How popular isEquifax?
In September 2026, people searched for Equifax by name about 4,400 times in the United Kingdom, an 18.5% decrease from the previous year. These searches made up 0.6% of all United Kingdom credit score app searches, placing Equifax sixth out of seven apps. When we asked both ChatGPT and Google AI Overviews about credit score apps, Equifax appeared in all answers and was the third most recommended of the seven.
Equifax is the sixth most searched of 7 competitors and the third most recommended in AI answers.
ClearScoreShare of searches 74.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
CheckmyfileShare of searches 15%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
ExperianShare of searches 4.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
TotallyMoneyShare of searches 3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
EquifaxShare of searches 0.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
Follow Equifax and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top credit score apps in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Equifax appeared in all five answers. Equifax is the third most recommended of the seven.
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.
- ClearScore5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Experian5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
TransUnion5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Equifax5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Credit Karma3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Checkmyfile0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- TotallyMoney0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about credit score apps
5 answers
Asked ChatGPT
“Which app should I use to check my credit score in the UK?”
Asked ChatGPT
“What are the best credit score apps in the UK?”
Asked ChatGPT
“What's the most accurate free credit score service in the UK?”
Searched Google, AI Overview
“credit score”
Searched Google, AI Overview
“check credit score”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which credit score apps compete with Equifax?
Share of searches by month for ClearScore, Checkmyfile, Experian, TotallyMoney, Equifax. The figures are in the table below the chart.
View monthly share of searches table
| Month | ClearScore | Checkmyfile | Experian | TotallyMoney | TransUnion | Equifax | Credit Karma |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 71.5% | 17.6% | 4.3% | 3.5% | 1.5% | 0.7% | 0.86% |
| Nov 2025 | 73.5% | 14.7% | 5.4% | 3% | 1.7% | 0.88% | 0.88% |
| Dec 2025 | 70.8% | 17.3% | 5.2% | 3.5% | 1.7% | 0.69% | 0.85% |
| Jan 2026 | 73.9% | 14.8% | 5.4% | 3% | 1.4% | 0.72% | 0.72% |
| Feb 2026 | 71.1% | 17.4% | 5.2% | 3.5% | 1.4% | 0.7% | 0.7% |
| Mar 2026 | 71% | 17.4% | 5.2% | 3.5% | 1.4% | 0.7% | 0.7% |
| Apr 2026 | 75.4% | 15.1% | 4.5% | 2.5% | 1.2% | 0.61% | 0.61% |
| May 2026 | 77.6% | 12.7% | 4.7% | 2.6% | 1.2% | 0.62% | 0.62% |
| Jun 2026 | 71.8% | 17.6% | 5.3% | 2.9% | 1.2% | 0.57% | 0.57% |
| Jul 2026 | 75.1% | 15% | 4.5% | 3% | 1.3% | 0.49% | 0.49% |
| Aug 2026 | 75.1% | 15% | 4.5% | 3% | 1.2% | 0.6% | 0.49% |
| Sep 2026 | 74.9% | 15% | 4.5% | 3% | 1.5% | 0.6% | 0.49% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 74.9% | 550K | 0% | -0.2 points | |
| 2, held 2nd | 15% | 110K | 0% | 0 points | |
| 3, held 3rd | 4.5% | 33.1K | 0% | 0 points | |
| 4, held 4th | 3% | 22.2K | 0% | 0 points | |
| 5, held 5th | 1.5% | 11K | +22.2% | +0.3 points | |
| 6, held 6th | 0.6% | 4.4K | 0% | 0 points | |
| 7, held 7th | 0.49% | 3.6K | 0% | 0 points |
74.9%
Held 1st. 550K estimated branded searches, 0% vs prior month. Share -0.2 points.
15%
Held 2nd. 110K estimated branded searches, 0% vs prior month. Share 0 points.
3.
Experian4.5%
Held 3rd. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.
3%
Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.
1.5%
Held 5th. 11K estimated branded searches, +22.2% vs prior month. Share +0.3 points.
6.
Equifax0.6%
Held 6th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.
0.49%
Held 7th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Equifax and its closest rivals
Every comparison with Equifax
6 comparisons
How has branded search demand for Equifax changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Equifax in the United Kingdom fell from 5.4K to 4.4K.
- Across the 12 months ending September 2026, Equifax rose from 7th to 6th among credit score apps in the United Kingdom.
How did search popularity change for United Kingdom credit score apps in September 2026?
5 changes
Checkmyfile’s share of searches among credit score apps in the United Kingdom has lost ground for 3 months in a row, from 17.6% to 15% in September 2026.
Experian’s share of searches among credit score apps in the United Kingdom has lost ground for 3 months in a row, from 5.3% to 4.5% in September 2026.
Estimated monthly branded searches for Credit Karma in the United Kingdom fell 45.5% over 12 measured months, from 6.6K to 3.6K in September 2026.
Estimated monthly branded searches for Equifax in the United Kingdom fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.
Estimated monthly branded searches for TotallyMoney in the United Kingdom fell 18.1% over 12 measured months, from 27.1K to 22.2K in September 2026.
How are Equifax’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Equifax’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- equifax credit score
Do you work for Equifax? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Equifax your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.