--- title: "ING vs Latitude Financial: Which is searched more in Australia?" description: "Is ING or Latitude Financial more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Personal loan lenders set in Australia. 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/compare/ing-australia-vs-latitude-financial" publisher: "Brandwave" --- # ING vs Latitude Financial: Which is searched more in Australia? Is ING or Latitude Financial more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Personal loan lenders set in Australia. 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 - **Compared**: ING and Latitude Financial - **Competitive set**: Personal loan lenders - **Market**: Australia - **Month measured**: Sep 2026 - **ING Share of Search**: 2% - **Latitude Financial Share of Search**: 37.2% ## Is ING or Latitude Financial more popular in search? - 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%. - 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. ## 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. 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 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%. - Estimated monthly branded searches for ING in Australia fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026. ## Month by month | Month | ING estimated searches | ING Share of Search | ING rank | Latitude Financial estimated searches | Latitude Financial Share of Search | Latitude Financial rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 3.6K | 2.8% | 8 | 36.7K | 28.3% | 1 | | Nov 2025 | 2.9K | 2% | 8 | 53.1K | 37.4% | 1 | | Dec 2025 | 2.4K | 1.6% | 8 | 64.1K | 43.5% | 1 | | Jan 2026 | 2.9K | 1.8% | 8 | 64.9K | 41.1% | 1 | | Feb 2026 | 2.9K | 2.1% | 8 | 53.9K | 38.3% | 1 | | Mar 2026 | 2.9K | 1.9% | 8 | 53.9K | 35.4% | 1 | | Apr 2026 | 2.4K | 1.6% | 8 | 53.9K | 36.7% | 1 | | May 2026 | 2.9K | 1.8% | 8 | 64.9K | 41% | 1 | | Jun 2026 | 2.9K | 2% | 8 | 53.9K | 37% | 1 | | Jul 2026 | 2.9K | 2.2% | 8 | 44.9K | 33.5% | 1 | | Aug 2026 | 2.9K | 2.1% | 8 | 44.9K | 33.1% | 1 | | Sep 2026 | 2.9K | 2% | 8 | 53.9K | 37.2% | 1 | ## How each brand is measured 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**: 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. - [ING profile](/demand/au/brands/ing-australia) - [Latitude Financial profile](/demand/au/brands/latitude-financial) - [All personal loan lenders in Australia](/demand/au/categories/au-personal-loan-lenders): The set both shares are measured inside, 8 brands. ## 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 ### Is ING or Latitude Financial more popular in search? 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%. ## Cite this page Brandwave. "ING vs Latitude Financial: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/ing-australia-vs-latitude-financial This page is also available as HTML at https://gobrandwave.com/demand/au/compare/ing-australia-vs-latitude-financial. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.