ING vs Latitude Financial:Which is more popular?
In September 2026, Latitude Financial had more branded searches than ING among personal loan lenders in Australia. Latitude Financial had about 53,900 branded searches, while ING had 2,900. Latitude Financial made up 37.2% of all personal loan lender searches we track, and ING accounted for 2%. When we asked ChatGPT and Google AI Overviews about personal loan lenders, ING appeared in three of the five answers and Latitude Financial in none.
Who do people search for more?
Latitude Financial, about 19 searches for every 1 for ING
Who does AI mention more?
ING, mentioned in 3 of 5 answers, Latitude Financial in 0
Who does AI recommend more?
ING, the only one of the two named
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Top personal loan lenders in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, ING was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Latitude Financial did not appear in any of the five answers.
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.
Is ING or Latitude Financial more popular in search?
This chart shows how often people search Google for ING and Latitude Financial 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, 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% |
How has the ING and Latitude Financial comparison changed over the last 12 months?
3 findings
- Latitude Financial was ahead of ING in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ING’s share of searches among personal loan lenders in Australia moved from 2.8% to 2%, and its estimated monthly branded searches moved from 3.6K to 2.9K.
- Across the 12 months ending September 2026, Latitude Financial’s share of searches among personal loan lenders in Australia moved from 28.3% to 37.2%, and its estimated monthly branded searches moved from 36.7K to 53.9K.
How did search popularity change for Australia personal loan lenders in September 2026?
2 changes
In September 2026, Latitude Financial gained share of searches among personal loan lenders in Australia, from 33.1% to 37.2%.
Estimated monthly branded searches for ING in Australia fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using ING’s and Latitude Financial’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
ING
1 branded search term
- ing personal loan
Latitude Financial
2 branded search terms
- latitude financial
- latitude personal loan
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