Brandwave

First Direct vs Monzo:Which is more popular?

In September 2026, Monzo had more branded searches than First Direct among banks in the United Kingdom. Monzo had about 246,000 branded searches, while First Direct had 150,000. Monzo made up 2.5% of all bank searches we track, and First Direct accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about banks, First Direct appeared in four of the five answers and Monzo in three. First Direct and Monzo were each mentioned first in two of the four answers.

Among banks in the United Kingdom in September 2026

Who do people search for more?

Monzo, about 64% more searches than First Direct

Monzo 246K searchesFirst Direct 150K searches

Who does AI mention more?

First Direct, mentioned in 4 of 5 answers, Monzo in 3

First Direct in 4 of 5Monzo in 3 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

First Direct first in 2Monzo first in 2

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Top banks in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, First Direct was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Monzo was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. First Direct and Monzo were each listed first in two of the four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Barclays1st
  2. First Direct2nd
  3. Starling Bank3rd
  4. Monzo4th
  5. HSBC5th
  6. Chase UK6th
  7. Nationwide7th
  8. Lloyds Bank8th
  9. Santander9th
  10. NatWest10th
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Barclays4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HSBC4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • First Direct4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Monzo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Starling Bank3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nationwide2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Chase UK2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lloyds Bank1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Santander1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • NatWest1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about banks

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 22, 2026.

Is First Direct or Monzo more popular in search?

This chart shows how often people search Google for First Direct and Monzo by name. Each line represents a brand's share of searches for all 12 banks we track, month by month, from searches in United Kingdom.

First Direct and Monzo among banks in the United Kingdom, by month

Share of searches by month for Monzo, First Direct. The figures are in the table below the chart.

View monthly share of searches table
MonthLloyds BankSantanderBarclaysNatWestHSBCNationwideHalifaxMonzoFirst DirectTSBStarling BankChase UK
Oct 202533.1%18.4%12.8%13.3%9.5%4%3.9%1.8%1.6%0.97%0.65%0.18%
Nov 202533.6%19.6%13.7%11.5%8.5%4.2%3.6%1.9%1.7%0.85%0.7%0.15%
Dec 202530.5%21.2%12.7%12.2%8.8%5.5%3.8%1.6%1.8%1.1%0.6%0.15%
Jan 202631.4%23%12.8%10.8%7.8%4.8%3.4%2.2%1.9%0.97%0.8%0.22%
Feb 202631.1%22.7%12.7%10.7%7.7%5.9%3.3%2.1%1.9%0.96%0.79%0.22%
Mar 202631%21.1%13.9%11.7%8.5%4.3%3.9%1.9%1.7%1.1%0.71%0.19%
Apr 202630.6%21.5%12%11.5%8.2%6.4%3.9%1.9%1.7%1.3%0.85%0.18%
May 202630.7%22%11.9%10%7.2%8.2%3.8%2%1.8%1.4%0.74%0.19%
Jun 202631.3%21.8%13%12.5%7.4%4.6%3.6%2.1%1.8%0.93%0.76%0.16%
Jul 202632%22.3%13.3%10.4%7.5%4.7%4%2.1%1.9%0.95%0.77%0.2%
Aug 202632.4%21.9%13.5%10.6%7.5%4.8%3.1%2.6%1.6%1.2%0.78%0.16%
Sep 202635.9%20.9%12.8%10.1%7.3%4.5%2.6%2.5%1.5%0.91%0.75%0.14%

How has the First Direct and Monzo comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: First Direct took it in December 2025, Monzo took it in January 2026.
  • Across the 12 months ending September 2026, First Direct’s share of searches among banks in the United Kingdom moved from 1.6% to 1.5%, and its estimated monthly branded searches moved from 180K to 150K.
  • Across the 12 months ending September 2026, Monzo’s share of searches among banks in the United Kingdom moved from 1.8% to 2.5%, and its estimated monthly branded searches moved from 201K to 246K.

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

2 changes

  1. Estimated monthly branded searches for Monzo in the United Kingdom rose 22.4% over 12 measured months, from 201K to 246K in September 2026.

  2. Estimated monthly branded searches for First Direct in the United Kingdom fell 16.7% over 12 measured months, from 180K to 150K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using First Direct’s and Monzo’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.

First Direct

2 branded search terms

  • first direct
  • first direct bank

Monzo

1 branded search term

  • monzo

How the Brand Demand Index is measured

Other head-to-heads among banks

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