Personal loan lenders in Australia:Which are most popular?
In September 2026, Latitude Financial was the most searched personal loan lender in Australia, accounting for 37.2% of all searches among the eight lenders we track. When we checked with ChatGPT and Google AI Overviews, NOW Finance, OurMoneyMarket and ING were mentioned most often, in three of the five answers. OurMoneyMarket was recommended most often, coming first in two out of three responses that gave a list.
Latitude FinancialShare of searches 37.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
MoneyMeShare of searches 15.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
PlentiShare of searches 15.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
HarmoneyShare of searches 10.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
NOW FinanceShare of searches 8.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
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Top personal loan lenders in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, NOW Finance, OurMoneyMarket and ING were mentioned most often, in three of the five answers. OurMoneyMarket was recommended most often, coming first in two out of three answers that gave a list. NOW Finance was second, and ING was third. Latitude Financial, which ranked first in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which personal loan lender should I use in Australia?”
Asked ChatGPT
“What are the best personal loan lenders in Australia?”
Asked ChatGPT
“What's the best online personal loan in Australia for good credit?”
Searched Google, AI Overview
“personal loans”
Searched Google, AI Overview
“personal loan”
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 do people search for most?
This chart shows how often people search Google for each personal loan lender by name. Each line represents a brand's share of searches for all eight personal loan lenders we track, month by month, from searches in Australia.
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
| Month | Latitude Financial | MoneyMe | Plenti | Harmoney | NOW Finance | OurMoneyMarket | Wisr | ING |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.3% | 17.1% | 17.1% | 11.4% | 9.3% | 7.6% | 6.4% | 2.8% |
| Nov 2025 | 37.4% | 15.6% | 15.6% | 10.4% | 8.5% | 5.7% | 4.7% | 2% |
| Dec 2025 | 43.5% | 12.3% | 15.1% | 10% | 8.2% | 5.5% | 3.8% | 1.6% |
| Jan 2026 | 41.1% | 11.5% | 14% | 9.4% | 9.4% | 7.7% | 5.2% | 1.8% |
| Feb 2026 | 38.3% | 12.9% | 15.8% | 10.5% | 8.6% | 7% | 4.8% | 2.1% |
| Mar 2026 | 35.4% | 14.6% | 17.8% | 9.7% | 9.7% | 6.5% | 4.4% | 1.9% |
| Apr 2026 | 36.7% | 15.1% | 15.1% | 10.1% | 10.1% | 6.7% | 4.6% | 1.6% |
| May 2026 | 41% | 14% | 14% | 9.3% | 9.3% | 6.2% | 4.3% | 1.8% |
| Jun 2026 | 37% | 15.2% | 18.6% | 8.3% | 8.3% | 6.8% | 3.8% | 2% |
| Jul 2026 | 33.5% | 13.5% | 20.2% | 9% | 9% | 7.4% | 5% | 2.2% |
| Aug 2026 | 33.1% | 16.4% | 16.4% | 10.9% | 8.9% | 7.3% | 4.9% | 2.1% |
| Sep 2026 | 37.2% | 15.3% | 15.3% | 10.2% | 8.4% | 6.8% | 4.7% | 2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 37.2% | 53.9K | +20% | +4.1 points | |
| 2, held 2nd | 15.3% | 22.2K | 0% | -1 points | |
| 3, held 3rd | 15.3% | 22.2K | 0% | -1 points | |
| 4, held 4th | 10.2% | 14.8K | 0% | -0.7 points | |
| 5, held 5th | 8.4% | 12.1K | 0% | -0.6 points | |
| 6, held 6th | 6.8% | 9.9K | 0% | -0.5 points | |
| 7, held 7th | 4.7% | 6.8K | +0.89% | -0.3 points | |
| 8, held 8th | 2% | 2.9K | 0% | -0.1 points |
37.2%
Held 1st. 53.9K estimated branded searches, +20% vs prior month. Share +4.1 points.
2.
MoneyMe15.3%
Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share -1 points.
3.
Plenti15.3%
Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share -1 points.
4.
Harmoney10.2%
Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share -0.7 points.
8.4%
Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share -0.6 points.
6.8%
Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share -0.5 points.
7.
Wisr4.7%
Held 7th. 6.8K estimated branded searches, +0.89% vs prior month. Share -0.3 points.
8.
ING2%
Held 8th. 2.9K estimated branded searches, 0% vs prior month. Share -0.1 points.
Which brand is most popular in search among personal loan lenders in Australia?
8 brands
In September 2026, Latitude Financial was the most searched among personal loan lenders in Australia, with an estimated 53.9K branded searches, 37.2% of all searches for the eight we track. MoneyMe is in 2nd place, 21.9 percentage points behind at 15.3%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Latitude Financial | 28.3% → 37.2% | 43.5%Dec 2025 | 28.3%Oct 2025 | 1st |
| MoneyMe | 17.1% → 15.3% | 17.1%Oct 2025 | 11.5%Jan 2026 | 2nd |
| Plenti | 17.1% → 15.3% | 20.2%Jul 2026 | 14%May 2026 | 3rd |
| Harmoney | 11.4% → 10.2% | 11.4%Oct 2025 | 8.3%Jun 2026 | 4th |
| NOW Finance | 9.3% → 8.4% | 10.1%Apr 2026 | 8.2%Dec 2025 | 5th |
| OurMoneyMarket | 7.6% → 6.8% | 7.7%Jan 2026 | 5.5%Dec 2025 | 6th |
| Wisr | 6.4% → 4.7% | 6.4%Oct 2025 | 3.8%Dec 2025 | 7th |
| ING | 2.8% → 2% | 2.8%Oct 2025 | 1.6%Dec 2025 | 8th |
Each finding as a sentence
- 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, MoneyMe’s share of searches among personal loan lenders in Australia decreased from 17.1% to 15.3%.
- Across the 12 months ending September 2026, Plenti’s share of searches among personal loan lenders in Australia decreased from 17.1% to 15.3%.
- Across the 12 months ending September 2026, Harmoney’s share of searches among personal loan lenders in Australia decreased from 11.4% to 10.2%.
- 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, OurMoneyMarket’s share of searches among personal loan lenders in Australia decreased from 7.6% to 6.8%.
- Across the 12 months ending September 2026, Wisr’s share of searches among personal loan lenders in Australia decreased from 6.4% to 4.7%.
- 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, 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.
- Across the 12 months ending September 2026, MoneyMe’s share of searches among personal loan lenders in Australia peaked at 17.1% in October 2025 and was lowest at 11.5% in January 2026.
- Across the 12 months ending September 2026, Plenti’s share of searches among personal loan lenders in Australia peaked at 20.2% in July 2026 and was lowest at 14% in May 2026.
- Across the 12 months ending September 2026, Harmoney’s share of searches among personal loan lenders in Australia peaked at 11.4% in October 2025 and was lowest at 8.3% in June 2026.
- 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.
- Across the 12 months ending September 2026, OurMoneyMarket’s share of searches among personal loan lenders in Australia peaked at 7.7% in January 2026 and was lowest at 5.5% in December 2025.
- Across the 12 months ending September 2026, Wisr’s share of searches among personal loan lenders in Australia peaked at 6.4% in October 2025 and was lowest at 3.8% in December 2025.
- 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?
7 changes
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.
Estimated monthly branded searches for Wisr in Australia fell 18.5% over 12 measured months, from 8.3K to 6.8K in September 2026.
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