Brandwave

Loan Market vs Squirrel:Which is more popular?

In September 2026, Squirrel had more branded searches than Loan Market among Christchurch mortgage advisers in New Zealand. Squirrel had about 440 branded searches, while Loan Market had 280. Squirrel made up 29.9% of all Christchurch mortgage adviser searches we track, and Loan Market accounted for 19%. When we asked ChatGPT and Google AI Overviews about Christchurch mortgage advisers, Squirrel appeared in all three answers and Loan Market in two. Squirrel was mentioned before Loan Market in every answer.

Among Christchurch mortgage advisers in New Zealand in September 2026

Who do people search for more?

Squirrel, about 57% more searches than Loan Market

Squirrel 440 searchesLoan Market 280 searches

Who does AI mention more?

Squirrel, mentioned in every answer we collected

Squirrel in 3 of 3Loan Market in 2 of 3

Who does AI recommend more?

Squirrel, named ahead of Loan Market in every answer

Squirrel first in 3Loan Market never first

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Top Christchurch mortgage advisers in ChatGPT and Google AI Overviews

In three ChatGPT questions, Squirrel appeared in all three answers. Loan Market was mentioned in two out of three: in two of the three ChatGPT answers. Squirrel was listed before Loan Market in every answer.

Most recommended by AI

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

  1. Rayen & Wood Financial Services1st
  2. Squirrel2nd
  3. Loan Market3rd
  4. NZHL–
  5. Tony Mounce Mortgages–
  6. Fortress Mortgages–
  7. Adair Mortgages–
  8. Mortgage IQ–

Mentioned by AI

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

See every answer about Christchurch mortgage advisers

3 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 Loan Market or Squirrel more popular in search?

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

Loan Market and Squirrel among Christchurch mortgage advisers in New Zealand, by month

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

View monthly share of searches table
MonthSquirrelNZHLLoan MarketTony Mounce MortgagesFortress MortgagesRayen & Wood Financial ServicesAdair MortgagesMortgage IQ
Oct 202528.6%32.7%19%14.9%0.6%0.6%2.4%1.2%
Nov 202527.9%30.9%18.8%15.2%3%0.61%2.4%1.2%
Dec 202526.4%35.2%18.4%14.4%1.6%0.8%1.6%1.6%
Jan 202629.1%38.8%15.2%12.1%1.2%0.61%1.8%1.2%
Feb 202626.5%33.8%20.5%13.2%2%0.66%2%1.3%
Mar 202625%31%23.8%14.9%1.8%1.2%1.8%0.6%
Apr 202630.1%29.4%16.1%19.6%2.1%0.7%1.4%0.7%
May 202622.8%33.5%22.2%15.8%3.2%0.63%0.63%1.3%
Jun 202626.8%30.4%18.1%15.9%5.1%0.72%1.4%1.4%
Jul 202624%33.8%20.8%14.3%4.5%0.65%1.3%0.65%
Aug 202621.2%26.1%25.5%19.4%5.5%0.61%1.2%0.61%
Sep 202629.9%24.5%19%17%4.8%3.4%0.68%0.68%

How has the Loan Market and Squirrel comparison changed over the last 12 months?

3 findings

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

2 changes

  1. In September 2026, Squirrel overtook NZHL and Loan Market to become the leader among Christchurch mortgage advisers in New Zealand, with 29.9% of the searches.

  2. In September 2026, Loan Market lost share of searches among Christchurch mortgage advisers in New Zealand, from 25.5% to 19%.

How are branded searches counted?

11 search terms

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

2 branded search terms

  • loan market
  • loan market agile

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 Christchurch mortgage advisers

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