Finance Now vs Gem by Latitude:Which is more popular in New Zealand?
In October 2026, Gem by Latitude had more branded searches than Finance Now among personal lenders in New Zealand. Gem by Latitude had about 49,900 branded searches, while Finance Now had 18,500. Gem by Latitude made up 40.7% of all personal lender searches we track, and Finance Now accounted for 15.1%. When we asked ChatGPT and Google AI Overviews about personal lenders, neither Finance Now nor Gem by Latitude appeared in any of the five answers.
Who do people search for more?
Gem by Latitude, about 3 searches for every 1 for Finance Now
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top personal lenders in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Finance Now nor Gem by Latitude showed up 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?”
Asked ChatGPT
“What are the best personal lenders in New Zealand?”
Asked ChatGPT
“What's the best personal lender in New Zealand for a personal loan?”
Searched Google, AI Overview
“personal loan nz”
Searched Google, AI Overview
“non bank lenders nz”
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.
Is Finance Now or Gem by Latitude more popular in search?
This chart shows how often people search Google for Finance Now and Gem by Latitude 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 by month for Gem by Latitude, Finance Now. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has branded search for Finance Now and Gem by Latitude changed in New Zealand over the last 12 months?
3 findings
- Gem by Latitude was ahead of Finance Now in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Finance Now’s share of searches among personal lenders in New Zealand moved from 16.7% to 15.1%, and its estimated monthly branded searches moved from 22.5K to 18.4K.
- Across the 12 months ending October 2026, Gem by Latitude’s share of searches among personal lenders in New Zealand moved from 38.5% to 40.7%, and its estimated monthly branded searches moved from 51.6K to 49.9K.
How did search popularity change for New Zealand personal lenders in October 2026?
2 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, Finance Now lost share of searches among personal lenders in New Zealand, from 17.1% to 15.1%.
How are Finance Now’s and Gem by Latitude’s branded searches counted?
29 search terms
Brandwave collects information about searches that people make online using Finance Now’s and Gem by Latitude’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.
Finance Now
4 branded search terms
- finance now
- finance now application
- finance now loan
- finance now loans
Gem by Latitude
25 branded search terms
- 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 finance
- gem visa interest rate
- gem visa latitude
- gem visa loan
- gem visa stores
- gemvisa
- latitude finance
- latitude financial
- latitude financial services
- latitude financials
- latitude gem
- latitude gem visa
- latitude loan
- latitude loans
- latitude personal loan
- latitude personal loans
Other head-to-heads among personal lenders
- Gem by Latitude vs MTF Finance: compare popularity
- Gem by Latitude vs Instant Finance: compare popularity
- Gem by Latitude vs Avanti Finance: compare popularity
- Finance Now vs MTF Finance: compare popularity
- Finance Now vs Instant Finance: compare popularity
- Finance Now vs Avanti Finance: compare popularity
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