Brandwave

Nationwide vs Starling Bank:Which is more popular?

In September 2026, Nationwide had more branded searches than Starling Bank among banks in the United Kingdom. Nationwide had about 450,000 branded searches, while Starling Bank had 74,000. Nationwide made up 4.5% of all bank searches we track, and Starling Bank accounted for 0.75%. When we asked ChatGPT and Google AI Overviews about banks, Starling Bank appeared in three of the five answers and Nationwide in two. Starling Bank was mentioned before Nationwide in every answer that named either.

Among banks in the United Kingdom in September 2026

Who do people search for more?

Nationwide, about 6 searches for every 1 for Starling Bank

Nationwide 450K searchesStarling Bank 74K searches

Who does AI mention more?

Starling Bank, mentioned in 3 of 5 answers, Nationwide in 2

Starling Bank in 3 of 5Nationwide in 2 of 5

Who does AI recommend more?

Starling Bank, named ahead of Nationwide in 3 of 3 answers

Starling Bank first in 3Nationwide never first

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Top banks in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Starling Bank was mentioned in three out of five: in two of the 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. Starling Bank was listed before Nationwide in every answer that named either.

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 Nationwide or Starling Bank more popular in search?

This chart shows how often people search Google for Nationwide and Starling Bank 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.

Nationwide and Starling Bank among banks in the United Kingdom, by month

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

3 findings
  • Nationwide was ahead of Starling Bank in every measured month of the 12 months ending September 2026.
  • 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.
  • Across the 12 months ending September 2026, Starling Bank’s share of searches among banks in the United Kingdom moved from 0.65% to 0.75%, and its estimated monthly branded searches held steady at 74K.

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

0 changes

Neither Nationwide nor Starling Bank moved beyond provider rounding among banks in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Nationwide’s and Starling 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.

Nationwide

1 branded search term

  • nationwide building society

Starling Bank

2 branded search terms

  • bank starling
  • starling bank

How the Brand Demand Index is measured

Other head-to-heads among banks

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