Search research

Where Japan actually compares financial products

A measurement of which sites capture the audience for financial comparison in Japan, across 50 comparison searches and 330,640 searches a month, covering deposits, credit cards, loans, mortgages, brokerage, insurance and payments.

25 August 2026
50
comparison searches measured
330,640
monthly searches covered
7
product categories
1
category with no clear owner
The ranking

Who captures the comparison audience

Tap any row for the company behind it.

By product

Every category has an owner except ours

The same measurement, split by product type.

What it means

Six findings

The underlying data

All 50 searches

Every search is shown in English first with the Japanese term after it. The final column names the leading third-party comparison site for that search, excluding news sites and the banks' own pages.

Search Category Monthly searches Leading site
Method

How this was measured

  1. 51 comparison searches were chosen across deposits, credit cards, loans, mortgages, brokerage, funds, tax-free investment accounts, insurance, foreign exchange and payments.
  2. Real monthly search volumes were pulled for each one. 50 returned usable results, covering 330,640 searches a month.
  3. The full first two pages of Google Japan were captured for every search.
  4. Each site was scored as the sum, across all searches, of search volume multiplied by the click share earned by its position.
  5. News sites, video, government pages and the banks' and insurers' own websites were removed, leaving third-party comparison destinations only.
  6. The operating company behind every leading site was confirmed from that company's own corporate page, annual report or advertising rate card, rather than inferred.