AUS Finance Wealth Management - PPC Market Share Analysis March 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Wealth Management category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Market Exposure

Share of Clicks for top 10 AUS Finance Wealth Management brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month
Domain	Share of clicks
australiansuper.com	31.7
australianretirementtrust.com.au	15.83
aware.com.au	6.01
rest.com.au	4.65
hostplus.com.au	4.24
cbussuper.com.au	3.93
hesta.com.au	3.54
finder.com.au	3.39
unisuper.com.au	2.73
futuresuper.com.au	2.28
others	21.7

AustralianSuper.com leads with 31.7% click share, followed by AustralianRetirementTrust.com.au at 15.83%. ‘Others’ collectively hold 21.7%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Finance Wealth Management brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

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Share of Spend - Last Month
Date	australiansuper.com	australianretirementtrust.com.au	unisuper.com.au	finder.com.au	australianethical.com.au	futuresuper.com.au	canstar.com.au	aware.com.au	hesta.com.au	rest.com.au
2025/03/01	16.38%	10.82%	7.07%	8.95%	3.97%	3.32%	4.24%	4.84%	4.94%	7.71%
2025/03/02	21.9%	13.44%	6.43%	7.13%	2.9%	3.05%	3.05%	3.53%	5.25%	5.64%
2025/03/03	15.51%	11.95%	6.28%	9.75%	3.42%	3.23%	5.32%	2.25%	7.19%	8.18%
2025/03/04	15%	13.51%	6.62%	9.47%	4.4%	4.09%	3.1%	2.61%	6.82%	10.04%
2025/03/05	14.38%	11.89%	6.79%	10.37%	5.91%	4.31%	4.19%	1.95%	7.59%	9.55%
2025/03/06	15.01%	12.81%	7.34%	8.97%	4.36%	5.7%	4.06%	3.14%	6.8%	12.24%
2025/03/07	12.44%	10.14%	8.33%	10.05%	6.72%	4.74%	3.67%	5.05%	6.49%	11.53%
2025/03/08	15.42%	12.17%	7.76%	8.53%	5.96%	3.15%	3.24%	5.65%	5.1%	9.76%
2025/03/09	16.64%	11.96%	7.09%	8.35%	4.78%	3.81%	3.44%	4.57%	7.36%	9.44%
2025/03/10	16.85%	14.06%	9.78%	8.24%	5.48%	4.84%	2.94%	2.81%	7.03%	6.01%
2025/03/11	16.26%	11.74%	7.8%	10.67%	5.93%	4.84%	4.03%	4.23%	5.48%	5.76%
2025/03/12	17.93%	14.39%	6.57%	8.49%	4.89%	5.01%	2.81%	3.63%	7.16%	6.95%
2025/03/13	15.56%	12.37%	6.16%	9.61%	3.8%	4.72%	4.53%	5.1%	5.14%	6.5%
2025/03/14	13.14%	14.8%	6.83%	9.19%	3.33%	4.6%	3.28%	5.69%	6.29%	6.1%
2025/03/15	16.54%	10.84%	5.5%	8.2%	3.76%	3.27%	3.84%	5.14%	7.7%	7.01%
2025/03/16	15.55%	10.92%	6.76%	7.67%	4.38%	3.83%	2.82%	5.01%	8.15%	8.56%
2025/03/17	16.93%	12.74%	6.93%	8.15%	3.63%	5.55%	3.39%	4.18%	5.82%	4.84%
2025/03/18	17.17%	15.6%	4.95%	8.54%	4.29%	4.83%	2.83%	5.07%	6.07%	3.08%
2025/03/19	16.71%	14.45%	5.86%	9.29%	4.88%	4.27%	3.24%	4.84%	5.69%	3.23%
2025/03/20	16.98%	15.18%	7.19%	8.35%	4.56%	5.37%	2.99%	5.1%	6.09%	2.64%
2025/03/21	18.81%	13.25%	7.7%	9.69%	4.4%	5.37%	3.69%	5.26%	5.58%	3.04%
2025/03/22	17.5%	13.7%	7.85%	7.81%	4.29%	5.92%	2.61%	6.82%	5.04%	4.04%
2025/03/23	17.74%	13.49%	8.22%	8.22%	4.09%	7.15%	3.46%	6.41%	3.96%	3.64%
2025/03/24	19%	13.29%	9.48%	9.24%	4.59%	5.73%	3.75%	5.11%	4.65%	1.72%
2025/03/25	16.68%	13.09%	7.34%	10.58%	5.08%	5.67%	3.71%	5.74%	4.38%	2.68%
2025/03/26	17.13%	12.77%	8.09%	10.58%	4.95%	5.59%	3.7%	5.54%	2.65%	2.55%
2025/03/27	17.43%	12.2%	8.75%	9.84%	6.12%	6.63%	4.01%	6.4%	0.39%	2.55%
2025/03/28	17.5%	12.62%	9.02%	10.3%	4.43%	5.69%	4.24%	5.19%	0.95%	2.22%
2025/03/29	16.63%	12.5%	9.99%	9.4%	4.26%	4.45%	3.45%	6.49%	2.62%	2.61%
2025/03/30	18.25%	13.16%	11.82%	9.62%	3.06%	5.37%	3.96%	5.67%	2.81%	0.43%
2025/03/31	15.9%	13.2%	11.08%	9.3%	5.35%	5.03%	4.9%	4.34%	4.34%	0.29%

In March 2025, Australiansuper led PPC spend, peaking at 21.90%. Australianretirementtrust followed, with a steady 13.44%. Unisuper’s share rose to 11.82% by month’s end. Hesta and Rest saw significant declines, finishing at 4.34% and 0.29%, respectively.

Market Exposure

Competitor Count for AUS Finance Wealth Management

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month
Date	Competitor Count
2025/03/01	403
2025/03/02	391
2025/03/03	393
2025/03/04	388
2025/03/05	380
2025/03/06	373
2025/03/07	382
2025/03/08	371
2025/03/09	374
2025/03/10	374
2025/03/11	368
2025/03/12	364
2025/03/13	373
2025/03/14	369
2025/03/15	371
2025/03/16	366
2025/03/17	359
2025/03/18	362
2025/03/19	364
2025/03/20	368
2025/03/21	368
2025/03/22	364
2025/03/23	358
2025/03/24	355
2025/03/25	355
2025/03/26	355
2025/03/27	354
2025/03/28	356
2025/03/29	355
2025/03/30	354
2025/03/31	352

March saw a steady decline in distinct advertisers, starting at 403 and ending at 352.

Campaign Efficiency

Market Loss & Market Gains for AUS Finance Wealth Management

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month
Name	Market Trend
australiansuper.com	3.14%
australianretirementtrust.com.au	1.33%
visionsuper.com.au	0.95%
futuresuper.com.au	0.59%
cbussuper.com.au	0.55%
superguide.com.au	-0.32%
aware.com.au	-0.41%
hostplus.com.au	-0.69%
hesta.com.au	-0.8%
rest.com.au	-4.64%

AustralianSuper.com surged with a 3.14% click share increase, while Rest.com.au faced a significant drop of 4.64%.

Campaign Efficiency

AUS Finance Wealth Management Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	australiansuper.com	australianretirementtrust.com.au	unisuper.com.au	finder.com.au	futuresuper.com.au	australianethical.com.au	canstar.com.au	aware.com.au	hesta.com.au	rest.com.au
2025/03/01	16.62%	10.45%	7.22%	9.53%	4.44%	4.75%	3.03%	3.87%	3.75%	6.4%
2025/03/02	18.7%	13.32%	6.77%	7.46%	3.75%	3.57%	2.09%	3.84%	3.64%	4.33%
2025/03/03	14.38%	12.25%	6.39%	10.04%	4.04%	3.84%	4.35%	1.96%	5.42%	6.76%
2025/03/04	13.84%	13.42%	5.92%	9.11%	5.78%	4.17%	2.69%	1.89%	6.12%	8.95%
2025/03/05	13.81%	12.04%	6.23%	9.88%	5.61%	6.77%	3.6%	1.53%	6.13%	8.65%
2025/03/06	13.19%	12.7%	6.63%	9.28%	7.78%	4.35%	3.48%	2.74%	5.32%	11.2%
2025/03/07	11.06%	9.6%	8.06%	10.35%	6.08%	6.89%	2.81%	4.35%	5.4%	10.79%
2025/03/08	13.09%	12.08%	7.65%	8.86%	4.16%	6.09%	2.72%	5.31%	3.72%	8.43%
2025/03/09	14%	10.78%	7.11%	8.06%	4.61%	4.99%	2.85%	4.6%	5.9%	8.85%
2025/03/10	15.06%	12.41%	9.48%	8.97%	5.54%	5.12%	2.28%	2.92%	5.44%	4.87%
2025/03/11	13.74%	11.82%	7.28%	11.64%	6.16%	5.96%	3.19%	4.41%	4.01%	4.79%
2025/03/12	15.71%	15.2%	6.03%	7.97%	6.17%	4.77%	2.22%	3.83%	5.94%	6.36%
2025/03/13	14.33%	12.62%	5.21%	9.94%	5.59%	3.39%	3.4%	4.92%	3.84%	6.09%
2025/03/14	12.02%	14.97%	5.81%	9.41%	6.11%	3.27%	2.38%	5.46%	4.76%	4.94%
2025/03/15	13.96%	10.1%	4.37%	7.59%	4.06%	3.82%	2.99%	5.3%	6.65%	7.08%
2025/03/16	13.71%	10.81%	5.42%	7.5%	5.36%	4.06%	2.3%	5.68%	6.04%	7.11%
2025/03/17	13.64%	12.14%	6.04%	8.35%	7.48%	3.81%	2.88%	4.61%	3.95%	3.76%
2025/03/18	15.4%	15.4%	3.73%	8.68%	6.57%	3.88%	2.16%	4.51%	4.07%	2.76%
2025/03/19	14.73%	14.08%	5.02%	9.26%	5.9%	4.39%	2.46%	4.97%	3.67%	2.71%
2025/03/20	14.65%	14.23%	5.81%	8.9%	7.31%	4.26%	2.35%	4.23%	4.34%	2.16%
2025/03/21	16.7%	12.57%	6.48%	8.88%	8.08%	4.22%	3.16%	4.81%	3.89%	2.58%
2025/03/22	14.6%	12.75%	6.82%	7.6%	8.67%	3.83%	2.23%	6.53%	3.45%	3.1%
2025/03/23	14.79%	12.16%	7.4%	7.96%	10.31%	3.94%	2.68%	5.89%	2.33%	3%
2025/03/24	16.79%	12.81%	8.19%	8.71%	7.66%	4.19%	3.16%	4.62%	3.13%	1.19%
2025/03/25	14.38%	12.65%	5.94%	10.58%	8.35%	5%	2.88%	4.93%	2.84%	2.29%
2025/03/26	14.95%	11.93%	6.73%	10.16%	7.8%	4.54%	3.22%	5.21%	1.66%	1.91%
2025/03/27	15.2%	11.15%	7.92%	9.42%	9.25%	5.83%	3.14%	5.94%	0.15%	2.1%
2025/03/28	16.02%	12.12%	7.83%	9.49%	8.17%	4.39%	3.27%	4.91%	0.51%	1.76%
2025/03/29	15.02%	12.13%	8.99%	9.07%	6.45%	4.32%	2.74%	6.13%	1.45%	1.99%
2025/03/30	16.29%	12.26%	10.86%	8.79%	8.31%	2.92%	3.06%	5.24%	1.62%	0.26%
2025/03/31	14.02%	12.5%	10.29%	8.3%	7.42%	4.9%	4.04%	4.01%	3.22%	0.14%

In March 2025, Australiansuper.com led with fluctuating impressions, peaking mid-month. Australianretirementtrust.com.au showed steady growth, while Unisuper.com.au surged late. Finder.com.au and Futuresuper.com.au maintained moderate shares. Hesta.com.au and Rest.com.au declined significantly.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Finance Wealth Management

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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1
Australian Ethical Super | For A Better Future https://www.australianethical.com.au
Invest your super for a healthy planet & long-term returns. Read PDS & TMD.
2
AustralianSuper https://www.australiansuper.com
Australia's Largest Super Fund — Working hard for a future you can be proud of. Read the PDS & TMD here. Grow Your Super.
3
Top 10 Super Funds 2025 - Low Fee, High Return Super https://www.finder.com.au › superannuation › australia
Finder Helps You Find The Top Performing Super Funds. Compare And Choose The Best Fund.
4
Award-Winning Super Fund - Future Super Australia https://www.futuresuper.com.au
Superannuation that makes a difference. Join Future Super online in just 5 minutes.
5
Rest Superannuation https://www.rest.com.au
Anyone Can Join — Please consider the PDS & TMD here when you decide and choose to join Rest Superannuation

In the competitive landscape of superannuation, Australian Ethical Super champions sustainability, while AustralianSuper emphasizes size and reliability. Finder.com.au offers comparative insights, guiding users to top-performing funds. Future Super highlights quick, impactful membership, and Rest Superannuation invites inclusivity. Each ad uniquely appeals to diverse investor priorities.

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AUS Finance Wealth Management - PPC Market Share Analysis March 2025

Share of Clicks for top 10 AUS Finance Wealth Management brands

Share of Spend for the top 10 AUS Finance Wealth Management brands

Competitor Count for AUS Finance Wealth Management

Market Loss & Market Gains for AUS Finance Wealth Management

AUS Finance Wealth Management Share of Impressions

Google Text Ad Copy Insights & Creative Trends for AUS Finance Wealth Management

Frequently Asked Questions

Why are these reports useful and how should I use them?

Why these reports are useful

How often is the data updated?

How does Adthena collect this data?

How accurate are these reports?

Does this include mobile, desktop and Google Shopping data?

Who is this report for?

Can I get a custom report for my brand?

What is Ask Arlo?

Customer Success Stories

Legal & General

Staysure

New Market Discovery for Towergate Insurance

Get the full picture

See this data specific to your brand performance