AI search radar
How does Perplexity answer
Finance & Insurance questions in the United States?
Explore which brands it recommends, which sources it relies on,
and how its citations vary across Finance & Insurance markets.
- Finance & Insurance markets
- 2
- Top-20 brands
- 40
- Questions
- 746
- Citations
- 22,380
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.
1,450
domains cited in Finance & Insurance answers
ChatGPT 1,463 · Gemini 1,373 · Google AI Mode 1,348
Source: Findrix research. 2 US Finance & Insurance markets · 746 questions · 3 runs per question per engine · measured Sep 2026.
02 · Engine consensus
Do the engines agree on who
leads each Finance & Insurance market?
The brand Perplexity names first in each of the 2 Finance & Insurance markets, next to what
ChatGPT, Gemini and Google AI Mode name first.
| Finance & Insurance market | Perplexity | ChatGPT | Gemini | Google AI Mode |
|---|---|---|---|---|
| Mortgages & Home Loans | Rocket Mortgage8.0% | Rocket Mortgage8.8% | Rocket Mortgage20.3% | Rocket Mortgage17.3% |
| Wealth Management & Financial Advice | Fidelity Investments4.9% | Fidelity Investments19.3% | Fidelity Investments22.4% | Fidelity Investments25.5% |
03 · Market landscape
Where is Perplexity most concentrated on a few brands?
Top-3 brands hold 40% of mentions in Mortgages & Home Loans,
but only 29% in Wealth Management & Financial Advice — the most open Finance & Insurance market on Perplexity.
| Finance & Insurance market | Most named brand | Mention rate Share of questions where the engine names 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 |
|---|---|---|---|---|
| Mortgages & Home Loans | Rocket Mortgage | 8.0% | 36 | Highly concentrated |
| Wealth Management & Financial Advice | Fidelity Investments | 4.9% | 46 | Medium concentrated |
04 · Brands
Which brands does Perplexity recommend across Finance & Insurance?
See which brands make Perplexity’s top 20 across Finance & Insurance markets, and where each brand is most visible.
- 0brands in Perplexity’s top 20
in both markets - 40brands in Perplexity’s top 20
in only 1 market
| Brand | Markets present Finance & Insurance markets where the brand is in Perplexity’s top 20 | Mortgages & Home Loans | Wealth Management & Financial Advice |
|---|---|---|---|
| Rocket Mortgage | 1 / 2 | 8.0% | Not in top 20 |
| Fidelity Investments | 1 / 2 | Not in top 20 | 4.9% |
| Charles Schwab | 1 / 2 | Not in top 20 | 4.6% |
| Morgan Stanley Wealth Management | 1 / 2 | Not in top 20 | 4.5% |
| Raymond James | 1 / 2 | Not in top 20 | 2.3% |
| LPL Financial | 1 / 2 | Not in top 20 | 2.2% |
| Vanguard | 1 / 2 | Not in top 20 | 2.0% |
| Betterment | 1 / 2 | Not in top 20 | 1.9% |
| Merrill | 1 / 2 | Not in top 20 | 1.9% |
| Schwab Intelligent Portfolios | 1 / 2 | Not in top 20 | 1.9% |
05 · Sources
Where does Perplexity get its Finance & Insurance recommendations from?
These are the websites most often cited in Perplexity’s Finance & Insurance recommendations, and how many markets they appear in.
| # | Source | Citations Times Perplexity cited the site in Finance & Insurance answers | Finance & Insurance markets Markets where the site is cited |
|---|---|---|---|
| 1 | bankrate.com | 751 | |
| 2 | reddit.com | 498 | |
| 3 | lower.com | 495 | |
| 4 | nerdwallet.com | 481 | |
| 5 | investopedia.com | 405 | |
| 6 | amerisave.com | 393 | |
| 7 | lendingtree.com | 344 | |
| 8 | experian.com | 342 | |
| 9 | cnbc.com | 325 | |
| 10 | wsj.com | 317 |
06 · Question intent
What do people ask Perplexity about Finance & Insurance?
See what kinds of Finance & Insurance questions make up the dataset and explore a few examples.
| Intent | Share of questions |
|---|---|
| Solution-aware | 43% |
| Problem-aware | 36% |
| Informational | 11% |
| Branded comparison | 6% |
| Branded sentiment | 4% |
Example prompts
- “loanDepot vs Rocket Mortgage for Comparison of digital application convenience, proprietary tech platform speed, closing turnaround times, and origination fees between leading non-bank retail lenders. as of latest information?”Branded comparison
- “I am exploring Manufactured and Mobile Home Financing options specifically designed for borrowers whose top priority is Land ownership requirement. as of latest information”Solution-aware
- “Where can I get pre-approved immediately for USDA to satisfy my Income eligibility fit as of latest information?”Solution-aware
- “Is it smarter to take out a HELOC or choose a Home Equity Loan (Second Mortgage) to optimize my Closing costs and fees as of latest information?”Solution-aware
- “Where can I get pre-approved immediately for Land and Lot Loans to satisfy my Reasonable down payment as of latest information?”Solution-aware
- “Is it smarter to take out a HELOC or choose a DSCR/No-Income Investor Loan to optimize my Interest rate (investor premium) as of latest information?”Solution-aware
Frequently asked questions
What does this Perplexity Finance & Insurance report measure?
Which brands Perplexity names when buyers in the United States ask Finance & Insurance questions, and which websites it cites in those answers. It covers 2 Finance & Insurance markets and 746 buyer questions, each asked 3 times, and sets Perplexity next to ChatGPT, Gemini and Google AI Mode on the same questions.
“Mention rate” — what does it mean?
The share of buyer questions where Perplexity names the brand. Each question is asked 3 times, 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?
2 US markets measured on Perplexity: Mortgages & Home Loans 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 Perplexity — just below its top 20.
What counts as a citation?
A link to a website that Perplexity shows as a source in its answer. We count every cited URL and group them by domain.
Why can Perplexity mention a brand without citing its website?
Naming a brand and citing a source are separate. Perplexity 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 Perplexity these questions myself?
Not word for word. Answers vary between runs, accounts and locations, which is why every question is asked 3 times and the results are read as rates with a 95% range. A single answer you get yourself is one sample from the same spread.