NAB vs Up:Which is more popular?
In September 2026, NAB had more branded searches than Up among banks in Australia. NAB had about 1 million branded searches, while Up had 33,100. NAB made up 18.1% of all bank searches we track, and Up accounted for 0.57%. When we asked ChatGPT and Google AI Overviews about banks, NAB and Up each appeared in three of the five answers. NAB and Up were each mentioned first in two of the four answers.
Who do people search for more?
NAB, about 32 searches for every 1 for Up
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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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. Up was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. NAB and Up were each listed first in two of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
ING1st
Macquarie Bank2nd
CommBank3rd
Up4th- NAB5th
Westpac6th
ANZ7th
ubank8th
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
Asked ChatGPT
“Which bank should I use in Australia?”
Asked ChatGPT
“What are the best banks in Australia?”
Asked ChatGPT
“What's the best bank in Australia for a high interest savings account?”
Searched Google, AI Overview
“bank account”
Searched Google, AI Overview
“best bank australia”
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Share of searches by month for NAB, Up. The figures are in the table below the chart.
View monthly share of searches table
| Month | CommBank | ANZ | Westpac | NAB | Bendigo Bank | Macquarie Bank | ubank | ING | Up |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 30.5% | 20.6% | 20.6% | 17.6% | 5.1% | 3.4% | 1% | 0.86% | 0.45% |
| Nov 2025 | 28.4% | 21.3% | 21.3% | 18.2% | 5.2% | 3.5% | 0.86% | 0.79% | 0.47% |
| Dec 2025 | 29.6% | 22.2% | 22.2% | 15.6% | 5.5% | 3% | 0.9% | 0.64% | 0.4% |
| Jan 2026 | 29.8% | 22.4% | 22.4% | 15.6% | 4.5% | 3% | 1.1% | 0.75% | 0.49% |
| Feb 2026 | 31.1% | 19% | 23.3% | 16.3% | 4.7% | 3.1% | 1.2% | 0.78% | 0.51% |
| Mar 2026 | 28.5% | 21.4% | 21.4% | 18.3% | 5.3% | 2.9% | 1.1% | 0.72% | 0.47% |
| Apr 2026 | 25.7% | 23.5% | 23.5% | 16.4% | 5.8% | 3.1% | 0.95% | 0.64% | 0.42% |
| May 2026 | 25.5% | 23.2% | 23.2% | 16.2% | 5.7% | 3.8% | 1.1% | 0.78% | 0.51% |
| Jun 2026 | 26% | 23.7% | 23.7% | 16.6% | 4.7% | 3.2% | 1.2% | 0.65% | 0.43% |
| Jul 2026 | 26% | 23.7% | 23.7% | 16.6% | 4.8% | 3.2% | 0.96% | 0.68% | 0.43% |
| Aug 2026 | 27.9% | 18.7% | 22.9% | 19.4% | 5.6% | 3.1% | 1.1% | 0.77% | 0.51% |
| Sep 2026 | 28.4% | 21% | 21% | 18.1% | 5.2% | 3.5% | 1.3% | 1% | 0.57% |
How has the NAB and Up comparison changed over the last 12 months?
3 findings
- NAB was ahead of Up in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, NAB’s share of searches among banks in Australia moved from 17.6% to 18.1%, and its estimated monthly branded searches moved from 1.3M to 1M.
- 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?
2 changes
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using NAB’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.
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