Brandwave

How popular isNationwide?

In September 2026, people searched for Nationwide by name about 450,000 times in the United Kingdom, about the same as the previous year. These searches made up 37% of all United Kingdom building society searches, placing Nationwide first out of nine brands. When we asked both ChatGPT and Google AI Overviews about building societies, Nationwide appeared in four of the five answers and was the most recommended of the nine.

Search and AI answers in September 2026

Nationwide is the most searched of 9 competitors and the most recommended in AI answers.

  1. NationwideShare of searches 37%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. Coventry Building SocietyShare of searches 20.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. Yorkshire Building SocietyShare of searches 13.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. Skipton Building SocietyShare of searches 11.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. Leeds Building SocietyShare of searches 9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

+4 more

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Top building societies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nationwide was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Nationwide is the most recommended of the nine.

Mentioned by AI

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

See every answer about building societies

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 26, 2026.

Which building societies compete with Nationwide?

Nationwide against building societies in the United Kingdom, by month

Share of searches by month for Nationwide, Coventry Building Society, Yorkshire Building Society, Skipton Building Society, Leeds Building Society, West Brom Building Society, Newcastle Building Society, Principality Building Society. The figures are in the table below the chart.

View monthly share of searches table
MonthNationwideCoventry Building SocietyYorkshire Building SocietySkipton Building SocietyLeeds Building SocietyWest Brom Building SocietyNewcastle Building SocietyPrincipality Building SocietyNottingham Building Society
Oct 202535%19.1%15.6%8.5%12.8%2.1%2.6%3.1%1.1%
Nov 202536.2%19.8%16.2%7.3%10.9%3.3%2.2%3.3%0.97%
Dec 202543.6%19.5%13.1%7.2%8.7%2.1%2.1%2.6%0.96%
Jan 202637%20.3%13.5%9.1%11.1%2.2%2.2%3.3%1.2%
Feb 202644.1%16.1%13.2%8.8%8.8%2.7%1.8%3.2%1.2%
Mar 202631.7%21.2%17.3%11.6%9.5%2.3%2.3%2.8%1.3%
Apr 202637%16.6%16.6%11.1%11.1%2.2%2.2%2.2%1%
May 202647.8%14.3%14.3%7.8%9.6%1.9%1.6%1.9%0.86%
Jun 202638.4%17.2%17.2%9.4%9.4%2.8%2.3%2.3%1%
Jul 202638.2%20.9%14%9.3%9.3%2.8%1.9%2.3%1.3%
Aug 202636.7%20%13.4%11%11%2.2%2.2%2.2%1.2%
Sep 202637%20.2%13.6%11.1%9%3.3%2.2%2.2%1.2%

  1. 1.Nationwide

    37%

    Held 1st. 450K estimated branded searches, 0% vs prior month. Share +0.3 points.

  2. 2.Coventry Building Society

    20.2%

    Held 2nd. 246K estimated branded searches, 0% vs prior month. Share +0.2 points.

  3. 3.Yorkshire Building Society

    13.6%

    Held 3rd. 165K estimated branded searches, 0% vs prior month. Share +0.1 points.

  4. 4.Skipton Building Society

    11.1%

    Moved from 5th to 4th. 135K estimated branded searches, 0% vs prior month. Share +0.1 points.

  5. 5.Leeds Building Society

    9%

    Moved from 4th to 5th. 110K estimated branded searches, -18.5% vs prior month. Share -2 points.

  6. 6.West Brom Building Society

    3.3%

    Moved from 8th to 6th. 40.5K estimated branded searches, +49.4% vs prior month. Share +1.1 points.

  7. 7.Newcastle Building Society

    2.2%

    Moved from 6th to 7th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Principality Building Society

    2.2%

    Moved from 7th to 8th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Nottingham Building Society

    1.2%

    Held 9th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Nationwide and its closest rivals

Every comparison with Nationwide

19 comparisons

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

3 findings
  • 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 building societies in the United Kingdom increased from 35% to 37%.
  • Across the 12 months ending September 2026, Nationwide’s share of searches among building societies in the United Kingdom peaked at 47.8% in May 2026 and was lowest at 31.7% in March 2026.

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

6 changes

  1. In September 2026, West Brom Building Society overtook Newcastle Building Society and Principality Building Society to rank 6th among building societies in the United Kingdom, with 3.3% of the searches.

  2. In September 2026, Leeds Building Society lost share of searches among building societies in the United Kingdom, from 11% to 9%.

  3. In September 2026, Skipton Building Society rose from 5th to 4th among building societies in the United Kingdom.

  4. Estimated monthly branded searches for Principality Building Society in the United Kingdom fell 33.1% over 12 measured months, from 40.5K to 27.1K in September 2026.

  5. Estimated monthly branded searches for Newcastle Building Society in the United Kingdom fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.

  6. Estimated monthly branded searches for Yorkshire Building Society in the United Kingdom fell 17.9% over 12 measured months, from 201K to 165K in September 2026.

How are Nationwide’s branded searches counted?

1 search term

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

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How the Brand Demand Index is measured

Where does Nationwide compete?

Nationwide is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Banks6th of 124.5%Show ranking
Building societies1st of 937%Shown above
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Is Nationwide 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.

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