Brandwave

HSBC vs Nationwide:Which is more popular?

In September 2026, HSBC had more branded searches than Nationwide among banks in the United Kingdom. HSBC had about 723,000 branded searches, while Nationwide had 450,000. HSBC made up 7.3% of all bank searches we track, and Nationwide accounted for 4.5%. When we asked ChatGPT and Google AI Overviews about banks, HSBC appeared in four of the five answers and Nationwide in two. HSBC and Nationwide 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?

HSBC, about 61% more searches than Nationwide

HSBC 723K searchesNationwide 450K searches

Who does AI mention more?

HSBC, mentioned in 4 of 5 answers, Nationwide in 2

HSBC in 4 of 5Nationwide in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

HSBC first in 2Nationwide first in 2

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Top banks in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HSBC 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. HSBC and Nationwide 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 HSBC or Nationwide more popular in search?

This chart shows how often people search Google for HSBC 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.

HSBC and Nationwide among banks in the United Kingdom, by month

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

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Nationwide took it in May 2026, HSBC took it in June 2026.
  • Across the 12 months ending September 2026, HSBC’s share of searches among banks in the United Kingdom moved from 9.5% to 7.3%, and its estimated monthly branded searches moved from 1.1M to 723K.
  • 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 HSBC in the United Kingdom fell 32.7% over 12 measured months, from 1.1M to 723K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using HSBC’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.

HSBC

2 branded search terms

  • hsbc
  • hsbc uk

Nationwide

1 branded search term

  • nationwide building society

How the Brand Demand Index is measured

Other head-to-heads among banks

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