Admiral vs HSBC:Which is more popular?
In September 2026, Admiral had more branded searches than HSBC among personal loan lenders in the United Kingdom. Admiral had about 18,800 branded searches, while HSBC had 11,700. Admiral made up 5.4% of all personal loan lender searches we track, and HSBC accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about personal loan lenders, HSBC appeared in one of the five answers and Admiral in none.
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Top personal loan lenders in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, HSBC was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Admiral did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
M&S Bank1st
First Direct2nd
Nationwide3rd
Santander4th
Tesco Bank5th
HSBC6th
Sainsbury's Bank7th
Lloyds Bank8th
Zopa9th- +1 more
Admiral–- +4 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
- Admiral0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about personal loan lenders
5 answers
Asked ChatGPT
“Where can I get the best personal loan in the UK?”
Asked ChatGPT
“Which UK lenders have the lowest rates on a £10,000 loan?”
Asked ChatGPT
“What's the best way to borrow money for a car or home improvements in the UK?”
Searched Google, AI Overview
“personal loan”
Searched Google, AI Overview
“best personal loans”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Admiral or HSBC more popular in search?
This chart shows how often people search Google for Admiral and HSBC by name. Each line represents a brand's share of searches for all 15 personal loan lenders we track, month by month, from searches in United Kingdom.
Share of searches by month for Admiral, HSBC. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tesco Bank | Novuna | M&S Bank | Nationwide | Admiral | Zopa | Santander | Barclays | HSBC | NatWest | Lloyds Bank | Sainsbury's Bank | Monzo | First Direct | Halifax |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.4% | 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 2025 | 32.9% | 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 2025 | 34.6% | 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 2026 | 30.8% | 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 2026 | 34.3% | 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 2026 | 33% | 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 2026 | 33.4% | 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 2026 | 33.6% | 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 2026 | 30.6% | 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 2026 | 34.1% | 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 2026 | 31.3% | 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 2026 | 31.9% | 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% |
HSBC sells other things too, so only its searches that name this product count here, like “hsbc loan”.
How has the Admiral and HSBC comparison changed over the last 12 months?
3 findings
- Admiral was ahead of HSBC in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Admiral’s share of searches among personal loan lenders in the United Kingdom moved from 4.8% to 5.4%, and its estimated monthly branded searches moved from 15.5K to 18.8K.
- Across the 12 months ending September 2026, HSBC’s share of searches among personal loan lenders in the United Kingdom moved from 4.1% to 3.4%, and its estimated monthly branded searches moved from 13.5K to 11.7K.
How did search popularity change for United Kingdom personal loan lenders in September 2026?
2 changes
In September 2026, Admiral fell from 4th to 5th among personal loan lenders in the United Kingdom.
In September 2026, HSBC fell from 8th to 9th among personal loan lenders in the United Kingdom.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Admiral’s and HSBC’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.
Other head-to-heads among personal loan lenders
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