How popular isHalifax?
In September 2026, people searched for Halifax by name about 261,000 times in the United Kingdom, a 41.3% decrease from the previous year. These searches made up 1.5% of all United Kingdom personal loan lender searches, placing Halifax 15th out of 15 lenders. When we asked both ChatGPT and Google AI Overviews about personal loan lenders, Halifax did not appear in any of the answers.
Halifax is the 15th most searched of 15 competitors and not listed in any AI answer.
Tesco BankShare of searches 31.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
NovunaShare of searches 18.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
M&S BankShare of searches 10.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
NationwideShare of searches 5.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
HalifaxShare of searches 1.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top personal loan lenders in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Halifax did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- M&S Bank1st
First Direct2nd- Nationwide3rd
Santander4th- Tesco Bank5th
HSBC6th
Sainsbury's Bank7th- +5 more
NatWest–
Monzo–- Halifax–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- M&S Bank3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Santander3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- First Direct3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Tesco Bank2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Nationwide2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Zopa1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- HSBC1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Lloyds Bank1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Sainsbury's Bank1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Halifax0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about personal loan lenders
5 answers
Asked ChatGPT
“Where can I get the best personal loan in the UK?”
Asked ChatGPT
“Which UK lenders have the lowest rates on a £10,000 loan?”
Asked ChatGPT
“What's the best way to borrow money for a car or home improvements in the UK?”
Searched Google, AI Overview
“personal loan”
Searched Google, AI Overview
“best personal loans”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Which personal loan lenders compete with Halifax?
Share of searches by month for Tesco Bank, Novuna, M&S Bank, Nationwide, Admiral, Zopa, Santander, Barclays, HSBC, NatWest, Lloyds Bank, Sainsbury's Bank, Halifax. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tesco Bank | Novuna | M&S Bank | Nationwide | Admiral | Zopa | Santander | Barclays | HSBC | NatWest | Lloyds Bank | Sainsbury's Bank | Monzo | First Direct | Halifax |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.4% | 14.6% | 6.5% | 5.7% | 4.8% | 3.2% | 5.4% | 3.8% | 4.1% | 4.3% | 2.2% | 5.1% | 2.2% | 1.1% | 2.5% |
| Nov 2025 | 32.9% | 16.6% | 6.6% | 5.2% | 5.4% | 3.6% | 5.1% | 4.1% | 4.5% | 4.8% | 2.1% | 3.7% | 2.1% | 1% | 2.3% |
| Dec 2025 | 34.6% | 16.7% | 6.8% | 4.8% | 5.8% | 3.9% | 4.6% | 3.8% | 4.2% | 4.3% | 2.2% | 2.7% | 2.2% | 1.1% | 2.2% |
| Jan 2026 | 30.8% | 17.5% | 7.5% | 6% | 6.1% | 3.4% | 4.9% | 3.9% | 4.4% | 4.6% | 2.3% | 2.9% | 1.9% | 1.2% | 2.7% |
| Feb 2026 | 34.3% | 16% | 6.7% | 5.5% | 5.6% | 3.7% | 5.3% | 3.7% | 4% | 4.2% | 2.2% | 3.2% | 2.1% | 1.1% | 2.4% |
| Mar 2026 | 33% | 18.6% | 6.5% | 5.3% | 5.4% | 3.6% | 5.1% | 3.4% | 3.9% | 4.9% | 2.1% | 3.1% | 1.7% | 1.3% | 2.3% |
| Apr 2026 | 33.4% | 17.9% | 8.1% | 5.4% | 5.5% | 3.7% | 4.4% | 3.5% | 4% | 4.1% | 2.1% | 2.7% | 1.7% | 1.1% | 2.4% |
| May 2026 | 33.6% | 16.1% | 8.8% | 5.6% | 5.7% | 3.8% | 4.5% | 3.6% | 3.9% | 4.2% | 2.1% | 2.7% | 1.8% | 1.1% | 2.5% |
| Jun 2026 | 30.6% | 16.6% | 9.4% | 4.9% | 6.1% | 4.9% | 4.7% | 3.8% | 4.4% | 4.5% | 2.4% | 2.3% | 1.9% | 1.2% | 2.2% |
| Jul 2026 | 34.1% | 15.8% | 8.8% | 5.4% | 5.8% | 4.7% | 4.6% | 3.6% | 3.4% | 4.3% | 2.2% | 2.1% | 1.8% | 1.3% | 2.1% |
| Aug 2026 | 31.3% | 21.4% | 8.2% | 5.2% | 5.3% | 5.2% | 4.1% | 3.3% | 3.6% | 3.3% | 2.1% | 2% | 1.7% | 1.4% | 1.8% |
| Sep 2026 | 31.9% | 18.5% | 10.2% | 5.5% | 5.4% | 5.3% | 4.2% | 3.4% | 3.4% | 3.3% | 2.1% | 2.1% | 1.7% | 1.5% | 1.5% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 31.9% | 111K | 0% | +0.6 points | |
| 2, held 2nd | 18.5% | 64.3K | -14.8% | -2.8 points | |
| 3, held 3rd | 10.2% | 35.4K | +22.1% | +2 points | |
| 4, moved from 6th to 4th | 5.5% | 19.2K | +4.3% | +0.3 pointsmoved from 6th to 4th | |
| 5, moved from 4th to 5th | 5.4% | 18.8K | 0% | +0.1 pointsmoved from 4th to 5th | |
| 6, moved from 5th to 6th | 5.3% | 18.4K | 0% | +0.1 pointsmoved from 5th to 6th | |
| 7, held 7th | 4.2% | 14.5K | 0% | +0.1 points | |
| 8, moved from 9th to 8th | 3.4% | 11.8K | 0% | +0.1 pointsmoved from 9th to 8th | |
| 9, moved from 8th to 9th | 3.4% | 11.7K | -8.6% | -0.3 pointsmoved from 8th to 9th | |
| 10, held 10th | 3.3% | 11.5K | -2.5% | 0 points | |
| 11, held 11th | 2.1% | 7.3K | 0% | 0 points | |
| 12, held 12th | 2.1% | 7.3K | +1.5% | +0.1 points | |
| 13, moved from 14th to 13th | 1.7% | 5.9K | 0% | 0 pointsmoved from 14th to 13th | |
| 14, moved from 15th to 14th | 1.5% | 5.2K | +6.1% | +0.1 pointsmoved from 15th to 14th | |
| 15, moved from 13th to 15th | 1.5% | 5.1K | -20% | -0.3 pointsmoved from 13th to 15th |
31.9%
Held 1st. 111K estimated branded searches, 0% vs prior month. Share +0.6 points.
2.
Novuna18.5%
Held 2nd. 64.3K estimated branded searches, -14.8% vs prior month. Share -2.8 points.
3.
M&S Bank10.2%
Held 3rd. 35.4K estimated branded searches, +22.1% vs prior month. Share +2 points.
5.5%
Moved from 6th to 4th. 19.2K estimated branded searches, +4.3% vs prior month. Share +0.3 points.
5.
Admiral5.4%
Moved from 4th to 5th. 18.8K estimated branded searches, 0% vs prior month. Share +0.1 points.
6.
Zopa5.3%
Moved from 5th to 6th. 18.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
4.2%
Held 7th. 14.5K estimated branded searches, 0% vs prior month. Share +0.1 points.
8.
Barclays3.4%
Moved from 9th to 8th. 11.8K estimated branded searches, 0% vs prior month. Share +0.1 points.
9.
HSBC3.4%
Moved from 8th to 9th. 11.7K estimated branded searches, -8.6% vs prior month. Share -0.3 points.
10.
NatWest3.3%
Held 10th. 11.5K estimated branded searches, -2.5% vs prior month. Share 0 points.
11.
Lloyds Bank2.1%
Held 11th. 7.3K estimated branded searches, 0% vs prior month. Share 0 points.
2.1%
Held 12th. 7.3K estimated branded searches, +1.5% vs prior month. Share +0.1 points.
13.
Monzo1.7%
Moved from 14th to 13th. 5.9K estimated branded searches, 0% vs prior month. Share 0 points.
14.
First Direct1.5%
Moved from 15th to 14th. 5.2K estimated branded searches, +6.1% vs prior month. Share +0.1 points.
15.
Halifax1.5%
Moved from 13th to 15th. 5.1K estimated branded searches, -20% vs prior month. Share -0.3 points.
Santander, Barclays and 5 other brands sell other things too, so only their searches that name this product count here, like “santander loan”.
Compare popularity between Halifax and its closest rivals
Every comparison with Halifax
17 comparisons
- Barclays vs Halifax
- Halifax vs HSBC
- Halifax vs Lloyds Bank
- Halifax vs Nationwide
- Halifax vs NatWest
- Halifax vs Santander
- Halifax vs Monzo
- First Direct vs Halifax
- Halifax vs TSB
- Halifax vs Starling Bank
- Chase UK vs Halifax
- Admiral vs Halifax
- Halifax vs M&S Bank
- Halifax vs Novuna
- Halifax vs Sainsbury's Bank
- Halifax vs Tesco Bank
- Halifax vs Zopa
How has branded search demand for Halifax changed in the United Kingdom over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Halifax in the United Kingdom fell from 444K to 261K.
- Across the 12 months ending September 2026, Halifax’s share of searches among personal loan lenders in the United Kingdom decreased from 2.5% to 1.5%.
- Across the 12 months ending September 2026, Halifax’s share of searches among personal loan lenders in the United Kingdom peaked at 2.7% in January 2026 and was lowest at 1.5% in September 2026.
- Across the 12 months ending September 2026, Halifax fell from 12th to 15th among personal loan lenders in the United Kingdom.
How did search popularity change for United Kingdom personal loan lenders in September 2026?
6 changes
In September 2026, M&S Bank gained share of searches among personal loan lenders in the United Kingdom, from 8.2% to 10.2%.
In September 2026, Tesco Bank gained share of searches among personal loan lenders in the United Kingdom, from 31.3% to 31.9%.
In September 2026, Novuna lost share of searches among personal loan lenders in the United Kingdom, from 21.4% to 18.5%.
NatWest’s share of searches among personal loan lenders in the United Kingdom has lost ground for 3 months in a row, from 4.5% to 3.3% in September 2026.
Halifax’s share of searches among personal loan lenders in the United Kingdom has lost ground for 3 months in a row, from 2.2% to 1.5% in September 2026.
In September 2026, Nationwide rose from 6th to 4th among personal loan lenders in the United Kingdom.
How are Halifax’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Halifax’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.
- halifax bank
- halifax loan
- halifax online banking
- halifax personal loan
Who owns Halifax?
Halifax is owned by Lloyds Banking Group. Brandwave also tracks Lloyds Bank and 
Black Horse, owned by the same company, in the United Kingdom.
Do you work for Halifax? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Halifax compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Banks | 7th of 12 | 2.6% | Show ranking |
| Personal loan lenders | 15th of 15 | 1.5% | Shown above |
Is Halifax your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.