First Direct vs Tesco Bank:Which is more popular?
In September 2026, Tesco Bank had more branded searches than First Direct among personal loan lenders in the United Kingdom. Tesco Bank had about 111,000 branded searches, while First Direct had 5,200. Tesco Bank made up 31.9% of all personal loan lender searches we track, and First Direct accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about personal loan lenders, First Direct appeared in three of the five answers and Tesco Bank in two. First Direct was mentioned before Tesco Bank in three out of four answers.
Who do people search for more?
Tesco Bank, about 21 searches for every 1 for First Direct
Who does AI mention more?
First Direct, mentioned in 3 of 5 answers, Tesco Bank in 2
Who does AI recommend more?
First Direct, named ahead of Tesco Bank in 3 of 4 answers
Follow First Direct vs Tesco Bank 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
Top personal loan lenders in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, First Direct was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Tesco Bank was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. First Direct was listed before Tesco Bank in three out of four 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
Novuna–- +5 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
- Novuna0 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 First Direct or Tesco Bank more popular in search?
This chart shows how often people search Google for First Direct and Tesco Bank 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 Tesco Bank, First Direct. 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% |
First Direct sells other things too, so only its searches that name this product count here, like “first direct loan”.
How has the First Direct and Tesco Bank comparison changed over the last 12 months?
3 findings
- Tesco Bank 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 personal loan lenders in the United Kingdom moved from 1.1% to 1.5%, and its estimated monthly branded searches moved from 3.6K to 5.2K.
- Across the 12 months ending September 2026, Tesco Bank’s share of searches among personal loan lenders in the United Kingdom moved from 34.4% to 31.9%, and its estimated monthly branded searches moved from 112K to 111K.
How did search popularity change for United Kingdom personal loan lenders in September 2026?
2 changes
In September 2026, Tesco Bank gained share of searches among personal loan lenders in the United Kingdom, from 31.3% to 31.9%.
In September 2026, First Direct rose from 15th to 14th among personal loan lenders in the United Kingdom.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using First Direct’s and Tesco Bank’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 loan
- first direct personal loan
Tesco Bank
3 branded search terms
- tesco bank loan
- tesco loan
- tesco personal loan
Other head-to-heads among personal loan lenders
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.