--- title: "Nationwide: search popularity in the United Kingdom" description: "Nationwide is a building society offering current accounts, savings and mortgages. 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/uk/brands/nationwide-building-society" publisher: "Brandwave" --- # Nationwide: search popularity in the United Kingdom Nationwide is a building society offering current accounts, savings and mortgages. 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 - **Brand**: Nationwide - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among banks**: 4.5% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Banks | 6 | 4.5% | 450K | - [Banks in the UK](/demand/uk/categories/uk-banks) ## Top banks in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Nationwide was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nationwide is the seventh most recommended of the 12. 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 | | --- | --- | --- | --- | --- | | Barclays | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | First Direct | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Starling Bank | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Monzo | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | HSBC | 5th | 3 of 3 | 1 of 2 | 4 of 5 | | Chase UK | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Nationwide | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Lloyds Bank | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Santander | 9th | 0 of 3 | 1 of 2 | 1 of 5 | | NatWest | 10th | 1 of 3 | 0 of 2 | 1 of 5 | | Halifax | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | TSB | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about banks - Asked ChatGPT "Which bank should I open a current account with in the UK?": 1. Monzo, 2. Starling Bank, 3. First Direct, 4. Nationwide, 5. Barclays, 6. HSBC - Asked ChatGPT "What are the best banks in the UK?": 1. Starling Bank, 2. Monzo, 3. First Direct, 4. Chase UK, 5. Nationwide, 6. Barclays, 7. HSBC - Asked ChatGPT "What's the best UK bank account for switching incentives?": 1. Barclays, 2. Lloyds Bank, 3. HSBC, 4. First Direct, 5. NatWest - Searched Google, AI Overview "bank account": named none of the brands we track - Searched Google, AI Overview "best bank account": 1. Barclays, 2. HSBC, 3. First Direct, 4. Chase UK, 5. Santander, 6. Starling Bank, 7. Monzo Not named in any answer: Halifax and TSB. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How has branded search demand for Nationwide changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Nationwide in the United Kingdom held steady at 450K. - Across the 12 months ending September 2026, Nationwide’s share of searches among banks in the United Kingdom increased from 4% to 4.5%. - Across the 12 months ending September 2026, Nationwide’s share of searches among banks in the United Kingdom peaked at 8.2% in May 2026 and was lowest at 4% in October 2025. ## How did search popularity change for United Kingdom banks in September 2026? - In September 2026, Lloyds Bank gained share of searches among banks in the United Kingdom, from 32.4% to 35.9%. - In September 2026, Santander lost share of searches among banks in the United Kingdom, from 21.9% to 20.9%. - In September 2026, Barclays lost share of searches among banks in the United Kingdom, from 13.5% to 12.8%. - In September 2026, Halifax lost share of searches among banks in the United Kingdom, from 3.1% to 2.6%. - Estimated monthly branded searches for Monzo in the United Kingdom rose 22.4% over 12 measured months, from 201K to 246K in September 2026. - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Banks | 450K | 4% | 6 | | Nov 2025 | Banks | 450K | 4.2% | 6 | | Dec 2025 | Banks | 550K | 5.5% | 6 | | Jan 2026 | Banks | 550K | 4.8% | 6 | | Feb 2026 | Banks | 550K | 5.9% | 6 | | Mar 2026 | Banks | 450K | 4.3% | 6 | | Apr 2026 | Banks | 673K | 6.4% | 6 | | May 2026 | Banks | 823K | 8.2% | 5 | | Jun 2026 | Banks | 450K | 4.6% | 6 | | Jul 2026 | Banks | 450K | 4.7% | 6 | | Aug 2026 | Banks | 450K | 4.8% | 6 | | Sep 2026 | Banks | 450K | 4.5% | 6 | ## How are Nationwide’s branded searches counted? Brandwave collects information about searches that people make online using Nationwide’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “nationwide building society” ## Which banks compete with Nationwide? - [Lloyds Bank](/demand/uk/brands/lloyds-bank) - [Santander](/demand/uk/brands/santander-uk) - [Barclays](/demand/uk/brands/barclays): Head-to-head: /demand/uk/compare/barclays-vs-nationwide-building-society - [NatWest](/demand/uk/brands/natwest): Head-to-head: /demand/uk/compare/nationwide-building-society-vs-natwest - [HSBC](/demand/uk/brands/hsbc): Head-to-head: /demand/uk/compare/hsbc-vs-nationwide-building-society - [Halifax](/demand/uk/brands/halifax-bank): Head-to-head: /demand/uk/compare/halifax-bank-vs-nationwide-building-society - [Monzo](/demand/uk/brands/monzo): Head-to-head: /demand/uk/compare/monzo-vs-nationwide-building-society - [First Direct](/demand/uk/brands/first-direct) - [TSB](/demand/uk/brands/tsb-uk) - [Starling Bank](/demand/uk/brands/starling-bank) - [Chase UK](/demand/uk/brands/chase-uk) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Nationwide: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/nationwide-building-society This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/nationwide-building-society. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.