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The Category Leaderboard

Category leaders are both discoverable in Google and
AI search - as well as leading demand in their category

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Car Insurance 24 hour gyms Boxing gloves Budget gyms Fitness classes Fitness memberships Gym membership Gyms Live betting Running apps Sports lifestyle Yoga mat AI business solutions Automation technology Business voip systems CRM Software Cloud Infrastructure Cloud communications Cyber Security Software Data analytics platform Digital marketing agency Digital signage Display technology EPOS systems ERP Software Guest experience software Hospitality crm software Hospitality epos systems Hospitality management Hotel management systems IOT hardware Localisation services Marketing Automation Online store platforms Website builders Workflow automation API Management platforms Business broadband Cloud migration services DevOps consulting Ecommerce websites Embedded systems IT support services Managed IT services Software testing services Accounting software Business banking Business energy Business funding Business insurance Card machines Card payment machines Company registration Corporate credit cards Cross-border payments Expense management Financial forecasting Fraud detection software Fuel cards Hospitality payments Invoice financing Making tax digital Payment processing Payroll software SME loans SME payment solutions Activewear Affordable jewellery Barefoot shoes Body jewellery Comfort footwear Fashion footwear Festival outfits Mens hoodies Personalised jewellery Running shoes Sandals Sports fashion Streetwear Trainers Women's bracelets Women's earrings Women's jewellery Women's necklaces Women's rings Air fryer Alcoholic beverages Alcoholic drinks Breakfast cereals Burger restaurants Canned cocktails Coffee Cola Dessert shops Energy drinks Fast food chains Food delivery apps High protein recipes Meat alternatives Orange juice Plant based protein Premium fast food Quick meals RTD beverages Rum Tea Vegan food Vegan products Vegetarian food Vodka cocktails Airline points search Airport car hire All inclusive holidays Cabin holidays EV car rental Esims Family friendly hotels Flights Holiday lodges Hot tub lodges Luxury car hire Luxury wellbeing experiences Mobility services Travel data plans Travel hacking UK staycations Wellness retreats Anti-aging skincare Beauty tech Curling wands Hair dryers Hair straighteners Hair stylers Hair styling tools LED face masks Makeup Applicant tracking system Contract management E-Signatures Employee engagement Employee health insurance HR software Learning management system Performance management Remote work tools Translation services Workforce planning Workplace pensions Workplace wellbeing Banking apps Business banking Credit cards Debt consolidation Debt management Financial recovery Health insurance Loans Personal finance Rewards credit cards Travel rewards Bedroom furniture Beds Boiling water taps Chef knives Coffee machines Decorative lighting Divan beds Dog sitting Food waste disposers Garden furniture Home appliances Home decor Home monitoring House sitting services Japanese kitchen knives Kettles Kitchen appliances Kitchen cabinets Knife sets Luxury lighting Mattresses Pet sitting Pet sitting platforms Premium kitchenware Rechargeable lamps Small kitchen appliances Sofas Table lamps Toasters Vacuum cleaners Betting apps Esports betting Gaming displays Gaming laptops Wireless controller Wireless gaming headset Blogging platforms Camera equipment Esim providers Home monitoring Home security cameras Laptops Online education Portfolio websites Smart home security Smart watches Used cameras Used iphone Video doorbells Car hire Car leasing New cars Used cars Commercial food waste system Commercial gym equipment Construction equipment Electronic components Gym equipment Heavy machinery Industrial electronics Industrial engines Semiconductors Strength equipment Sustainable packaging Compliance management Data protection services GRC software Risk management software Trade surveillance Confectionery suppliers Corporate car rental Fleet management Inventory management Logistics management Manufacturing execution Procurement software SME utilities Supply chain software Sweet distribution Waste management Wholesale confectionery Dietary supplements Hair loss Life coaching Medical cannabis Mental health platforms Online therapy resources Orthopaedic footwear Private medical insurance Shaving Testosterone treatment Weight loss Wellbeing content Ergonomic office furniture Higher education Personal development Universities Online casino Online gambling Sports betting

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category:

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24 hour gyms Boxing gloves Budget gyms Fitness classes Fitness memberships Gym membership Gyms Live betting Running apps Sports lifestyle Yoga mat AI business solutions Automation technology Business voip systems CRM Software Cloud Infrastructure Cloud communications Cyber Security Software Data analytics platform Digital marketing agency Digital signage Display technology EPOS systems ERP Software Guest experience software Hospitality crm software Hospitality epos systems Hospitality management Hotel management systems IOT hardware Localisation services Marketing Automation Online store platforms Website builders Workflow automation API Management platforms Business broadband Cloud migration services DevOps consulting Ecommerce websites Embedded systems IT support services Managed IT services Software testing services Accounting software Business banking Business energy Business funding Business insurance Card machines Card payment machines Company registration Corporate credit cards Cross-border payments Expense management Financial forecasting Fraud detection software Fuel cards Hospitality payments Invoice financing Making tax digital Payment processing Payroll software SME loans SME payment solutions Activewear Affordable jewellery Barefoot shoes Body jewellery Comfort footwear Fashion footwear Festival outfits Mens hoodies Personalised jewellery Running shoes Sandals Sports fashion Streetwear Trainers Women's bracelets Women's earrings Women's jewellery Women's necklaces Women's rings Air fryer Alcoholic beverages Alcoholic drinks Breakfast cereals Burger restaurants Canned cocktails Coffee Cola Dessert shops Energy drinks Fast food chains Food delivery apps High protein recipes Meat alternatives Orange juice Plant based protein Premium fast food Quick meals RTD beverages Rum Tea Vegan food Vegan products Vegetarian food Vodka cocktails Airline points search Airport car hire All inclusive holidays Cabin holidays EV car rental Esims Family friendly hotels Flights Holiday lodges Hot tub lodges Luxury car hire Luxury wellbeing experiences Mobility services Travel data plans Travel hacking UK staycations Wellness retreats Anti-aging skincare Beauty tech Curling wands Hair dryers Hair straighteners Hair stylers Hair styling tools LED face masks Makeup Applicant tracking system Contract management E-Signatures Employee engagement Employee health insurance HR software Learning management system Performance management Remote work tools Translation services Workforce planning Workplace pensions Workplace wellbeing Banking apps Business banking Credit cards Debt consolidation Debt management Financial recovery Health insurance Loans Personal finance Rewards credit cards Travel rewards Bedroom furniture Beds Boiling water taps Chef knives Coffee machines Decorative lighting Divan beds Dog sitting Food waste disposers Garden furniture Home appliances Home decor Home monitoring House sitting services Japanese kitchen knives Kettles Kitchen appliances Kitchen cabinets Knife sets Luxury lighting Mattresses Pet sitting Pet sitting platforms Premium kitchenware Rechargeable lamps Small kitchen appliances Sofas Table lamps Toasters Vacuum cleaners Betting apps Esports betting Gaming displays Gaming laptops Wireless controller Wireless gaming headset Blogging platforms Camera equipment Esim providers Home monitoring Home security cameras Laptops Online education Portfolio websites Smart home security Smart watches Used cameras Used iphone Video doorbells Car Insurance Car hire Car leasing New cars Used cars Commercial food waste system Commercial gym equipment Construction equipment Electronic components Gym equipment Heavy machinery Industrial electronics Industrial engines Semiconductors Strength equipment Sustainable packaging Compliance management Data protection services GRC software Risk management software Trade surveillance Confectionery suppliers Corporate car rental Fleet management Inventory management Logistics management Manufacturing execution Procurement software SME utilities Supply chain software Sweet distribution Waste management Wholesale confectionery Dietary supplements Hair loss Life coaching Medical cannabis Mental health platforms Online therapy resources Orthopaedic footwear Private medical insurance Shaving Testosterone treatment Weight loss Wellbeing content Ergonomic office furniture Higher education Personal development Universities Online casino Online gambling Sports betting

Can't see your category

Biggest Movers and Losers in Car Insurance today

Biggest Climber

Asda

From: #24

To: #17 (+7)

Biggest Faller

MyFirst

From: #50

To: #63 (-13)

Explore who's winning category leadership positions

(UK-based data)

How to read the metrics

Scores run from 1 to 100. The closer to 1, the stronger your position.

Low scores need defending. High scores is where your opportunity lies.

What does category leadership mean?

Category leadership isn't the brand with the biggest budget. It's not even the brand with the largest market share.

To own a category, you have to be two things: found and wanted.

Discoverable - showing up when people search, whether that's Google or AI. And...
In demand - the brand people are actually asking/searching for by name when it comes to that category

We've partnered with Ahrefs to measure exactly that.

For every category, we pull the most visible brand in Google, the most visible brand in AI search and LLMs, and the most in-demand brand. Those three signals combine into a single Leadership Score.

Domain

Category leadership score

Google Discovery Data (pos score)

Brand & category demand SV

AI visibility/ share of voice

Company

Domain

Google Discovery
Data (pos score)

Brand & category
demand SV

AI visibility/
share of voice

Category
leadership score

#	Company	Domain	Google Discovery Data (pos score) Search Discoverability Score A weighted score prioritising top rankings for hundreds of non-branded terms. In simple terms, are you showing up and discoverable when people search for what you sell	Brand & category demand SV Brand Demand Score A blended score combining searches for your brand alone and your brand plus category terms. In simple terms, are people thinking about you and looking for you by name when looking for your category	AI visibility/ share of voice AI Recommendation Score A weighted score of your visibility across AI platforms like ChatGPT, Google, and Copilot. In simple terms: are you being recommended when people ask AI what to buy?	Category leadership score A composite index blending Brand plus Category Demand, Search Visibility, and AI Recommendation scores.
1	C	Compare the Market comparethemarket.com	1	3	5	3.02
2	M	MoneySuperMarket moneysupermarket.com	4	8	2	5.69
3	A	Admiral admiral.com	8	2	13	6.66
4	G	GoCompare gocompare.com	3	9	10	6.89
5	A	Aviva aviva.co.uk	8	5	10	7.32
6	H	Hastings Direct hastingsdirect.com	6	10	29	12.42
7	U	Uswitch uswitch.com	19	6	12	12.6
8	M	MoneySavingExpert moneysavingexpert.com	6	23	4	12.69
9	R	RAC rac.co.uk	16	15	5	13.43
10	L	LV lv.com	7	12	30	13.73
11	T	Tempcover tempcover.com	10	19	17	15.14
12	C	Confused.com confused.com	12	31	8	18.86
13	D	Dayinsure dayinsure.com	11	33	15	20.94
14	V	Veygo veygo.com	19	21	28	21.7
15	A	Allianz allianz.co.uk	22	18	28	21.72
16	A	AXA axa.co.uk	28	20	20	23.59
17	A	Asda asda.com	19	1	79	23.9
18	D	Direct Line directline.com	29	11	40	24.21
19	C	Cuvva cuvva.com	16	38	16	25.19
20	1	1st Central 1stcentralinsurance.com	30	13	40	25.59

Can't see your brand? It's time to talk to a Rise strategist and find out why

Request your Category

Why these three metrics define category leadership - and not just one

Every brand is ranked using a leadership score

We talk to brands every week who have strong awareness but disappear the moment someone starts searching.

Big TV spend. Millions of impressions. But no presence in the moments that actually drive decisions.

That's not category leadership. That's brand recognition without commercial impact.

The data shows it clearly: discoverability drives demand, and demand drives discoverability. Google and AI reward brands that are talked about, recommended, and earning mentions across the web. They surface what the internet already endorses.

So visibility alone isn't enough. If your non-brand SEO is strong but nobody's searching for you by name - if your PR, social and creative aren't building that pull - you won't win the category.

You need both. Discovery and demand. Together, they're what makes a category leader.

Category leaders:

How Ninja became a category leader with Rise at Seven

They were the most in demand brand for airfryers, famous in the category but they couldn't get past page 2 on Google. They had a discovery problem, and we helped them solve that.