Brandwave

How popular isNationwide?

In September 2026, people searched for Nationwide by name about 469,000 times in the United Kingdom, about the same as the previous year. These searches made up 5.5% of all United Kingdom personal loan lender searches, placing Nationwide fourth out of 15 lenders. When we asked both ChatGPT and Google AI Overviews about personal loan lenders, Nationwide appeared in two of the five answers and was the third most recommended of the 15.

Search and AI answers in September 2026

Nationwide is the fourth most searched of 15 competitors and the third most recommended in AI answers.

  1. Tesco BankShare of searches 31.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  2. NovunaShare of searches 18.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. M&S BankShare of searches 10.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. NationwideShare of searches 5.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. AdmiralShare of searches 5.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+10 more

Nationwide website (opens in a new tab)

Follow Nationwide and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top personal loan lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nationwide was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Nationwide is the third most recommended of the 15.

Most recommended by AI

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

  1. M&S Bank1st
  2. First Direct2nd
  3. Nationwide3rd
  4. Santander4th
  5. Tesco Bank5th
  6. HSBC6th
  7. Sainsbury's Bank7th
  8. Lloyds Bank8th
  9. Zopa9th
  10. Novuna–
  11. +5 more

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
  • Novuna0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about personal loan lenders

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 27, 2026.

Which personal loan lenders compete with Nationwide?

Nationwide against personal loan lenders in the United Kingdom, by month

Share of searches by month for Tesco Bank, Novuna, M&S Bank, Nationwide, Admiral, Zopa, Santander, Barclays, HSBC, NatWest, Lloyds Bank, Sainsbury's Bank. The figures are in the table below the chart.

View monthly share of searches table
MonthTesco BankNovunaM&S BankNationwideAdmiralZopaSantanderBarclaysHSBCNatWestLloyds BankSainsbury's BankMonzoFirst DirectHalifax
Oct 202534.4%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 202532.9%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 202534.6%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 202630.8%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 202634.3%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 202633%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 202633.4%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 202633.6%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 202630.6%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 202634.1%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 202631.3%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 202631.9%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%

  1. 1.Tesco Bank

    31.9%

    Held 1st. 111K estimated branded searches, 0% vs prior month. Share +0.6 points.

  2. 2.Novuna

    18.5%

    Held 2nd. 64.3K estimated branded searches, -14.8% vs prior month. Share -2.8 points.

  3. 3.M&S Bank

    10.2%

    Held 3rd. 35.4K estimated branded searches, +22.1% vs prior month. Share +2 points.

  4. 4.Nationwide

    5.5%

    Moved from 6th to 4th. 19.2K estimated branded searches, +4.3% vs prior month. Share +0.3 points.

  5. 5.Admiral

    5.4%

    Moved from 4th to 5th. 18.8K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.Zopa

    5.3%

    Moved from 5th to 6th. 18.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Santander

    4.2%

    Held 7th. 14.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Barclays

    3.4%

    Moved from 9th to 8th. 11.8K estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.HSBC

    3.4%

    Moved from 8th to 9th. 11.7K estimated branded searches, -8.6% vs prior month. Share -0.3 points.

  10. 10.NatWest

    3.3%

    Held 10th. 11.5K estimated branded searches, -2.5% vs prior month. Share 0 points.

  11. 11.Lloyds Bank

    2.1%

    Held 11th. 7.3K estimated branded searches, 0% vs prior month. Share 0 points.

  12. 12.Sainsbury's Bank

    2.1%

    Held 12th. 7.3K estimated branded searches, +1.5% vs prior month. Share +0.1 points.

  13. 13.Monzo

    1.7%

    Moved from 14th to 13th. 5.9K estimated branded searches, 0% vs prior month. Share 0 points.

  14. 14.First Direct

    1.5%

    Moved from 15th to 14th. 5.2K estimated branded searches, +6.1% vs prior month. Share +0.1 points.

  15. 15.Halifax

    1.5%

    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 Nationwide and its closest rivals

Every comparison with Nationwide

25 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Nationwide in the United Kingdom held steady, from 468K to 469K.
  • Across the 12 months ending September 2026, Nationwide’s share of searches among personal loan lenders in the United Kingdom peaked at 6% in January 2026 and was lowest at 4.8% in December 2025.

How did search popularity change for United Kingdom personal loan lenders in September 2026?

6 changes

  1. In September 2026, M&S Bank gained share of searches among personal loan lenders in the United Kingdom, from 8.2% to 10.2%.

  2. In September 2026, Tesco Bank gained share of searches among personal loan lenders in the United Kingdom, from 31.3% to 31.9%.

  3. In September 2026, Novuna lost share of searches among personal loan lenders in the United Kingdom, from 21.4% to 18.5%.

  4. 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.

  5. 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.

  6. In September 2026, Nationwide rose from 6th to 4th among personal loan lenders in the United Kingdom.

How are Nationwide’s branded searches counted?

3 search terms

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

  • nationwide building society
  • nationwide loan
  • nationwide personal loan

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

How the Brand Demand Index is measured

Where does Nationwide compete?

Nationwide is ranked in three 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%Show ranking
Personal loan lenders4th of 155.5%Shown above
Creator with pink hair and a pink jacket

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.

Start free