AI Search Content Visibility Report | Banks & Investment Banks
Analysis of citations across major AI engines examining which UK banks, investment banks, and financial domains are cited most when answering queries about UK banking and financial services.
Top Cited Domains
Citation share across this industry is notably distributed no single domain holds more than 3% of references, reflecting how AI engines draw from a wide range of institutional, commercial, and editorial sources. British Business Bank leads overall volume with the highest P1 rate among institutional sources at 14%. NatWest Group operates two high-performing properties in the top 10 (natwest.com and natwestgroup.com), giving it outsized raw domain coverage. Wikipedia appears at position 8 with a high P1 rate of 21%, suggesting it anchors definitional and brand-specific queries.
| Domain | Citation share | P1 rate |
|---|---|---|
| british-business-bank.co.uk | 2.8% | 14% |
| wise.com | 2.4% | 12% |
| natwest.com | 2.3% | 4% |
| business.hsbc.uk | 1.9% | 5% |
| barclayscorporate.com | 1.6% | 13% |
| youtube.com | 1.5% | — |
| investec.com | 1.5% | 10% |
| en.wikipedia.org | 1.4% | 21% |
| natwestgroup.com | 1.4% | 18% |
| mergersandinquisitions.com | 1.1% | 9% |
Content Formats Cited
Editorial and blog content dominates at 79.6%, on par with other industries in this report series. The more notable finding here is the elevated share for Listicle and Comparison content at 11.5% nearly double the rate seen in the UK VC report suggesting that comparison-intent queries ("which bank is best for...") drive a significant portion of AI responses in the banking sector. Research and PDF content at 3.8% reflects the weight of institutional and regulatory sources such as Lloyd's Banking Group and government publications.
- Editorial / Blog79.6%
- Listicle / Comparison11.5%
- Research / PDF3.8%
- Social / Community2.5%
- Wikipedia1.4%
- News / Media1.2%
Brand Share of Voice
Barclays and HSBC lead share of voice in a close race at 40.5% and 37.9% respectively, appearing in more than a third of all tracked AI responses. UBS is a notable third at 34.6% its share is higher than its mention count alone suggests, indicating AI engines cite it across a broad range of response types. NatWest sits in fourth at 29.4%, while challenger banks Monzo and Starling Bank have carved out meaningful visibility at 17% and 14.4%, outranking established investment banks like Goldman Sachs and Morgan Stanley on overall presence.
Measured as the percentage of all AI responses in which a brand appeared at least once.
- Barclays40.5%
- HSBC37.9%
- UBS34.6%
- NatWest29.4%
- Monzo17.0%
- Starling Bank14.4%
- Goldman Sachs12.4%
- Morgan Stanley12.4%
- Revolut11.8%
- Lazard9.8%
Brand Visibility by Intent
NatWest dominates brand-specific queries at 46.9%, suggesting strong direct brand search volume that AI engines convert into citations. Barclays and HSBC lead transactional intent at 42.6% and 39.3% the two brands most associated with taking action or opening accounts. UBS owns problem-solving at 45.5%, positioning it as the AI-cited authority for structured finance questions. Monzo commands 36.2% of social proof queries, outpacing all traditional banks on reviews and ratings — a signal of its strong consumer engagement relative to share of voice.
| Intent | Barclays | HSBC | UBS | NatWest | Monzo |
|---|---|---|---|---|---|
| Awareness | 14.3% | 11.6% | — | 10% | 6.6% |
| Brand Query | 19.8% | 24.7% | 8.6% | 46.9% | — |
| Comparison | 13.2% | 16.8% | — | 9.9% | — |
| Problem Solving | — | 9.1% | 45.5% | 27.3% | — |
| Recommendation | 17% | 27.7% | — | 11.2% | 8.5% |
| Social Proof | 28.4% | 7.8% | — | 6% | 36.2% |
| Transactional | 42.6% | 39.3% | 16.4% | — | — |
| Use Case | 14.8% | 20.4% | 20.4% | 16.7% | — |
How Lantern collects this data
Lantern collects millions of prompt responses, citations, and click data from the actual user interfaces of major AI platforms. This gives us one of the largest and most authentic datasets on how AI search engines cite sources and surface brands.
Prompt monitoring
Data collected directly from ChatGPT, Gemini, Perplexity, Claude, and AI Overviews, the same results users see daily.
200m+ data points
Over 200 million analyzed citations, prompts, and responses one of the largest AI search datasets available.
Aggregated and public
Published freely for the GEO and AI search community. All reports are based on aggregated, non-identifiable trends.