Brandwave

Nationwide vs Yorkshire Building Society:Which is more popular?

In September 2026, Nationwide had more branded searches than Yorkshire Building Society among building societies in the United Kingdom. Nationwide had about 450,000 branded searches, while Yorkshire Building Society had 165,000. Nationwide made up 37% of all building society searches we track, and Yorkshire Building Society accounted for 13.6%. When we asked ChatGPT and Google AI Overviews about building societies, Nationwide appeared in four of the five answers and Yorkshire Building Society in three. Nationwide was mentioned before Yorkshire Building Society in every answer.

Among building societies in the United Kingdom in September 2026

Who do people search for more?

Nationwide, about 3 searches for every 1 for Yorkshire Building Society

Nationwide 450K searchesYorkshire Building Society 165K searches

Who does AI mention more?

Nationwide, mentioned in 4 of 5 answers, Yorkshire Building Society in 3

Nationwide in 4 of 5Yorkshire Building Society in 3 of 5

Who does AI recommend more?

Nationwide, named ahead of Yorkshire Building Society in every answer

Nationwide first in 4Yorkshire Building Society never first

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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. Yorkshire Building Society was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Nationwide was listed before Yorkshire 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 Nationwide or Yorkshire Building Society more popular in search?

This chart shows how often people search Google for Nationwide and Yorkshire Building Society 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.

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

Share of searches by month for Nationwide, Yorkshire 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 Nationwide and Yorkshire Building Society 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. 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 branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Nationwide’s and Yorkshire Building Society’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.

Nationwide

1 branded search term

  • nationwide building society

Yorkshire Building Society

1 branded search term

  • yorkshire building society

How the Brand Demand Index is measured

Other head-to-heads among building societies

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