Finance,
sub-category by sub-category
7 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 a family.
They agree on read → cited. 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 | Life Insurance | 44% | 4.2 | 14.6 | 0.28 |
| Mortgages | 35% | ||||
| Credit Cards | 35% | ||||
| Investment Platforms | 34% | ||||
| Pensions | 34% | ||||
| Digital Current Accounts | 33% | ||||
| Business Banking | 30% | ||||
| Leader visibility | Business Banking | 50% | 14.8 | 22.7 | 0.65 |
| Investment Platforms | 45% | ||||
| Digital Current Accounts | 45% | ||||
| Life Insurance | 25% | ||||
| Credit Cards | 23% | ||||
| Mortgages | 13% | ||||
| Pensions | 12% | ||||
| Read → cited | Pensions | 33% | 2.7 | 11.8 | 0.23 |
| Life Insurance | 29% | ||||
| Credit Cards | 28% | ||||
| Investment Platforms | 27% | ||||
| Mortgages | 27% | ||||
| Business Banking | 26% | ||||
| Digital Current Accounts | 24% | ||||
| Model agreement | Investment Platforms | 100% | 37.8 | 34.1 | 1.11 |
| Digital Current Accounts | 100% | ||||
| Life Insurance | 50% | ||||
| Pensions | 50% | ||||
| Business Banking | 50% | ||||
| Mortgages | 0% | ||||
| Credit Cards | 0% |
Aviva holds 2 of 7 crowns.
The most-named brand in each sub-category's answers. A brand that leads more than one sub-category is the clearest sign of a category with a single logic: buyers, and the models, reach for the same name whatever the question. 3 of the 7 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. moneyhelper.org.uk is trusted across 6 of 7: the place a finance brand needs to be seen whatever it sells.
Brand pages convert 33% of reads in pensions, 24% in digital current accounts.
When Claude or ChatGPT opens a brand's own page while answering, how often does it make the cited sources? Finance's sub-categories convert alike — a shared content problem, or a shared solution.
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 Wed, 02 Sep 2026 05:11:13 GMT.