US Finance Comparison Sites - PPC Market Share Analysis February 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	26.1684646926
	73.8315353074

26%

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	53
	47

53%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	47%
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
nerdwallet.com	20.11
creditkarma.com	18.77
inboxdollars.com	13.24
topcashback.com	8.38
insurify.com	7.95
thezebra.com	5.55
bankrate.com	4.61
freescoreonline.com	2.56
equifax.com	1.64
compare.com	1.49
others	15.7

nerdwallet.com - 20.11%
creditkarma.com - 18.77%
inboxdollars.com - 13.24%
topcashback.com - 8.38%
insurify.com - 7.95%
thezebra.com - 5.55%
bankrate.com - 4.61%
freescoreonline.com - 2.56%
equifax.com - 1.64%
compare.com - 1.49%
others - 15.7%

Nerdwallet leads with 20.11% click share, followed by Credit Karma at 18.77%. Others collectively hold 15.7%, 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	insurance.com	compare.com	creditkarma.com	inboxdollars.com	bankrate.com	freescoreonline.com	insure.com
2026/02/01	25.94%	31.71%	1.93%	0.49%	5.76%	4.56%	2.5%	1.67%	2.88%	0.94%
2026/02/02	22.48%	25.51%	12.21%	0.37%	6.74%	4.04%	1.13%	1.66%	2.2%	1.36%
2026/02/03	17.25%	24.68%	16.29%	1.93%	4.56%	3.88%	1.17%	1.49%	2.4%	0.63%
2026/02/04	20.43%	22.54%	19.77%	1.57%	4.64%	3.61%	2.08%	1.6%	1.9%	0.77%
2026/02/05	20.87%	23.44%	16.65%	1.3%	2.27%	3.94%	2.36%	1.64%	2.63%	0.92%
2026/02/06	23.76%	25.31%	14.03%	0.93%	4.22%	2.97%	2.45%	1.56%	1.95%	1.26%
2026/02/07	22.09%	27.81%	15.38%	1.01%	6.09%	3.39%	1.89%	1.26%	1.69%	0.5%
2026/02/08	23.81%	30.63%	9.61%	1.57%	4.07%	4.24%	2.23%	1.49%	1.81%	1.68%
2026/02/09	20.39%	28.06%	9.35%	0.91%	4.76%	4.85%	2.4%	1.61%	3.01%	1.21%
2026/02/10	21.69%	24.08%	14.23%	1.14%	5.23%	3.24%	2.52%	1.67%	3.9%	0.81%
2026/02/11	24.33%	21.93%	17.06%	1.28%	4.9%	4.12%	1.06%	1.39%	4.09%	0.57%
2026/02/12	20.85%	23.41%	16.62%	1.3%	2.26%	3.93%	2.36%	1.64%	2.62%	0.92%
2026/02/13	23.7%	25.25%	14%	0.93%	4.21%	2.96%	2.45%	1.56%	1.95%	1.26%
2026/02/14	22.01%	27.7%	15.32%	1.01%	6.06%	3.38%	1.88%	1.25%	1.68%	0.5%
2026/02/15	23.56%	30.31%	9.51%	1.55%	4.02%	4.19%	2.2%	1.48%	1.8%	1.66%
2026/02/16	20.37%	28.04%	9.35%	0.91%	4.76%	4.85%	2.4%	1.61%	3.01%	1.21%
2026/02/17	22.38%	22.57%	18.82%	2.18%	5.29%	4.48%	2.96%	2.17%	1.66%	2.61%
2026/02/18	25.29%	21.69%	16.01%	0.3%	7.22%	4%	1.38%	1.3%	2.27%	1.26%
2026/02/19	22.22%	22.26%	15.42%	0.51%	6.95%	4.23%	2.13%	1.66%	2.03%	3%
2026/02/20	24.19%	27%	16.4%	0.49%	4.15%	3.01%	1.87%	1.92%	2.4%	1.86%
2026/02/21	24.04%	27.96%	14.07%	1.64%	3.86%	3.39%	1.87%	1.56%	1.79%	2%
2026/02/22	24.36%	24.4%	15.38%	0.48%	6.33%	2.59%	2.13%	1.43%	1.7%	3.31%
2026/02/23	22.03%	19.94%	13.74%	2.29%	5.67%	2.3%	2.04%	1.7%	1.5%	2.7%
2026/02/24	22.6%	24.69%	14.39%	1.67%	6.92%	2.81%	2.29%	1.54%	1.66%	2.16%
2026/02/25	25.6%	22.46%	16.88%	3.17%	3.98%	2.4%	2%	1.72%	2.27%	2.49%
2026/02/26	25.02%	21.61%	11.32%	6.8%	5.13%	4.12%	2.49%	1.95%	1.92%	1.21%
2026/02/27	19.4%	25.82%	15.35%	7.66%	2.85%	5.9%	1.87%	1.92%	1.85%	0.53%
2026/02/28	26.28%	21.94%	13.6%	7.42%	6.44%	4.51%	2.17%	1.46%	1.44%	1.44%

insurify.com
nerdwallet.com
thezebra.com
insurance.com
compare.com
creditkarma.com
inboxdollars.com
bankrate.com
freescoreonline.com
insure.com

In February 2026, Insurify’s PPC spend share fluctuated, peaking at 26.28% on the 28th. Nerdwallet led early, reaching 31.71% on the 1st, but ended at 21.94%. The Zebra saw a significant rise, starting at 1.93% and closing at 13.6%. Insurance.com had a late surge, finishing at 7.42%. Compare.com and CreditKarma showed steady patterns, while InboxDollars and Bankrate maintained low shares. Freescoreonline and Insure.com had minor fluctuations, with Insure.com peaking at 3.31% on the 22nd.

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
2026/02/01	163
2026/02/02	180
2026/02/03	172
2026/02/04	165
2026/02/05	168
2026/02/06	163
2026/02/07	165
2026/02/08	162
2026/02/09	163
2026/02/10	165
2026/02/11	164
2026/02/12	168
2026/02/13	163
2026/02/14	165
2026/02/15	162
2026/02/16	163
2026/02/17	162
2026/02/18	163
2026/02/19	165
2026/02/20	151
2026/02/21	150
2026/02/22	163
2026/02/23	159
2026/02/24	163
2026/02/25	159
2026/02/26	149
2026/02/27	144
2026/02/28	158

February began with 163 advertisers, peaking at 180 on the 2nd. A steady decline followed, ending the month at 158.

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
insurify.com	0.84%
creditkarma.com	0.55%
insurance.com	0.51%
inboxdollars.com	0.46%
bankrate.com	0.31%
thezebra.com	-0.2%
equifax.com	-0.28%
nerdwallet.com	-0.33%
checkfreescore.com	-0.44%
freescoreonline.com	-0.6%

Insurify.com surged with a 0.84 increase, while freescoreonline.com dropped by -0.6. Creditkarma.com and insurance.com also gained, contrasting with declines from checkfreescore.com and nerdwallet.com.

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	creditkarma.com	nerdwallet.com	insurify.com	compare.com	thezebra.com	inboxdollars.com	freescoreonline.com	bankrate.com	topcashback.com	equifax.com
2026/02/01	14.55%	17.37%	8.65%	3.33%	0.62%	5.32%	7.88%	2.82%	3.17%	0.78%
2026/02/02	15.22%	15.41%	7.87%	4.58%	4.6%	2.26%	5.9%	3.1%	3.29%	2.11%
2026/02/03	12.57%	13.88%	5.54%	2.47%	5.35%	2.67%	5.97%	2.58%	3.59%	3.44%
2026/02/04	12.71%	13.63%	7.38%	3.72%	8.09%	4.66%	5%	2.87%	3.21%	3.03%
2026/02/05	13.06%	12.26%	6.48%	1.6%	5.93%	4.92%	6.91%	2.77%	3.38%	2.15%
2026/02/06	10.67%	14.64%	7.92%	2.89%	6.3%	5.61%	5.69%	2.85%	3.54%	2.11%
2026/02/07	11.11%	15.94%	8.41%	4.33%	6.68%	4.55%	5.05%	2.52%	3.67%	3.01%
2026/02/08	13.63%	17.81%	9.45%	3.07%	4.48%	5.07%	5%	3.2%	3.58%	2.7%
2026/02/09	15.05%	13.72%	6.49%	2.65%	2.9%	4.94%	7.64%	3.08%	2.94%	5.3%
2026/02/10	11.56%	12.92%	7.1%	2.21%	5.03%	5.78%	11.1%	3.07%	3.89%	2.4%
2026/02/11	14.41%	11.45%	9.22%	3.27%	6.84%	2.33%	12.58%	2.59%	3.92%	3.51%
2026/02/12	13.06%	12.26%	6.48%	1.6%	5.93%	4.92%	6.91%	2.77%	3.38%	2.15%
2026/02/13	10.67%	14.64%	7.92%	2.89%	6.3%	5.61%	5.69%	2.85%	3.54%	2.11%
2026/02/14	11.11%	15.94%	8.41%	4.33%	6.68%	4.55%	5.05%	2.52%	3.67%	3.01%
2026/02/15	13.63%	17.81%	9.45%	3.07%	4.48%	5.07%	5%	3.2%	3.58%	2.7%
2026/02/16	15.05%	13.72%	6.49%	2.65%	2.9%	4.94%	7.64%	3.08%	2.94%	5.3%
2026/02/17	14.22%	13.02%	8.75%	4.88%	8.72%	7.54%	4.91%	4.26%	2.96%	1.81%
2026/02/18	13.93%	12.55%	9.74%	4.33%	6.43%	2.83%	7.14%	2.54%	3.81%	1.94%
2026/02/19	15.21%	12.81%	7.85%	3.78%	5.23%	5.24%	6.35%	3.06%	4.11%	2.57%
2026/02/20	12.66%	15.75%	8.82%	3.25%	6.82%	4.47%	7.42%	3.66%	3.67%	0.85%
2026/02/21	12.54%	17.67%	9.75%	2.47%	5.21%	4.6%	6.11%	3.21%	4.82%	1.09%
2026/02/22	10.84%	14.82%	9.2%	4.31%	6.78%	5.22%	5.28%	3.26%	4.05%	1.01%
2026/02/23	8.7%	11.23%	7.84%	2.92%	5.71%	4.65%	4.3%	3.29%	3.91%	3.46%
2026/02/24	11.23%	14.29%	9.14%	4.08%	6.68%	5.53%	5.1%	3.01%	3.22%	3.24%
2026/02/25	9.79%	13.51%	10.8%	2.41%	7.39%	5.22%	7.02%	3.57%	3.81%	3.79%
2026/02/26	12.64%	11.88%	8.7%	2.93%	4.82%	5.61%	5.09%	3.92%	3.77%	4.2%
2026/02/27	19.82%	14.93%	6.64%	1.57%	5.3%	4.25%	5.17%	4.13%	5.09%	2.68%
2026/02/28	16.41%	13.74%	10.18%	5.67%	5.66%	5.27%	4.05%	3.32%	1.71%	1.67%

creditkarma.com
nerdwallet.com
insurify.com
compare.com
thezebra.com
inboxdollars.com
freescoreonline.com
bankrate.com
topcashback.com
equifax.com

In February 2026, CreditKarma’s impression share fluctuated, peaking at 19.82% on the 27th. NerdWallet maintained a steady presence, while Insurify and Compare.com showed varied trends. The month concluded with CreditKarma leading.

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
Annual Credit Report - Get All 3 Credit Reports Now https://www.3scores.com › 2026 › annual-report
Get Copies of Your 2026 Credit Reports Easily. Stay Informed, Protect Your Finances.
2
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...
3
Annual Credit Report https://www.freescoreonline.com
Official Annual Credit Report — Credit reports may affect your mortgage rates, or even your job application. View your latest Credit Scores from All 3 Bureaus in 60 seconds. Scores from All 3 Bureaus. Detect & Correct Errors.
4
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.
5
NerdWallet https://www.nerdwallet.com
NerdWallet Official Site — We've Done The Research. See Our Top Picks for Credit Cards, Insurance, Loans and more.

In the competitive landscape of Google PPC, 3scores.com and freescoreonline.com emphasize comprehensive credit reports, highlighting financial protection and error correction. Credit Karma simplifies credit scores without fees, while HealthMarkets offers personalized insurance plans. NerdWallet stands out with research-backed financial recommendations.

Frequently Asked Questions

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

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

The US Finance Comparison Sites February 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.

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Does this include mobile, desktop and Google Shopping data?

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

The US Finance Comparison Sites February 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.

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Customer Success Stories

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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

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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.

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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Comparison Sites – US

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 February 2026 Report useful and how should I use it?

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

How often is the data updated?

How does Adthena collect this data?

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

Does this include mobile, desktop and Google Shopping data?

Who is this US Finance Comparison Sites February 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