--- title: "Latitude Financial: search popularity in Australia" description: "Latitude Financial offers personal loans, credit cards and interest free finance. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/latitude-financial" publisher: "Brandwave" --- # Latitude Financial: search popularity in Australia Latitude Financial offers personal loans, credit cards and interest free finance. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Latitude Financial - **Owned by**: Latitude Financial - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among personal loan lenders**: 37.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Personal loan lenders | 1 | 37.2% | 53.9K | - [Personal loan lenders](/demand/au/categories/au-personal-loan-lenders) ## Top personal loan lenders in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Latitude Financial did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | OurMoneyMarket | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | NOW Finance | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | ING | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Harmoney | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Latitude Financial | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | MoneyMe | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Plenti | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 | | Wisr | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about personal loan lenders - Asked ChatGPT "Which personal loan lender should I use in Australia?": 1. NOW Finance, 2. OurMoneyMarket, 3. Harmoney, 4. ING - Asked ChatGPT "What are the best personal loan lenders in Australia?": 1. OurMoneyMarket, 2. ING, 3. NOW Finance, 4. Harmoney - Asked ChatGPT "What's the best online personal loan in Australia for good credit?": 1. OurMoneyMarket, 2. NOW Finance, 3. ING - Searched Google, AI Overview "personal loans": 1. Plenti - Searched Google, AI Overview "personal loan": named none of the brands we track Not named in any answer: Latitude Financial, MoneyMe and Wisr. Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How has branded search demand for Latitude Financial changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Latitude Financial in Australia rose from 36.7K to 53.9K. - Across the 12 months ending September 2026, Latitude Financial’s share of searches among personal loan lenders in Australia increased from 28.3% to 37.2%. - Across the 12 months ending September 2026, Latitude Financial’s share of searches among personal loan lenders in Australia peaked at 43.5% in December 2025 and was lowest at 28.3% in October 2025. ## How did search popularity change for Australia personal loan lenders in September 2026? - In September 2026, Latitude Financial gained share of searches among personal loan lenders in Australia, from 33.1% to 37.2%. - In September 2026, MoneyMe lost share of searches among personal loan lenders in Australia, from 16.4% to 15.3%. - In September 2026, Plenti lost share of searches among personal loan lenders in Australia, from 16.4% to 15.3%. - In September 2026, Harmoney lost share of searches among personal loan lenders in Australia, from 10.9% to 10.2%. - In September 2026, NOW Finance lost share of searches among personal loan lenders in Australia, from 8.9% to 8.4%. - Estimated monthly branded searches for ING in Australia fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Personal loan lenders | 36.7K | 28.3% | 1 | | Nov 2025 | Personal loan lenders | 53.1K | 37.4% | 1 | | Dec 2025 | Personal loan lenders | 64.1K | 43.5% | 1 | | Jan 2026 | Personal loan lenders | 64.9K | 41.1% | 1 | | Feb 2026 | Personal loan lenders | 53.9K | 38.3% | 1 | | Mar 2026 | Personal loan lenders | 53.9K | 35.4% | 1 | | Apr 2026 | Personal loan lenders | 53.9K | 36.7% | 1 | | May 2026 | Personal loan lenders | 64.9K | 41% | 1 | | Jun 2026 | Personal loan lenders | 53.9K | 37% | 1 | | Jul 2026 | Personal loan lenders | 44.9K | 33.5% | 1 | | Aug 2026 | Personal loan lenders | 44.9K | 33.1% | 1 | | Sep 2026 | Personal loan lenders | 53.9K | 37.2% | 1 | ## How are Latitude Financial’s branded searches counted? Brandwave collects information about searches that people make online using Latitude Financial’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. - “latitude financial” - “latitude personal loan” ## Which personal loan lenders compete with Latitude Financial? - [MoneyMe](/demand/au/brands/moneyme): Head-to-head: /demand/au/compare/latitude-financial-vs-moneyme - [Plenti](/demand/au/brands/plenti): Head-to-head: /demand/au/compare/latitude-financial-vs-plenti - [Harmoney](/demand/au/brands/harmoney): Head-to-head: /demand/au/compare/harmoney-vs-latitude-financial - [NOW Finance](/demand/au/brands/now-finance): Head-to-head: /demand/au/compare/latitude-financial-vs-now-finance - [OurMoneyMarket](/demand/au/brands/ourmoneymarket): Head-to-head: /demand/au/compare/latitude-financial-vs-ourmoneymarket - [Wisr](/demand/au/brands/wisr) - [ING](/demand/au/brands/ing-australia) ## Who owns Latitude Financial? Latitude Financial is owned by Latitude Financial. Brandwave does not track any other brands owned by Latitude Financial. - [Latitude Financial](/demand/au/companies/latitude-financial): Owns 2 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Latitude Financial? Latitude Financial is owned by Latitude Financial. Brandwave does not track any other brands owned by Latitude Financial. ## Cite this page Brandwave. "Latitude Financial: search popularity in Australia". https://gobrandwave.com/demand/au/brands/latitude-financial This page is also available as HTML at https://gobrandwave.com/demand/au/brands/latitude-financial. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.