AI Share of Voice Rankings
Averaged across all 3 queries. Sentiment reflects the most positive framing seen per provider across queries.
| # | Brand | Avg AI SoV | Gemini | Claude | ChatGPT | Perplexity |
|---|---|---|---|---|---|---|
| 1 | Nationwide | 67% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 2 | HSBC | 67% | ·Mentioned | ✓Recommended | ✓Recommended | ·Mentioned |
| 3 | Barclays | 58% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 4 | Halifax | 50% | ·Mentioned | ✓Recommended | ✓Recommended | ✓Recommended |
| 5 | NatWest | 50% | ·Mentioned | ✓Recommended | —Not mentioned | ✓Recommended |
| 6 | Lloyds Bank | 50% | ·Mentioned | ✓Recommended | ✓Recommended | ·Mentioned |
| 7 | L&C Mortgages | 50% | ✓Recommended | ✓Recommended | ·Mentioned | ✓Recommended |
| 8 | Santander | 42% | ·Mentioned | ✓Recommended | ✓Recommended | ✓Recommended |
✓Recommended·Mentioned⚠With caveats—Not mentioned
Queries asked to each AI model
We sent these exact questions to Gemini, Claude, ChatGPT, Perplexity — no brand context included, so responses are unbiased.
- 1“What are the best mortgage lenders in the UK?”
- 2“Which mortgage broker should I use in the UK?”
- 3“Where can I get the best mortgage deal in the UK?”
Per-provider breakdown
How each AI model ranked brands individually.
Gemini
Recommended
NationwideBarclaysL&C Mortgages
Mentioned
HSBCHalifaxNatWestLloyds BankSantander
Claude
Recommended
NationwideHSBCBarclaysHalifaxNatWestLloyds BankL&C MortgagesSantander
ChatGPT
Recommended
NationwideHSBCBarclaysHalifaxLloyds BankSantander
Mentioned
L&C Mortgages
Perplexity
Recommended
NationwideBarclaysHalifaxNatWestL&C MortgagesSantander
Mentioned
HSBCLloyds Bank
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All months
August 2026