---
title: "Personal lenders in New Zealand: Which brands are most popular in search?"
description: "Compare non-bank lenders offering personal, car, and consumer loans to New Zealanders, using branded searches made in New Zealand. Share of Search among Finance Now, Gem by Latitude, MTF Finance, Instant Finance, Harmoney, Avanti Finance and Nectar, the personal lenders Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches show how often people look for a brand by name or related terms. Comparing those searches across competitors is one way to assess their relative popularity and interest over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-personal-lenders"
publisher: "Brandwave"
---

# Personal lenders in New Zealand: Which brands are most popular in search?

Compare non-bank lenders offering personal, car, and consumer loans to New Zealanders, using branded searches made in New Zealand. Share of Search among Finance Now, Gem by Latitude, MTF Finance, Instant Finance, Harmoney, Avanti Finance and Nectar, the personal lenders Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches show how often people look for a brand by name or related terms. Comparing those searches across competitors is one way to assess their relative popularity and interest over time.

## Key facts

- **Competitive set**: personal lenders
- **Market**: New Zealand
- **Brands compared**: 7
- **Month measured**: Aug 2026
- **Highest Share of Search**: Finance Now, 22.2%

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

- Finance Now and Gem by Latitude share the highest estimated Share of Search among personal lenders in New Zealand, at 22.2% and 21.8% in August 2026.
- Across the 12 months ending August 2026, Finance Now’s estimated Share of Search among personal lenders in New Zealand decreased from 23.7% to 22.2%.
- Across the 12 months ending August 2026, Gem by Latitude’s estimated Share of Search among personal lenders in New Zealand increased from 18.1% to 21.8%.
- Across the 12 months ending August 2026, MTF Finance’s estimated Share of Search among personal lenders in New Zealand decreased from 19.7% to 17.2%.
- Across the 12 months ending August 2026, Instant Finance’s estimated Share of Search among personal lenders in New Zealand decreased from 16.5% to 15.7%.
- Across the 12 months ending August 2026, Avanti Finance’s estimated Share of Search among personal lenders in New Zealand increased from 8.3% to 9.5%.
- Across the 12 months ending August 2026, Finance Now’s estimated Share of Search among personal lenders in New Zealand peaked at 23.8% in February 2026 and was lowest at 21.6% in March 2026.
- Across the 12 months ending August 2026, Gem by Latitude’s estimated Share of Search among personal lenders in New Zealand peaked at 22.3% in June 2026 and was lowest at 17.9% in October 2025.
- Across the 12 months ending August 2026, MTF Finance’s estimated Share of Search among personal lenders in New Zealand peaked at 21.3% in October 2025 and was lowest at 17% in December 2025.
- Across the 12 months ending August 2026, Instant Finance’s estimated Share of Search among personal lenders in New Zealand peaked at 18.8% in December 2025 and was lowest at 13.8% in February 2026.
- Across the 12 months ending August 2026, Harmoney’s estimated Share of Search among personal lenders in New Zealand peaked at 12.2% in February 2026 and was lowest at 9.9% in June 2026.
- Across the 12 months ending August 2026, Avanti Finance’s estimated Share of Search among personal lenders in New Zealand peaked at 9.9% in July 2026 and was lowest at 7.7% in January 2026.
- Across the 12 months ending August 2026, Gem by Latitude rose from 3rd to 2nd among personal lenders in New Zealand.
- Across the 12 months ending August 2026, MTF Finance fell from 2nd to 3rd among personal lenders in New Zealand.
- Across the 12 months ending August 2026, Harmoney and Nectar held steady: their estimated Share of Search among personal lenders in New Zealand each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Finance Now vs Gem by Latitude: compare search popularity](/demand/nz/compare/finance-now-vs-gem-by-latitude): 22.2% against 21.8% Share of Search.
- [Finance Now vs MTF Finance: compare search popularity](/demand/nz/compare/finance-now-vs-mtf-finance): 22.2% against 17.2% Share of Search.
- [Finance Now vs Instant Finance: compare search popularity](/demand/nz/compare/finance-now-vs-instant-finance): 22.2% against 15.7% Share of Search.
- [Finance Now vs Harmoney: compare search popularity](/demand/nz/compare/finance-now-vs-harmoney): 22.2% against 10.6% Share of Search.
- [Gem by Latitude vs MTF Finance: compare search popularity](/demand/nz/compare/gem-by-latitude-vs-mtf-finance): 21.8% against 17.2% Share of Search.
- [Gem by Latitude vs Instant Finance: compare search popularity](/demand/nz/compare/gem-by-latitude-vs-instant-finance): 21.8% against 15.7% Share of Search.
- [Gem by Latitude vs Harmoney: compare search popularity](/demand/nz/compare/gem-by-latitude-vs-harmoney): 21.8% against 10.6% Share of Search.
- [MTF Finance vs Instant Finance: compare search popularity](/demand/nz/compare/instant-finance-vs-mtf-finance): 17.2% against 15.7% Share of Search.
- [MTF Finance vs Harmoney: compare search popularity](/demand/nz/compare/harmoney-vs-mtf-finance): 17.2% against 10.6% Share of Search.
- [Instant Finance vs Harmoney: compare search popularity](/demand/nz/compare/harmoney-vs-instant-finance): 15.7% against 10.6% Share of Search.

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

- In August 2026, Gem by Latitude gained estimated Share of Search among personal lenders in New Zealand, from 18.7% to 21.8%.
- In August 2026, Finance Now lost estimated Share of Search among personal lenders in New Zealand, from 23% to 22.2%.
- In August 2026, MTF Finance lost estimated Share of Search among personal lenders in New Zealand, from 17.9% to 17.2%.
- In August 2026, Instant Finance lost estimated Share of Search among personal lenders in New Zealand, from 16.2% to 15.7%.
- In August 2026, Harmoney lost estimated Share of Search among personal lenders in New Zealand, from 11.1% to 10.6%.
- Estimated monthly branded searches for Avanti Finance in New Zealand rose 22% over 12 measured months, from 8.2K to 10K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Finance Now | 22.2% | 23.2K | +0.2% | Finance Now |
| 2 | Gem by Latitude | 21.8% | 22.8K | +20.9% | Latitude Financial |
| 3 | MTF Finance | 17.2% | 18K | -0.2% | MTF Finance |
| 4 | Instant Finance | 15.7% | 16.5K | +0.5% | Instant Finance |
| 5 | Harmoney | 10.6% | 11.1K | -1.0% | Harmoney |
| 6 | Avanti Finance | 9.5% | 10K | +0.2% | Avanti Finance |
| 7 | Nectar | 3.1% | 3.2K | -0.9% | Nectar |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Sep 2025 | Finance Now | 23.4K | 23.7% | 1 |
| Sep 2025 | MTF Finance | 19.4K | 19.7% | 2 |
| Sep 2025 | Gem by Latitude | 17.8K | 18.1% | 3 |
| Sep 2025 | Instant Finance | 16.2K | 16.5% | 4 |
| Sep 2025 | Harmoney | 10.2K | 10.3% | 5 |
| Sep 2025 | Avanti Finance | 8.2K | 8.3% | 6 |
| Sep 2025 | Nectar | 3.4K | 3.4% | 7 |
| Oct 2025 | Finance Now | 23.3K | 22.8% | 1 |
| Oct 2025 | MTF Finance | 21.7K | 21.3% | 2 |
| Oct 2025 | Gem by Latitude | 18.3K | 17.9% | 3 |
| Oct 2025 | Instant Finance | 16.3K | 16% | 4 |
| Oct 2025 | Harmoney | 11.5K | 11.3% | 5 |
| Oct 2025 | Avanti Finance | 8.2K | 8% | 6 |
| Oct 2025 | Nectar | 2.8K | 2.7% | 7 |
| Nov 2025 | Finance Now | 23.4K | 22.1% | 1 |
| Nov 2025 | Instant Finance | 19.7K | 18.7% | 2 |
| Nov 2025 | Gem by Latitude | 19.7K | 18.6% | 3 |
| Nov 2025 | MTF Finance | 19.5K | 18.5% | 4 |
| Nov 2025 | Harmoney | 12.2K | 11.5% | 5 |
| Nov 2025 | Avanti Finance | 8.2K | 7.7% | 6 |
| Nov 2025 | Nectar | 3K | 2.8% | 7 |
| Dec 2025 | Finance Now | 23.2K | 22.1% | 1 |
| Dec 2025 | Gem by Latitude | 20.8K | 19.9% | 2 |
| Dec 2025 | Instant Finance | 19.7K | 18.8% | 3 |
| Dec 2025 | MTF Finance | 17.8K | 17% | 4 |
| Dec 2025 | Harmoney | 11.9K | 11.4% | 5 |
| Dec 2025 | Avanti Finance | 8.2K | 7.8% | 6 |
| Dec 2025 | Nectar | 3.1K | 3% | 7 |
| Jan 2026 | Finance Now | 23.3K | 22% | 1 |
| Jan 2026 | MTF Finance | 21.8K | 20.6% | 2 |
| Jan 2026 | Gem by Latitude | 20.9K | 19.7% | 3 |
| Jan 2026 | Instant Finance | 16.3K | 15.4% | 4 |
| Jan 2026 | Harmoney | 12.3K | 11.6% | 5 |
| Jan 2026 | Avanti Finance | 8.2K | 7.7% | 6 |
| Jan 2026 | Nectar | 3.3K | 3.1% | 7 |
| Feb 2026 | Finance Now | 23.2K | 23.8% | 1 |
| Feb 2026 | MTF Finance | 19.5K | 20% | 2 |
| Feb 2026 | Gem by Latitude | 18.3K | 18.7% | 3 |
| Feb 2026 | Instant Finance | 13.4K | 13.8% | 4 |
| Feb 2026 | Harmoney | 11.9K | 12.2% | 5 |
| Feb 2026 | Avanti Finance | 8.2K | 8.4% | 6 |
| Feb 2026 | Nectar | 3K | 3.1% | 7 |
| Mar 2026 | Finance Now | 23.4K | 21.6% | 1 |
| Mar 2026 | MTF Finance | 22.1K | 20.4% | 2 |
| Mar 2026 | Gem by Latitude | 20.9K | 19.3% | 3 |
| Mar 2026 | Instant Finance | 16.3K | 15.1% | 4 |
| Mar 2026 | Harmoney | 12K | 11.1% | 5 |
| Mar 2026 | Avanti Finance | 10K | 9.2% | 6 |
| Mar 2026 | Nectar | 3.6K | 3.3% | 7 |
| Apr 2026 | Finance Now | 23.1K | 23% | 1 |
| Apr 2026 | Gem by Latitude | 20.3K | 20.2% | 2 |
| Apr 2026 | MTF Finance | 18.1K | 18% | 3 |
| Apr 2026 | Instant Finance | 16.3K | 16.2% | 4 |
| Apr 2026 | Harmoney | 11.8K | 11.7% | 5 |
| Apr 2026 | Avanti Finance | 8.2K | 8.1% | 6 |
| Apr 2026 | Nectar | 2.8K | 2.8% | 7 |
| May 2026 | Finance Now | 23.2K | 22.1% | 1 |
| May 2026 | Gem by Latitude | 22.9K | 21.9% | 2 |
| May 2026 | MTF Finance | 19.5K | 18.6% | 3 |
| May 2026 | Instant Finance | 16.3K | 15.6% | 4 |
| May 2026 | Harmoney | 11.9K | 11.4% | 5 |
| May 2026 | Avanti Finance | 8.1K | 7.8% | 6 |
| May 2026 | Nectar | 2.9K | 2.8% | 7 |
| Jun 2026 | Gem by Latitude | 23.7K | 22.3% | 1 |
| Jun 2026 | Finance Now | 23.1K | 21.8% | 2 |
| Jun 2026 | MTF Finance | 19.6K | 18.4% | 3 |
| Jun 2026 | Instant Finance | 16.3K | 15.3% | 4 |
| Jun 2026 | Harmoney | 10.5K | 9.9% | 5 |
| Jun 2026 | Avanti Finance | 10K | 9.4% | 6 |
| Jun 2026 | Nectar | 3K | 2.8% | 7 |
| Jul 2026 | Finance Now | 23.2K | 23% | 1 |
| Jul 2026 | Gem by Latitude | 18.9K | 18.7% | 2 |
| Jul 2026 | MTF Finance | 18K | 17.9% | 3 |
| Jul 2026 | Instant Finance | 16.4K | 16.2% | 4 |
| Jul 2026 | Harmoney | 11.2K | 11.1% | 5 |
| Jul 2026 | Avanti Finance | 9.9K | 9.9% | 6 |
| Jul 2026 | Nectar | 3.3K | 3.2% | 7 |
| Aug 2026 | Finance Now | 23.2K | 22.2% | 1 |
| Aug 2026 | Gem by Latitude | 22.8K | 21.8% | 2 |
| Aug 2026 | MTF Finance | 18K | 17.2% | 3 |
| Aug 2026 | Instant Finance | 16.5K | 15.7% | 4 |
| Aug 2026 | Harmoney | 11.1K | 10.6% | 5 |
| Aug 2026 | Avanti Finance | 10K | 9.5% | 6 |
| Aug 2026 | Nectar | 3.2K | 3.1% | 7 |

## What is being compared

- **Avanti Finance**: Measured on the search terms “avanti finance”, “avanti finance nz”, “avanti loan” and “avanti loans”, summed into one figure.
- **Finance Now**: Measured on the search terms “finance now”, “finance now application”, “finance now car loan”, “finance now debt consolidation”, “finance now loan”, “finance now loans”, “finance now nz”, “finance now personal loan” and “finance now personal loans”, summed into one figure.
- **Gem by Latitude**: Measured on the search terms “gem by latitude”, “gem finance”, “gem finance nz”, “gem latitude”, “gem latitude finance”, “gem personal loan”, “gem personal loans”, “latitude finance”, “latitude finance nz”, “latitude financial”, “latitude financial nz”, “latitude financial services”, “latitude financials”, “latitude gem”, “latitude loan”, “latitude loans”, “latitude nz”, “latitude personal loan” and “latitude personal loans”, summed into one figure.
- **Harmoney**: Measured on the search terms “harmoney”, “harmoney car loan”, “harmoney car loans”, “harmoney finance”, “harmoney lender”, “harmoney loan”, “harmoney loans”, “harmoney new zealand”, “harmoney nz”, “harmoney personal loan” and “harmoney personal loans”, summed into one figure.
- **Instant Finance**: Measured on the search terms “instant finance”, “instant finance auckland”, “instant finance car loans”, “instant finance christchurch”, “instant finance co nz”, “instant finance fast 500”, “instant finance hamilton”, “instant finance loans”, “instant finance near me”, “instant finance nz”, “instant finance personal loan” and “new lynn instant finance”, summed into one figure.
- **MTF Finance**: Measured on the search terms “finance mtf”, “mtf”, “mtf car finance”, “mtf car loan”, “mtf car loans”, “mtf carlton corner”, “mtf finance”, “mtf finance henderson”, “mtf finance near me”, “mtf finance new plymouth”, “mtf finance nz”, “mtf finance personal loan”, “mtf loan”, “mtf loans”, “mtf nz”, “mtf personal loan”, “mtf personal loans” and “mtf vehicle finance”, summed into one figure.
- **Nectar**: Measured on the search terms “nectar finance”, “nectar loan”, “nectar loans”, “nectar loans nz”, “nectar money” and “nectar nz”, summed into one figure.

- [Avanti Finance](/demand/nz/brands/avanti-finance)
- [Finance Now](/demand/nz/brands/finance-now)
- [Gem by Latitude](/demand/nz/brands/gem-by-latitude)
- [Harmoney](/demand/nz/brands/harmoney)
- [Instant Finance](/demand/nz/brands/instant-finance)
- [MTF Finance](/demand/nz/brands/mtf-finance)
- [Nectar](/demand/nz/brands/nectar)

## How is branded search demand measured?

### Where do these numbers come from?

Brandwave organizes categories, branded terms, and competitor groups using publicly available information about companies and brands. We obtain third-party modeled search-volume estimates from external search-data providers, then store and keep them up to date. Our Brand Demand Index shares this curated information with everyone for free. The figures cover the 12 months ending Aug 2026.

### What do geography and language mean?

Brandwave tracks brand demand worldwide and by individual country because brands compete in different ways. For instance, global brands such as SaaS companies are compared worldwide, while retailers and local businesses are usually compared within their own country.

Brands in the same competitor group are always measured using the same geographic area. This ensures that global demand is not compared with demand from only one country.

Brandwave currently tracks branded terms in English. Global indexes include searches for these terms from every country, even if English is not the main language there. In this context, language refers to the terms being measured, not the language spoken by the people searching.

Global and country estimates may overlap, so do not add them together.

### What exactly is being compared?

We estimate branded-search demand in New Zealand for Avanti Finance, Finance Now, Gem by Latitude, Harmoney, Instant Finance, MTF Finance and Nectar using modeled search-volume estimates for each brand’s name or related terms. This approach has limitations, but it provides a directional view of relative branded-search interest and how it changes over time.

### What does Share of Search tell us about popularity?

Branded searches show how often people look for a brand by name or related terms. Comparing those searches across competitors is one way to assess their relative popularity and interest over time. Share of Search expresses each brand’s estimated searches as a percentage of all the measured brands in its set, in the same market and month. It does not count customers, sales, or unique people.

### Is Share of Search the same as market share?

No, Share of Search compares a brand’s estimated search volume with the estimated search volume of other brands in the same group. It measures searches for branded terms, not purchases, so it is not the same as market share, revenue share, or customer share. A brand might have a high Share of Search but still sell less than a competitor, and brands that people buy out of habit might be searched for less than brands people are still considering. Branded-search demand can provide an early signal that interest in a brand is changing. Watching for sustained shifts can help you spot trends sooner, but the metric does not establish what will happen to revenue.

### How reliable are modeled search volumes?

These numbers are estimates and should be seen as a general trend, not an exact count. The figures show rounded monthly search volumes, and a single month’s result might change for reasons unrelated to the brand. Smaller brands are rounded more roughly than larger ones. Search volume estimates searches, not unique people. The real value of these figures is in comparison: every brand in the group is measured the same way, in the same market, and in the same month. This means the differences between brands, and how those differences change over time, are more meaningful than any single number.

### Does a rise in branded searches mean a campaign worked?

Not always. It depends on what your campaign was meant to do. Our public marketing data shows when branded search demand changes, but it doesn’t tell you why. Branded search volume can rise or fall for many reasons. For example, a competitor’s campaign, a news story, a price change, the season, or more people shopping in your category can all play a part. Checking the timing of these changes can give you useful clues, so it helps to see what else was happening at the same time. Brandwave lets you track all your marketing activity and branded search volume together on one timeline, making this much easier.

### Can I use the Brand Demand Index data?

Yes. Anyone may use, share, adapt, and redistribute data published in the Brandwave Brand Demand Index, including for commercial purposes, under the Creative Commons Attribution 4.0 International licence (CC BY 4.0). Give appropriate credit to Brandwave, link to the source page and https://creativecommons.org/licenses/by/4.0/, and indicate if you made changes. This permission covers Brandwave’s published compilation and measurements; it does not grant rights to third-party trademarks or logos. Automated access must use the public pages or API and respect published rate limits.

### Does appearing here mean a company uses Brandwave?

Not necessarily. Brandwave maintains these brand profiles using publicly available information and data sources. Brandwave never exposes private customer data publicly.

## Cite this page

Brandwave. "Personal lenders in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-personal-lenders

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-personal-lenders. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.