TrustMark vs Which? Trusted Traders:Which is more popular?
In September 2026, TrustMark and Which? Trusted Traders were level in searches among tradesperson directories in the United Kingdom, with an estimated 5.4K branded searches each, at 3.5% of the total each. When we asked ChatGPT and Google AI Overviews about tradesperson directories, Which? Trusted Traders appeared in three of the four answers and TrustMark in two. Which? Trusted Traders was mentioned before TrustMark in two out of three answers that named either.
Who do people search for more?
TrustMark and Which? Trusted Traders are searched for about as often as each other.
Who does AI mention more?
Which? Trusted Traders, mentioned in 3 of 4 answers, TrustMark in 2
Who does AI recommend more?
Which? Trusted Traders, named ahead of TrustMark in 2 of 3 answers
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Top tradesperson directories in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Which? Trusted Traders was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. TrustMark was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Which? Trusted Traders was listed before TrustMark in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Checkatrade4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
MyBuilder3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Which? Trusted Traders3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
TrustATrader2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
TrustMark2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Rated People0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about tradesperson directories
4 answers
Asked ChatGPT
“What's the best website for finding a reliable tradesman in the UK?”
Asked ChatGPT
“Which UK site is best for finding a builder or plumber with good reviews?”
Asked ChatGPT
“How do I find a trusted tradesperson in the UK?”
Searched Google, AI Overview
“find a tradesman”
Searched Google, AI Overview
“builders near me”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Is TrustMark or Which? Trusted Traders more popular in search?
This chart shows how often people search Google for TrustMark and Which? Trusted Traders by name. Each line represents a brand's share of searches for all six tradesperson directory brands we track, month by month, from searches in United Kingdom.
Share of searches by month for TrustMark, Which? Trusted Traders. The figures are in the table below the chart.
View monthly share of searches table
| Month | Checkatrade | MyBuilder | Rated People | TrustATrader | TrustMark | Which? Trusted Traders |
|---|---|---|---|---|---|---|
| Oct 2025 | 71.1% | 9.5% | 6.4% | 5.2% | 4.3% | 3.5% |
| Nov 2025 | 73.3% | 9.8% | 5.4% | 4.4% | 3.6% | 3.6% |
| Dec 2025 | 73.9% | 9.9% | 4.4% | 4.4% | 3.6% | 3.6% |
| Jan 2026 | 70.4% | 11.6% | 5.2% | 5.2% | 3.4% | 4.2% |
| Feb 2026 | 71.4% | 11.7% | 5.2% | 5.2% | 2.9% | 3.5% |
| Mar 2026 | 71% | 11.7% | 5.2% | 5.2% | 3.5% | 3.5% |
| Apr 2026 | 72.8% | 12% | 4.4% | 4.4% | 2.9% | 3.6% |
| May 2026 | 73.7% | 12.1% | 4.4% | 4.4% | 2.4% | 2.9% |
| Jun 2026 | 73.3% | 12.1% | 4.4% | 4.4% | 2.9% | 2.9% |
| Jul 2026 | 70.9% | 11.7% | 5.2% | 5.2% | 3.5% | 3.5% |
| Aug 2026 | 76% | 10.2% | 3.7% | 4.6% | 2.5% | 3% |
| Sep 2026 | 70.9% | 11.7% | 5.2% | 5.2% | 3.5% | 3.5% |
How has the TrustMark and Which? Trusted Traders comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Which? Trusted Traders took it in January 2026.
- Across the 12 months ending September 2026, TrustMark’s share of searches among tradesperson directories in the United Kingdom moved from 4.3% to 3.5%, and its estimated monthly branded searches moved from 8.1K to 5.4K.
- Across the 12 months ending September 2026, Which? Trusted Traders’ share of searches among tradesperson directories in the United Kingdom held steady at 3.5%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
How did search popularity change for United Kingdom tradesperson directories in September 2026?
2 changes
In September 2026, TrustMark overtook Which? Trusted Traders to rank 5th among tradesperson directories in the United Kingdom, with 3.5% of the searches.
Estimated monthly branded searches for Which? Trusted Traders in the United Kingdom fell 18.2% over 12 measured months, from 6.6K to 5.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using TrustMark’s and Which? Trusted Traders’ 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.
TrustMark
1 branded search term
- trustmark
Which? Trusted Traders
1 branded search term
- which trusted traders
Other head-to-heads among tradesperson directories
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