Brandwave

Leeds Building Society vs Principality Building Society:Which is more popular?

In September 2026, Leeds Building Society had more branded searches than Principality Building Society among building societies in the United Kingdom. Leeds Building Society had about 110,000 branded searches, while Principality Building Society had 27,100. Leeds Building Society made up 9% of all building society searches we track, and Principality Building Society accounted for 2.2%. When we asked ChatGPT and Google AI Overviews about building societies, Leeds Building Society appeared in two of the five answers and Principality Building Society in none.

Among building societies in the United Kingdom in September 2026

Who do people search for more?

Leeds Building Society, about 4 searches for every 1 for Principality Building Society

Leeds Building Society 110K searchesPrincipality Building Society 27.1K searches

Who does AI mention more?

Leeds Building Society, mentioned in 2 of 5 answers, Principality Building Society in 0

Leeds Building Society in 2 of 5Principality Building Society in 0 of 5

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Top building societies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Leeds Building Society was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Principality Building Society did not appear in any of the five answers.

Mentioned by AI

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

See every answer about building societies

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 26, 2026.

Is Leeds Building Society or Principality Building Society more popular in search?

This chart shows how often people search Google for Leeds Building Society and Principality Building Society by name. Each line represents a brand's share of searches for all nine building society brands we track, month by month, from searches in United Kingdom.

Leeds Building Society and Principality Building Society among building societies in the United Kingdom, by month

Share of searches by month for Leeds Building Society, Principality Building Society. The figures are in the table below the chart.

View monthly share of searches table
MonthNationwideCoventry Building SocietyYorkshire Building SocietySkipton Building SocietyLeeds Building SocietyWest Brom Building SocietyNewcastle Building SocietyPrincipality Building SocietyNottingham Building Society
Oct 202535%19.1%15.6%8.5%12.8%2.1%2.6%3.1%1.1%
Nov 202536.2%19.8%16.2%7.3%10.9%3.3%2.2%3.3%0.97%
Dec 202543.6%19.5%13.1%7.2%8.7%2.1%2.1%2.6%0.96%
Jan 202637%20.3%13.5%9.1%11.1%2.2%2.2%3.3%1.2%
Feb 202644.1%16.1%13.2%8.8%8.8%2.7%1.8%3.2%1.2%
Mar 202631.7%21.2%17.3%11.6%9.5%2.3%2.3%2.8%1.3%
Apr 202637%16.6%16.6%11.1%11.1%2.2%2.2%2.2%1%
May 202647.8%14.3%14.3%7.8%9.6%1.9%1.6%1.9%0.86%
Jun 202638.4%17.2%17.2%9.4%9.4%2.8%2.3%2.3%1%
Jul 202638.2%20.9%14%9.3%9.3%2.8%1.9%2.3%1.3%
Aug 202636.7%20%13.4%11%11%2.2%2.2%2.2%1.2%
Sep 202637%20.2%13.6%11.1%9%3.3%2.2%2.2%1.2%

How has the Leeds Building Society and Principality Building Society comparison changed over the last 12 months?

3 findings

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

3 changes

  1. In September 2026, West Brom Building Society overtook Newcastle Building Society and Principality Building Society to rank 6th among building societies in the United Kingdom, with 3.3% of the searches.

  2. In September 2026, Leeds Building Society lost share of searches among building societies in the United Kingdom, from 11% to 9%.

  3. Estimated monthly branded searches for Principality Building Society in the United Kingdom fell 33.1% over 12 measured months, from 40.5K to 27.1K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Leeds Building Society’s and Principality Building Society’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.

Leeds Building Society

1 branded search term

  • leeds building society

Principality Building Society

1 branded search term

  • principality building society

How the Brand Demand Index is measured

Other head-to-heads among building societies

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