What moved (Oct '25 – Sep '26)
| Metric | Oct 2025 → Sep 2026 | Change |
|---|---|---|
| Awareness | 80% → 84% | +4pp |
| Consideration | 43% → 48% | +5pp |
| Investigation | 30% → 35% | +5pp |
| Claimed Usage | 32% → 35% | +3pp |
| Preference | 19% → 22% | +3pp |
What's behind the growth
Nationwide has also been investing in its brand through advertising and its branch network. Its ad agency, Mother, has kept the Dominic West "A.N.Y. Bank" ad series going. There were new films in September 2025, October 2025 and May 2026. The May film promoted Fairer Share, a £100 payment to eligible members. In June 2026 Nationwide paid Fairer Share to more than four million eligible members in a single day.
It is also backing the high street. In May 2026 it said it is on track to become the UK's largest branch network, with 696 branches, across Nationwide and Virgin Money. It has also promised to keep every branch open until at least 2030. In August 2026 it opened entries for Let's Celebrate Towns with Visa, a competition where each winning town receives £20,000 towards community projects or new initiatives that give small businesses a boost. The launch comes amid a renewed national focus on local pride.
The brand has also won awards. In May 2025 Which? named it Banking Brand of the Year. Richard Warren, Director of Brands and Marketing, called it "a huge honour and a testament to how we put our members first every day". In early October 2026, its work with Mother and Wavemaker London won Gold (Single Market) and The Channon Prize for Best New Learning at the IPA Effectiveness Awards 2026.
