Brandwave

First Direct vs Nationwide:Which is more popular?

In September 2026, Nationwide had more branded searches than First Direct among banks in the United Kingdom. Nationwide had about 450,000 branded searches, while First Direct had 150,000. Nationwide made up 4.5% 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 Nationwide in two. First Direct was mentioned before Nationwide in every answer.

Among banks in the United Kingdom in September 2026

Who do people search for more?

Nationwide, about 3 searches for every 1 for First Direct

Nationwide 450K searchesFirst Direct 150K searches

Who does AI mention more?

First Direct, mentioned in 4 of 5 answers, Nationwide in 2

First Direct in 4 of 5Nationwide in 2 of 5

Who does AI recommend more?

First Direct, named ahead of Nationwide in every answer

First Direct first in 4Nationwide never first

Follow First Direct vs Nationwide and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

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. Nationwide was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. First Direct was listed before Nationwide in every answer.

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 Nationwide more popular in search?

This chart shows how often people search Google for First Direct and Nationwide 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 Nationwide among banks in the United Kingdom, by month

Share of searches by month for Nationwide, 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 Nationwide comparison changed over the last 12 months?

3 findings
  • Nationwide was ahead of First Direct in every measured month of the 12 months ending September 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, Nationwide’s share of searches among banks in the United Kingdom moved from 4% to 4.5%, and its estimated monthly branded searches held steady at 450K.

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

1 change

  1. 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 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.

First Direct

2 branded search terms

  • first direct
  • first direct bank

Nationwide

1 branded search term

  • nationwide building society

How the Brand Demand Index is measured

Other head-to-heads among banks

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free