UK Finance Wealth Management - PPC Market Share Analysis February 2025

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK 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 UK 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
aviva.co.uk	13.2
money.co.uk	8.73
hl.co.uk	6.65
pensionbee.com	4.49
legalandgeneral.com	3.83
loqbox.com	2.83
ajbell.co.uk	2.67
nationalpensionadvisors.co.uk	2.34
standardlife.co.uk	2.04
moneysupermarket.com	1.85
others	51.37

Aviva.co.uk leads with 13.2% click share, followed by money.co.uk at 8.73%. Others dominate with 51.37%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK 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	aviva.co.uk	hl.co.uk	money.co.uk	pensionbee.com	legalandgeneral.com	standardlife.co.uk	ajbell.co.uk	mypensionexpert.com	unbiased.co.uk	nationalpensionadvisors.co.uk
2025/01/01	1.89%	7.85%	5.42%	3.7%	6.61%	0.2%	1.84%	2.42%	1.8%	1.69%
2025/01/02	12.71%	8.03%	4.52%	4.97%	4.04%	0.13%	0.89%	1.43%	1.78%	4.08%
2025/01/03	13.47%	7.96%	5.28%	5.53%	4.72%	0.14%	1.62%	1.54%	1.73%	0.75%
2025/01/04	12.92%	7.38%	6.52%	6.3%	4.36%	0.18%	2.38%	1.03%	1.94%	0.06%
2025/01/05	12.66%	7.58%	6.76%	6.68%	3.68%	0.14%	1.93%	1.52%	1.68%	2.66%
2025/01/06	10.1%	7.77%	5.31%	6.97%	4.22%	0.18%	1.96%	2.08%	1.82%	4.45%
2025/01/07	9.07%	6.4%	5.02%	5.89%	6.3%	2.84%	2.16%	1.48%	1.78%	2.22%
2025/01/08	8.39%	6.31%	6.61%	6.34%	5.24%	3.07%	2.26%	1.75%	2.11%	3.65%
2025/01/09	9.41%	7.39%	7.02%	6.49%	5.16%	3.14%	2.7%	1.69%	1.51%	3.56%
2025/01/10	12.52%	7.03%	7.15%	7%	4.24%	4.24%	2.95%	1.55%	1.98%	0.83%
2025/01/11	12.37%	6.53%	8.09%	6.89%	4.85%	4.56%	2.59%	1.3%	1.9%	0.15%
2025/01/12	12.23%	6.52%	6.8%	6.9%	4.7%	4.68%	2.26%	1.75%	1.8%	2.99%
2025/01/13	12.58%	6.03%	7.46%	6.99%	5.52%	4.62%	2.43%	1.64%	2.49%	2.95%
2025/01/14	9.04%	7.02%	6.77%	5.87%	5.78%	3.17%	2.38%	1.67%	1.86%	2.25%
2025/01/15	10.37%	6.18%	6.51%	6.85%	5.76%	4.08%	2.38%	2.29%	1.65%	2.63%
2025/01/16	9.35%	7.31%	6.93%	6.42%	5.09%	3.1%	2.66%	1.69%	1.49%	3.52%
2025/01/21	9.44%	6.89%	6.53%	5.89%	6.34%	2.82%	2.2%	1.94%	1.32%	5.24%
2025/01/22	11.08%	7.51%	6.84%	6.53%	7.14%	3.44%	2.5%	2.14%	1.69%	5.23%
2025/01/23	12.69%	6.42%	6.18%	5.65%	6.36%	3.46%	2.42%	1.82%	1.25%	6.05%
2025/01/24	11%	6.97%	6.22%	5.94%	8.18%	3.72%	2.56%	1.86%	1.42%	1.08%
2025/01/25	11.61%	7.18%	7.21%	6.55%	8.09%	3.13%	2.87%	1.98%	2.22%	0.11%
2025/01/26	13.72%	9.1%	6.9%	7.02%	7.84%	3.23%	2.57%	1.57%	1.9%	0.13%
2025/01/27	12.01%	7.54%	6.71%	5.99%	6.52%	2.9%	2.28%	1.53%	1.44%	4.03%
2025/01/28	11.48%	7.34%	6.7%	6.32%	6.72%	3.04%	2.17%	1.54%	1.89%	4.86%
2025/01/29	10.13%	8.11%	7.85%	6.08%	6.51%	2.99%	2.24%	1.52%	1.7%	0.09%
2025/01/30	10.19%	7.7%	8.22%	5.61%	6.75%	3.66%	1.76%	1.84%	1.25%	5.07%
2025/01/31	12.39%	9%	8.78%	5.96%	5.77%	3.7%	1.99%	1.98%	1.7%	0.1%

Aviva.co.uk led January with fluctuating spend, peaking mid-month. Hl.co.uk and money.co.uk showed steady growth, while pensionbee.com maintained consistency. Legalandgeneral.com surged late, and nationalpensionadvisors.co.uk had erratic trends.

Market Exposure

Competitor Count for UK 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
2025/01/01	669
2025/01/02	681
2025/01/03	768
2025/01/04	711
2025/01/05	732
2025/01/06	725
2025/01/07	738
2025/01/08	739
2025/01/09	760
2025/01/10	797
2025/01/11	769
2025/01/12	758
2025/01/13	730
2025/01/14	803
2025/01/15	759
2025/01/16	760
2025/01/21	813
2025/01/22	785
2025/01/23	743
2025/01/24	729
2025/01/25	723
2025/01/26	723
2025/01/27	715
2025/01/28	708
2025/01/29	774
2025/01/30	804
2025/01/31	810

January saw a dynamic shift in distinct advertisers, starting at 669 and peaking at 813. The month concluded with a robust 810, indicating a vibrant advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for UK 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
legalandgeneral.com	2%
chase.co.uk	1.32%
aviva.co.uk	0.99%
raisin.co.uk	0.9%
uswitch.com	0.67%
wesleyan.co.uk	-0.61%
ageuk.org.uk	-0.61%
scottishfriendly.co.uk	-1.05%
fisherinvestments.com	-1.68%
moneysupermarket.com	-1.9%

Legalandgeneral.com surged with a 2.00% click share increase, while moneysupermarket.com dropped by 1.90%.

Campaign Efficiency

UK 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	money.co.uk	aviva.co.uk	hl.co.uk	pensionbee.com	ajbell.co.uk	legalandgeneral.com	standardlife.co.uk	mypensionchoices.com	fisherinvestments.com	nationalpensionadvisors.co.uk
2025/01/01	5.77%	0.56%	6.21%	2.61%	2.27%	1.84%	0.43%	1.99%	5.09%	2.13%
2025/01/02	5.58%	8.38%	7.44%	3.61%	1.16%	0.96%	0.27%	1.32%	3.72%	6.02%
2025/01/03	6.61%	7.85%	7.59%	4.15%	2.41%	1.87%	0.32%	1.43%	3.44%	0.98%
2025/01/04	7.74%	7.55%	6.97%	5.5%	3.35%	1.3%	0.42%	1.32%	3.59%	0.05%
2025/01/05	8.16%	7.13%	6.58%	5.13%	2.63%	0.89%	0.3%	2.1%	4.58%	3.49%
2025/01/06	6.3%	5.91%	6.8%	5.06%	2.83%	1.08%	0.39%	1.31%	2.48%	6.3%
2025/01/07	6.01%	6.04%	5.94%	4.65%	3.08%	1.89%	1.89%	1.33%	2.58%	2.76%
2025/01/08	7.98%	5.77%	5.95%	5.34%	2.92%	1.27%	1.75%	2.28%	3.14%	5.19%
2025/01/09	8.53%	7.08%	6.8%	5.52%	3.49%	1.79%	1.91%	2.32%	2.98%	4.87%
2025/01/10	9.26%	8.85%	6.61%	6.05%	3.87%	1.36%	3.57%	2.31%	2.92%	1.16%
2025/01/11	10.23%	8.57%	6.06%	5.85%	3.74%	1.66%	4%	1.98%	2.19%	0.12%
2025/01/12	8.47%	8.6%	5.65%	5.94%	3.17%	1.48%	4.79%	2.34%	3.77%	4.35%
2025/01/13	9.65%	8.97%	5.46%	6.27%	3.44%	1.58%	3.71%	1.86%	3.2%	4.32%
2025/01/14	8.26%	6.54%	6.67%	4.81%	3.39%	2.06%	2.42%	2.17%	3.46%	2.81%
2025/01/15	7.89%	7.8%	5.57%	6.09%	3.41%	1.96%	2.97%	1.65%	3.26%	3.59%
2025/01/16	8.53%	7.08%	6.8%	5.52%	3.49%	1.79%	1.91%	2.32%	2.99%	4.87%
2025/01/21	7.75%	8.23%	6.29%	5.31%	2.83%	2.94%	1.66%	2.86%	1.25%	5.82%
2025/01/22	8.4%	8.82%	7.25%	5.89%	3.39%	3.47%	2.27%	1.84%	1.22%	6.86%
2025/01/23	7.26%	10.42%	5.79%	4.71%	3.16%	2.9%	2.2%	1.44%	0.67%	8.41%
2025/01/24	7.64%	7.76%	6.29%	4.46%	3.6%	3.6%	2.26%	1.41%	0.92%	1.24%
2025/01/25	8.8%	10.85%	6.46%	5.71%	3.52%	3.72%	1.87%	2.46%	0.97%	0.09%
2025/01/26	9.05%	11.07%	8.42%	6.09%	3.44%	3.73%	1.98%	1.69%	1.13%	0.1%
2025/01/27	8.09%	8.05%	7.05%	5.32%	2.89%	2.79%	1.66%	1.21%	0.64%	5.76%
2025/01/28	8.22%	8.1%	6.95%	5.22%	2.63%	3.07%	1.96%	1.53%	0.82%	7.08%
2025/01/29	10.04%	7.2%	7.5%	5.27%	2.89%	3.09%	1.86%	1.8%	0.88%	0.07%
2025/01/30	10.09%	7.65%	6.52%	4.46%	2.19%	3.09%	2.15%	1.89%	0.76%	6.94%
2025/01/31	11.22%	9.63%	7.6%	5.08%	2.7%	2.59%	2.32%	1.75%	0.81%	0.08%

In January 2025, money.co.uk’s impression share rose steadily, peaking at 11.22% on the 31st. Aviva.co.uk saw fluctuations, ending at 9.63%. Hl.co.uk maintained moderate stability, closing at 7.6%. Pensionbee.com experienced minor variations, finishing at 5.08%. Ajbell.co.uk showed slight growth, ending at 2.7%. Legalandgeneral.com had a gradual increase, peaking mid-month, closing at 2.59%. Standardlife.co.uk’s share increased, ending at 2.32%. Mypensionchoices.com fluctuated, closing at 1.75%. Fisherinvestments.com declined, ending at 0.81%. Nationalpensionadvisors.co.uk had erratic changes, closing at 0.08%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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
Free Pension Finding - Find Lost Pensions for Free https://www.ajbell.co.uk
Start To Find And Combine Lost Pensions In Minutes. Capital At Risk. Pension Rules Apply
2
Open a Pension Today - Start With Just £25 a Month https://www.aviva.co.uk › pension
Capital at risk. Invest with a pension that puts you in control of your future. Invest in a wide range of...
3
Understanding the Mandatory UK Pension Scheme https://www.globalization-partners.com
Grow to Global Markets with International Employment Solutions to 180+ Countries. Save...
4
Pension Pot Of £50k+? - Help Calculating Pension 2025 https://www.mypensionchoices.com › pension › calculator
Get Advice To Secure The Highest Income From Your Pension. Book A Free Consultation Today.
5
UK Pension Advice Service - Book Free Pension Appointment https://www.nationalpensionadvisors.co.uk › official
Book Your Appointment To Receive Expert Pension Advice From Our Experienced Advisors Today

In the competitive world of Google PPC, pension-related ads dominate. AJ Bell entices with free pension finding, while Aviva offers control with a £25 monthly start. Globalization Partners highlights international growth, My Pension Choices provides income security, and National Pension Advisors promises expert advice.

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