Credit Karma vs Equifax:Which is more popular?
In September 2026, Equifax had more branded searches than Credit Karma among credit score apps in the United Kingdom. Equifax had about 4,400 branded searches, while Credit Karma had 3,600. Equifax made up 0.6% of all credit score app searches we track, and Credit Karma accounted for 0.49%. When we asked ChatGPT and Google AI Overviews about credit score apps, Equifax appeared in all five answers and Credit Karma in three. Equifax was mentioned before Credit Karma in three out of five answers.
Who do people search for more?
Equifax, about 22% more searches than Credit Karma
Who does AI mention more?
Equifax, mentioned in every answer we collected
Who does AI recommend more?
Equifax, named ahead of Credit Karma in 3 of 5 answers
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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. Credit Karma was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Equifax was listed before Credit Karma in three out of five answers.
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.
Is Credit Karma or Equifax more popular in search?
This chart shows how often people search Google for Credit Karma and Equifax by name. Each line represents a brand's share of searches for all seven credit score apps we track, month by month, from searches in United Kingdom.
Share of searches by month for Equifax, Credit Karma. 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% |
How has the Credit Karma and Equifax comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Equifax took it in August 2026.
- Across the 12 months ending September 2026, Credit Karma’s share of searches among credit score apps in the United Kingdom moved from 0.86% to 0.49%, and its estimated monthly branded searches moved from 6.6K to 3.6K.
- Across the 12 months ending September 2026, Equifax’s share of searches among credit score apps in the United Kingdom moved from 0.7% to 0.6%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
How did search popularity change for United Kingdom credit score apps in September 2026?
2 changes
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Credit Karma’s and Equifax’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.
Credit Karma
1 branded search term
- credit karma uk
Equifax
1 branded search term
- equifax credit score
Other head-to-heads among credit score apps
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