Brandwave

How popular isFirst Direct?

In September 2026, people searched for First Direct by name about 150,000 times in the United Kingdom, a 16.7% decrease from the previous year. These searches made up 1.5% of all United Kingdom bank searches, placing First Direct ninth out of 12 banks. When we asked both ChatGPT and Google AI Overviews about banks, First Direct appeared in four of the five answers and was the second most recommended of the 12.

Search and AI answers in September 2026

First Direct is the ninth most searched of 12 competitors and the second most recommended in AI answers.

  1. Lloyds BankShare of searches 35.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  2. SantanderShare of searches 20.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  3. BarclaysShare of searches 12.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. NatWestShare of searches 10.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
  5. First DirectShare of searches 1.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

+7 more

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Top banks in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, First Direct was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. First Direct is the second most recommended of the 12.

Most recommended by AI

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

  1. Barclays1st
  2. First Direct2nd
  3. Starling Bank3rd
  4. Monzo4th
  5. HSBC5th
  6. Chase UK6th
  7. Nationwide7th
  8. Lloyds Bank8th
  9. Santander9th
  10. NatWest10th
  11. +2 more

Mentioned by AI

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

  • Barclays4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HSBC4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • First Direct4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Monzo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Starling Bank3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nationwide2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Chase UK2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lloyds Bank1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Santander1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • NatWest1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about banks

5 answers

Not named in any answer:

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

Which banks compete with First Direct?

First Direct against banks in the United Kingdom, by month

Share of searches by month for Lloyds Bank, Santander, Barclays, NatWest, HSBC, Nationwide, Halifax, Monzo, First Direct. The figures are in the table below the chart.

View monthly share of searches table
MonthLloyds BankSantanderBarclaysNatWestHSBCNationwideHalifaxMonzoFirst DirectTSBStarling BankChase UK
Oct 202533.1%18.4%12.8%13.3%9.5%4%3.9%1.8%1.6%0.97%0.65%0.18%
Nov 202533.6%19.6%13.7%11.5%8.5%4.2%3.6%1.9%1.7%0.85%0.7%0.15%
Dec 202530.5%21.2%12.7%12.2%8.8%5.5%3.8%1.6%1.8%1.1%0.6%0.15%
Jan 202631.4%23%12.8%10.8%7.8%4.8%3.4%2.2%1.9%0.97%0.8%0.22%
Feb 202631.1%22.7%12.7%10.7%7.7%5.9%3.3%2.1%1.9%0.96%0.79%0.22%
Mar 202631%21.1%13.9%11.7%8.5%4.3%3.9%1.9%1.7%1.1%0.71%0.19%
Apr 202630.6%21.5%12%11.5%8.2%6.4%3.9%1.9%1.7%1.3%0.85%0.18%
May 202630.7%22%11.9%10%7.2%8.2%3.8%2%1.8%1.4%0.74%0.19%
Jun 202631.3%21.8%13%12.5%7.4%4.6%3.6%2.1%1.8%0.93%0.76%0.16%
Jul 202632%22.3%13.3%10.4%7.5%4.7%4%2.1%1.9%0.95%0.77%0.2%
Aug 202632.4%21.9%13.5%10.6%7.5%4.8%3.1%2.6%1.6%1.2%0.78%0.16%
Sep 202635.9%20.9%12.8%10.1%7.3%4.5%2.6%2.5%1.5%0.91%0.75%0.14%

  1. 1.Lloyds Bank

    35.9%

    Held 1st. 3.6M estimated branded searches, +16.3% vs prior month. Share +3.6 points.

  2. 2.Santander

    20.9%

    Held 2nd. 2.1M estimated branded searches, 0% vs prior month. Share -1 points.

  3. 3.Barclays

    12.8%

    Held 3rd. 1.3M estimated branded searches, 0% vs prior month. Share -0.6 points.

  4. 4.NatWest

    10.1%

    Held 4th. 1M estimated branded searches, 0% vs prior month. Share -0.5 points.

  5. 5.HSBC

    7.3%

    Held 5th. 723K estimated branded searches, +1.3% vs prior month. Share -0.3 points.

  6. 6.Nationwide

    4.5%

    Held 6th. 450K estimated branded searches, 0% vs prior month. Share -0.2 points.

  7. 7.Halifax

    2.6%

    Held 7th. 256K estimated branded searches, -12.3% vs prior month. Share -0.5 points.

  8. 8.Monzo

    2.5%

    Held 8th. 246K estimated branded searches, 0% vs prior month. Share -0.1 points.

  9. 9.First Direct

    1.5%

    Held 9th. 150K estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.TSB

    0.91%

    Held 10th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.2 points.

  11. 11.Starling Bank

    0.75%

    Held 11th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Chase UK

    0.14%

    Held 12th. 13.5K estimated branded searches, -11.8% vs prior month. Share 0 points.

Compare popularity between First Direct and its closest rivals

Every comparison with First Direct

11 comparisons

How has branded search demand for First Direct changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for First Direct in the United Kingdom fell from 180K to 150K.
  • Across the 12 months ending September 2026, First Direct’s share of searches among banks in the United Kingdom held steady, from 1.6% to 1.5%.

How did search popularity change for United Kingdom banks in September 2026?

6 changes

  1. In September 2026, Lloyds Bank gained share of searches among banks in the United Kingdom, from 32.4% to 35.9%.

  2. In September 2026, Santander lost share of searches among banks in the United Kingdom, from 21.9% to 20.9%.

  3. In September 2026, Barclays lost share of searches among banks in the United Kingdom, from 13.5% to 12.8%.

  4. In September 2026, Halifax lost share of searches among banks in the United Kingdom, from 3.1% to 2.6%.

  5. Estimated monthly branded searches for Monzo in the United Kingdom rose 22.4% over 12 measured months, from 201K to 246K in September 2026.

  6. Estimated monthly branded searches for NatWest in the United Kingdom fell 33.3% over 12 measured months, from 1.5M to 1M in September 2026.

How are First Direct’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using First Direct’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.

  • first direct
  • first direct bank

How the Brand Demand Index is measured

Who owns First Direct?

First Direct is owned by HSBC. Brandwave also tracks HSBC, owned by the same company, in the United Kingdom.

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

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