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 | L&C Mortgages | 67% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 2 | Halifax | 58% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 3 | Nationwide | 58% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 4 | HSBC | 58% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 5 | NatWest | 58% | ✓Recommended | ✓Recommended | ✓Recommended | ✓Recommended |
| 6 | Barclays | 50% | ✓Recommended | ✓Recommended | ✓Recommended | —Not mentioned |
| 7 | Santander | 50% | ✓Recommended | ✓Recommended | ✓Recommended | ·Mentioned |
| 8 | Lloyds Bank | 17% | ·Mentioned | —Not mentioned | ✓Recommended | —Not mentioned |
✓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
L&C MortgagesHalifaxNationwideHSBCNatWestBarclaysSantander
Mentioned
Lloyds Bank
Claude
Recommended
L&C MortgagesHalifaxNationwideHSBCNatWestBarclaysSantander
ChatGPT
Recommended
L&C MortgagesHalifaxNationwideHSBCNatWestBarclaysSantanderLloyds Bank
Perplexity
Recommended
L&C MortgagesHalifaxNationwideHSBCNatWest
Mentioned
Santander
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All months
September 2026