Brandwave

How popular isING?

In September 2026, people searched for ING by name about 62,300 times in Australia, a 6% decrease from the previous year. These searches made up 2% of all Australia personal loan lender searches, placing ING eighth out of eight lenders. When we asked both ChatGPT and Google AI Overviews about personal loan lenders, ING appeared in three of the five answers and was the third most recommended of the eight.

Search and AI answers in September 2026

ING is the eighth most searched of 8 competitors and the third most recommended in AI answers.

  1. Latitude FinancialShare of searches 37.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. MoneyMeShare of searches 15.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. PlentiShare of searches 15.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  4. HarmoneyShare of searches 10.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. INGShare of searches 2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

+3 more

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Top personal loan lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ING was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. ING is the third most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. OurMoneyMarket1st
  2. NOW Finance2nd
  3. ING3rd
  4. Harmoney4th
  5. Latitude Financial–
  6. MoneyMe–
  7. Plenti–
  8. Wisr–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • NOW Finance3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OurMoneyMarket3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ING3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harmoney2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Plenti1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Latitude Financial0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MoneyMe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wisr0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about personal loan lenders

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which personal loan lenders compete with ING?

ING against personal loan lenders in Australia, by month

Share of searches by month for Latitude Financial, MoneyMe, Plenti, Harmoney, NOW Finance, OurMoneyMarket, Wisr, ING. The figures are in the table below the chart.

View monthly share of searches table
MonthLatitude FinancialMoneyMePlentiHarmoneyNOW FinanceOurMoneyMarketWisrING
Oct 202528.3%17.1%17.1%11.4%9.3%7.6%6.4%2.8%
Nov 202537.4%15.6%15.6%10.4%8.5%5.7%4.7%2%
Dec 202543.5%12.3%15.1%10%8.2%5.5%3.8%1.6%
Jan 202641.1%11.5%14%9.4%9.4%7.7%5.2%1.8%
Feb 202638.3%12.9%15.8%10.5%8.6%7%4.8%2.1%
Mar 202635.4%14.6%17.8%9.7%9.7%6.5%4.4%1.9%
Apr 202636.7%15.1%15.1%10.1%10.1%6.7%4.6%1.6%
May 202641%14%14%9.3%9.3%6.2%4.3%1.8%
Jun 202637%15.2%18.6%8.3%8.3%6.8%3.8%2%
Jul 202633.5%13.5%20.2%9%9%7.4%5%2.2%
Aug 202633.1%16.4%16.4%10.9%8.9%7.3%4.9%2.1%
Sep 202637.2%15.3%15.3%10.2%8.4%6.8%4.7%2%

  1. 1.Latitude Financial

    37.2%

    Held 1st. 53.9K estimated branded searches, +20% vs prior month. Share +4.1 points.

  2. 2.MoneyMe

    15.3%

    Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share -1 points.

  3. 3.Plenti

    15.3%

    Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share -1 points.

  4. 4.Harmoney

    10.2%

    Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share -0.7 points.

  5. 5.NOW Finance

    8.4%

    Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share -0.6 points.

  6. 6.OurMoneyMarket

    6.8%

    Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share -0.5 points.

  7. 7.Wisr

    4.7%

    Held 7th. 6.8K estimated branded searches, +0.89% vs prior month. Share -0.3 points.

  8. 8.ING

    2%

    Held 8th. 2.9K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between ING and its closest rivals

Every comparison with ING

15 comparisons

How has branded search demand for ING changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for ING in Australia fell from 66.3K to 62.3K.
  • Across the 12 months ending September 2026, ING’s share of searches among personal loan lenders in Australia decreased from 2.8% to 2%.
  • Across the 12 months ending September 2026, ING’s share of searches among personal loan lenders in Australia peaked at 2.8% in October 2025 and was lowest at 1.6% in December 2025.

How did search popularity change for Australia personal loan lenders in September 2026?

6 changes

  1. In September 2026, Latitude Financial gained share of searches among personal loan lenders in Australia, from 33.1% to 37.2%.

  2. In September 2026, MoneyMe lost share of searches among personal loan lenders in Australia, from 16.4% to 15.3%.

  3. In September 2026, Plenti lost share of searches among personal loan lenders in Australia, from 16.4% to 15.3%.

  4. In September 2026, Harmoney lost share of searches among personal loan lenders in Australia, from 10.9% to 10.2%.

  5. In September 2026, NOW Finance lost share of searches among personal loan lenders in Australia, from 8.9% to 8.4%.

  6. Estimated monthly branded searches for ING in Australia fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.

How are ING’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using ING’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • ing australia
  • ing bank
  • ing personal loan

Do you work for ING? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does ING compete?

ING is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Banks8th of 91%Show ranking
Personal loan lenders8th of 82%Shown above
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Is ING your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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