Admiral vs Nationwide:Which is more popular?
In September 2026, Admiral and Nationwide were level in searches among personal loan lenders in the United Kingdom, with an estimated 18.8K versus 19.2K branded searches, at 5.4% and 5.5% of the total. When we asked ChatGPT and Google AI Overviews about personal loan lenders, Nationwide appeared in two of the five answers and Admiral in none.
Who do people search for more?
Nationwide and Admiral are searched for about as often as each other.
Who does AI mention more?
Nationwide, mentioned in 2 of 5 answers, Admiral in 0
Who does AI recommend more?
Nationwide, the only one of the two named
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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. 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 Nationwide more popular in search?
This chart shows how often people search Google for Admiral and Nationwide 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 Nationwide, Admiral. 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% |
How has the Admiral and Nationwide comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Admiral took it in November 2025, Nationwide took it in 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, Nationwide’s share of searches among personal loan lenders in the United Kingdom moved from 5.7% to 5.5%, and its estimated monthly branded searches moved from 18.4K to 19.2K.
How did search popularity change for United Kingdom personal loan lenders in September 2026?
2 changes
In September 2026, Nationwide rose from 6th to 4th among personal loan lenders in the United Kingdom.
In September 2026, Admiral fell from 4th to 5th 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 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.
Admiral
2 branded search terms
- admiral loan
- admiral personal loan
Nationwide
2 branded search terms
- nationwide loan
- nationwide personal loan
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