Dashboard 2 — Home Loan Digital Player Landscape
Home Loan Spoke · Fellocraft Research · Apr 2026
Home Loan Spoke · Fellocraft Research · April 2026
Home Loan Digital Player Landscape
Organic traffic, AI citation visibility, paid search investment and digital authority across 13 home loan brands — banks, HFCs, NBFCs and aggregators — April 2026.
Bajaj Finserv is not in the same race.
With 43.9M monthly organic visits and authority score 91, Bajaj Finserv generates 13.3× more organic traffic than SBI — India's largest bank — and 7.7× more than BankBazaar. Meanwhile HDFC Ltd, India's largest dedicated home lender, attracts just 74,800 visits per month. BankBazaar alone outranks every HFC in the set by 4× combined.
Bajaj vs SBI organic traffic
13.3×
43.9M vs 3.3M monthly visits
HDFC Ltd organic traffic
74.8K
India's largest home lender — near-zero digital
Brands with zero paid search
8 of 13
SBI, HDFC Bank, Axis, Kotak, BoB, HDFC Ltd, PNB Housing, Tata
Bajaj AI cited pages share
65%
87,700 of all AI cited pages in the set
Panel 1 — Organic traffic comparison
Monthly organic traffic — April 2026
Semrush Traffic Analytics, India database. Directional clickstream estimates for competitive benchmarking.
Bajaj Finserv 43.9M, BankBazaar 5.7M, Paisabazaar 4.8M, SBI 3.3M, Axis Bank 3M, HDFC Bank 2.9M, ICICI Bank 2.3M, LIC Housing 1M, Tata Capital 701.8K, PNB Housing 272.3K, Kotak Bank 235.4K, Bank of Baroda 142.3K, HDFC Ltd 74.8K.
NBFC
Aggregator
Bank
HFC
Source: Semrush Traffic Analytics, India database, April 2026. Figures are directional estimates — intended for competitive benchmarking only. Note: Bajaj Finserv operates across multiple financial products; traffic reflects full domain, not home loans exclusively.
Panel 2 — Full brand scorecard
Brand Type Auth Organic Org KWs Paid AI Cited
Bajaj Finserv Leader NBFC 91 43.9M 3.1M 207K 87.7K
BankBazaar Aggregator 76 5.7M 1.2M 18.3K 13.3K
Paisabazaar Aggregator 75 4.8M 577.6K 192.7K 9.1K
SBI Bank 69 3.3M 25.8K — 1K
Axis Bank Bank 72 3M 41.5K — 3.8K
HDFC Bank Bank 71 2.9M 124.7K — 7.7K
ICICI Bank Bank 68 2.3M 63.8K 29.8K 4.4K
Tata Capital NBFC 57 701.8K 93.2K 19.2K 3K
LIC Housing HFC 58 1M 38K 5.5K 175
PNB Housing HFC 49 272.3K 31.2K — 522
Kotak Bank Bank 59 235.4K 21.1K — 2.3K
Bank of Baroda Bank 52 142.3K 6K — 516
HDFC Ltd HFC 53 74.8K 23.2K — 954
— = zero paid traffic. Source: Semrush Domain Overview, India, April 2026.
Panel 3 — AI cited pages
Pages cited by AI platforms
How many pages from each brand appear in ChatGPT, Gemini & Perplexity responses.
Bajaj Finserv 87,700 AI cited pages — 65% of total set.
Source: Semrush AI Search module, April 2026.
Paid search investment
Monthly paid traffic — April 2026
Bajaj Finserv207K
Paisabazaar192.7K
Tata Capital19.2K
BankBazaar18.3K
ICICI Bank29.8K
LIC Housing5.5K
Zero paid: SBI · HDFC Bank · Axis Bank · Kotak · Bank of Baroda · HDFC Ltd · PNB Housing
Sources: Semrush Domain Overview, India database, April 2026 (organic traffic, organic keywords, paid traffic, authority score). Semrush AI Search module, April 2026 (AI cited pages). All figures are directional Semrush estimates for competitive benchmarking. Bajaj Finserv traffic reflects full domain across all financial products — not home loans exclusively. Paid traffic may include paid social in addition to paid search.