--- title: "NAB vs Up: Which is searched more in Australia?" description: "Is NAB or Up more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Banks set in Australia. 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/compare/nab-bank-vs-up-bank" publisher: "Brandwave" --- # NAB vs Up: Which is searched more in Australia? Is NAB or Up more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Banks set in Australia. 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 - **Compared**: NAB and Up - **Competitive set**: Banks - **Market**: Australia - **Month measured**: Sep 2026 - **NAB Share of Search**: 18.1% - **Up Share of Search**: 0.57% ## Is NAB or Up more popular in search? - 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%. - 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. ## 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. 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 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, NAB lost share of searches among banks in Australia, from 19.4% to 18.1%. ## Month by month | Month | NAB estimated searches | NAB Share of Search | NAB rank | Up estimated searches | Up Share of Search | Up rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.3M | 17.6% | 4 | 33.1K | 0.45% | 9 | | Nov 2025 | 1.3M | 18.2% | 4 | 33.1K | 0.47% | 9 | | Dec 2025 | 1M | 15.6% | 4 | 27.1K | 0.4% | 9 | | Jan 2026 | 1M | 15.6% | 4 | 33.1K | 0.49% | 9 | | Feb 2026 | 1M | 16.3% | 4 | 33.1K | 0.51% | 9 | | Mar 2026 | 1.3M | 18.3% | 4 | 33.1K | 0.47% | 9 | | Apr 2026 | 1M | 16.4% | 4 | 27.1K | 0.42% | 9 | | May 2026 | 1M | 16.2% | 4 | 33.1K | 0.51% | 9 | | Jun 2026 | 1M | 16.6% | 4 | 27.1K | 0.43% | 9 | | Jul 2026 | 1M | 16.6% | 4 | 27.1K | 0.43% | 9 | | Aug 2026 | 1.3M | 19.4% | 3 | 33.1K | 0.51% | 9 | | Sep 2026 | 1M | 18.1% | 4 | 33.1K | 0.57% | 9 | ## How each brand is measured 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. - **NAB**: Measured on the search terms “nab” and “nab bank”, summed into one figure. - **Up**: Measured on the search term “up bank”. - [NAB profile](/demand/au/brands/nab-bank) - [Up profile](/demand/au/brands/up-bank) - [All banks in Australia](/demand/au/categories/au-banks): The set both shares are measured inside, 9 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 ### Is NAB or Up more popular in search? 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%. ## Cite this page Brandwave. "NAB vs Up: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/nab-bank-vs-up-bank This page is also available as HTML at https://gobrandwave.com/demand/au/compare/nab-bank-vs-up-bank. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.