Brandwave

How popular isXe?

In September 2026, people searched for Xe by name about 1,000 times in Australia, about the same as the previous year. These searches made up 0.41% of all Australia money transfer service searches, placing Xe ninth out of nine services. When we asked both ChatGPT and Google AI Overviews about money transfer services, Xe appeared in two of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Xe is the ninth most searched of 9 competitors and the fifth most recommended in AI answers.

  1. Western UnionShare of searches 55.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  2. RemitlyShare of searches 20.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. MoneyGramShare of searches 11.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. WiseShare of searches 5.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. XeShare of searches 0.41%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

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Top money transfer services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Xe was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Xe is the fifth most recommended of the nine.

Most recommended by AI

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

  1. Wise1st
  2. Remitly2nd
  3. OFX3rd
  4. Western Union4th
  5. Xe5th
  6. TorFX6th
  7. MoneyGram–
  8. WorldRemit–
  9. Instarem–

Mentioned by AI

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

  • Wise5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Western Union4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Remitly3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • OFX3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Xe2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • TorFX1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MoneyGram0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WorldRemit0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Instarem0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about money transfer services

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 26, 2026.

Which money transfer services compete with Xe?

Xe against money transfer services in Australia, by month

Share of searches by month for Western Union, Remitly, MoneyGram, Wise, OFX, Xe. The figures are in the table below the chart.

View monthly share of searches table
MonthWestern UnionRemitlyMoneyGramWiseOFXWorldRemitTorFXInstaremXe
Oct 202553.8%24.1%8.8%4.7%4.8%1.4%0.96%0.96%0.4%
Nov 202551.2%28%8.4%4.4%4.6%1.4%0.91%0.72%0.38%
Dec 202557.9%21.2%9.5%4.1%4.2%1.3%0.67%0.84%0.31%
Jan 202656.2%20.6%11.3%4.6%4.1%1.2%0.82%0.82%0.3%
Feb 202652.6%23.6%10.6%5.3%4.7%1.4%0.74%0.74%0.34%
Mar 202657.5%21.1%9.4%4.7%4.2%1%0.84%0.84%0.31%
Apr 202652%23.3%12.8%5.2%3.8%1.1%0.73%0.73%0.34%
May 202652.8%23.7%10.6%5.3%4.7%1.1%0.74%0.74%0.34%
Jun 202649%26.9%9.9%5.6%5.4%1.3%0.85%0.71%0.39%
Jul 202655.6%20.4%11.2%5.1%5%0.99%0.78%0.66%0.36%
Aug 202651.8%23.2%12.7%4.8%4.6%1.1%0.61%0.73%0.34%
Sep 202655.3%20.3%11.1%5.5%5%0.98%0.78%0.66%0.41%

  1. 1.Western Union

    55.3%

    Held 1st. 135K estimated branded searches, 0% vs prior month. Share +3.5 points.

  2. 2.Remitly

    20.3%

    Held 2nd. 49.5K estimated branded searches, -18.2% vs prior month. Share -2.9 points.

  3. 3.MoneyGram

    11.1%

    Held 3rd. 27.1K estimated branded searches, -18.1% vs prior month. Share -1.6 points.

  4. 4.Wise

    5.5%

    Held 4th. 13.5K estimated branded searches, +8% vs prior month. Share +0.7 points.

  5. 5.OFX

    5%

    Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share +0.3 points.

  6. 6.WorldRemit

    0.98%

    Held 6th. 2.4K estimated branded searches, -17.2% vs prior month. Share -0.1 points.

  7. 7.TorFX

    0.78%

    Moved from 8th to 7th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.2 points.

  8. 8.Instarem

    0.66%

    Moved from 7th to 8th. 1.6K estimated branded searches, -15.8% vs prior month. Share -0.1 points.

  9. 9.Xe

    0.41%

    Held 9th. 1K estimated branded searches, +13.6% vs prior month. Share +0.1 points.

Compare popularity between Xe and its closest rivals

Every comparison with Xe

8 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Xe in Australia held steady at 1K.
  • Across the 12 months ending September 2026, Xe’s share of searches among money transfer services in Australia held steady, from 0.4% to 0.41%.

How did search popularity change for Australia money transfer services in September 2026?

6 changes

  1. In September 2026, Western Union gained share of searches among money transfer services in Australia, from 51.8% to 55.3%.

  2. In September 2026, Wise gained share of searches among money transfer services in Australia, from 4.8% to 5.5%.

  3. In September 2026, Remitly lost share of searches among money transfer services in Australia, from 23.2% to 20.3%.

  4. In September 2026, MoneyGram lost share of searches among money transfer services in Australia, from 12.7% to 11.1%.

  5. In September 2026, TorFX rose from 8th to 7th among money transfer services in Australia.

  6. In September 2026, Instarem fell from 7th to 8th among money transfer services in Australia.

How are Xe’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Xe’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.

  • xe money transfer

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How the Brand Demand Index is measured

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