--- title: "NOW Finance: search popularity in Australia" description: "NOW Finance is an online lender for personal loans. 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/now-finance" publisher: "Brandwave" --- # NOW Finance: search popularity in Australia NOW Finance is an online lender for personal loans. 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**: NOW Finance - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among personal loan lenders**: 8.4% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Personal loan lenders | 5 | 8.4% | 12.1K | - [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, NOW Finance was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. NOW Finance is the second most recommended of the eight. 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 NOW Finance changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for NOW Finance in Australia held steady at 12.1K. - Across the 12 months ending September 2026, NOW Finance’s share of searches among personal loan lenders in Australia decreased from 9.3% to 8.4%. - Across the 12 months ending September 2026, NOW Finance’s share of searches among personal loan lenders in Australia peaked at 10.1% in April 2026 and was lowest at 8.2% in December 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 | 12.1K | 9.3% | 5 | | Nov 2025 | Personal loan lenders | 12.1K | 8.5% | 5 | | Dec 2025 | Personal loan lenders | 12.1K | 8.2% | 5 | | Jan 2026 | Personal loan lenders | 14.8K | 9.4% | 5 | | Feb 2026 | Personal loan lenders | 12.1K | 8.6% | 5 | | Mar 2026 | Personal loan lenders | 14.8K | 9.7% | 5 | | Apr 2026 | Personal loan lenders | 14.8K | 10.1% | 5 | | May 2026 | Personal loan lenders | 14.8K | 9.3% | 5 | | Jun 2026 | Personal loan lenders | 12.1K | 8.3% | 5 | | Jul 2026 | Personal loan lenders | 12.1K | 9% | 5 | | Aug 2026 | Personal loan lenders | 12.1K | 8.9% | 5 | | Sep 2026 | Personal loan lenders | 12.1K | 8.4% | 5 | ## How are NOW Finance’s branded searches counted? Brandwave collects information about searches that people make online using NOW Finance’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “now finance” ## Which personal loan lenders compete with NOW Finance? - [Latitude Financial](/demand/au/brands/latitude-financial) - [MoneyMe](/demand/au/brands/moneyme): Head-to-head: /demand/au/compare/moneyme-vs-now-finance - [Plenti](/demand/au/brands/plenti): Head-to-head: /demand/au/compare/now-finance-vs-plenti - [Harmoney](/demand/au/brands/harmoney): Head-to-head: /demand/au/compare/harmoney-vs-now-finance - [OurMoneyMarket](/demand/au/brands/ourmoneymarket): Head-to-head: /demand/au/compare/now-finance-vs-ourmoneymarket - [Wisr](/demand/au/brands/wisr): Head-to-head: /demand/au/compare/now-finance-vs-wisr - [ING](/demand/au/brands/ing-australia) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "NOW Finance: search popularity in Australia". https://gobrandwave.com/demand/au/brands/now-finance This page is also available as HTML at https://gobrandwave.com/demand/au/brands/now-finance. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.