Brandwave

ING vs Up:Which is more popular?

In September 2026, ING had more branded searches than Up among banks in Australia. ING had about 59,400 branded searches, while Up had 33,100. ING made up 1% of all bank searches we track, and Up accounted for 0.57%. When we asked ChatGPT and Google AI Overviews about banks, ING appeared in four of the five answers and Up in three. ING was mentioned before Up in three out of four answers.

Among banks in Australia in September 2026

Who do people search for more?

ING, about 79% more searches than Up

ING 59.4K searchesUp 33.1K searches

Who does AI mention more?

ING, mentioned in 4 of 5 answers, Up in 3

ING in 4 of 5Up in 3 of 5

Who does AI recommend more?

ING, named ahead of Up in 3 of 4 answers

ING first in 3Up first in 1

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Top banks in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ING was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Up was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. ING was listed before Up in three out of four answers.

Most recommended by AI

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

  1. ING1st
  2. Macquarie Bank2nd
  3. CommBank3rd
  4. Up4th
  5. NAB5th
  6. Westpac6th
  7. ANZ7th
  8. ubank8th
  9. Bendigo Bank9th

Mentioned by AI

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

  • CommBank4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macquarie Bank4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ING4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Westpac3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NAB3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Up3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ANZ2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bendigo Bank2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ubank2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about banks

5 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Is ING or Up more popular in search?

This chart shows how often people search Google for ING and Up by name. Each line represents a brand's share of searches for all nine banks we track, month by month, from searches in Australia.

ING and Up among banks in Australia, by month

Share of searches by month for ING, Up. The figures are in the table below the chart.

View monthly share of searches table
MonthCommBankANZWestpacNABBendigo BankMacquarie BankubankINGUp
Oct 202530.5%20.6%20.6%17.6%5.1%3.4%1%0.86%0.45%
Nov 202528.4%21.3%21.3%18.2%5.2%3.5%0.86%0.79%0.47%
Dec 202529.6%22.2%22.2%15.6%5.5%3%0.9%0.64%0.4%
Jan 202629.8%22.4%22.4%15.6%4.5%3%1.1%0.75%0.49%
Feb 202631.1%19%23.3%16.3%4.7%3.1%1.2%0.78%0.51%
Mar 202628.5%21.4%21.4%18.3%5.3%2.9%1.1%0.72%0.47%
Apr 202625.7%23.5%23.5%16.4%5.8%3.1%0.95%0.64%0.42%
May 202625.5%23.2%23.2%16.2%5.7%3.8%1.1%0.78%0.51%
Jun 202626%23.7%23.7%16.6%4.7%3.2%1.2%0.65%0.43%
Jul 202626%23.7%23.7%16.6%4.8%3.2%0.96%0.68%0.43%
Aug 202627.9%18.7%22.9%19.4%5.6%3.1%1.1%0.77%0.51%
Sep 202628.4%21%21%18.1%5.2%3.5%1.3%1%0.57%

How has the ING and Up comparison changed over the last 12 months?

3 findings
  • ING was ahead of Up in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, ING’s share of searches among banks in Australia moved from 0.86% to 1%, and its estimated monthly branded searches moved from 62.7K to 59.4K.
  • Across the 12 months ending September 2026, Up’s share of searches among banks in Australia moved from 0.45% to 0.57%, and its estimated monthly branded searches held steady at 33.1K.

How did search popularity change for Australia banks in September 2026?

0 changes

Neither ING nor Up moved beyond provider rounding among banks in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using ING’s and Up’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

ING

2 branded search terms

  • ing australia
  • ing bank

Up

1 branded search term

  • up bank

How the Brand Demand Index is measured

Other head-to-heads among banks

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