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Finance · refreshed weekly

How AI wants digital current accounts

Digital Current Accounts is decided on attraction: Monzo indexes 123 there against Post Office at 72, a 51-point spread. Monzo holds the strongest overall profile at 115 — complete desire. Across these 39 brands, attachment tracks being named most closely (rank correlation 0.56).

39 brands · 60 AI answers · 584 dimension scores · measured, never estimated

Attraction Standing out in the answer: named first, described as superior, magnetic and influential.
Affinity Belonging in the answer: tied to identity, values and legitimacy, not just specifications.
Attachment Staying in the answer: recommended again, dependable, easy, part of the routine.
AttractionAffinityAttachment Each whorl lights one ring per index threshold cleared (90 / 96 / 102 / 108 / 115)
Finance

Digital Current Accounts

#Brand AttractionAffinityAttachment Desire shapeNamed in
1 Monzo: Attraction 123, Affinity 108, Attachment 113Monzo 123 108 113 Complete desire 45%
2 Chase: Attraction 112, Affinity 110, Attachment 110Chase 112 110 110 Complete desire 25%
3 Starling Bank: Attraction 113, Affinity 104, Attachment 113Starling Bank 113 104 113 Complete desire 33%
4 First Direct: Attraction 106, Affinity 108, Attachment 114First Direct 106 108 114 Complete desire 5%
5 Wise: Attraction 110, Affinity 102, Attachment 112Wise 110 102 112 Performance brand 10%
6 Chip: Attraction 117, Affinity 94, Attachment 106Chip 117 94 106 Performance brand 7%
7 Plum: Attraction 114, Affinity 94, Attachment 106Plum 114 94 106 Performance brand 8%
8 Emma: Attraction 114, Affinity 95, Attachment 104Emma 114 95 104 Performance brand 3%
9 Moneybox: Attraction 110, Affinity 98, Attachment 106Moneybox 110 98 106 Performance brand 3%
10 YNAB: Attraction 112, Affinity 107, Attachment 99YNAB 112 107 99 Magnetic but unbought 5%
11 Revolut: Attraction 114, Affinity 91, Attachment 104Revolut 114 91 104 Performance brand 23%
12 Currensea: Attraction 110, Affinity 91, Attachment 104Currensea 110 91 104 Performance brand 0%
13 Mettle: Attraction 108, Affinity 98, Attachment 101Mettle 108 98 101 Magnetic but unbought 2%
14 Atom Bank: Attraction 108, Affinity 94, Attachment 101Atom Bank 108 94 101 Magnetic but unbought 0%
15 Kroo: Attraction 108, Affinity 94, Attachment 98Kroo 108 94 98 Magnetic but unbought 0%
16 N26: Attraction 106, Affinity 95, Attachment 101N26 106 95 101 Magnetic but unbought 2%
17 Snoop: Attraction 101, Affinity 101, Attachment 102Snoop 101 101 102 Category default 3%
18 Triodos Bank: Attraction 99, Affinity 120, Attachment 90Triodos Bank 99 120 90 Quietly trusted 0%
19 Virgin Money: Attraction 103, Affinity 105, Attachment 98Virgin Money 103 105 98 Quietly trusted 2%
20 Co-op Bank: Attraction 90, Affinity 120, Attachment 98Co-op Bank 90 120 98 Quietly trusted 0%
21 HSBC: Attraction 94, Affinity 110, Attachment 102HSBC 94 110 102 Quietly trusted 13%
22 Nationwide: Attraction 92, Affinity 110, Attachment 101Nationwide 92 110 101 Quietly trusted 10%
23 ANNA Money: Attraction 110, Affinity 84, Attachment 95ANNA Money 110 84 95 Magnetic but unbought 0%
24 Zing: Attraction 106, Affinity 84, Attachment 101Zing 106 84 101 Magnetic but unbought 0%
25 Barclays: Attraction 90, Affinity 105, Attachment 99Barclays 90 105 99 Quietly trusted 12%
26 Marcus: Attraction 94, Affinity 98, Attachment 101Marcus 94 98 101 Habit, not love 2%
27 Santander: Attraction 90, Affinity 104, Attachment 101Santander 90 104 101 Quietly trusted 17%
28 Halifax: Attraction 90, Affinity 102, Attachment 97Halifax 90 102 97 Quietly trusted 0%
29 Lloyds Bank: Attraction 90, Affinity 105, Attachment 97Lloyds Bank 90 105 97 Quietly trusted 18%
30 Monese: Attraction 101, Affinity 91, Attachment 95Monese 101 91 95 Magnetic but unbought 0%
31 NatWest: Attraction 90, Affinity 105, Attachment 97NatWest 90 105 97 Quietly trusted 20%
32 Royal Bank of Scotland: Attraction 90, Affinity 105, Attachment 95Royal Bank of Scotland 90 105 95 Loved, not chosen 7%
33 Smile: Attraction 90, Affinity 113, Attachment 93Smile 90 113 93 Loved, not chosen 0%
34 Bank of Scotland: Attraction 83, Affinity 105, Attachment 93Bank of Scotland 83 105 93 Loved, not chosen 0%
35 Ulster Bank: Attraction 83, Affinity 105, Attachment 93Ulster Bank 83 105 93 Loved, not chosen 2%
36 TSB: Attraction 83, Affinity 98, Attachment 93TSB 83 98 93 Loved, not chosen 5%
37 Pockit: Attraction 87, Affinity 84, Attachment 87Pockit 87 84 87 Fading 0%
38 Post Office: Attraction 72, Affinity 94, Attachment 91Post Office 72 94 91 Fading 2%
39 Yolt: Attraction 90, Affinity 69, Attachment 89Yolt 90 69 89 Fading 0%

Indexed against the digital current accounts average of 39 brands (100 = the category), measured across 60 AI answers in the latest weekly run.

Driver by driver

Where the category actually separates. A wide spread means assistants describe these brands very differently on that driver; a narrow one means it is table stakes.

Attraction

51-point spread · tracks being named 0.29
Monzo123
Post Office72

The widest field of the three: this is where the category separates.

Affinity

51-point spread · tracks being named 0.35
Triodos Bank120
Yolt69

Real separation, but not the category’s defining contest.

Attachment

27-point spread · tracks being named 0.56
First Direct114
Pockit87

The tightest of the three: most brands land close together here.

The shapes AI leaves these brands in

Three indices make a profile, and profiles fall into recognisable shapes. A brand that is magnetic but unbought has a different problem from a habit nobody loves — and a different thing to build next.

Monzo: Attraction 123, Affinity 108, Attachment 113
Complete desire
Wanted, belonged-to and repurchased — the rare full spiral.
Monzo · Chase · Starling Bank · First Direct
Nothing obviously missing.
YNAB: Attraction 112, Affinity 107, Attachment 99
Magnetic but unbought
AI admires it and forgets to recommend buying it again.
YNAB · Mettle · Atom Bank · Kroo · N26 · ANNA Money · Zing · Monese
Build next: attachment
Marcus: Attraction 94, Affinity 98, Attachment 101
Habit, not love
Recommended for reliability and ease; nobody calls it exciting.
Marcus
Build next: attraction
Triodos Bank: Attraction 99, Affinity 120, Attachment 90
Quietly trusted
Legitimacy carries it; it is rarely named first.
Triodos Bank · Virgin Money · Co-op Bank · HSBC · Nationwide · Barclays · Santander · Halifax · Lloyds Bank · NatWest
Build next: attraction
Royal Bank of Scotland: Attraction 90, Affinity 105, Attachment 95
Loved, not chosen
Identity and values without superiority or habit.
Royal Bank of Scotland · Smile · Bank of Scotland · Ulster Bank · TSB
Build next: attachment
Snoop: Attraction 101, Affinity 101, Attachment 102
Category default
Parity on all three: the safe answer, never the interesting one.
Snoop
Build next: attraction
Wise: Attraction 110, Affinity 102, Attachment 112
Performance brand
Superior and dependable, but it belongs to nobody.
Wise · Chip · Plum · Emma · Moneybox · Revolut · Currensea
Build next: affinity
Pockit: Attraction 87, Affinity 84, Attachment 87
Fading
Below the benchmark everywhere; the answer has moved on.
Pockit · Post Office · Yolt
Build next: attraction

What assistants actually talk about

The sixteen dimensions underneath the drivers, scored 0–10 on how the answers describe each brand. Spread is the distance between the strongest and weakest brand: the widest are where a brand can still separate itself, the narrowest are the price of entry.

Where brands separate

DimensionDriverCategory avgStrongestSpread
Heritage & Authority Affinity 6.1 HSBC 9.3 7.3
Boldness & Creativity Attraction 7.0 Chip 9.0 5.0
Sustainability & Ethics Affinity 6.6 Co-op Bank 10.0 5.0
Leadership & Momentum Attraction 7.0 Monzo 9.3 4.3
Lifestyle Fit & Identity Affinity 7.0 Monzo 9.3 4.3

Where everyone reads alike

DimensionDriverCategory avgStrongestSpread
Delivery & Fulfilment Attachment 7.7 Monzo 8.0 1.0
Value & Pricing Attachment 7.2 Chase 8.7 2.7
Trust & Credibility Affinity 7.8 First Direct 9.0 3.0
Reliability & Consistency Attachment 7.7 First Direct 9.0 3.0
Quality & Performance Attraction 7.5 First Direct 9.0 3.0

Does desire track being recommended?

Rank correlation between a brand's driver index and the share of answers naming it, across the 39 indexed brands in this category. A relationship inside one run's answers — descriptive, never causal, and easily moved by a single brand at this sample size.

Attraction0.29
Affinity0.35
Attachment0.56

Method & limitations

Every week, each category runs a fixed set of unbranded consumer prompts against ChatGPT, Claude and Gemini. A separate model reads the answers and scores every brand named in them across 16 perception dimensions, 0–10. Those dimensions are grouped into the three Drivers of Desire from the Havas Science of Desire framework, and each brand's driver score is indexed against the average of every scored brand in its category — 100 is the category, 115 is fifteen per cent above it.

This measures how AI assistants describe brands in their answers. It is not a survey of people, and it is not an endorsement: the scores are a reading of machine-generated text at the time of the run, and relationships between drivers and how often a brand is named are correlational. A brand needs at least six scored dimensions in a run to be indexed, and a category needs at least four such brands to get a board. See the full methodology.

Other categories

← The whole indexBed-in-a-Box MattressesBroadbandBudget HotelsBudgeting & Bookkeeping AppsBusiness BankingCar InsuranceChocolateCloud Storage & Web HostingConveyancing, Wills & ProbateCredit CardsDermatological SkincareElectric CarsEnergy SuppliersFashion & ClothingFitted KitchensFood DeliveryFuel & EV ChargingHealth InsuranceHome InsuranceHousehold Cleaning ProductsInvestment PlatformsLaptopsLife InsuranceLong-Haul AirlinesMobile NetworksMortgagesOnline LearningPain ReliefPrivate HealthcareProductivity AppsProperty Portals & AgentsRunning ShoesSecurity Software & VPNsSmartphonesSolar & Heat PumpsStreaming ServicesSupermarketsVideo Games

Where next

This edition measures what AI wants from these brands. These answer what comes next — which brands AI names, which websites feed those answers, and how any of it is counted.

Live leaderboards The Category Index The board behind the story — every category ranked: brand visibility, citation share and how often a read page actually gets cited. Refreshed weekly Data story The Category Report How AI shops for Britain: the brands ChatGPT, Claude and Gemini actually recommend across 20 consumer categories, told as an animated story. Refreshed weekly Live leaderboard The GEO Index The websites AI search cites most — every model aggregated, with weekly movers and per-model and per-market editions. Updated hourly Explorer The AI Source Index Dig into which sources each model trusts, filterable by market — compiled into a quarterly report you can download as PowerPoint or PDF. Updated hourly Journal Analysis & articles The data journalism series — weekly citation movers, model vs model, what gets cited and why. Every edition reviewed before it publishes. New articles weekly Reference Methodology How every number is measured: real AI answers, counted not estimated, with sample sizes and limitations stated on every page. The rules behind it all Start here Insights overview The whole picture in one page: every live board, every data story and every published analysis, with what each one answers. The map of everything