Dashboard 2 — Player Landscape

Twelve brands, five strategic archetypes

Comparing India's 12 leading personal loan brands across organic reach, paid spend, authority, AI visibility, and personal-loan-specific SERP footprint — all measured from Semrush April 2026 data. Click any column header to sort.

Organic Leader
HDFC Bank
51.1M monthly organic visits (incl. hdfc.bank.in) — 36.7% of total personal loan traffic share
Keyword Footprint
Bajaj Finserv
Ranks for 11,963 personal-loan keywords — 40% more than HDFC's 8,526. A PL-native domain.
Paid Search Leader
Aditya Birla
Spends ₹48,898 monthly paid search clicks — ahead of Bajaj (46K) and ICICI (24K)
Filter
Brand Organic Paid Auth Score AI Vis AI Mentions AI Cited Pages PL Keywords PL Traffic
Key finding — HDFC dominance
The private banks own the .bank.in migration — and the personal loan organic channel
HDFC Bank's combined domain traffic (hdfcbank.com + hdfc.bank.in) reaches 51.1M monthly visits, more than the next three brands combined. SBI follows at 34.1M, ICICI at 15.4M, Axis at 11.2M. Post-migration, the four major banks control 111M visits across the .bank.in TLD alone.
Key finding — Bajaj's content depth
Bajaj Finserv has the most personal-loan-native site in India
With 11,963 personal loan keywords and 2,792 personal-loan URLs ranking, Bajaj Finserv's domain is disproportionately focused on consumer credit. In contrast, banks rank for loans but with much broader domains — only ~180 PL-specific URLs each for HDFC, ICICI, Axis.
Data sources: Semrush Domain Overview (Subdomain scope, April 2026, India), Semrush Organic Positions (top 500 keywords per domain), Top Pages (PagesV2) filtered to personal-loan URLs. HDFC Bank, ICICI Bank, Axis Bank figures combine .com and .bank.in domain data. SBI shown at .bank.in only. Personal Loan Traffic = traffic to URLs containing "personal-loan" from top-ranking pages.