Brandwave

Heartland Bank vs MTF Finance:Which is more popular?

In September 2026, MTF Finance had more branded searches than Heartland Bank among car finance providers in New Zealand. MTF Finance had about 18,600 branded searches, while Heartland Bank had 14,800. MTF Finance made up 28.2% of all car finance provider searches we track, and Heartland Bank accounted for 22.5%. When we asked ChatGPT and Google AI Overviews about car finance providers, Heartland Bank and MTF Finance each appeared in four of the five answers. Heartland Bank was mentioned before MTF Finance in three out of five answers.

Among car finance providers in New Zealand in September 2026

Who do people search for more?

MTF Finance, about 25% more searches than Heartland Bank

MTF Finance 18.6K searchesHeartland Bank 14.8K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

Heartland Bank in 4 of 5MTF Finance in 4 of 5

Who does AI recommend more?

Heartland Bank, named ahead of MTF Finance in 3 of 5 answers

Heartland Bank first in 3MTF Finance first in 2

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Top car finance providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Heartland Bank was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. MTF Finance was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Heartland Bank was listed before MTF Finance in three out of five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Simplify1st
  2. AA Money2nd
  3. Heartland Bank3rd
  4. UDC Finance4th
  5. Harmoney5th
  6. MTF Finance6th
  7. Marac7th
  8. Avanti Finance–

Mentioned by AI

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

  • MTF Finance4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Heartland Bank4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Harmoney4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AA Money4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • UDC Finance3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Simplify3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Marac1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Avanti Finance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about car finance providers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Heartland Bank or MTF Finance more popular in search?

This chart shows how often people search Google for Heartland Bank and MTF Finance by name. Each line represents a brand's share of searches for all eight car finance providers we track, month by month, from searches in New Zealand.

Heartland Bank and MTF Finance among car finance providers in New Zealand, by month

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

View monthly share of searches table
MonthMTF FinanceHeartland BankAvanti FinanceHarmoneyUDC FinanceSimplifyMaracAA Money
Oct 202531.9%22.8%14%16.2%12.5%0.6%1.1%0.76%
Nov 202529.3%23.4%14.4%17.3%12.8%0.7%1.2%0.84%
Dec 202529.2%20.9%15.1%18.3%14%0.74%1.1%0.74%
Jan 202631%22.1%13.5%15.9%14.8%0.82%1.1%0.79%
Feb 202629.6%23.6%14.5%16.9%12.9%0.73%0.97%0.73%
Mar 202630.4%21.5%15.8%15.5%14.4%0.96%0.89%0.58%
Apr 202627.2%23.5%14.4%16.7%15.7%0.87%0.99%0.64%
May 202629.6%23.6%14.6%16.9%12.9%0.88%1%0.56%
Jun 202625.7%30.6%15.6%12.3%13.7%0.73%0.86%0.44%
Jul 202627.1%23.6%17.3%14.1%15.8%0.83%0.8%0.51%
Aug 202627%23.4%17.9%13.8%15.7%0.9%0.81%0.58%
Sep 202628.2%22.5%16.5%16%15%0.67%0.62%0.53%

How has the Heartland Bank and MTF Finance comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand car finance providers in September 2026?

2 changes

  1. In September 2026, MTF Finance gained share of searches among car finance providers in New Zealand, from 27% to 28.2%.

  2. In September 2026, Heartland Bank lost share of searches among car finance providers in New Zealand, from 23.4% to 22.5%.

How are branded searches counted?

14 search terms

Brandwave collects information about searches that people make online using Heartland Bank’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.

Heartland Bank

1 branded search term

  • Heartland Bank

MTF Finance

13 branded search terms

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

How the Brand Demand Index is measured

Other head-to-heads among car finance providers

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