SEO and AI remain the hottest battlegrounds in broker marketing right now. Keyword visibility continues to shrink as AI-generated answers replace classic search results, yet overall traffic is finally showing signs of recovery. It’s still a volatile picture: a few brokers have made impressive gains in how they appear across ChatGPT and other AI platforms, while social-media growth has clearly stalled. Overall, movements this month are modest — but the gaps between top performers and the rest continue to widen.
Published on November 23, 2025
·Edition: October 2025
Website Performance Metrics
Compare Visits, Unique Visitors, and Bounce Rate for leading brokers.
Data as of October 2025 and provided by
Chart Data: Website Performance
| Broker | Visits | Unique Visitors | Bounce Rate |
|---|---|---|---|
| Etoro | 39809854 | 16195953 | 61.46 |
| Xm | 25478476 | 15480437 | 59.14 |
| Exness | 25146458 | 10840331 | 56.49 |
| trading212 | 10618979 | 2927622 | 66.58 |
| Xtb | 9884172 | 2959519 | 50.5 |
| Ig | 9400495 | 2898116 | 56.89 |
| Deriv | 7632769 | 2016461 | 47.17 |
| plus500 | 7362578 | 4403277 | 69.12 |
| Oanda | 5979212 | 2722415 | 53.29 |
| Icmarkets | 4537787 | 2546752 | 55.12 |
| Interactivebrokers | 4462899 | 1954932 | 47.69 |
| Vantagemarkets | 3381419 | 1030137 | 26.95 |
| Capitalcom | 2642889 | 1305601 | 57.13 |
| Forexcom | 1954059 | 1006426 | 55.94 |
| Cmcmarkets | 1440432 | 560454 | 58.81 |
Website Metrics in Numbers
| Broker | Visits | Unique Visitors | Pages / Visit | Avg. Visit Duration (mm:ss) | Bounce Rate |
|---|---|---|---|---|---|
 Etoro
|
39,809,854 | 16,195,953 | 4.01 | 10:13 | 61.46% |
 Xm
|
25,478,476 | 15,480,437 | 2.60 | 5:38 | 59.14% |
 Exness
|
25,146,458 | 10,840,331 | 3.74 | 9:34 | 56.49% |
 trading212
|
10,618,979 | 2,927,622 | 2.71 | 15:36 | 66.58% |
 Xtb
|
9,884,172 | 2,959,519 | 4.78 | 13:19 | 50.50% |
 Ig
|
9,400,495 | 2,898,116 | 3.54 | 11:21 | 56.89% |
 Deriv
|
7,632,769 | 2,016,461 | 6.67 | 14:11 | 47.17% |
 plus500
|
7,362,578 | 4,403,277 | 2.85 | 9:11 | 69.12% |
 Oanda
|
5,979,212 | 2,722,415 | 3.80 | 7:30 | 53.29% |
 Icmarkets
|
4,537,787 | 2,546,752 | 4.59 | 10:22 | 55.12% |
 Interactivebrokers
|
4,462,899 | 1,954,932 | 4.63 | 13:01 | 47.69% |
 Vantagemarkets
|
3,381,419 | 1,030,137 | 12.57 | 8:51 | 26.95% |
 Capitalcom
|
2,642,889 | 1,305,601 | 4.37 | 13:29 | 57.13% |
 Forexcom
|
1,954,059 | 1,006,426 | 4.23 | 9:53 | 55.94% |
 Cmcmarkets
|
1,440,432 | 560,454 | 2.69 | 8:08 | 58.81% |
 Axi
|
1,326,886 | 654,401 | 4.81 | 9:21 | 47.12% |
 Pepperstone
|
1,310,581 | 478,653 | 8.29 | 10:12 | 26.97% |
 Saxobank
|
1,109,393 | 667,359 | 2.03 | 7:33 | 65.30% |
 Blackbull
|
751,958 | 285,558 | 3.66 | 7:54 | 57.72% |
 Avatrade
|
741,641 | 432,618 | 6.51 | 16:54 | 55.66% |
Which Brokers Get the Most Organic Traffic and Keyword Rankings?
This chart compares each broker’s estimated organic traffic and total ranking keywords. A strong organic pipeline reduces dependence on paid channels, lowers acquisition costs, and compounds over time.
Data as of October 2025 and provided by
Chart Data: Organic (Top 15)
| Broker | Traffic | Keywords |
|---|---|---|
| Oanda | 5000000 | 138000 |
| IG | 3600000 | 167000 |
| Etoro | 2400000 | 117000 |
| Exness | 1800000 | 7000 |
| Forexcom | 1100000 | 61900 |
| Deriv | 940000 | 5700 |
| Xtb | 833000 | 44100 |
| Xm | 616000 | 2500 |
| Saxobank | 505000 | 47300 |
| Interactivebrokers | 489000 | 23600 |
| trading212 | 452000 | 21300 |
| plus500 | 330000 | 18300 |
| Capitalcom | 275000 | 61400 |
| Cmcmarkets | 239000 | 18800 |
| Icmarkets | 208000 | 2700 |
Organic Traffic and Keywords in Numbers
| Broker | DR | Keywords | KW Trends (MoM) | Traffic | Traffic Trends (MoM) | Top Country |
|---|---|---|---|---|---|---|
|
Oanda
|
84 | 138,000 | -8.61% | 5,000,000 | -3.85% | US |
|
IG
|
81 | 167,000 | -25.78% | 3,600,000 | -16.28% | JP |
|
Etoro
|
83 | 117,000 | -33.52% | 2,400,000 | -4.00% | UK |
|
Exness
|
77 | 7,000 | -41.18% | 1,800,000 | -10.00% | IN |
|
Forexcom
|
76 | 61,900 | -15.32% | 1,100,000 | 10.00% | US |
|
Deriv
|
76 | 5,700 | -50.43% | 940,000 | -14.55% | KY |
|
Xtb
|
77 | 44,100 | -34.76% | 833,000 | -24.27% | PL |
|
Xm
|
79 | 2,500 | -40.48% | 616,000 | 9.61% | SA |
|
Saxobank
|
81 | 47,300 | -6.71% | 505,000 | 27.20% | DK |
|
Interactivebrokers
|
80 | 23,600 | -45.12% | 489,000 | 0.00% | US |
|
trading212
|
71 | 21,300 | -51.92% | 452,000 | -18.56% | UK |
|
plus500
|
76 | 18,300 | -34.17% | 330,000 | 17.02% | PL |
|
Capitalcom
|
75 | 61,400 | -29.02% | 275,000 | 3.00% | US |
|
Cmcmarkets
|
73 | 18,800 | -41.61% | 239,000 | -7.36% | AU |
|
Icmarkets
|
78 | 2,700 | -50.91% | 208,000 | 8.90% | UK |
|
Pepperstone
|
71 | 6,100 | -37.11% | 165,000 | 10.00% | AU |
 FBS
|
72 | 9,100 | -26.61% | 164,000 | 13.89% | ID |
|
Avatrade
|
75 | 11,500 | -9.45% | 134,000 | -0.74% | IN |
|
Axi
|
71 | 11,500 | -30.30% | 133,000 | 6.40% | US |
 Tickmill
|
73 | 3,500 | -44.44% | 55,000 | 10.44% | MY |
 FXPro
|
72 | 3,400 | -41.38% | 35,800 | 8.16% | SA |
Which Broker Is Most Visible in ChatGPT & AI Overviews?
Search behavior is changing. Users don’t just type single keywords anymore—they use natural-language prompts. In the zero-click era, answers appear directly on SERPs and AI surfaces, so it’s critical for brokers to be visible across AI search tools with clear, structured content.
Chart Data: AI Overviews & ChatGPT (Top 15 by combined)
| Broker | AI Overviews | ChatGPT |
|---|---|---|
| IG | 19600 | 3600 |
| Capitalcom | 5500 | 601 |
| Forexcom | 5700 | 118 |
| Saxobank | 4200 | 877 |
| Etoro | 3800 | 631 |
| Xtb | 3200 | 511 |
| Oanda | 3300 | 369 |
| Cmcmarkets | 1900 | 299 |
| Axi | 1500 | 361 |
| FBS | 1500 | 345 |
| Avatrade | 1600 | 169 |
| Interactivebrokers | 1300 | 219 |
| trading212 | 1100 | 122 |
| plus500 | 1000 | 119 |
| Exness | 388 | 268 |
AI Search Visibility (GEO/AEO) for Brokers in Numbers
| Broker | AI Overviews | Chat GPT |
|---|---|---|
|
IG
|
19,600 | 3,600 |
|
Capitalcom
|
5,500 | 601 |
|
Forexcom
|
5,700 | 118 |
|
Saxobank
|
4,200 | 877 |
|
Etoro
|
3,800 | 631 |
|
Xtb
|
3,200 | 511 |
|
Oanda
|
3,300 | 369 |
|
Cmcmarkets
|
1,900 | 299 |
|
Axi
|
1,500 | 361 |
|
FBS
|
1,500 | 345 |
|
Avatrade
|
1,600 | 169 |
|
Interactivebrokers
|
1,300 | 219 |
|
trading212
|
1,100 | 122 |
|
plus500
|
1,000 | 119 |
|
Exness
|
388 | 268 |
|
Pepperstone
|
632 | 19 |
|
Deriv
|
204 | 243 |
|
Icmarkets
|
47 | 197 |
|
FXPro
|
67 | 169 |
|
Xm
|
62 | 148 |
|
Tickmill
|
86 | 43 |
Brand Visibility — Which Broker Stands Out?
Strong brand visibility keeps you front-of-mind, lowers acquisition costs, and boosts conversion across every channel. Trusted brands earn more clicks, sign-ups, and referrals—translating directly into commercial growth. The chart below shows Trustpilot ratings as an indicator who’s leading on trust and reach.
Chart Data: Trustpilot
| Brand | Total Reviews | New Reviews | Rating |
|---|---|---|---|
| Deriv | 68144 | 954 | 4.4 |
| trading212 | 67774 | 4151 | 4.6 |
| Icmarkets | 47911 | 893 | 4.8 |
| Exness | 23661 | 1663 | 4.8 |
| Capitalcom | 12850 | -314 | 4.5 |
| Avatrade | 11026 | 250 | 4.7 |
| Vantage | 10415 | 1045 | 4.5 |
| Fpmarkets | 9384 | 178 | 4.9 |
| Fusionmarkets | 4762 | 561 | 4.8 |
| Axi | 4289 | -240 | 4.2 |
| Pepperstone | 3138 | 26 | 4.4 |
| Blackbull | 2657 | 227 | 4.8 |
| Cmcmarkets | 2529 | 211 | 4.3 |
| Forexcom | 2214 | 34 | 4.6 |
| CFI | 2019 | -265 | 4.8 |
Chart Data: Brand Visibility
| Brand | Total Mentions | Social Media Reach | Non-Social Media Reach | Average Presence Score |
|---|---|---|---|---|
| Xtb | 4991 | 31301334 | 19949540 | 61 |
| Exness | 7265 | 15876723 | 2239378 | 51 |
| Deriv | 3395 | 7399142 | 1008205 | 46 |
| eToro | 5244 | 7123151 | 13042708 | 60 |
| OANDA | 729 | 820936 | 1759819 | 40 |
| Forex | 433 | 577456 | 1044482 | 35 |
Broker Reviews on Trustpilot in Numbers
| Broker | Total Reviews | New Reviews | Growth % | Rating |
|---|---|---|---|---|
| Deriv |
68,144 | 954 | 1.42% | 4.40 |
| trading212 |
67,774 | 4,151 | 6.52% | 4.60 |
| Icmarkets |
47,911 | 893 | 1.90% | 4.80 |
| Exness |
23,661 | 1,663 | 7.56% | 4.80 |
| Capitalcom |
12,850 | -314 | -2.39% | 4.50 |
| Avatrade |
11,026 | 250 | 2.32% | 4.70 |
 Vantage |
10,415 | 1,045 | 11.15% | 4.50 |
 Fpmarkets |
9,384 | 178 | 1.93% | 4.90 |
 Fusionmarkets |
4,762 | 561 | 13.35% | 4.80 |
| Axi |
4,289 | -240 | -5.30% | 4.20 |
| Pepperstone |
3,138 | 26 | 0.84% | 4.40 |
| Blackbull |
2,657 | 227 | 9.34% | 4.80 |
| Cmcmarkets |
2,529 | 211 | 9.10% | 4.30 |
| Forexcom |
2,214 | 34 | 1.56% | 4.60 |
 CFI |
2,019 | -265 | -11.60% | 4.80 |
 Multibank |
1,512 | 26 | 1.75% | 4.60 |
 Tradenation |
1,391 | 46 | 3.42% | 4.40 |
 Infinox |
1,070 | 1 | 0.09% | 4.70 |
 FXCM |
754 | 27 | 3.71% | 4.50 |
 Tio Markets |
660 | 26 | 4.10% | 4.50 |
FAQ
Why are some big brokers not listed in the trend analysis?
Some brand names are too similar to other brands. Including them could distort the results, so we only use names that can be tracked reliably.
Why is broker XXX not in the list?
We analysed 50 of the biggest brokers. If we missed one, let us know and we’ll check if it can be added.
How can I contribute?
You can suggest brokers to be added, report issues with existing data, or share your own insights. Just reach out through our contact form — we’re always open to community feedback.
Data Sources
Organic traffic data, including AI Overviews and ChatGPT visibility, was sourced from Ahrefs.
Website Performance Data comes from SEMrush
Social media data was collected from each company’s main global account, unless a regional account showed significantly stronger performance. Only one account per broker was considered.
Trustpilot data was taken directly from the Trustpilot website.
All data is as of 23 November 2025.
Boost Your Brand Visibility
Discover where your brand stands in the new AI-driven search era. Get a tailored, analyst-crafted Visibility Report that helps you stay competitive and make data-driven decisions.
- Weekly PDF reports to understand Brand & Social Media Performance
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Pie Source Data
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