--- title: "NAB: search popularity in Australia" description: "NAB is a bank offering everyday accounts, savings, cards and home loans. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/nab-bank" publisher: "Brandwave" --- # NAB: search popularity in Australia NAB is a bank offering everyday accounts, savings, cards and home loans. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: NAB - **Owned by**: National Australia Bank - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among banks**: 18.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Banks | 4 | 18.1% | 1M | - [Banks](/demand/au/categories/au-banks) ## Top banks in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, NAB was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. NAB is the fifth most recommended of the nine. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | ING | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Macquarie Bank | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | CommBank | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Up | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | NAB | 5th | 1 of 3 | 2 of 2 | 3 of 5 | | Westpac | 6th | 1 of 3 | 2 of 2 | 3 of 5 | | ANZ | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | ubank | 8th | 1 of 3 | 1 of 2 | 2 of 5 | | Bendigo Bank | 9th | 1 of 3 | 1 of 2 | 2 of 5 | ## Every AI answer about banks - Asked ChatGPT "Which bank should I use in Australia?": 1. Macquarie Bank, 2. Up, 3. ING, 4. ubank, 5. CommBank - Asked ChatGPT "What are the best banks in Australia?": 1. CommBank, 2. Macquarie Bank, 3. ING, 4. NAB, 5. Westpac, 6. ANZ, 7. Bendigo Bank - Asked ChatGPT "What's the best bank in Australia for a high interest savings account?": 1. ING, 2. Up, 3. Macquarie Bank - Searched Google, AI Overview "bank account": 1. CommBank, 2. Westpac, 3. NAB - Searched Google, AI Overview "best bank australia": 1. CommBank, 2. Westpac, 3. NAB, 4. ANZ, 5. ING, 6. ubank, 7. Up, 8. Bendigo Bank, 9. Macquarie Bank Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How has branded search demand for NAB changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for NAB in Australia fell from 1.3M to 1M. - Across the 12 months ending September 2026, NAB’s share of searches among banks in Australia increased from 17.6% to 18.1%. - Across the 12 months ending September 2026, NAB’s share of searches among banks in Australia peaked at 19.4% in August 2026 and was lowest at 15.6% in December 2025. ## How did search popularity change for Australia banks in September 2026? - In September 2026, ANZ overtook Westpac and NAB to rank 2nd among banks in Australia, with 21% of the searches. - In September 2026, Westpac lost share of searches among banks in Australia, from 22.9% to 21%. - In September 2026, NAB lost share of searches among banks in Australia, from 19.4% to 18.1%. - CommBank’s share of searches among banks in Australia has gained ground for 3 months in a row, from 26% to 28.4% in September 2026. - Estimated monthly branded searches for Macquarie Bank in Australia fell 18.3% over 12 measured months, from 246K to 201K in September 2026. - Estimated monthly branded searches for Bendigo Bank in Australia fell 18.2% over 12 measured months, from 368K to 301K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Banks | 1.3M | 17.6% | 4 | | Nov 2025 | Banks | 1.3M | 18.2% | 4 | | Dec 2025 | Banks | 1M | 15.6% | 4 | | Jan 2026 | Banks | 1M | 15.6% | 4 | | Feb 2026 | Banks | 1M | 16.3% | 4 | | Mar 2026 | Banks | 1.3M | 18.3% | 4 | | Apr 2026 | Banks | 1M | 16.4% | 4 | | May 2026 | Banks | 1M | 16.2% | 4 | | Jun 2026 | Banks | 1M | 16.6% | 4 | | Jul 2026 | Banks | 1M | 16.6% | 4 | | Aug 2026 | Banks | 1.3M | 19.4% | 3 | | Sep 2026 | Banks | 1M | 18.1% | 4 | ## How are NAB’s branded searches counted? Brandwave collects information about searches that people make online using NAB’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “nab” - “nab bank” ## Which banks compete with NAB? - [CommBank](/demand/au/brands/commbank): Head-to-head: /demand/au/compare/commbank-vs-nab-bank - [ANZ](/demand/au/brands/anz): Head-to-head: /demand/au/compare/anz-vs-nab-bank - [Westpac](/demand/au/brands/westpac): Head-to-head: /demand/au/compare/nab-bank-vs-westpac - [Bendigo Bank](/demand/au/brands/bendigo-bank): Head-to-head: /demand/au/compare/bendigo-bank-vs-nab-bank - [Macquarie Bank](/demand/au/brands/macquarie-bank): Head-to-head: /demand/au/compare/macquarie-bank-vs-nab-bank - [ubank](/demand/au/brands/ubank) - [ING](/demand/au/brands/ing-australia) - [Up](/demand/au/brands/up-bank) ## Who owns NAB? NAB is owned by National Australia Bank. Brandwave also tracks nabtrade and ubank, owned by the same company, in Australia. - [National Australia Bank](/demand/au/companies/national-australia-bank): Owns 3 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns NAB? NAB is owned by National Australia Bank. Brandwave also tracks nabtrade and ubank, owned by the same company, in Australia. ## Cite this page Brandwave. "NAB: search popularity in Australia". https://gobrandwave.com/demand/au/brands/nab-bank This page is also available as HTML at https://gobrandwave.com/demand/au/brands/nab-bank. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.