--- title: "Personal loan lenders in Australia: Which are searched most?" description: "Compare the online lenders Australians get personal loans from. Share of Search among Latitude Financial, MoneyMe, Plenti, Harmoney, NOW Finance, OurMoneyMarket, Wisr and ING, the personal loan lenders Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/categories/au-personal-loan-lenders" publisher: "Brandwave" --- # Personal loan lenders in Australia: Which are searched most? Compare the online lenders Australians get personal loans from. Share of Search among Latitude Financial, MoneyMe, Plenti, Harmoney, NOW Finance, OurMoneyMarket, Wisr and ING, the personal loan lenders Brandwave compares in Australia, using the same methodology, market, and reporting period. 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 - **Competitive set**: Personal loan lenders - **Market**: Australia - **Brands compared**: 8 - **Month measured**: Sep 2026 - **Highest Share of Search**: Latitude Financial, 37.2% ## Which brand is most popular in search among personal loan lenders in Australia? - 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%. - 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. ## 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. 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. ## Compare search popularity between leading brands - [Latitude Financial vs MoneyMe: compare search popularity](/demand/au/compare/latitude-financial-vs-moneyme): 37.2% against 15.3% Share of Search. - [Latitude Financial vs Plenti: compare search popularity](/demand/au/compare/latitude-financial-vs-plenti): 37.2% against 15.3% Share of Search. - [Latitude Financial vs Harmoney: compare search popularity](/demand/au/compare/harmoney-vs-latitude-financial): 37.2% against 10.2% Share of Search. - [Latitude Financial vs NOW Finance: compare search popularity](/demand/au/compare/latitude-financial-vs-now-finance): 37.2% against 8.4% Share of Search. - [MoneyMe vs Plenti: compare search popularity](/demand/au/compare/moneyme-vs-plenti): 15.3% Share of Search each. - [MoneyMe vs Harmoney: compare search popularity](/demand/au/compare/harmoney-vs-moneyme): 15.3% against 10.2% Share of Search. - [MoneyMe vs NOW Finance: compare search popularity](/demand/au/compare/moneyme-vs-now-finance): 15.3% against 8.4% Share of Search. - [Plenti vs Harmoney: compare search popularity](/demand/au/compare/harmoney-vs-plenti): 15.3% against 10.2% Share of Search. - [Plenti vs NOW Finance: compare search popularity](/demand/au/compare/now-finance-vs-plenti): 15.3% against 8.4% Share of Search. - [Harmoney vs NOW Finance: compare search popularity](/demand/au/compare/harmoney-vs-now-finance): 10.2% against 8.4% Share of Search. ## 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. - Estimated monthly branded searches for Wisr in Australia fell 18.5% over 12 measured months, from 8.3K to 6.8K in September 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Latitude Financial | 37.2% | 53.9K | +20.0% | Latitude Financial | | 2 | MoneyMe | 15.3% | 22.2K | 0.0% | MoneyMe | | 3 | Plenti | 15.3% | 22.2K | 0.0% | Plenti | | 4 | Harmoney | 10.2% | 14.8K | 0.0% | Harmoney | | 5 | NOW Finance | 8.4% | 12.1K | 0.0% | NOW Finance | | 6 | OurMoneyMarket | 6.8% | 9.9K | 0.0% | OurMoneyMarket | | 7 | Wisr | 4.7% | 6.8K | +0.9% | Wisr | | 8 | ING | 2% | 2.9K | 0.0% | ING | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Latitude Financial | 36.7K | 28.3% | 1 | | Oct 2025 | MoneyMe | 22.2K | 17.1% | 2 | | Oct 2025 | Plenti | 22.2K | 17.1% | 3 | | Oct 2025 | Harmoney | 14.8K | 11.4% | 4 | | Oct 2025 | NOW Finance | 12.1K | 9.3% | 5 | | Oct 2025 | OurMoneyMarket | 9.9K | 7.6% | 6 | | Oct 2025 | Wisr | 8.3K | 6.4% | 7 | | Oct 2025 | ING | 3.6K | 2.8% | 8 | | Nov 2025 | Latitude Financial | 53.1K | 37.4% | 1 | | Nov 2025 | MoneyMe | 22.2K | 15.6% | 2 | | Nov 2025 | Plenti | 22.2K | 15.6% | 3 | | Nov 2025 | Harmoney | 14.8K | 10.4% | 4 | | Nov 2025 | NOW Finance | 12.1K | 8.5% | 5 | | Nov 2025 | OurMoneyMarket | 8.1K | 5.7% | 6 | | Nov 2025 | Wisr | 6.7K | 4.7% | 7 | | Nov 2025 | ING | 2.9K | 2% | 8 | | Dec 2025 | Latitude Financial | 64.1K | 43.5% | 1 | | Dec 2025 | Plenti | 22.2K | 15.1% | 2 | | Dec 2025 | MoneyMe | 18.1K | 12.3% | 3 | | Dec 2025 | Harmoney | 14.8K | 10% | 4 | | Dec 2025 | NOW Finance | 12.1K | 8.2% | 5 | | Dec 2025 | OurMoneyMarket | 8.1K | 5.5% | 6 | | Dec 2025 | Wisr | 5.5K | 3.8% | 7 | | Dec 2025 | ING | 2.4K | 1.6% | 8 | | Jan 2026 | Latitude Financial | 64.9K | 41.1% | 1 | | Jan 2026 | Plenti | 22.2K | 14% | 2 | | Jan 2026 | MoneyMe | 18.1K | 11.5% | 3 | | Jan 2026 | Harmoney | 14.8K | 9.4% | 4 | | Jan 2026 | NOW Finance | 14.8K | 9.4% | 5 | | Jan 2026 | OurMoneyMarket | 12.1K | 7.7% | 6 | | Jan 2026 | Wisr | 8.2K | 5.2% | 7 | | Jan 2026 | ING | 2.9K | 1.8% | 8 | | Feb 2026 | Latitude Financial | 53.9K | 38.3% | 1 | | Feb 2026 | Plenti | 22.2K | 15.8% | 2 | | Feb 2026 | MoneyMe | 18.1K | 12.9% | 3 | | Feb 2026 | Harmoney | 14.8K | 10.5% | 4 | | Feb 2026 | NOW Finance | 12.1K | 8.6% | 5 | | Feb 2026 | OurMoneyMarket | 9.9K | 7% | 6 | | Feb 2026 | Wisr | 6.7K | 4.8% | 7 | | Feb 2026 | ING | 2.9K | 2.1% | 8 | | Mar 2026 | Latitude Financial | 53.9K | 35.4% | 1 | | Mar 2026 | Plenti | 27.1K | 17.8% | 2 | | Mar 2026 | MoneyMe | 22.2K | 14.6% | 3 | | Mar 2026 | Harmoney | 14.8K | 9.7% | 4 | | Mar 2026 | NOW Finance | 14.8K | 9.7% | 5 | | Mar 2026 | OurMoneyMarket | 9.9K | 6.5% | 6 | | Mar 2026 | Wisr | 6.8K | 4.4% | 7 | | Mar 2026 | ING | 2.9K | 1.9% | 8 | | Apr 2026 | Latitude Financial | 53.9K | 36.7% | 1 | | Apr 2026 | MoneyMe | 22.2K | 15.1% | 2 | | Apr 2026 | Plenti | 22.2K | 15.1% | 3 | | Apr 2026 | Harmoney | 14.8K | 10.1% | 4 | | Apr 2026 | NOW Finance | 14.8K | 10.1% | 5 | | Apr 2026 | OurMoneyMarket | 9.9K | 6.7% | 6 | | Apr 2026 | Wisr | 6.7K | 4.6% | 7 | | Apr 2026 | ING | 2.4K | 1.6% | 8 | | May 2026 | Latitude Financial | 64.9K | 41% | 1 | | May 2026 | MoneyMe | 22.2K | 14% | 2 | | May 2026 | Plenti | 22.2K | 14% | 3 | | May 2026 | Harmoney | 14.8K | 9.3% | 4 | | May 2026 | NOW Finance | 14.8K | 9.3% | 5 | | May 2026 | OurMoneyMarket | 9.9K | 6.2% | 6 | | May 2026 | Wisr | 6.7K | 4.3% | 7 | | May 2026 | ING | 2.9K | 1.8% | 8 | | Jun 2026 | Latitude Financial | 53.9K | 37% | 1 | | Jun 2026 | Plenti | 27.1K | 18.6% | 2 | | Jun 2026 | MoneyMe | 22.2K | 15.2% | 3 | | Jun 2026 | Harmoney | 12.1K | 8.3% | 4 | | Jun 2026 | NOW Finance | 12.1K | 8.3% | 5 | | Jun 2026 | OurMoneyMarket | 9.9K | 6.8% | 6 | | Jun 2026 | Wisr | 5.5K | 3.8% | 7 | | Jun 2026 | ING | 2.9K | 2% | 8 | | Jul 2026 | Latitude Financial | 44.9K | 33.5% | 1 | | Jul 2026 | Plenti | 27.1K | 20.2% | 2 | | Jul 2026 | MoneyMe | 18.1K | 13.5% | 3 | | Jul 2026 | Harmoney | 12.1K | 9% | 4 | | Jul 2026 | NOW Finance | 12.1K | 9% | 5 | | Jul 2026 | OurMoneyMarket | 9.9K | 7.4% | 6 | | Jul 2026 | Wisr | 6.7K | 5% | 7 | | Jul 2026 | ING | 2.9K | 2.2% | 8 | | Aug 2026 | Latitude Financial | 44.9K | 33.1% | 1 | | Aug 2026 | MoneyMe | 22.2K | 16.4% | 2 | | Aug 2026 | Plenti | 22.2K | 16.4% | 3 | | Aug 2026 | Harmoney | 14.8K | 10.9% | 4 | | Aug 2026 | NOW Finance | 12.1K | 8.9% | 5 | | Aug 2026 | OurMoneyMarket | 9.9K | 7.3% | 6 | | Aug 2026 | Wisr | 6.7K | 4.9% | 7 | | Aug 2026 | ING | 2.9K | 2.1% | 8 | | Sep 2026 | Latitude Financial | 53.9K | 37.2% | 1 | | Sep 2026 | MoneyMe | 22.2K | 15.3% | 2 | | Sep 2026 | Plenti | 22.2K | 15.3% | 3 | | Sep 2026 | Harmoney | 14.8K | 10.2% | 4 | | Sep 2026 | NOW Finance | 12.1K | 8.4% | 5 | | Sep 2026 | OurMoneyMarket | 9.9K | 6.8% | 6 | | Sep 2026 | Wisr | 6.8K | 4.7% | 7 | | Sep 2026 | ING | 2.9K | 2% | 8 | ## What is being compared - **Harmoney**: Measured on the search term “harmoney”. - **ING**: Measured on the search term “ing personal loan”. - **Latitude Financial**: Measured on the search terms “latitude financial” and “latitude personal loan”, summed into one figure. - **MoneyMe**: Measured on the search terms “money me” and “moneyme”, summed into one figure. - **NOW Finance**: Measured on the search term “now finance”. - **OurMoneyMarket**: Measured on the search term “ourmoneymarket”. - **Plenti**: Measured on the search term “plenti”. - **Wisr**: Measured on the search terms “wisr” and “wisr personal loan”, summed into one figure. - [Harmoney](/demand/au/brands/harmoney) - [ING](/demand/au/brands/ing-australia) - [Latitude Financial](/demand/au/brands/latitude-financial) - [MoneyMe](/demand/au/brands/moneyme) - [NOW Finance](/demand/au/brands/now-finance) - [OurMoneyMarket](/demand/au/brands/ourmoneymarket) - [Plenti](/demand/au/brands/plenti) - [Wisr](/demand/au/brands/wisr) ## 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 ### Which brand is most popular in search among personal loan lenders in Australia? 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. ## Cite this page Brandwave. "Personal loan lenders in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-personal-loan-lenders This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-personal-loan-lenders. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.