Finance,
sub-category by sub-category
9 finance categories, each asked the questions real UK consumers ask, every month. Do they behave like one market or several? On the measures below, Finance behaves like 9 different markets.
They agree on concentration. They split on model agreement.
Each strip is one measure. The grey band is the programme's full range; the gold span is where Finance's sub-categories sit inside it, one dot each. A ratio under 1 means they cluster tighter than the programme — a category with a shared logic — and over 1 means they are further apart than categories chosen at random.
The data behind this chart
| Measure | Sub-category | Value | Within-category spread | Programme spread | Ratio |
|---|---|---|---|---|---|
| Concentration | Price Comparison Sites | 51% | 6.8 | 14.8 | 0.46 |
| Life Insurance | 49% | ||||
| Pensions | 40% | ||||
| Payments & BNPL | 38% | ||||
| Mortgages | 35% | ||||
| Digital Current Accounts | 35% | ||||
| Investment Platforms | 35% | ||||
| Credit Cards | 32% | ||||
| Business Banking | 30% | ||||
| Leader visibility | Payments & BNPL | 48% | 13.8 | 21.6 | 0.64 |
| Digital Current Accounts | 43% | ||||
| Business Banking | 43% | ||||
| Investment Platforms | 40% | ||||
| Life Insurance | 30% | ||||
| Credit Cards | 23% | ||||
| Price Comparison Sites | 18% | ||||
| Mortgages | 12% | ||||
| Pensions | 10% | ||||
| Read → cited | Life Insurance | 41% | 6.6 | 10.0 | 0.66 |
| Pensions | 37% | ||||
| Credit Cards | 35% | ||||
| Price Comparison Sites | 35% | ||||
| Mortgages | 28% | ||||
| Investment Platforms | 27% | ||||
| Digital Current Accounts | 25% | ||||
| Business Banking | 24% | ||||
| Payments & BNPL | 19% | ||||
| Model agreement | Life Insurance | 100% | 33.3 | 38.1 | 0.88 |
| Digital Current Accounts | 100% | ||||
| Price Comparison Sites | 50% | ||||
| Payments & BNPL | 50% | ||||
| Investment Platforms | 50% | ||||
| Credit Cards | 50% | ||||
| Business Banking | 50% | ||||
| Pensions | 0% | ||||
| Mortgages | 0% |
9 crowns, 9 different heads.
The most-named brand in each sub-category's answers. No brand leads more than one sub-category here — each is its own contest. 6 of the 9 leaders are upsets: not the market leader the programme seeded.
10 sources referee more than one finance category.
The independent sources AI cites in the answers — counted only where they appear in the top sources of at least two of Finance's sub-categories. fca.org.uk is trusted across 9 of 9: the place a finance brand needs to be seen whatever it sells.
Brand pages convert 41% of reads in life insurance, 19% in payments & bnpl.
When Claude or ChatGPT opens a brand's own page while answering, how often does it make the cited sources? The spread inside Finance is as wide as the programme's: what gets cited differs sub-category by sub-category.
Every finance story, and every other category.
Method: every sub-category runs 20 unbranded consumer prompts monthly against ChatGPT, Claude and Gemini. Alikeness compares each measure's spread within Finance to its spread across every category in the programme (population standard deviations); model agreement is the share of models naming the same leader; read→cited uses Claude and ChatGPT only. Correlational observations of model behaviour at the time of each run. Data updated Sun, 18 Oct 2026 01:10:54 GMT.