US Finance Comparison Sites - PPC Market Share Analysis January 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.

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AIO Frequency

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

Frequency	Percentage
Frequency	23.3395297428
	76.6604702572

23%

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	59
	41

59%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	48%
Transactional	21%
Navigational	2%
Seasonal	0%
Local	1%
Problem Solving	8%

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.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
creditkarma.com	20.76
nerdwallet.com	19.57
topcashback.com	10.19
insurify.com	8.6
inboxdollars.com	6.32
thezebra.com	5.6
bankrate.com	4.59
compare.com	2.49
freescoreonline.com	2.33
befrugal.com	2.07
others	17.48

creditkarma.com - 20.76%
nerdwallet.com - 19.57%
topcashback.com - 10.19%
insurify.com - 8.6%
inboxdollars.com - 6.32%
thezebra.com - 5.6%
bankrate.com - 4.59%
compare.com - 2.49%
freescoreonline.com - 2.33%
befrugal.com - 2.07%
others - 17.48%

In the competitive landscape of Google PPC, Credit Karma leads with a 20.76% click share, closely followed by NerdWallet at 19.57%. Meanwhile, ‘others’ collectively hold a significant 17.48%, showcasing diverse competition.

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.

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Share of Spend - Last Month

Share of Spend - Last Month
Date	insurify.com	nerdwallet.com	thezebra.com	compare.com	freescoreonline.com	creditkarma.com	everquote.com	bankrate.com	insurance.com	healthmarkets.com
2026/01/01	32.6%	20.92%	2.71%	11.8%	2.13%	3.39%	1.87%	1.22%	2.57%	1.54%
2026/01/02	22.93%	22.19%	11%	7.14%	1.3%	3.42%	2.04%	1.19%	4.11%	4.54%
2026/01/03	26.45%	21.34%	13.07%	7.22%	1.3%	3.22%	2.05%	1.2%	3.33%	1.61%
2026/01/04	20.9%	23.2%	17.01%	6.12%	1.54%	4.37%	1.71%	1.39%	1.31%	2.12%
2026/01/05	24.73%	24.06%	13.14%	8.47%	1.33%	3.46%	1.89%	1.28%	1.43%	2.03%
2026/01/06	24.49%	22.32%	10.11%	6.89%	1.41%	3.15%	2%	0.9%	5.7%	0.22%
2026/01/07	26.72%	18.9%	12.4%	9.17%	1.46%	3.52%	2.32%	1.07%	2.42%	1.23%
2026/01/08	23.56%	23.88%	17.35%	10.1%	1.1%	3.44%	1.28%	1.15%	2.39%	0.83%
2026/01/09	23.52%	22.92%	12.26%	8.49%	2.26%	3.7%	1.43%	1.15%	6.06%	1.08%
2026/01/10	23.42%	22.59%	12.2%	7.81%	1.57%	3.57%	1.74%	1.12%	8.64%	0.18%
2026/01/11	23.27%	23.9%	11.03%	9.23%	1.48%	3.76%	1.46%	1.32%	7.91%	0.81%
2026/01/12	22.83%	23.46%	8.7%	7.31%	1.59%	3.09%	1.85%	1.22%	7.86%	2.17%
2026/01/13	23.55%	24.05%	13.9%	6.44%	1.78%	2.84%	1.81%	1.56%	6.36%	0.82%
2026/01/14	22.09%	22.74%	11.05%	7.9%	1.89%	3.39%	1.34%	1.51%	5.83%	3.02%
2026/01/15	19.24%	22.24%	10.54%	6.02%	2.1%	4.17%	1.34%	1.58%	4.13%	4.36%
2026/01/16	23.53%	22.92%	12.26%	8.49%	2.26%	3.7%	1.43%	1.15%	6.06%	1.08%
2026/01/17	23.37%	19.5%	17.28%	8.85%	2.3%	2.97%	1.41%	1.33%	1.91%	1.75%
2026/01/18	23.23%	25.89%	14.9%	6.38%	2.62%	4.07%	0.88%	1.8%	1.46%	0.87%
2026/01/19	23.69%	24.43%	13.76%	5.65%	1.58%	3.63%	2.69%	1.47%	2.9%	0.94%
2026/01/20	23.55%	24.05%	13.9%	6.44%	1.78%	2.84%	1.81%	1.56%	6.35%	0.82%
2026/01/21	20.94%	21.91%	17.44%	6.63%	2.34%	3.59%	1.86%	1.51%	0.46%	0.8%
2026/01/22	22.3%	25.05%	17.75%	6.57%	2.13%	4.21%	1.67%	1.15%	0.32%	0%
2026/01/23	22.41%	21.64%	17.09%	8.17%	2.5%	2.89%	1.92%	1.27%	0.22%	3.5%
2026/01/24	19.68%	23.61%	18.95%	8.08%	2.03%	3.67%	1.47%	1.24%	0.3%	2.32%
2026/01/25	21.68%	19.77%	17.03%	6.67%	2.25%	4.79%	1.61%	1.4%	0.08%	0%
2026/01/26	21.99%	21.48%	13.68%	7.99%	2.47%	3.68%	1.77%	1.36%	0.33%	2.43%
2026/01/27	23.65%	19.08%	17.06%	9.35%	2.28%	3.49%	1.83%	1.02%	0.24%	1.89%
2026/01/28	24.34%	20.74%	15.86%	10.09%	3.21%	4.11%	1.43%	1.81%	0.29%	0%
2026/01/29	26.79%	21.41%	15.17%	6.25%	3.79%	4.14%	1.71%	1.58%	0.23%	2.93%
2026/01/30	22.25%	16.68%	15.33%	4.34%	4.38%	4.49%	2.3%	1.56%	1.21%	1.98%
2026/01/31	23.68%	20.4%	16.96%	5.18%	4.18%	3.73%	2.63%	1.89%	0.46%	0%

insurify.com
nerdwallet.com
thezebra.com
compare.com
freescoreonline.com
creditkarma.com
everquote.com
bankrate.com
insurance.com
healthmarkets.com

In January 2026, Insurify.com led with fluctuating spend shares, peaking at 32.6% and ending at 23.68%. Nerdwallet.com maintained a steady presence, while Thezebra.com showed significant growth. Compare.com and Freescoreonline.com had modest shares, with Insurance.com and Healthmarkets.com experiencing notable volatility.

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.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/01/01	198
2026/01/02	204
2026/01/03	198
2026/01/04	199
2026/01/05	209
2026/01/06	194
2026/01/07	192
2026/01/08	183
2026/01/09	193
2026/01/10	194
2026/01/11	187
2026/01/12	197
2026/01/13	195
2026/01/14	191
2026/01/15	190
2026/01/16	193
2026/01/17	188
2026/01/18	194
2026/01/19	191
2026/01/20	195
2026/01/21	177
2026/01/22	174
2026/01/23	180
2026/01/24	170
2026/01/25	176
2026/01/26	180
2026/01/27	181
2026/01/28	167
2026/01/29	161
2026/01/30	166
2026/01/31	159

January saw a fluctuating trend in distinct advertisers, peaking at 209 on the 5th, then gradually declining to 159 by month’s end.

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.

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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
inboxdollars.com	7.96%
freescoreonline.com	0.89%
creditkarma.com	0.45%
healthforcalifornia.com	0.39%
thezebra.com	0.32%
compare.com	-0.68%
insurance.com	-1.19%
insurify.com	-1.45%
topcashback.com	-1.73%
nerdwallet.com	-2.78%

InboxDollars surged with a 7.96% click share increase, while NerdWallet faced a 2.78% decline.

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.

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Date	nerdwallet.com	creditkarma.com	freescoreonline.com	insurify.com	thezebra.com	bankrate.com	topcashback.com	compare.com	checkfreescore.com	healthmarkets.com
2026/01/01	15.63%	12.41%	5.07%	12.54%	0.95%	2.69%	4.3%	6.59%	0.58%	2.5%
2026/01/02	16.5%	12.67%	3.59%	9.08%	3.93%	2.22%	4.57%	5.03%	0.9%	6.98%
2026/01/03	18.78%	12.96%	3.86%	9.69%	4.89%	2.39%	4.85%	4.27%	0.62%	2.63%
2026/01/04	18.16%	14.5%	3.75%	8.96%	7.09%	2.68%	4.13%	4.56%	0.99%	3.37%
2026/01/05	18.61%	13.52%	3.19%	9.81%	5.27%	2.48%	2.93%	5.27%	1.23%	3.25%
2026/01/06	16.79%	13.94%	3.58%	10.03%	4.22%	1.8%	4.54%	4.34%	2.38%	0.18%
2026/01/07	15.08%	14.67%	4.21%	10.31%	5.11%	2.12%	4.01%	5.67%	2.16%	1.91%
2026/01/08	17.38%	14.66%	2.44%	9.19%	6.71%	2.18%	4.35%	6.67%	2.09%	1.26%
2026/01/09	17.12%	14.5%	5.71%	10.53%	5.44%	2.11%	3.19%	5.19%	3.55%	1.62%
2026/01/10	17.26%	15.32%	3.73%	9.35%	4.81%	2.19%	5.26%	5.66%	1.58%	0.2%
2026/01/11	17.92%	15.39%	3.41%	9%	4.68%	2.54%	4.89%	5.33%	2.5%	1.26%
2026/01/12	15.79%	12.1%	4.04%	7.81%	2.86%	2.42%	3.82%	3.89%	2.64%	3.11%
2026/01/13	18.95%	12.46%	4.72%	10.19%	5.34%	3.01%	4.24%	4.31%	3.08%	1.33%
2026/01/14	17.41%	14.11%	4.71%	8.97%	4.39%	2.77%	3.68%	4.78%	2.45%	4.61%
2026/01/15	15.97%	13.36%	4.44%	6.76%	3.35%	2.65%	3.77%	3.37%	3.68%	6.16%
2026/01/16	17.12%	14.5%	5.71%	10.53%	5.44%	2.11%	3.19%	5.19%	3.55%	1.62%
2026/01/17	15.37%	11.52%	6.04%	8.36%	7.06%	2.49%	4.39%	6.49%	2.6%	2.75%
2026/01/18	18.39%	15.06%	6.59%	8.08%	5.31%	3.09%	4.95%	3.43%	3.27%	1.26%
2026/01/19	17.65%	14.46%	4.01%	7.58%	4.89%	2.67%	4.51%	3.48%	1.54%	1.41%
2026/01/20	18.95%	12.46%	4.72%	10.19%	5.34%	3.01%	4.24%	4.31%	3.08%	1.33%
2026/01/21	15.17%	13.52%	5.04%	6.81%	6.24%	3.11%	2.94%	4.18%	1.58%	1.13%
2026/01/22	16.55%	15.85%	4.88%	8.01%	5.9%	2.41%	3.72%	4.76%	1.99%	0%
2026/01/23	15.78%	12.01%	6.11%	8.67%	7.11%	2.42%	2.24%	4.09%	3.41%	5.56%
2026/01/24	16.56%	14.22%	4.63%	7.6%	7.43%	2.56%	3.57%	3.91%	1.58%	3.55%
2026/01/25	14.68%	15.78%	5.25%	7.5%	6.63%	2.9%	3.83%	3.6%	2.83%	0%
2026/01/26	15.23%	14.81%	5.71%	8.1%	4.75%	2.47%	3.2%	4.66%	1.37%	3.67%
2026/01/27	13.45%	13.44%	5.95%	9.29%	6.46%	2%	2.9%	5.73%	1.82%	3.1%
2026/01/28	15.16%	16%	8.22%	8.77%	6.39%	4.44%	3.61%	5.78%	2.9%	0%
2026/01/29	14.15%	16.01%	8.75%	9.26%	6.1%	2.81%	4.04%	4.13%	2.28%	4.3%
2026/01/30	11.29%	15.24%	9.71%	6.95%	5.99%	2.6%	3.29%	2.58%	1.73%	2.73%
2026/01/31	15.48%	13.71%	10.03%	8.05%	6.6%	4.22%	4.01%	3.09%	2.45%	0%

nerdwallet.com
creditkarma.com
freescoreonline.com
insurify.com
thezebra.com
bankrate.com
topcashback.com
compare.com
checkfreescore.com
healthmarkets.com

Nerdwallet’s impression share fluctuated, peaking mid-month. Creditkarma saw steady growth, while Freescoreonline surged late. Insurify’s share varied, and Thezebra rose steadily. Bankrate and Topcashback showed mixed trends. Compare.com and Checkfreescore had ups and downs. Healthmarkets fluctuated significantly.

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.

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

1
Check Your Credit Score https://www.creditkarma.com
Your Credit Score, Simplified — With Credit Karma, you can learn how to make financial progress—without the annoying fee. Get...
2
Annual Credit Report https://www.freescoreonline.com
Official Annual Credit Report — Check Your Annual Credit Report & Get All 3 Credit Scores. $1 Million ID Theft Insurance. Take out the guesswork with credit. Pinpoint what's most affecting your scores. Scores from All 3 Bureaus.
3
https://www.healthmarkets.com/--/--
2026 Affordable Care Act Plans - Call A Licensed Ins. Agent. Save Time And Let HealthMarkets Do The Searching. It's Personalized & At No Cost To You.
4
Compare Car Insurance Rates - Shop Multiple Insurers at Once https://car.insurance.com
Find Average 2025 Insurance Rates by Car Make and Model. Get Multiple Quotes Online Fast!
5
NerdWallet - Nerdwallet.com Official Site https://www.nerdwallet.com
We've Done The Research. See Our Top Picks for Credit Cards, Insurance, Loans and more.

In the competitive landscape of Google PPC, Credit Karma and FreeScoreOnline dominate with compelling credit score insights, while HealthMarkets and Insurance.com offer personalized insurance solutions. NerdWallet stands out by providing comprehensive financial product comparisons, ensuring informed decisions.

Frequently Asked Questions

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

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

The US Finance Comparison Sites January 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.

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Does this include mobile, desktop and Google Shopping data?

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

The US Finance Comparison Sites January 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.

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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.

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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

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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.

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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 January 2026 Report useful and how should I use it?

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

How often is the data updated?

How does Adthena collect this data?

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

Does this include mobile, desktop and Google Shopping data?

Who is this US Finance Comparison Sites January 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