--- title: "Admiral vs Nationwide: Which is searched more in the United Kingdom?" description: "Is Admiral or Nationwide more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Personal loan lenders set in the United Kingdom. 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/compare/admiral-insurance-vs-nationwide-building-society" publisher: "Brandwave" --- # Admiral vs Nationwide: Which is searched more in the United Kingdom? Is Admiral or Nationwide more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Personal loan lenders set in the United Kingdom. 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 - **Compared**: Admiral and Nationwide - **Competitive set**: Personal loan lenders - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Admiral Share of Search**: 5.4% - **Nationwide Share of Search**: 5.5% ## Is Admiral or Nationwide more popular in search? - 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. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | M&S Bank | 1st | 1 of 3 | 2 of 2 | 3 of 5 | | First Direct | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Nationwide | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Santander | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Tesco Bank | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | HSBC | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Sainsbury's Bank | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Lloyds Bank | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Zopa | 9th | 0 of 3 | 1 of 2 | 1 of 5 | | Novuna | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Admiral | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Barclays | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | NatWest | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Monzo | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Halifax | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about personal loan lenders - Asked ChatGPT "Where can I get the best personal loan in the UK?": 1. Nationwide, 2. Santander, 3. First Direct - Asked ChatGPT "Which UK lenders have the lowest rates on a £10,000 loan?": 1. M&S Bank, 2. First Direct, 3. Tesco Bank, 4. Sainsbury's Bank, 5. Santander - Asked ChatGPT "What's the best way to borrow money for a car or home improvements in the UK?": named none of the brands we track - Searched Google, AI Overview "personal loan": 1. M&S Bank, 2. First Direct, 3. HSBC, 4. Lloyds Bank - Searched Google, AI Overview "best personal loans": 1. M&S Bank, 2. Nationwide, 3. Tesco Bank, 4. Santander, 5. Zopa Not named in any answer: Novuna, Admiral, Barclays, NatWest, Monzo and Halifax. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How did search popularity change for United Kingdom personal loan lenders in September 2026? - 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. ## Month by month | Month | Admiral estimated searches | Admiral Share of Search | Admiral rank | Nationwide estimated searches | Nationwide Share of Search | Nationwide rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 15.5K | 4.8% | 7 | 18.4K | 5.7% | 4 | | Nov 2025 | 15.4K | 5.4% | 4 | 15K | 5.2% | 5 | | Dec 2025 | 15.4K | 5.8% | 4 | 12.8K | 4.8% | 5 | | Jan 2026 | 22.9K | 6.1% | 4 | 22.5K | 6% | 5 | | Feb 2026 | 18.8K | 5.6% | 4 | 18.4K | 5.5% | 5 | | Mar 2026 | 18.8K | 5.4% | 4 | 18.4K | 5.3% | 5 | | Apr 2026 | 18.8K | 5.5% | 4 | 18.4K | 5.4% | 5 | | May 2026 | 18.8K | 5.7% | 4 | 18.4K | 5.6% | 5 | | Jun 2026 | 18.8K | 6.1% | 4 | 15K | 4.9% | 6 | | Jul 2026 | 18.8K | 5.8% | 4 | 17.7K | 5.4% | 5 | | Aug 2026 | 18.8K | 5.3% | 4 | 18.4K | 5.2% | 6 | | Sep 2026 | 18.8K | 5.4% | 5 | 19.2K | 5.5% | 4 | ## How each brand is measured 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**: Measured on the search terms “admiral loan” and “admiral personal loan”, summed into one figure. - **Nationwide**: Measured on the search terms “nationwide loan” and “nationwide personal loan”, summed into one figure. - [Admiral profile](/demand/uk/brands/admiral-insurance) - [Nationwide profile](/demand/uk/brands/nationwide-building-society) - [All personal loan lenders in the United Kingdom](/demand/uk/categories/uk-personal-loan-lenders): The set both shares are measured inside, 15 brands. ## 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 ### Is Admiral or Nationwide more popular in search? 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. ## Cite this page Brandwave. "Admiral vs Nationwide: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/admiral-insurance-vs-nationwide-building-society This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/admiral-insurance-vs-nationwide-building-society. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.