Australia, June 2026
Which brands lead share dealing in AI search in Australia?
Selfwealth leads what AI recommends for share dealing in Australia, but 3% of the citations go to affiliate and comparison sites rather than the providers.
A snapshot of who AI is recommending right now, not a fixed ranking.
The exact prompt we asked
I want to start investing in shares and ETFs in Australia through an online broker. Which share trading platforms are best? Give me a ranked top five of named brokers, each with brokerage fees and a one-line reason.
Asked to ChatGPT, Gemini and Google AI Overviews, up to 100 times each. Everything below is measured from their answers.
The short answer
CMC Invest is the top pick for share dealing in Australia, named first by ChatGPT 65% of the time, Gemini 60% and Google AI Overviews 100%. CommSec, Pearler and CMC Invest are the three brands shared across all engines.
How consistent is the answer?
ChatGPT
Gemini
Google AI OverviewsDo the engines agree?
ChatGPTGeminiGoogle AI Overviews
CMC Invest
CommSec
Pearler
Stake
Selfwealth
Webull
eToro
Interactive BrokersEach cell shows where an engine ranks that brand. Blue rows are the brands every engine puts in its top five.
Recommendation share of voice
Which brands AI names
Share of runs each brand was named, by engine. Google showed an AI Overview in 89% of searches; its bars are measured over the runs where one appeared.
ChatGPT
Selfwealth91%CommSec80%Pearler78%CMC Invest77%Stake76%
nabtrade16%
Webull Australia11%
Westpac6%
moomoo5%
Superhero3%Gemini
Stake61%Pearler61%CMC Invest60%CommSec58%Interactive Brokers24%Selfwealth20%Webull6%Superhero6%
A2005%moomoo2%Google AI Overviews
CMC Invest100%Webull100%CommSec99%Pearler98%eToro1%A2001%Stake1%moomoo1%Who wins the citations
What kind of sites get cited
This is what AI links to as its sources, which is not the same as the brands it names above. AI often recommends a provider by name but sends the citation to a publisher or affiliate instead, so “First-party brand” means a link to the provider’s own website. Here is the mix by engine.
ChatGPTGeminiGoogle AI OverviewsWhat the answers are really about
The themes behind the recommendations
Looking past the brand names, these are the concepts and buyer intent the AI answers kept returning to for this product. Each finding starts with what the engines foreground, then what it means for you.
The AI answers for Australian share dealing revolve around low brokerage fees, ease of use for beginners, CHESS sponsorship for direct ownership, and which markets a platform covers.
Low brokerage leads the ranking
ChatGPT, Gemini and Google AI Overviews rank platforms mainly on fees, quoting specific brokerage structures such as zero brokerage on a first small ASX buy and flat or percentage fees above that. For brands this means transparent, low entry pricing is the headline that gets a platform named first.
CHESS sponsorship as a key check
The answers repeatedly explain CHESS sponsorship, where shares are held in your own name under a Holder Identification Number rather than by a custodian, and treat it as a feature buyers should look for. This rewards platforms that offer direct ownership and counts against custodian-only models when the engines compare them.
Beginner fit and market access
The answers weigh ease of use, research tools, regular small investing, and access to ASX versus US and international shares when ranking for new investors. Brands are positioned by who they suit, so a platform is recommended as the best all-rounder, the cheapest starter, or the broadest market option rather than simply the best.
Questions
People also ask
Which brands lead share dealing in AI search in Australia?
All three engines name CMC Invest first. CommSec and Pearler also appear across ChatGPT, Gemini and Google AI Overviews.
How consistent is AI when you ask for the best Share dealing?
About 60% of the top five overlaps and CMC Invest leads on all three engines. ChatGPT also ranks Selfwealth and Stake highly, while Gemini adds Interactive Brokers.
What kind of websites does AI cite for Share dealing?
Brand-owned pages lead at 53%, with affiliate at 18% and editorial at 13%. Community sources make up about 12%.
More reports
Other Australia products in AI search
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