Brandwave

First Direct vs Santander:Which is more popular?

In September 2026, Santander had more branded searches than First Direct among banks in the United Kingdom. Santander had about 2.1 million branded searches, while First Direct had 150,000. Santander made up 20.9% 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 Santander in one. First Direct was mentioned before Santander in every answer.

Among banks in the United Kingdom in September 2026

Who do people search for more?

Santander, about 14 searches for every 1 for First Direct

Santander 2.1M searchesFirst Direct 150K searches

Who does AI mention more?

First Direct, mentioned in 4 of 5 answers, Santander in 1

First Direct in 4 of 5Santander in 1 of 5

Who does AI recommend more?

First Direct, named ahead of Santander in every answer

First Direct first in 4Santander never first

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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. Santander was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. First Direct was listed before Santander 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 Santander more popular in search?

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

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

3 findings
  • Santander 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, Santander’s share of searches among banks in the United Kingdom moved from 18.4% to 20.9%, and its estimated monthly branded searches held steady at 2.1M.

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

2 changes

  1. In September 2026, Santander lost share of searches among banks in the United Kingdom, from 21.9% to 20.9%.

  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?

4 search terms

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

Santander

2 branded search terms

  • santander
  • santander uk

How the Brand Demand Index is measured

Other head-to-heads among banks

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