---
title: "Banks in the United Kingdom: Which are searched most?"
description: "Compare the high street banks and building societies people in the UK bank with. Share of Search among Lloyds Bank, Santander, Barclays, NatWest, HSBC, Nationwide, Halifax, Monzo, First Direct, TSB, Starling Bank and Chase UK, the banks Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-banks"
publisher: "Brandwave"
---

# Banks in the United Kingdom: Which are searched most?

Compare the high street banks and building societies people in the UK bank with. Share of Search among Lloyds Bank, Santander, Barclays, NatWest, HSBC, Nationwide, Halifax, Monzo, First Direct, TSB, Starling Bank and Chase UK, the banks Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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

- **Competitive set**: Banks
- **Market**: United Kingdom
- **Brands compared**: 12
- **Month measured**: Sep 2026
- **Highest Share of Search**: Lloyds Bank, 35.9%

## Which brand is most popular in search among banks in the United Kingdom?

- In September 2026, Lloyds Bank was the most searched among banks in the United Kingdom, with an estimated 3.6M branded searches, 35.9% of all searches for the 12 we track.
- Santander is in 2nd place, 15 percentage points behind at 20.9%.
- Across the 12 months ending September 2026, Lloyds Bank’s share of searches among banks in the United Kingdom increased from 33.1% to 35.9%.
- Across the 12 months ending September 2026, Santander’s share of searches among banks in the United Kingdom increased from 18.4% to 20.9%.
- Across the 12 months ending September 2026, NatWest’s share of searches among banks in the United Kingdom decreased from 13.3% to 10.1%.
- Across the 12 months ending September 2026, HSBC’s share of searches among banks in the United Kingdom decreased from 9.5% to 7.3%.
- 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, Halifax’s share of searches among banks in the United Kingdom decreased from 3.9% to 2.6%.
- Across the 12 months ending September 2026, Monzo’s share of searches among banks in the United Kingdom increased from 1.8% to 2.5%.
- Across the 12 months ending September 2026, Lloyds Bank’s share of searches among banks in the United Kingdom peaked at 35.9% in September 2026 and was lowest at 30.5% in December 2025.
- Across the 12 months ending September 2026, Santander’s share of searches among banks in the United Kingdom peaked at 23% in January 2026 and was lowest at 18.4% in October 2025.
- Across the 12 months ending September 2026, Barclays’ share of searches among banks in the United Kingdom peaked at 13.9% in March 2026 and was lowest at 11.9% in May 2026.
- Across the 12 months ending September 2026, NatWest’s share of searches among banks in the United Kingdom peaked at 13.3% in October 2025 and was lowest at 10% in May 2026.
- Across the 12 months ending September 2026, HSBC’s share of searches among banks in the United Kingdom peaked at 9.5% in October 2025 and was lowest at 7.2% in May 2026.
- 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.
- Across the 12 months ending September 2026, Halifax’s share of searches among banks in the United Kingdom peaked at 4% in July 2026 and was lowest at 2.6% in September 2026.
- Across the 12 months ending September 2026, Barclays rose from 4th to 3rd among banks in the United Kingdom.
- Across the 12 months ending September 2026, NatWest fell from 3rd to 4th among banks in the United Kingdom.
- Across the 12 months ending September 2026, First Direct, TSB, Starling Bank and Chase UK held steady: their share of searches among banks in the United Kingdom each moved less than 0.5 percentage points.

## Top banks in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Barclays, HSBC and First Direct were mentioned most often, in four of the five answers. Barclays was recommended most often, coming first in two out of four answers that gave a list. First Direct was second, and Starling Bank was third. Halifax, which ranked seventh in searches, was not mentioned at all.

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.

## Compare search popularity between leading brands

- [Lloyds Bank vs Santander: compare search popularity](/demand/uk/compare/lloyds-bank-vs-santander-uk): 35.9% against 20.9% Share of Search.
- [Lloyds Bank vs Barclays: compare search popularity](/demand/uk/compare/barclays-vs-lloyds-bank): 35.9% against 12.8% Share of Search.
- [Lloyds Bank vs NatWest: compare search popularity](/demand/uk/compare/lloyds-bank-vs-natwest): 35.9% against 10.1% Share of Search.
- [Lloyds Bank vs HSBC: compare search popularity](/demand/uk/compare/hsbc-vs-lloyds-bank): 35.9% against 7.3% Share of Search.
- [Santander vs Barclays: compare search popularity](/demand/uk/compare/barclays-vs-santander-uk): 20.9% against 12.8% Share of Search.
- [Santander vs NatWest: compare search popularity](/demand/uk/compare/natwest-vs-santander-uk): 20.9% against 10.1% Share of Search.
- [Santander vs HSBC: compare search popularity](/demand/uk/compare/hsbc-vs-santander-uk): 20.9% against 7.3% Share of Search.
- [Barclays vs NatWest: compare search popularity](/demand/uk/compare/barclays-vs-natwest): 12.8% against 10.1% Share of Search.
- [Barclays vs HSBC: compare search popularity](/demand/uk/compare/barclays-vs-hsbc): 12.8% against 7.3% Share of Search.
- [NatWest vs HSBC: compare search popularity](/demand/uk/compare/hsbc-vs-natwest): 10.1% against 7.3% Share of Search.

## 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.
- Estimated monthly branded searches for HSBC in the United Kingdom fell 32.7% over 12 measured months, from 1.1M to 723K in September 2026.
- Estimated monthly branded searches for Chase UK in the United Kingdom fell 31.8% over 12 measured months, from 19.8K to 13.5K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Lloyds Bank | 35.9% | 3.6M | +16.3% | Lloyds Banking Group |
| 2 | Santander | 20.9% | 2.1M | 0.0% | Santander |
| 3 | Barclays | 12.8% | 1.3M | 0.0% | Barclays |
| 4 | NatWest | 10.1% | 1M | 0.0% | NatWest |
| 5 | HSBC | 7.3% | 723K | +1.3% | HSBC |
| 6 | Nationwide | 4.5% | 450K | 0.0% | Nationwide |
| 7 | Halifax | 2.6% | 256K | -12.3% | Lloyds Banking Group |
| 8 | Monzo | 2.5% | 246K | 0.0% | Monzo |
| 9 | First Direct | 1.5% | 150K | 0.0% | HSBC |
| 10 | TSB | 0.91% | 90.5K | -17.7% | TSB |
| 11 | Starling Bank | 0.75% | 74K | 0.0% | Starling Bank |
| 12 | Chase UK | 0.14% | 13.5K | -11.8% | JPMorgan Chase |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Lloyds Bank | 3.7M | 33.1% | 1 |
| Oct 2025 | Santander | 2.1M | 18.4% | 2 |
| Oct 2025 | NatWest | 1.5M | 13.3% | 3 |
| Oct 2025 | Barclays | 1.4M | 12.8% | 4 |
| Oct 2025 | HSBC | 1.1M | 9.5% | 5 |
| Oct 2025 | Nationwide | 450K | 4% | 6 |
| Oct 2025 | Halifax | 436K | 3.9% | 7 |
| Oct 2025 | Monzo | 201K | 1.8% | 8 |
| Oct 2025 | First Direct | 180K | 1.6% | 9 |
| Oct 2025 | TSB | 110K | 0.97% | 10 |
| Oct 2025 | Starling Bank | 74K | 0.65% | 11 |
| Oct 2025 | Chase UK | 19.8K | 0.18% | 12 |
| Nov 2025 | Lloyds Bank | 3.6M | 33.6% | 1 |
| Nov 2025 | Santander | 2.1M | 19.6% | 2 |
| Nov 2025 | Barclays | 1.4M | 13.7% | 3 |
| Nov 2025 | NatWest | 1.2M | 11.5% | 4 |
| Nov 2025 | HSBC | 897K | 8.5% | 5 |
| Nov 2025 | Nationwide | 450K | 4.2% | 6 |
| Nov 2025 | Halifax | 381K | 3.6% | 7 |
| Nov 2025 | Monzo | 201K | 1.9% | 8 |
| Nov 2025 | First Direct | 177K | 1.7% | 9 |
| Nov 2025 | TSB | 90.5K | 0.85% | 10 |
| Nov 2025 | Starling Bank | 74K | 0.7% | 11 |
| Nov 2025 | Chase UK | 16.2K | 0.15% | 12 |
| Dec 2025 | Lloyds Bank | 3.1M | 30.5% | 1 |
| Dec 2025 | Santander | 2.1M | 21.2% | 2 |
| Dec 2025 | Barclays | 1.3M | 12.7% | 3 |
| Dec 2025 | NatWest | 1.2M | 12.2% | 4 |
| Dec 2025 | HSBC | 884K | 8.8% | 5 |
| Dec 2025 | Nationwide | 550K | 5.5% | 6 |
| Dec 2025 | Halifax | 381K | 3.8% | 7 |
| Dec 2025 | First Direct | 177K | 1.8% | 8 |
| Dec 2025 | Monzo | 165K | 1.6% | 9 |
| Dec 2025 | TSB | 110K | 1.1% | 10 |
| Dec 2025 | Starling Bank | 60.5K | 0.6% | 11 |
| Dec 2025 | Chase UK | 14.7K | 0.15% | 12 |
| Jan 2026 | Lloyds Bank | 3.6M | 31.4% | 1 |
| Jan 2026 | Santander | 2.6M | 23% | 2 |
| Jan 2026 | Barclays | 1.4M | 12.8% | 3 |
| Jan 2026 | NatWest | 1.2M | 10.8% | 4 |
| Jan 2026 | HSBC | 884K | 7.8% | 5 |
| Jan 2026 | Nationwide | 550K | 4.8% | 6 |
| Jan 2026 | Halifax | 381K | 3.4% | 7 |
| Jan 2026 | Monzo | 246K | 2.2% | 8 |
| Jan 2026 | First Direct | 216K | 1.9% | 9 |
| Jan 2026 | TSB | 110K | 0.97% | 10 |
| Jan 2026 | Starling Bank | 90.5K | 0.8% | 11 |
| Jan 2026 | Chase UK | 24.7K | 0.22% | 12 |
| Feb 2026 | Lloyds Bank | 2.9M | 31.1% | 1 |
| Feb 2026 | Santander | 2.1M | 22.7% | 2 |
| Feb 2026 | Barclays | 1.2M | 12.7% | 3 |
| Feb 2026 | NatWest | 1M | 10.7% | 4 |
| Feb 2026 | HSBC | 723K | 7.7% | 5 |
| Feb 2026 | Nationwide | 550K | 5.9% | 6 |
| Feb 2026 | Halifax | 311K | 3.3% | 7 |
| Feb 2026 | Monzo | 201K | 2.1% | 8 |
| Feb 2026 | First Direct | 177K | 1.9% | 9 |
| Feb 2026 | TSB | 90.5K | 0.96% | 10 |
| Feb 2026 | Starling Bank | 74K | 0.79% | 11 |
| Feb 2026 | Chase UK | 20.2K | 0.22% | 12 |
| Mar 2026 | Lloyds Bank | 3.2M | 31% | 1 |
| Mar 2026 | Santander | 2.2M | 21.1% | 2 |
| Mar 2026 | Barclays | 1.4M | 13.9% | 3 |
| Mar 2026 | NatWest | 1.2M | 11.7% | 4 |
| Mar 2026 | HSBC | 884K | 8.5% | 5 |
| Mar 2026 | Nationwide | 450K | 4.3% | 6 |
| Mar 2026 | Halifax | 411K | 3.9% | 7 |
| Mar 2026 | Monzo | 201K | 1.9% | 8 |
| Mar 2026 | First Direct | 177K | 1.7% | 9 |
| Mar 2026 | TSB | 110K | 1.1% | 10 |
| Mar 2026 | Starling Bank | 74K | 0.71% | 11 |
| Mar 2026 | Chase UK | 20.2K | 0.19% | 12 |
| Apr 2026 | Lloyds Bank | 3.2M | 30.6% | 1 |
| Apr 2026 | Santander | 2.3M | 21.5% | 2 |
| Apr 2026 | Barclays | 1.3M | 12% | 3 |
| Apr 2026 | NatWest | 1.2M | 11.5% | 4 |
| Apr 2026 | HSBC | 873K | 8.2% | 5 |
| Apr 2026 | Nationwide | 673K | 6.4% | 6 |
| Apr 2026 | Halifax | 411K | 3.9% | 7 |
| Apr 2026 | Monzo | 201K | 1.9% | 8 |
| Apr 2026 | First Direct | 177K | 1.7% | 9 |
| Apr 2026 | TSB | 135K | 1.3% | 10 |
| Apr 2026 | Starling Bank | 90.5K | 0.85% | 11 |
| Apr 2026 | Chase UK | 18.7K | 0.18% | 12 |
| May 2026 | Lloyds Bank | 3.1M | 30.7% | 1 |
| May 2026 | Santander | 2.2M | 22% | 2 |
| May 2026 | Barclays | 1.2M | 11.9% | 3 |
| May 2026 | NatWest | 1M | 10% | 4 |
| May 2026 | Nationwide | 823K | 8.2% | 5 |
| May 2026 | HSBC | 723K | 7.2% | 6 |
| May 2026 | Halifax | 381K | 3.8% | 7 |
| May 2026 | Monzo | 201K | 2% | 8 |
| May 2026 | First Direct | 177K | 1.8% | 9 |
| May 2026 | TSB | 135K | 1.4% | 10 |
| May 2026 | Starling Bank | 74K | 0.74% | 11 |
| May 2026 | Chase UK | 18.7K | 0.19% | 12 |
| Jun 2026 | Lloyds Bank | 3.1M | 31.3% | 1 |
| Jun 2026 | Santander | 2.1M | 21.8% | 2 |
| Jun 2026 | Barclays | 1.3M | 13% | 3 |
| Jun 2026 | NatWest | 1.2M | 12.5% | 4 |
| Jun 2026 | HSBC | 723K | 7.4% | 5 |
| Jun 2026 | Nationwide | 450K | 4.6% | 6 |
| Jun 2026 | Halifax | 356K | 3.6% | 7 |
| Jun 2026 | Monzo | 201K | 2.1% | 8 |
| Jun 2026 | First Direct | 177K | 1.8% | 9 |
| Jun 2026 | TSB | 90.5K | 0.93% | 10 |
| Jun 2026 | Starling Bank | 74K | 0.76% | 11 |
| Jun 2026 | Chase UK | 15.3K | 0.16% | 12 |
| Jul 2026 | Lloyds Bank | 3.1M | 32% | 1 |
| Jul 2026 | Santander | 2.1M | 22.3% | 2 |
| Jul 2026 | Barclays | 1.3M | 13.3% | 3 |
| Jul 2026 | NatWest | 1M | 10.4% | 4 |
| Jul 2026 | HSBC | 714K | 7.5% | 5 |
| Jul 2026 | Nationwide | 450K | 4.7% | 6 |
| Jul 2026 | Halifax | 381K | 4% | 7 |
| Jul 2026 | Monzo | 201K | 2.1% | 8 |
| Jul 2026 | First Direct | 180K | 1.9% | 9 |
| Jul 2026 | TSB | 90.5K | 0.95% | 10 |
| Jul 2026 | Starling Bank | 74K | 0.77% | 11 |
| Jul 2026 | Chase UK | 18.7K | 0.2% | 12 |
| Aug 2026 | Lloyds Bank | 3.1M | 32.4% | 1 |
| Aug 2026 | Santander | 2.1M | 21.9% | 2 |
| Aug 2026 | Barclays | 1.3M | 13.5% | 3 |
| Aug 2026 | NatWest | 1M | 10.6% | 4 |
| Aug 2026 | HSBC | 714K | 7.5% | 5 |
| Aug 2026 | Nationwide | 450K | 4.8% | 6 |
| Aug 2026 | Halifax | 292K | 3.1% | 7 |
| Aug 2026 | Monzo | 246K | 2.6% | 8 |
| Aug 2026 | First Direct | 150K | 1.6% | 9 |
| Aug 2026 | TSB | 110K | 1.2% | 10 |
| Aug 2026 | Starling Bank | 74K | 0.78% | 11 |
| Aug 2026 | Chase UK | 15.3K | 0.16% | 12 |
| Sep 2026 | Lloyds Bank | 3.6M | 35.9% | 1 |
| Sep 2026 | Santander | 2.1M | 20.9% | 2 |
| Sep 2026 | Barclays | 1.3M | 12.8% | 3 |
| Sep 2026 | NatWest | 1M | 10.1% | 4 |
| Sep 2026 | HSBC | 723K | 7.3% | 5 |
| Sep 2026 | Nationwide | 450K | 4.5% | 6 |
| Sep 2026 | Halifax | 256K | 2.6% | 7 |
| Sep 2026 | Monzo | 246K | 2.5% | 8 |
| Sep 2026 | First Direct | 150K | 1.5% | 9 |
| Sep 2026 | TSB | 90.5K | 0.91% | 10 |
| Sep 2026 | Starling Bank | 74K | 0.75% | 11 |
| Sep 2026 | Chase UK | 13.5K | 0.14% | 12 |

## What is being compared

- **Barclays**: Measured on the search terms “barclays” and “barclays bank”, summed into one figure.
- **Chase UK**: Measured on the search terms “chase bank uk” and “chase uk”, summed into one figure.
- **First Direct**: Measured on the search terms “first direct” and “first direct bank”, summed into one figure.
- **Halifax**: Measured on the search terms “halifax bank” and “halifax online banking”, summed into one figure.
- **HSBC**: Measured on the search terms “hsbc” and “hsbc uk”, summed into one figure.
- **Lloyds Bank**: Measured on the search terms “lloyds” and “lloyds bank”, summed into one figure.
- **Monzo**: Measured on the search term “monzo”.
- **Nationwide**: Measured on the search term “nationwide building society”.
- **NatWest**: Measured on the search term “natwest”.
- **Santander**: Measured on the search terms “santander” and “santander uk”, summed into one figure.
- **Starling Bank**: Measured on the search terms “bank starling” and “starling bank”, summed into one figure.
- **TSB**: Measured on the search term “tsb bank”.

- [Barclays](/demand/uk/brands/barclays)
- [Chase UK](/demand/uk/brands/chase-uk)
- [First Direct](/demand/uk/brands/first-direct)
- [Halifax](/demand/uk/brands/halifax-bank)
- [HSBC](/demand/uk/brands/hsbc)
- [Lloyds Bank](/demand/uk/brands/lloyds-bank)
- [Monzo](/demand/uk/brands/monzo)
- [Nationwide](/demand/uk/brands/nationwide-building-society)
- [NatWest](/demand/uk/brands/natwest)
- [Santander](/demand/uk/brands/santander-uk)
- [Starling Bank](/demand/uk/brands/starling-bank)
- [TSB](/demand/uk/brands/tsb-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.

## Frequently asked questions

### Which brand is most popular in search among banks in the United Kingdom?

In September 2026, Lloyds Bank was the most searched among banks in the United Kingdom, with an estimated 3.6M branded searches, 35.9% of all searches for the 12 we track.

## Cite this page

Brandwave. "Banks in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-banks

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-banks. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.