Equifax vs Experian:Which is more popular?
In September 2026, Experian had more branded searches than Equifax among credit score apps in the United Kingdom. Experian had about 33,100 branded searches, while Equifax had 4,400. Experian made up 4.5% of all credit score app searches we track, and Equifax accounted for 0.6%. When we asked ChatGPT and Google AI Overviews about credit score apps, both Equifax and Experian appeared in all five answers. Experian was mentioned before Equifax in four out of five answers.
Who do people search for more?
Experian, about 8 searches for every 1 for Equifax
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Experian, named ahead of Equifax in 4 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, both Equifax and Experian showed up in all five answers. Experian was listed before Equifax in four of them.
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 Equifax or Experian more popular in search?
This chart shows how often people search Google for Equifax and Experian 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 Experian, 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% |
How has the Equifax and Experian comparison changed over the last 12 months?
3 findings
- Experian was ahead of Equifax in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Experian’s share of searches among credit score apps in the United Kingdom moved from 4.3% to 4.5%, and its estimated monthly branded searches held steady at 33.1K.
How did search popularity change for United Kingdom credit score apps in September 2026?
2 changes
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 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 Equifax’s and Experian’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.
Other head-to-heads among credit score apps
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