Brandwave

How popular isNAB?

In September 2026, people searched for NAB by name about 1.1 million times in Australia, a 17.1% decrease from the previous year. These searches made up 3.6% of all Australia credit card searches, placing NAB sixth out of nine brands. When we asked both ChatGPT and Google AI Overviews about credit cards, NAB appeared in one of the five answers and was the seventh most recommended of the nine.

Search and AI answers in September 2026

NAB is the sixth most searched of 9 competitors and the seventh most recommended in AI answers.

  1. St.GeorgeShare of searches 50.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. BankwestShare of searches 28.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. CommBankShare of searches 4.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. ANZShare of searches 3.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 3rd
  5. NABShare of searches 3.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th

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Top credit cards in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, NAB was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. NAB is the seventh most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. American Express1st
  2. Coles2nd
  3. ANZ3rd
  4. CommBank4th
  5. Westpac5th
  6. Latitude6th
  7. NAB7th
  8. St.George–
  9. Bankwest–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • American Express4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Coles2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • CommBank1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ANZ1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Latitude1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • NAB1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Westpac1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • St.George0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bankwest0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about credit cards

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 27, 2026.

Which credit cards compete with NAB?

NAB against credit cards in Australia, by month

Share of searches by month for St.George, Bankwest, CommBank, ANZ, Latitude, NAB, Westpac, Coles. The figures are in the table below the chart.

View monthly share of searches table
MonthSt.GeorgeBankwestCommBankANZLatitudeNABWestpacColesAmerican Express
Oct 202554.4%30.1%2.7%2.7%2.2%2.2%1.8%3.2%0.79%
Nov 202555.1%30.5%2.7%2.7%2.2%2.2%1.8%2.2%0.65%
Dec 202559.2%26.8%2.4%2.4%2.4%1.9%1.9%2.4%0.7%
Jan 202656.6%25.8%3.4%3.4%2.8%2.8%2.3%2.3%0.82%
Feb 202658%26.3%2.8%2.8%2.3%2.8%2.3%1.9%0.69%
Mar 202654%29.9%2.6%2.6%3.2%2.6%2.2%2.2%0.64%
Apr 202658.6%26.5%2.3%2.3%3.5%2.3%1.9%1.9%0.57%
May 202658.4%26.5%2.3%2.9%2.9%2.3%1.9%2.3%0.57%
Jun 202658.6%26.5%2.3%2.3%3.5%2.3%1.9%1.9%0.57%
Jul 202653.5%29.5%2.6%2.6%3.9%2.6%2.1%2.6%0.63%
Aug 202649.5%27.9%5.3%3.6%3.6%3.6%2.9%2.9%0.71%
Sep 202650.5%28.1%4.4%3.6%3.6%3.6%3%2.4%0.59%

  1. 1.St.George

    50.5%

    Held 1st. 376K estimated branded searches, +0.4% vs prior month. Share +1.1 points.

  2. 2.Bankwest

    28.1%

    Held 2nd. 209K estimated branded searches, -0.85% vs prior month. Share +0.2 points.

  3. 3.CommBank

    4.4%

    Held 3rd. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.9 points.

  4. 4.ANZ

    3.6%

    Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Latitude

    3.6%

    Held 5th. 27.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.NAB

    3.6%

    Held 6th. 27.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Westpac

    3%

    Moved from 8th to 7th. 22.2K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Coles

    2.4%

    Moved from 7th to 8th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.5 points.

  9. 9.American Express

    0.59%

    Held 9th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

NAB, CommBank and 3 other brands sell other things too, so only their searches that name this product count here, like “nab credit card”.

Compare popularity between NAB and its closest rivals

Every comparison with NAB

21 comparisons

How has branded search demand for NAB changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for NAB in Australia fell from 1.3M to 1.1M.
  • Across the 12 months ending September 2026, NAB’s share of searches among credit cards in Australia increased from 2.2% to 3.6%.
  • Across the 12 months ending September 2026, NAB’s share of searches among credit cards in Australia peaked at 3.6% in September 2026 and was lowest at 1.9% in December 2025.
  • Across the 12 months ending September 2026, NAB rose from 7th to 6th among credit cards in Australia.

How did search popularity change for Australia credit cards in September 2026?

6 changes

  1. In September 2026, St.George gained share of searches among credit cards in Australia, from 49.5% to 50.5%.

  2. In September 2026, CommBank lost share of searches among credit cards in Australia, from 5.3% to 4.4%.

  3. In September 2026, Coles lost share of searches among credit cards in Australia, from 2.9% to 2.4%.

  4. ANZ’s share of searches among credit cards in Australia has gained ground for 3 months in a row, from 2.3% to 3.6% in September 2026.

  5. NAB’s share of searches among credit cards in Australia has gained ground for 3 months in a row, from 2.3% to 3.6% in September 2026.

  6. Westpac’s share of searches among credit cards in Australia has gained ground for 3 months in a row, from 1.9% to 3% in September 2026.

How are NAB’s branded searches counted?

4 search terms

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
  • nab business account
  • nab credit card

How the Brand Demand Index is measured

Who owns NAB?

NAB is owned by National Australia Bank. Brandwave also tracks nabtrade and ubank, owned by the same company, in Australia.

Do you work for NAB? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does NAB compete?

NAB is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Banks4th of 1515.3%Show ranking
Credit cards6th of 93.6%Shown above
Business bank accounts4th of 85.1%Show ranking
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Is NAB your brand?

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