Home Loan Factory vs Squirrel Wellington:Which is more popular?
In September 2026, Squirrel Wellington had more branded searches than Home Loan Factory among Wellington mortgage advisers in New Zealand. Squirrel Wellington had about 390 branded searches, while Home Loan Factory had 50. Squirrel Wellington made up 51.3% of all Wellington mortgage adviser searches we track, and Home Loan Factory accounted for 6.6%. When we asked ChatGPT and Google AI Overviews about Wellington mortgage advisers, both Home Loan Factory and Squirrel Wellington appeared in all three answers. Squirrel Wellington was mentioned before Home Loan Factory in every answer.
Who do people search for more?
Squirrel Wellington, about 8 searches for every 1 for Home Loan Factory
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Squirrel Wellington, named ahead of Home Loan Factory in every answer
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Top Wellington mortgage advisers in ChatGPT and Google AI Overviews
In three ChatGPT questions, both Home Loan Factory and Squirrel Wellington showed up in all three answers. Squirrel Wellington was listed before Home Loan Factory in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Squirrel Wellington3 of 3Named in 3 of 3 ChatGPT answers
Lendal Mortgages3 of 3Named in 3 of 3 ChatGPT answers- Home Loan Factory3 of 3Named in 3 of 3 ChatGPT answers
Capital Advice1 of 3Named in 1 of 3 ChatGPT answers
NZHL0 of 3Named in 0 of 3 ChatGPT answers
The Mortgage Advice Company0 of 3Named in 0 of 3 ChatGPT answers
See every answer about Wellington mortgage advisers
3 answers
Asked ChatGPT
“Which mortgage adviser should I hire in Wellington, New Zealand?”
Asked ChatGPT
“What are the best mortgage advisers in Wellington, New Zealand?”
Asked ChatGPT
“What's the best mortgage adviser in Wellington, New Zealand for a home loan?”
Searched Google, AI Overview
“mortgage broker wellington”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“mortgage advisers wellington”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Home Loan Factory or Squirrel Wellington more popular in search?
This chart shows how often people search Google for Home Loan Factory and Squirrel Wellington by name. Each line represents a brand's share of searches for all six Wellington mortgage advisers we track, month by month, from searches in New Zealand.
Share of searches by month for Squirrel Wellington, Home Loan Factory. The figures are in the table below the chart.
View monthly share of searches table
| Month | Squirrel Wellington | NZHL | Lendal Mortgages | The Mortgage Advice Company | Home Loan Factory | Capital Advice |
|---|---|---|---|---|---|---|
| Oct 2025 | 52.2% | 23.9% | 12% | 4.3% | 3.3% | 4.3% |
| Nov 2025 | 52.7% | 19.8% | 15.4% | 4.4% | 4.4% | 3.3% |
| Dec 2025 | 52.7% | 21.6% | 12.2% | 5.4% | 6.8% | 1.4% |
| Jan 2026 | 55.2% | 23% | 10.3% | 4.6% | 3.4% | 3.4% |
| Feb 2026 | 41.6% | 23.4% | 18.2% | 6.5% | 6.5% | 3.9% |
| Mar 2026 | 39.5% | 22.2% | 17.3% | 6.2% | 8.6% | 6.2% |
| Apr 2026 | 50% | 15.4% | 21.8% | 6.4% | 3.8% | 2.6% |
| May 2026 | 37.5% | 22.1% | 25% | 4.8% | 6.7% | 3.8% |
| Jun 2026 | 34.8% | 20.7% | 28.3% | 6.5% | 7.6% | 2.2% |
| Jul 2026 | 36.8% | 20.7% | 24.1% | 8% | 8% | 2.3% |
| Aug 2026 | 33% | 19.6% | 33% | 7.2% | 5.2% | 2.1% |
| Sep 2026 | 51.3% | 15.8% | 14.5% | 7.9% | 6.6% | 3.9% |
How has the Home Loan Factory and Squirrel Wellington comparison changed over the last 12 months?
3 findings
- Squirrel Wellington was ahead of Home Loan Factory in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Home Loan Factory’s share of searches among Wellington mortgage advisers in New Zealand moved from 3.3% to 6.6%, and its estimated monthly branded searches moved from 30 to 50.
- Across the 12 months ending September 2026, Squirrel Wellington’s share of searches among Wellington mortgage advisers in New Zealand moved from 52.2% to 51.3%, and its estimated monthly branded searches moved from 480 to 390.
How did search popularity change for New Zealand Wellington mortgage advisers in September 2026?
2 changes
In September 2026, Squirrel Wellington overtook Lendal Mortgages to become the leader among Wellington mortgage advisers in New Zealand, with 51.3% of the searches.
In September 2026, Home Loan Factory gained share of searches among Wellington mortgage advisers in New Zealand, from 5.2% to 6.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Home Loan Factory’s and Squirrel Wellington’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.
Home Loan Factory
1 branded search term
- home loan factory
Squirrel Wellington
1 branded search term
- squirrel wellington
Other head-to-heads among Wellington mortgage advisers
- Squirrel Wellington vs NZHL: compare popularity
- Squirrel Wellington vs Lendal Mortgages: compare popularity
- Squirrel Wellington vs The Mortgage Advice Company: compare popularity
- NZHL vs Lendal Mortgages: compare popularity
- NZHL vs The Mortgage Advice Company: compare popularity
- NZHL vs Home Loan Factory: compare popularity
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