--- title: "Loan Market vs Squirrel: Which is searched more in New Zealand?" description: "Is Loan Market or Squirrel more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Auckland mortgage advisers set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/locations/auckland/mortgage-advisers/compare/loan-market-vs-squirrel" publisher: "Brandwave" --- # Loan Market vs Squirrel: Which is searched more in New Zealand? Is Loan Market or Squirrel more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Auckland mortgage advisers set in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Loan Market and Squirrel - **Competitive set**: Auckland mortgage advisers - **Market**: New Zealand - **Month measured**: Sep 2026 - **Loan Market Share of Search**: 17.9% - **Squirrel Share of Search**: 56% ## Is Loan Market or Squirrel more popular in search? - In September 2026, Squirrel had more branded searches than Loan Market among Auckland mortgage advisers in New Zealand. Squirrel had about 1,500 branded searches, while Loan Market had 480. Squirrel made up 56% of all Auckland mortgage adviser searches we track, and Loan Market accounted for 17.9%. - Squirrel was ahead of Loan Market in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Loan Market’s share of searches among Auckland mortgage advisers in New Zealand moved from 13.6% to 17.9%, and its estimated monthly branded searches held steady at 480. - Across the 12 months ending September 2026, Squirrel’s share of searches among Auckland mortgage advisers in New Zealand moved from 60.6% to 56%, and its estimated monthly branded searches moved from 2.1K to 1.5K. ## Top Auckland mortgage advisers in ChatGPT and Google AI Overviews In three ChatGPT questions, both Loan Market and Squirrel showed up in all three answers. Loan Market was listed before Squirrel in two of them. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Loan Market | 1st | 3 of 3 | 3 of 3 | | Squirrel | 2nd | 3 of 3 | 3 of 3 | | Kris Pedersen Mortgages | 3rd | 2 of 3 | 2 of 3 | | Global Finance | Not ranked | 0 of 3 | 0 of 3 | | Mortgage Managers | Not ranked | 0 of 3 | 0 of 3 | | iLender | Not ranked | 0 of 3 | 0 of 3 | | Mortgage IQ | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about Auckland mortgage advisers - Asked ChatGPT "Which mortgage adviser should I hire in Auckland, New Zealand?": 1. Loan Market, 2. Squirrel, 3. Kris Pedersen Mortgages - Asked ChatGPT "What are the best mortgage advisers in Auckland, New Zealand?": 1. Loan Market, 2. Squirrel, 3. Kris Pedersen Mortgages - Asked ChatGPT "What's the best mortgage adviser in Auckland, New Zealand for a first home?": 1. Squirrel, 2. Loan Market Not named in any answer: Global Finance, Mortgage Managers, iLender and Mortgage IQ. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 20, 2026. ## How did search popularity change for New Zealand Auckland mortgage advisers in September 2026? - In September 2026, Squirrel gained share of searches among Auckland mortgage advisers in New Zealand, from 54.2% to 56%. ## Month by month | Month | Loan Market estimated searches | Loan Market Share of Search | Loan Market rank | Squirrel estimated searches | Squirrel Share of Search | Squirrel rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 480 | 13.6% | 3 | 2.1K | 60.6% | 1 | | Nov 2025 | 480 | 16.7% | 3 | 1.6K | 57.1% | 1 | | Dec 2025 | 320 | 13.4% | 3 | 1.3K | 56.1% | 1 | | Jan 2026 | 390 | 14.1% | 3 | 1.7K | 60.6% | 1 | | Feb 2026 | 480 | 16.6% | 3 | 1.7K | 57.8% | 1 | | Mar 2026 | 590 | 17.4% | 2 | 1.9K | 56.6% | 1 | | Apr 2026 | 480 | 17% | 3 | 1.6K | 55.7% | 1 | | May 2026 | 480 | 16.4% | 3 | 1.6K | 55.5% | 1 | | Jun 2026 | 480 | 16.2% | 3 | 1.7K | 55.9% | 1 | | Jul 2026 | 480 | 17.7% | 3 | 1.5K | 55% | 1 | | Aug 2026 | 480 | 18.2% | 2 | 1.4K | 54.2% | 1 | | Sep 2026 | 480 | 17.9% | 2 | 1.5K | 56% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Loan Market’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. - **Loan Market**: Measured on the search term “loan market”. - **Squirrel**: Measured on the search terms “squirrel home loans”, “squirrel investment”, “squirrel investments”, “squirrel lending”, “squirrel money”, “squirrel mortgage”, “squirrel mortgage broker”, “squirrel mortgage brokers” and “squirrel mortgages”, summed into one figure. - [Loan Market profile](/demand/nz/brands/loan-market) - [Squirrel profile](/demand/nz/brands/squirrel) - [All Auckland mortgage advisers in New Zealand](/demand/nz/locations/auckland/mortgage-advisers): The set both shares are measured inside, 7 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Loan Market or Squirrel more popular in search? In September 2026, Squirrel had more branded searches than Loan Market among Auckland mortgage advisers in New Zealand. Squirrel had about 1,500 branded searches, while Loan Market had 480. Squirrel made up 56% of all Auckland mortgage adviser searches we track, and Loan Market accounted for 17.9%. ## Cite this page Brandwave. "Loan Market vs Squirrel: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/locations/auckland/mortgage-advisers/compare/loan-market-vs-squirrel This page is also available as HTML at https://gobrandwave.com/demand/nz/locations/auckland/mortgage-advisers/compare/loan-market-vs-squirrel. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.