Brandwave

Gem by Latitude vs MTF Finance:Which is more popular in New Zealand?

In October 2026, Gem by Latitude had more branded searches than MTF Finance among personal lenders in New Zealand. Gem by Latitude had about 49,900 branded searches, while MTF Finance had 17,200. Gem by Latitude made up 40.7% of all personal lender searches we track, and MTF Finance accounted for 14%. When we asked ChatGPT and Google AI Overviews about personal lenders, MTF Finance appeared in one of the five answers and Gem by Latitude in none.

Among personal lenders in New Zealand in October 2026

Who do people search for more?

Gem by Latitude, about 3 searches for every 1 for MTF Finance

Gem by Latitude 49.9K searchesMTF Finance 17.1K searches

Who does AI mention more?

MTF Finance, mentioned in 1 of 5 answers, Gem by Latitude in 0

MTF Finance in 1 of 5Gem by Latitude in 0 of 5

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Top personal lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, MTF Finance was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the 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.

Is Gem by Latitude or MTF Finance more popular in search?

This chart shows how often people search Google for Gem by Latitude and MTF Finance 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.

Gem by Latitude and MTF Finance among personal lenders in New Zealand, by month

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

View monthly share of searches table
MonthGem by LatitudeFinance NowMTF FinanceInstant FinanceAvanti FinanceHarmoneyNectar
Nov 202538.5%16.7%13.8%14.1%6.8%8.1%2%
Dec 202540.1%17%12.9%14.3%5.5%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 202638.9%16.7%15.6%11.5%6.8%8%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 202639.6%17.4%14.5%12%7.4%7%2.2%
Jul 202637.8%18.4%14%12.6%7.4%7.2%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%
Oct 202640.7%15.1%14%12.7%7.4%7%3%

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

3 findings

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

1 change

  1. In October 2026, Gem by Latitude gained share of searches among personal lenders in New Zealand, from 38% to 40.7%.

How are Gem by Latitude’s and MTF Finance’s branded searches counted?

37 search terms

Brandwave collects information about searches that people make online using Gem by Latitude’s and MTF Finance’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.

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

MTF Finance

12 branded search terms

  • finance mtf
  • mtf
  • mtf car loan
  • mtf carlton corner
  • mtf finance
  • mtf finance henderson
  • mtf finance rates
  • mtf loan
  • mtf loans
  • mtf personal loan
  • mtf personal loans
  • mtf vehicle finance

How the Brand Demand Index is measured

Other head-to-heads among personal lenders

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