Who gets found first in buy now pay later.

One measure of how Australians find buy now pay later, across Google, AI answers, social platforms and brand demand. 309 brands discovered and 100 recorded, ranked on a single presence score. August 2026 edition.

Find your brand on this board

Leading this boardAugust 2026

#1PayPal52.1

#2Zip49.5

#3Afterpay37.7

See all 100 recorded →

Measured across

Google AI Overviews ChatGPT Gemini Claude Perplexity Copilot TikTok Instagram YouTube Reddit

The board in brief

The lead 52.1 PayPal

2.6 points clear of Zip, who sits at 49.5.

The chase 49.5–29.8 3 brands chasing

Zip 49.5
Afterpay 37.7
Klarna 29.8

The deciding channel 45% Search discoverability

PayPal 49.9
MoneySmart 31.3

At 45% of the score, the lead over the next brand here moves the ranking further than any other channel's does.

Who owns each channel

Search 45% of the score PayPal 49.9

AI 30% of the score Zip 69.3 · #2 overall

Social 15% of the score Afterpay 90.1 · #3 overall

Demand 10% of the score Zip 56.6 · #2 overall

The board · August 2026

1 Move — PayPal paypal.com Search 49.9 AI 52.0 Social 64.2 Demand 44.0 52.1

2 Move — Zip zip.co Search 29.9 AI 69.3 Social 63.7 Demand 56.6 49.5

3 Move — Afterpay afterpay.com Search 7.2 AI 64.0 Social 90.1 Demand 17.1 37.7

4 Move — Klarna klarna.com Search 15.3 AI 32.9 Social 74.7 Demand 18.2 29.8

5 Move — MoneySmart moneysmart.gov.au Search 31.3 AI 37.9 Social 0.0 Demand 0.0 25.4

6 Move — CommBank StepPay commbank.com.au Search 14.4 AI 36.9 Social 39.1 Demand 0.0 23.4

7 Move — Webjet webjet.com.au Search 8.9 AI 44.1 Social 0.0 Demand 0.0 17.2

8 Move — Flight Centre flightcentre.com.au Search 11.1 AI 31.2 Social 0.0 Demand 10.6 15.4

9 Move — NAB nab.com.au Search 0.0 AI 29.7 Social 30.9 Demand 13.4 14.9

10 Move — Qantas qantas.com Search 7.4 AI 31.1 Social 13.5 Demand 0.0 14.7

11 Move — Latitude Financial latitudefinancial.com.au Search 0.0 AI 28.2 Social 0.0 Demand 54.3 13.9

12 Move — Humm shophumm.com Search 0.0 AI 35.9 Social 7.6 Demand 18.2 13.7

13 Move — Paylater Travel paylatertravel.com.au Search 16.4 AI 19.3 Social 2.4 Demand 0.0 13.5

14 Move — Square squareup.com Search 0.0 AI 40.5 Social 8.0 Demand 0.0 13.4

15 Move — Equifax equifax.com.au Search 0.0 AI 40.5 Social 5.2 Demand 0.0 12.9

16 Move — AutoGuru autoguru.com.au Search 0.0 AI 42.4 Social 0.0 Demand 0.0 12.7

17 Move — Midas midas.com.au Search 0.0 AI 42.4 Social 0.0 Demand 0.0 12.7

18 Move — mycar mycar.com.au Search 0.0 AI 42.4 Social 0.0 Demand 0.0 12.7

19 Move — Stripe stripe.com Search 22.4 AI 6.5 Social 2.5 Demand 0.0 12.4

20 Move — MyHealth1st myhealth1st.com.au Search 0.0 AI 40.3 Social 0.0 Demand 0.0 12.1

Head to head

Compare two brands.

Your brandTheir brand

PayPalRank #152.1

SearchSocial

ZipRank #249.5

AIDemand

Search discoverability49.929.9AI visibility52.069.3Social discoverability64.263.7Brand demand44.056.6

A channel showing n/m could not be measured for that brand this edition, so neither side wins it. It is not a zero.

Method

Four channels, one number.

Each channel is scored out of 100 against the set below, on its own terms, then combined on fixed weights. Nothing in this edition passes 76 and nothing realistically will: a brand would have to lead every channel at once.

45% 30% 15% 10%

45% Organic search

Google AI Overviews

9 category keywords per board, position weighted

30% AI answers

ChatGPT Gemini Claude Perplexity Copilot AI Mode

25 questions put to 7 engines, scored on who gets named

15% Social search

TikTok Instagram YouTube Reddit

Searches run inside each platform, not on the open web

10% Brand demand

Monthly Australian search volume for the brand name and its close variants

Worked example PayPal, ranked first on buy now pay later

52.1 of 100

PayPal scores 52.1

Four channels, each scored out of 100 on its own terms, then weighted and added. The dotted arc is the headroom nobody in the index has taken.

Search discoverability +22.5 49.9 scored × 45% AI visibility +15.6 52.0 scored × 30% Social discoverability +9.6 64.2 scored × 15% Brand demand +4.4 44.0 scored × 10%

Add the four contributions together and you have the presence score. A brand strong on one channel only cannot climb far, which is the point. Where a channel could not be measured its weight is shared across the rest rather than counted as zero, so the percentages here always total 100. Contributions are rounded to one decimal place.

Read the full method

Not where you expected

Not on this board, or lower than you expected?

Every brand in buy now pay later is scored on the same four channels, whether it engages with us or not. If you are not here, or not where you thought, a strategist can tell you which channel is costing you the most and whether it is worth closing.

Talk to a strategist

A read of your four channels and what is actually movable. Scores are never influenced by working with us: the method is fixed and public.

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A note when the numbers change.

Every edition of the buy now pay later board, in your inbox when it publishes.

buy now pay later board

What lands in the email

Who leads the board, and what changed at the top
Who climbed and who fell
Any brand entering the top 20
What shifted across the four channels