Searching for “loans” today brings up Money Supermarket in 1st place. The same as they are for almost every other finance term in the UK.
The difference with the keyword “loans” is that they are so far ahead of everybody else that Google has given them sitelinks. Who said you can’t get an affiliate site to rank in Google?
Even with sitelinks MoneySupermarket is still bidding for 1st, 2nd or 3rd place in the sponsored results which is interesting.