38%	19.67%	8.37%	8.05%	8.14%	4.68%	3.75%	2.99%	2.33%	3.28%
2026/09/12	12.3%	18.73%	10.34%	9.74%	8.5%	5.91%	4.49%	2.99%	2.21%	2.6%
2026/09/13	15.96%	16.73%	9.29%	10.17%	7.03%	4.48%	4.71%	3.22%	3.51%	2.31%
2026/09/14	18.28%	17.48%	7.51%	7.59%	7.41%	3.26%	5.24%	2.4%	2.05%	2.96%
2026/09/15	16.25%	20.21%	9.12%	7.51%	7.76%	4.55%	4.2%	3.12%	2.65%	2.31%
2026/09/16	14.91%	15.17%	10.34%	7.06%	6.99%	6.7%	3.76%	1.86%	3.15%	2.69%
2026/09/17	17.27%	17.43%	10.44%	9.11%	6.86%	5.83%	3.18%	3.27%	1.37%	1.83%
2026/09/18	15.12%	18.8%	10.07%	11.19%	6.83%	6.18%	2.95%	3%	1.77%	2.54%
2026/09/19	13.19%	17.42%	10.23%	11.75%	5.63%	6.21%	2.51%	2.69%	3.67%	2.98%
2026/09/20	16.65%	15.56%	10.62%	11.44%	5.78%	6.28%	1.39%	2.02%	2.16%	2.04%
2026/09/21	11.85%	19.24%	13.34%	14.14%	5.54%	8.3%	1.17%	1.52%	0.87%	1.69%
2026/09/22	14.83%	17.26%	10.39%	12.87%	5.12%	6.77%	3.23%	3.46%	0.81%	1.36%
2026/09/23	11.59%	13.8%	10.62%	16.1%	5.95%	6.32%	1.71%	3.17%	0.7%	2.06%
2026/09/24	14.63%	17.46%	11.39%	15.34%	4.3%	6.88%	1.62%	2.11%	1.59%	1.39%
2026/09/25	13.88%	18.17%	11.04%	12.26%	4.19%	5.98%	1.25%	2.21%	2.43%	1.19%
2026/09/26	17.03%	17.23%	11.16%	10.64%	5.48%	5.04%	1.06%	1.97%	0.84%	1.42%
2026/09/27	11.52%	18.36%	14%	11.6%	4.52%	7.82%	2.28%	3.32%	1.26%	1.53%
2026/09/28	19%	17.77%	14.33%	11.99%	4.41%	5.77%	4.04%	3%	1.13%	1.53%
2026/09/29	16.28%	16.97%	10.67%	12.12%	5.38%	5.26%	3.7%	1.97%	0.6%	2.63%
2026/09/30	21.41%	17.26%	9.76%	8.03%	5.9%	3.82%	3.79%	2.38%	1.91%	1.54%

creditkarma.com
nerdwallet.com
insurify.com
thezebra.com
inboxdollars.com
compare.com
freescoreonline.com
bankrate.com
credit.org
forbes.com

In September 2026, CreditKarma’s impression share fluctuated, peaking at 21.41% on the 30th. NerdWallet maintained a steady presence, while Insurify and TheZebra showed gradual increases. InboxDollars and Compare.com experienced declines, with Forbes and Credit.org remaining relatively stable.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for US Finance Comparison Sites

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

Google Text Ad Copy Insights & Creative Trends for US Finance Comparison Sites - Last month

1
Bankrate® Official Site https://www.bankrate.com
Today's Savings & CD Rates — Compare Lenders, Banks & More with Today's Updated Financial Info on Bankrate®. Bankrate® Is...
2
Check Your Credit Score https://www.creditkarma.com
Keep Tabs on Your Credit — Get Personalized Recommendations and See How Your Score Changes. Sign Up for Free Now. With Credit Karma, You Can Learn How to Make Financial Progress—Without the Annoying Fee.
3
Annual Credit Report | Credit Report All 3 Bureaus https://www.freescoreonline.com
Check Your Annual Credit Report & Get All 3 Credit Scores. $1 Million ID Theft Insurance. View your latest Credit Scores from All 3 Bureaus in 60 seconds. Scores from All 3 Bureaus. A+ BBB rating.
4
Insurify Official Site https://www.insurify.com
Find Cheaper Auto Coverage — Find the best car insurance rates in minutes. Get free quotes with no obligation. Compare auto insurance quotes from top US providers. Save time and money with Insurify.
5
Car Insurance Comparison Tool | Get Quotes in Minutes - NerdWallet https://www.nerdwallet.com
You could save a lot when you compare and switch auto insurance providers. See how much you could save on auto insurance. Get multiple quotes in...

In the competitive landscape of Google PPC, five advertisers stand out with compelling narratives. Bankrate® offers updated financial insights, while Credit Karma empowers users with free credit score tracking. FreeScoreOnline provides comprehensive credit reports with ID theft insurance. Insurify and NerdWallet simplify auto insurance comparisons, promising savings and convenience.

Frequently Asked Questions

Why is the US Finance Comparison Sites September 2026 Report useful and how should I use it?

Why is the US Finance Comparison Sites September 2026 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 US Finance Comparison Sites September 2026 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 US Finance Comparison Sites September 2026 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 US Finance Comparison Sites September 2026 Report?

The US Finance Comparison Sites September 2026 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 US Finance Comparison Sites September 2026 Report aggregates data from across both device types and Google Shopping.
Who is this US Finance Comparison Sites September 2026 Report for?

The US Finance Comparison Sites September 2026 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.

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Google AI Overview visibility for Finance Comparison Sites US

AIO Frequency

Complex Query Frequency

Search Intent Distribution

Share of Clicks for top 10 US Finance Comparison Sites brands

Share of Spend for the top 10 US Finance Comparison Sites brands

Competitor Count for US Finance Comparison Sites

Market Loss & Market Gains for US Finance Comparison Sites

US Finance Comparison Sites Share of Impressions

Google Text Ad Copy Insights & Creative Trends for US Finance Comparison Sites

Frequently Asked Questions

Why is the US Finance Comparison Sites September 2026 Report useful and how should I use it?

Why is the US Finance Comparison Sites September 2026 Report useful?

How often is the data updated?

How does Adthena collect this data?

How accurate is the US Finance Comparison Sites September 2026 Report?

Does this include mobile, desktop and Google Shopping data?

Who is this US Finance Comparison Sites September 2026 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

UK Comparison Sites

AUS Comparison Sites