Brandwave

NatWest vs Starling Bank:Which is more popular?

In September 2026, NatWest had more branded searches than Starling Bank among banks in the United Kingdom. NatWest had about 1 million branded searches, while Starling Bank had 74,000. NatWest made up 10.1% 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 NatWest in one. Starling Bank was mentioned before NatWest in three out of four answers.

Among banks in the United Kingdom in September 2026

Who do people search for more?

NatWest, about 14 searches for every 1 for Starling Bank

NatWest 1M searchesStarling Bank 74K searches

Who does AI mention more?

Starling Bank, mentioned in 3 of 5 answers, NatWest in 1

Starling Bank in 3 of 5NatWest in 1 of 5

Who does AI recommend more?

Starling Bank, named ahead of NatWest in 3 of 4 answers

Starling Bank first in 3NatWest first in 1

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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. NatWest was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Starling Bank was listed before NatWest in three out of 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 NatWest or Starling Bank more popular in search?

This chart shows how often people search Google for NatWest 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.

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

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

3 findings
  • NatWest was ahead of Starling Bank in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, NatWest’s share of searches among banks in the United Kingdom moved from 13.3% to 10.1%, and its estimated monthly branded searches moved from 1.5M to 1M.
  • 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?

1 change

  1. Estimated monthly branded searches for NatWest in the United Kingdom fell 33.3% over 12 measured months, from 1.5M to 1M in September 2026.

How are branded searches counted?

3 search terms

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

NatWest

1 branded search term

  • natwest

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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