Brandwave

Leeds Building Society vs Nationwide:Which is more popular?

In September 2026, Nationwide had more branded searches than Leeds Building Society among building societies in the United Kingdom. Nationwide had about 450,000 branded searches, while Leeds Building Society had 110,000. Nationwide made up 37% of all building society searches we track, and Leeds Building Society accounted for 9%. When we asked ChatGPT and Google AI Overviews about building societies, Nationwide appeared in four of the five answers and Leeds Building Society in two. Nationwide was mentioned before Leeds Building Society in every answer.

Among building societies in the United Kingdom in September 2026

Who do people search for more?

Nationwide, about 4 searches for every 1 for Leeds Building Society

Nationwide 450K searchesLeeds Building Society 110K searches

Who does AI mention more?

Nationwide, mentioned in 4 of 5 answers, Leeds Building Society in 2

Nationwide in 4 of 5Leeds Building Society in 2 of 5

Who does AI recommend more?

Nationwide, named ahead of Leeds Building Society in every answer

Nationwide first in 4Leeds Building Society never first

Follow Leeds Building Society vs 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

Track your brand against a rival →

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. Leeds Building Society 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 was listed before Leeds Building Society in every answer.

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.

Is Leeds Building Society or Nationwide more popular in search?

This chart shows how often people search Google for Leeds Building Society and Nationwide by name. Each line represents a brand's share of searches for all nine building society brands we track, month by month, from searches in United Kingdom.

Leeds Building Society and Nationwide among building societies in the United Kingdom, by month

Share of searches by month for Nationwide, Leeds 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%

How has the Leeds Building Society and Nationwide comparison changed over the last 12 months?

3 findings

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

1 change

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

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Leeds Building Society’s and Nationwide’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Leeds Building Society

1 branded search term

  • leeds building society

Nationwide

1 branded search term

  • nationwide building society

How the Brand Demand Index is measured

Other head-to-heads among building societies

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free