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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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Cross-border payments AI business solutions CRM Software Cloud Infrastructure Cyber Security Software Data analytics platform ERP Software Marketing Automation Workflow automation API Management platforms Cloud migration services DevOps consulting IT support services Managed IT services Software testing services Accounting software Business banking Business energy Business funding Corporate credit cards Expense management Financial forecasting Fraud detection software Invoice financing Payroll software SME loans Air fryer Breakfast cereals Food delivery apps High protein recipes Quick meals Vegan products All inclusive holidays Esims Family friendly hotels Flights Anti-aging skincare Hair straighteners LED face masks Makeup Applicant tracking system Contract management Employee engagement HR software Learning management system Performance management Remote work tools Workforce planning Workplace pensions Boxing gloves Gym membership Running apps Yoga mat Business banking Credit cards Loans Car Insurance Car hire New cars Compliance management Data protection service Risk software Trade Surveillance Compliance management Data protection services GRC software Risk management software Trade surveillance Dietary supplements Hair loss Private medical insurance Weight loss Festival outfits Mens hoodies Running shoes Gaming laptops Wireless controller Wireless gaming headset Garden furniture Kitchen cabinets Sofas Inventory management Logistics management Manufacturing execution Procurement software Supply chain software Waste management Laptops Online education Smart watches Used iphone Sustainable packaging Universities

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category:

AI business solutions CRM Software Cloud Infrastructure Cyber Security Software Data analytics platform ERP Software Marketing Automation Workflow automation API Management platforms Cloud migration services DevOps consulting IT support services Managed IT services Software testing services Accounting software Business banking Business energy Business funding Corporate credit cards Cross-border payments Expense management Financial forecasting Fraud detection software Invoice financing Payroll software SME loans Air fryer Breakfast cereals Food delivery apps High protein recipes Quick meals Vegan products All inclusive holidays Esims Family friendly hotels Flights Anti-aging skincare Hair straighteners LED face masks Makeup Applicant tracking system Contract management Employee engagement HR software Learning management system Performance management Remote work tools Workforce planning Workplace pensions Boxing gloves Gym membership Running apps Yoga mat Business banking Credit cards Loans Car Insurance Car hire New cars Compliance management Data protection service Risk software Trade Surveillance Compliance management Data protection services GRC software Risk management software Trade surveillance Dietary supplements Hair loss Private medical insurance Weight loss Festival outfits Mens hoodies Running shoes Gaming laptops Wireless controller Wireless gaming headset Garden furniture Kitchen cabinets Sofas Inventory management Logistics management Manufacturing execution Procurement software Supply chain software Waste management Laptops Online education Smart watches Used iphone Sustainable packaging Universities

HSBC

Category leadership score: 7.95

Wise

Category leadership score: 9.96

Lloyds Bank

Category leadership score: 10.22

The last 3 days

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Biggest Movers and Losers in Cross-border payments today

Biggest Climber

OFX

From: #40

To: #34 (+6)

Biggest Faller

Ria Money Transfer

From: #32

To: #46 (-14)

The Dashboard

140

Brands tracked

Rank increases

Rank decreases

Unchanged

New to top 10

Left top 10

3 Days

Leader streak

Explore who's winning category leadership positions

(UK-based data)

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.

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.

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) 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	H	HSBC hsbc.co.uk	5	11	7	7.95
2	W	Wise wise.com	1	23	1	9.96
3	L	Lloyds Bank lloydsbank.com	12	4	18	10.22
4	H	HSBC hsbc.com	12	11	7	10.69
5	B	Barclays barclays.co.uk	12	7	15	10.77
6	P	Post Office postoffice.co.uk	8	10	23	11.91
7	W	Western Union westernunion.com	4	24	10	13.3
8	S	Stripe stripe.com	13	17	8	14.01
9	X	XE xe.com	6	21	15	14.19
10	N	NatWest natwest.com	22	6	14	14.33
11	R	Revolut revolut.com	18	14	7	14.63
12	S	Santander santander.co.uk	28	3	20	16.75
13	M	MoneySavingExpert moneysavingexpert.com	2	32	20	18.03
14	P	PayPal paypal.com	37	2	12	18.35
15	M	MoneySuperMarket moneysupermarket.com	22	18	13	18.92
16	H	HSBC hsbc.uk	33	11	7	19.11
17	B	Bank of England bankofengland.co.uk	11	30	15	19.43
18	N	Nationwide nationwide.co.uk	37	5	17	20.45
19	C	Cambridge cambridge.org	19	22	27	22.03
20	G	GoCardless gocardless.com	20	31	12	23.27

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.