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How does ChatGPT answer
Finance & Insurance questions in Australia?
Explore which brands it recommends, which sources it relies on,
and how its citations vary across Finance & Insurance markets.
- Finance & Insurance markets
- 3
- Top-20 brands
- 57
- Questions
- 1,200
- Citations
- 32,218
01 · Engine profile
Where do the engines get
their Finance & Insurance answers from?
Same markets, same questions — but each engine
builds its answers from its own pool of cited sites.
3,645
domains cited — the widest pool of the 3 engines
Gemini 925 · Google AI Mode 1,141
Source: Findrix research. 3 AU Finance & Insurance markets · 1,200 questions · 1 run per question · measured Oct 2026.
02 · Engine consensus
Do the engines agree on who
leads each Finance & Insurance market?
The brand ChatGPT names first in each of the 3 Finance & Insurance markets, next to what
Gemini and Google AI Mode name first.
| Finance & Insurance market | ChatGPT | Gemini | Google AI Mode |
|---|---|---|---|
| Tax Preparation & Accounting ServicesDifferent #1 | BDO Australia33.3% | RSM Australia30.0% | Deloitte39.8% |
| Mortgage & Home Financing ServicesDifferent #1 | Westpac72.8% | NAB81.3% | Westpac77.8% |
| Wealth Management & Financial AdviceDifferent #1 | Hewison Private Wealth12.5% | Pitcher Partners21.0% | Pitcher Partners22.0% |
03 · Market landscape
Where is ChatGPT most concentrated on a few brands?
Top-3 brands hold 26% of mentions in Mortgage & Home Financing Services and 14% in Tax Preparation & Accounting Services,
but only 7% in Wealth Management & Financial Advice — the most open Finance & Insurance market on ChatGPT.
| Finance & Insurance market | Most named brand | Mention rate Share of the engine’s answers in the market that name the brand | Brands mentioned Distinct brands the engine named in this market | Concentration level How much of all mentions go to the three most-named brands |
|---|---|---|---|---|
| Mortgage & Home Financing Services | Westpac | 72.8% | 109 | Medium concentrated |
| Tax Preparation & Accounting Services | BDO Australia | 33.3% | 320 | Medium concentrated |
| Wealth Management & Financial Advice | Hewison Private Wealth | 12.5% | 345 | Medium concentrated |
04 · Brands
Which brands does ChatGPT recommend across Finance & Insurance?
See which brands make ChatGPT’s top 20 across Finance & Insurance markets, and where each brand is most visible.
- 0brands in ChatGPT’s top 20
in all 3 markets - 3brands in ChatGPT’s top 20
in 2 markets - 54brands in ChatGPT’s top 20
in only 1 market
| Brand | Markets present Finance & Insurance markets where the brand is in ChatGPT’s top 20 | Tax Preparation & Accounting Services | Mortgage & Home Financing Services | Wealth Management & Financial Advice |
|---|---|---|---|---|
| RSM Australia | 2 / 3 | 30.3% | Not in top 20 | 8.5% |
| Grant Thornton | 2 / 3 | 18.0% | Not in top 20 | 7.0% |
| Pitcher Partners | 2 / 3 | 14.5% | Not in top 20 | 3.5% |
| Westpac | 1 / 3 | Not in top 20 | 72.8% | Not in top 20 |
| ANZ | 1 / 3 | Not in top 20 | 62.3% | Not in top 20 |
| NAB | 1 / 3 | Not in top 20 | 61.0% | Not in top 20 |
| Macquarie Bank | 1 / 3 | Not in top 20 | 51.0% | Not in top 20 |
| Commonwealth Bank | 1 / 3 | Not in top 20 | 36.3% | Not in top 20 |
| BDO Australia | 1 / 3 | 33.3% | Not in top 20 | Not in top 20 |
| Pepper Money | 1 / 3 | Not in top 20 | 28.0% | Not in top 20 |
05 · Sources
Where does ChatGPT get its Finance & Insurance recommendations from?
These are the websites most often cited in ChatGPT’s Finance & Insurance recommendations, and how many markets they appear in.
| # | Source | Citations Times ChatGPT cited the site in Finance & Insurance answers. Citations are counted per pass over the questions, so engines asked a different number of times can be compared. | Finance & Insurance markets Markets where the site is cited |
|---|---|---|---|
| 1 | ato.gov.au | 1,500 | |
| 2 | google.com | 1,331 | |
| 3 | asic.gov.au | 1,292 | |
| 4 | moneysmart.gov.au | 1,175 | |
| 5 | theaustralian.com.au | 551 | |
| 6 | wsj.com | 478 | |
| 7 | westpac.com.au | 473 | |
| 8 | canstar.com.au | 437 | |
| 9 | news.com.au | 409 | |
| 10 | tpb.gov.au | 403 |
06 · The questions we asked
What do people ask ChatGPT about Finance & Insurance?
See what kinds of Finance & Insurance questions make up the dataset.
| By buying intent / By question type | Question type | Share of questions |
|---|---|---|
| By question type · 1,200 questions | General questions | 2% |
| By question type · 1,200 questions | Use case | 52% |
| By question type · 1,200 questions | Audience | 5% |
| By question type · 1,200 questions | Selection criteria | 30% |
| By question type · 1,200 questions | Problem to solve | 11% |
By question type · 1,200 questions
Example prompts
- “what are the best accounting firms in Australia?”General questions
- “which accounting firms are best value for money for a first tax return as a sole trader in Australia?”Use case
- “which accounting firms are most recommended for submitting a complex multi-million dollar R&D tax incentive claim in Australia?”Use case
- “which accounting firms are best on all-inclusive annual accounting and independent audit packages in Australia?”Selection criteria
- “which accounting firms are best for small business owners employing five to twenty staff in Australia?”Audience
- “what are the top-rated accounting firms for deep integration between Xero or MYOB and payroll software in Australia?”Selection criteria
- “which accounting firms are best for finance directors at mid-market companies with overseas parents in Australia?”Audience
- “SMSF accounting audit and platform fees erode my balance. which accounting firms can help in Australia?”Problem to solve
- “I'm dealing with accountant not responding eofy lodgement deadline in Australia. Which accounting firms should I look at?”Problem to solve
- “which accounting firms are best value for money in Australia?”General questions
- “what are the best mortgage lenders in Australia?”General questions
- “which mortgage lenders have the best reputation for settling an off-the-plan apartment purchase in Australia?”Use case
- “how do mortgage lenders compare on fully digital approval without branch visits in Australia?”Selection criteria
- “which mortgage lenders are best for homeowners refinancing off expired fixed rates in Australia?”Audience
- “bank valuation lower than purchase price settlement shortfall. which mortgage lenders can help in Australia?”Problem to solve
Frequently asked questions
What does this ChatGPT Finance & Insurance report measure?
Which brands ChatGPT names when buyers in Australia ask Finance & Insurance questions, and which websites it cites in those answers. It covers 3 Finance & Insurance markets and 1,200 buyer questions, each asked once, and sets ChatGPT next to Gemini and Google AI Mode on the same questions.
“Mention rate” — what does it mean?
The share of ChatGPT’s answers to a market’s buyer questions that name the brand. Each question is asked once, and every rate carries a 95% range: when the ranges of two brands overlap, their ranks are not really different.
What does “market concentration” mean?
How much of all brand mentions in a market go to its three most-named brands. When the top three hold most of the mentions, the market is highly concentrated and hard to break into; when mentions are spread over dozens of brands, it is open.
Which Finance & Insurance markets are included?
3 AU markets measured on ChatGPT: Tax Preparation & Accounting Services, Mortgage & Home Financing Services and Wealth Management & Financial Advice. Each market has its own question set, its own brands and its own ranking.
Why are only 20 brands shown per market?
Radar publishes the top 20 brands of each engine in each market. A brand missing from a table here can still be named by ChatGPT — just below its top 20.
What counts as a citation?
A link to a website that ChatGPT shows as a source in its answer. We count every cited URL and group them by domain.
Why can ChatGPT mention a brand without citing its website?
Naming a brand and citing a source are separate. ChatGPT often recommends a brand while linking to a publisher, a retailer or an association that wrote about it. That is why the brand ranking and the sources table can tell different stories.
Will I get the same answers if I ask ChatGPT these questions myself?
Not word for word. Answers vary between runs, accounts and locations, which is why every question is asked once and the results are read as rates with a 95% range. A single answer you get yourself is one sample from the same spread.