Brandwave

How popular isGem by Latitude?

In September 2026, people searched for Gem by Latitude by name about 53,300 times in New Zealand, about the same as the previous year. These searches made up 38% of all New Zealand personal lender searches, placing Gem by Latitude first out of seven lenders. When we asked both ChatGPT and Google AI Overviews about personal lenders, Gem by Latitude did not appear in any of the answers.

Search and AI answers in September 2026

Gem by Latitude is the most searched of 7 competitors.

  1. Gem by LatitudeShare of searches 38%Mentioned in 0 of 5 AI answers
  2. Finance NowShare of searches 17.1%Mentioned in 0 of 5 AI answers
  3. MTF FinanceShare of searches 14.2%Mentioned in 1 of 5 AI answers
  4. Instant FinanceShare of searches 11.8%Mentioned in 0 of 5 AI answers
  5. Avanti FinanceShare of searches 8.3%Mentioned in 1 of 5 AI answers

+2 more

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Top personal lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gem by Latitude did not appear in any of the five answers.

Mentioned by AI

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

  • Harmoney4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MTF Finance1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Avanti Finance1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gem by Latitude0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Finance Now0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Instant Finance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nectar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about personal lenders

5 answers

  • Asked ChatGPT

    “Which personal lender should I use in New Zealand?”

    1. 1Harmoney

  • Asked ChatGPT

    “What are the best personal lenders in New Zealand?”

    1. 1Harmoney

  • Asked ChatGPT

    “What's the best personal lender in New Zealand for a personal loan?”

    1. 1Harmoney

  • Searched Google, AI Overview

    “personal loan nz”

    1. 1Harmoney
    2. 2MTF Finance

  • Searched Google, AI Overview

    “non bank lenders nz”

    1. 1Avanti Finance

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which personal lenders compete with Gem by Latitude?

Gem by Latitude against personal lenders in New Zealand, by month

Share of searches by month for Gem by Latitude, Finance Now, MTF Finance, Instant Finance, Avanti Finance, Harmoney, Nectar. The figures are in the table below the chart.

View monthly share of searches table
MonthGem by LatitudeFinance NowMTF FinanceInstant FinanceAvanti FinanceHarmoneyNectar
Oct 202538.5%17.1%15.8%11.8%6.9%8%1.9%
Nov 202538.5%16.7%13.8%14.1%6.8%8.1%2%
Dec 202539.6%16.8%12.7%14.2%6.6%8%2.1%
Jan 202639.1%16.8%15.5%11.5%6.8%8%2.3%
Feb 202636.4%18.7%15.5%10.6%7.6%8.8%2.3%
Mar 202638.4%16.5%15.4%11.4%8%7.9%2.5%
Apr 202637.4%18.2%13.9%12.5%7.4%8.5%2.2%
May 202638.5%17.5%14.5%12%7.1%8.3%2.1%
Jun 202639.1%17.2%14.3%11.8%8.7%6.9%2.1%
Jul 202637.3%18.2%13.8%12.5%8.8%7.1%2.5%
Aug 202638.8%17.6%13.4%12.1%8.9%6.8%2.4%
Sep 202638%17.1%14.2%11.8%8.3%8.1%2.6%

  1. 1.Gem by Latitude

    38%

    Held 1st. 49.8K estimated branded searches, +0.56% vs prior month. Share -0.8 points.

  2. 2.Finance Now

    17.1%

    Held 2nd. 22.5K estimated branded searches, -0.09% vs prior month. Share -0.5 points.

  3. 3.MTF Finance

    14.2%

    Held 3rd. 18.6K estimated branded searches, +8.7% vs prior month. Share +0.8 points.

  4. 4.Instant Finance

    11.8%

    Held 4th. 15.4K estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.Avanti Finance

    8.3%

    Held 5th. 10.9K estimated branded searches, -3.7% vs prior month. Share -0.6 points.

  6. 6.Harmoney

    8.1%

    Held 6th. 10.6K estimated branded searches, +21.1% vs prior month. Share +1.2 points.

  7. 7.Nectar

    2.6%

    Held 7th. 3.4K estimated branded searches, +10.9% vs prior month. Share +0.2 points.

Compare popularity between Gem by Latitude and its closest rivals

Every comparison with Gem by Latitude

15 comparisons

How has branded search demand for Gem by Latitude changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Gem by Latitude in New Zealand held steady, from 52.6K to 53.3K.
  • Across the 12 months ending September 2026, Gem by Latitude’s share of searches among personal lenders in New Zealand peaked at 39.6% in December 2025 and was lowest at 36.4% in February 2026.

How did search popularity change for New Zealand personal lenders in September 2026?

5 changes

  1. In September 2026, Harmoney gained share of searches among personal lenders in New Zealand, from 6.8% to 8.1%.

  2. In September 2026, MTF Finance gained share of searches among personal lenders in New Zealand, from 13.4% to 14.2%.

  3. In September 2026, Gem by Latitude lost share of searches among personal lenders in New Zealand, from 38.8% to 38%.

  4. In September 2026, Avanti Finance lost share of searches among personal lenders in New Zealand, from 8.9% to 8.3%.

  5. Estimated monthly branded searches for Nectar in New Zealand rose 35.3% over 12 measured months, from 2.5K to 3.4K in September 2026.

How are Gem by Latitude’s branded searches counted?

31 search terms

Brandwave collects information about searches that people make online using Gem by Latitude’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • apply for gem visa
  • gem by latitude
  • gem finance
  • gem latitude
  • gem latitude finance
  • gem personal loan
  • gem personal loans
  • gem visa
  • gem visa annual fee
  • gem visa application
  • gem visa apply
  • gem visa card
  • gem visa card apply
  • gem visa finance
  • gem visa interest rate
  • gem visa latitude
  • gem visa loan
  • gem visa stores
  • gemvisa
  • gemvisa apply
  • gemvisa card
  • latitude finance
  • latitude financial
  • latitude financial services
  • latitude financials
  • latitude gem
  • latitude gem visa
  • latitude loan
  • latitude loans
  • latitude personal loan
  • latitude personal loans

How the Brand Demand Index is measured

Who owns Gem by Latitude?

Gem by Latitude is owned by Latitude Financial. Brandwave does not track any other brands owned by Latitude Financial.

Do you work for Gem by Latitude? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Gem by Latitude compete?

Gem by Latitude is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
personal lenders1st of 738%Shown above
Credit card providers1st of 1042.3%Show ranking
Creator with pink hair and a pink jacket

Is Gem by Latitude your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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