Brandwave

Global Finance vs Squirrel:Which is more popular?

In September 2026, Squirrel had more branded searches than Global Finance among Auckland mortgage advisers in New Zealand. Squirrel had about 1,500 branded searches, while Global Finance had 400. Squirrel made up 56% of all Auckland mortgage adviser searches we track, and Global Finance accounted for 14.9%. When we asked ChatGPT and Google AI Overviews about Auckland mortgage advisers, Squirrel appeared in all three answers and Global Finance in none.

Among Auckland mortgage advisers in New Zealand in September 2026

Who do people search for more?

Squirrel, about 4 searches for every 1 for Global Finance

Squirrel 1.5K searchesGlobal Finance 400 searches

Who does AI mention more?

Squirrel, mentioned in every answer we collected

Squirrel in 3 of 3Global Finance in 0 of 3

Who does AI recommend more?

Squirrel, the only one of the two named

Squirrel first in 3Global Finance never named

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Top Auckland mortgage advisers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Squirrel appeared in all three answers. Global Finance did not appear in any of the three answers.

Most recommended by AI

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

  1. Loan Market1st
  2. Squirrel2nd
  3. Kris Pedersen Mortgages3rd
  4. Global Finance–
  5. Mortgage Managers–
  6. iLender–
  7. Mortgage IQ–

Mentioned by AI

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

See every answer about Auckland mortgage advisers

3 answers

  • Asked ChatGPT

    “Which mortgage adviser should I hire in Auckland, New Zealand?”

    1. 1Loan Market
    2. 2Squirrel
    3. 3Kris Pedersen Mortgages

  • Asked ChatGPT

    “What are the best mortgage advisers in Auckland, New Zealand?”

    1. 1Loan Market
    2. 2Squirrel
    3. 3Kris Pedersen Mortgages

  • Asked ChatGPT

    “What's the best mortgage adviser in Auckland, New Zealand for a first home?”

    1. 1Squirrel
    2. 2Loan Market

  • Searched Google, AI Overview

    “mortgage adviser auckland”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “mortgage broker auckland nz”

    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 20, 2026.

Is Global Finance or Squirrel more popular in search?

This chart shows how often people search Google for Global Finance and Squirrel by name. Each line represents a brand's share of searches for all seven Auckland mortgage advisers we track, month by month, from searches in New Zealand.

Global Finance and Squirrel among Auckland mortgage advisers in New Zealand, by month

Share of searches by month for Squirrel, Global Finance. The figures are in the table below the chart.

View monthly share of searches table
MonthSquirrelLoan MarketGlobal FinanceKris Pedersen MortgagesMortgage ManagersiLenderMortgage IQ
Oct 202560.6%13.6%16.7%3.7%3.1%2%0.28%
Nov 202557.1%16.7%16.7%3.5%3.1%2.4%0.35%
Dec 202556.1%13.4%20.5%4.6%2.9%1.7%0.84%
Jan 202660.6%14.1%14.4%5.1%3.2%1.8%0.72%
Feb 202657.8%16.6%16.6%4.2%3.1%1.4%0.35%
Mar 202656.6%17.4%14.5%4.4%5%1.2%0.88%
Apr 202655.7%17%17%5.3%3.2%1.1%0.71%
May 202655.5%16.4%16.8%5.5%3.8%1.4%0.68%
Jun 202655.9%16.2%16.2%6.1%3.7%1.3%0.67%
Jul 202655%17.7%18.1%5.2%1.8%1.5%0.74%
Aug 202654.2%18.2%15.2%6.8%3.4%1.5%0.76%
Sep 202656%17.9%14.9%6.7%2.6%1.1%0.75%

How has the Global Finance and Squirrel comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand Auckland mortgage advisers in September 2026?

2 changes

  1. In September 2026, Squirrel gained share of searches among Auckland mortgage advisers in New Zealand, from 54.2% to 56%.

  2. Estimated monthly branded searches for Global Finance in New Zealand fell 32.2% over 12 measured months, from 590 to 400 in September 2026.

How are branded searches counted?

12 search terms

Brandwave collects information about searches that people make online using Global Finance’s and Squirrel’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.

Global Finance

3 branded search terms

  • global finance
  • global finance company
  • globalfinance

Squirrel

9 branded search terms

  • squirrel home loans
  • squirrel investment
  • squirrel investments
  • squirrel lending
  • squirrel money
  • squirrel mortgage
  • squirrel mortgage broker
  • squirrel mortgage brokers
  • squirrel mortgages

How the Brand Demand Index is measured

Other head-to-heads among Auckland mortgage advisers

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