Personal lenders in New Zealand:Which are most popular?

Name: Personal lenders in New Zealand: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In October 2026, Gem by Latitude was the most searched personal lender in New Zealand, accounting for 40.7% of all searches among the seven lenders tracked by the Brandwave Brand Demand Index. When we checked with ChatGPT and Google AI Overviews, Harmoney was mentioned most often, in four of the five answers.

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Top personal lenders in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Harmoney was mentioned most often, in four of the five answers. Gem by Latitude, which ranked first in searches, was not mentioned at all.

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Harmoney	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
MTF Finance	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Avanti Finance	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Gem by Latitude	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Finance Now	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Instant Finance	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Nectar	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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 do people search for most?

This chart shows how often people search Google for each personal lender by name. Each line represents a brand's share of searches for all seven personal lenders we track, month by month, from searches in New Zealand.

Share of searches among personal lenders in New Zealand, by month

Month	Gem by Latitude	Finance Now	MTF Finance	Instant Finance	Avanti Finance	Harmoney	Nectar
Nov 2025	38.5%	16.7%	13.8%	14.1%	6.8%	8.1%	2%
Dec 2025	40.1%	17%	12.9%	14.3%	5.5%	8%	2.1%
Jan 2026	39.1%	16.8%	15.5%	11.5%	6.8%	8%	2.3%
Feb 2026	36.4%	18.7%	15.5%	10.6%	7.6%	8.8%	2.3%
Mar 2026	38.9%	16.7%	15.6%	11.5%	6.8%	8%	2.5%
Apr 2026	37.4%	18.2%	13.9%	12.5%	7.4%	8.5%	2.2%
May 2026	38.5%	17.5%	14.5%	12%	7.1%	8.3%	2.1%
Jun 2026	39.6%	17.4%	14.5%	12%	7.4%	7%	2.2%
Jul 2026	37.8%	18.4%	14%	12.6%	7.4%	7.2%	2.5%
Aug 2026	38.8%	17.6%	13.4%	12.1%	8.9%	6.8%	2.4%
Sep 2026	38%	17.1%	14.2%	11.8%	8.3%	8.1%	2.6%
Oct 2026	40.7%	15.1%	14%	12.7%	7.4%	7%	3%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Gem by LatitudeLatitude Financial	40.7%	49.9K	+0.1%	+2.7 points
2, held 2nd	Finance Now	15.1%	18.4K	-17.9%	-2.1 points
3, held 3rd	MTF Finance	14%	17.1K	-7.7%	-0.2 points
4, held 4th	Instant Finance	12.7%	15.6K	+0.91%	+0.9 points
5, held 5th	Avanti Finance	7.4%	9.1K	-16.3%	-0.9 points
6, held 6th	Harmoney	7%	8.6K	-18.6%	-1 points
7, held 7th	Nectar	3%	3.7K	+8.9%	+0.4 points

1.Gem by Latitude
40.7%
Held 1st. 49.9K estimated branded searches, +0.1% vs prior month. Share +2.7 points.
2.Finance Now
15.1%
Held 2nd. 18.4K estimated branded searches, -17.9% vs prior month. Share -2.1 points.
3.MTF Finance
14%
Held 3rd. 17.1K estimated branded searches, -7.7% vs prior month. Share -0.2 points.
4.Instant Finance
12.7%
Held 4th. 15.6K estimated branded searches, +0.91% vs prior month. Share +0.9 points.
5.Avanti Finance
7.4%
Held 5th. 9.1K estimated branded searches, -16.3% vs prior month. Share -0.9 points.
6.Harmoney
7%
Held 6th. 8.6K estimated branded searches, -18.6% vs prior month. Share -1 points.
7.Nectar
3%
Held 7th. 3.7K estimated branded searches, +8.9% vs prior month. Share +0.4 points.

Which brand is most popular in search among personal lenders in New Zealand?

7 brands

In October 2026, Gem by Latitude was the most searched among personal lenders in New Zealand, with an estimated 49.9K branded searches, 40.7% of all searches for the seven tracked by the Brandwave Brand Demand Index. Finance Now is in 2nd place, 25.7 percentage points behind at 15.1%.

New Zealand personal lenders, last 12 months ending October 2026
Brand	Share of searches	Peak	Low	Rank
Gem by Latitude	38.5% → 40.7%	40.7%Oct 2026	36.4%Feb 2026	1st
Finance Now	16.7% → 15.1%	18.7%Feb 2026	15.1%Oct 2026	2nd
MTF Finance	13.8% → 14%	15.6%Mar 2026	12.9%Dec 2025	4th → 3rd
Instant Finance	14.1% → 12.7%	14.3%Dec 2025	10.6%Feb 2026	3rd → 4th
Avanti Finance	6.8% → 7.4%	8.9%Aug 2026	5.5%Dec 2025	6th → 5th
Harmoney	8.1% → 7%	8.8%Feb 2026	6.8%Aug 2026	5th → 6th
Nectar	2% → 3%	3%Oct 2026	2%Nov 2025	7th

Each finding as a sentence

Across the 12 months ending October 2026, Gem by Latitude’s share of searches among personal lenders in New Zealand increased from 38.5% to 40.7%.
Across the 12 months ending October 2026, Finance Now’s share of searches among personal lenders in New Zealand decreased from 16.7% to 15.1%.
Across the 12 months ending October 2026, Instant Finance’s share of searches among personal lenders in New Zealand decreased from 14.1% to 12.7%.
Across the 12 months ending October 2026, Avanti Finance’s share of searches among personal lenders in New Zealand increased from 6.8% to 7.4%.
Across the 12 months ending October 2026, Harmoney’s share of searches among personal lenders in New Zealand decreased from 8.1% to 7%.
Across the 12 months ending October 2026, Nectar’s share of searches among personal lenders in New Zealand increased from 2% to 3%.
Across the 12 months ending October 2026, Gem by Latitude’s share of searches among personal lenders in New Zealand peaked at 40.7% in October 2026 and was lowest at 36.4% in February 2026.
Across the 12 months ending October 2026, Finance Now’s share of searches among personal lenders in New Zealand peaked at 18.7% in February 2026 and was lowest at 15.1% in October 2026.
Across the 12 months ending October 2026, MTF Finance’s share of searches among personal lenders in New Zealand peaked at 15.6% in March 2026 and was lowest at 12.9% in December 2025.
Across the 12 months ending October 2026, Instant Finance’s share of searches among personal lenders in New Zealand peaked at 14.3% in December 2025 and was lowest at 10.6% in February 2026.
Across the 12 months ending October 2026, Avanti Finance’s share of searches among personal lenders in New Zealand peaked at 8.9% in August 2026 and was lowest at 5.5% in December 2025.
Across the 12 months ending October 2026, Harmoney’s share of searches among personal lenders in New Zealand peaked at 8.8% in February 2026 and was lowest at 6.8% in August 2026.
Across the 12 months ending October 2026, MTF Finance rose from 4th to 3rd among personal lenders in New Zealand.
Across the 12 months ending October 2026, Instant Finance fell from 3rd to 4th among personal lenders in New Zealand.
Across the 12 months ending October 2026, Avanti Finance rose from 6th to 5th among personal lenders in New Zealand.
Across the 12 months ending October 2026, Harmoney fell from 5th to 6th among personal lenders in New Zealand.

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

6 changes

In October 2026, Gem by Latitude gained share of searches among personal lenders in New Zealand, from 38% to 40.7%.
In October 2026, Instant Finance gained share of searches among personal lenders in New Zealand, from 11.8% to 12.7%.
In October 2026, Finance Now lost share of searches among personal lenders in New Zealand, from 17.1% to 15.1%.
In October 2026, Harmoney lost share of searches among personal lenders in New Zealand, from 8.1% to 7%.
In October 2026, Avanti Finance lost share of searches among personal lenders in New Zealand, from 8.3% to 7.4%.
Estimated monthly branded searches for Nectar in New Zealand rose 38.5% over 12 measured months, from 2.6K to 3.7K in October 2026.

How are branded searches counted for personal lenders?

63 search terms

Each brand's share of searches among personal lenders comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.