A market only makes sense once you can see all of it. So we mapped the UK savings, ISA and mortgage market the way a customer actually navigates it — by theme, by how much demand sits behind each one, and by who captures the clicks when someone searches.
The demand is enormous
De-seasonalised monthly Google search demand, by theme:
| Theme | Monthly searches |
|---|---|
| ISAs | 1.67M |
| Savings | 1.17M |
| Mortgages | 0.70M |
| Building society | 0.32M |
ISA demand isn't flat, either — it spikes hard at the March tax-year deadline and troughs in June. Timing the content to that curve is half the battle.
And Principality is almost invisible on it
Here's the uncomfortable part. Across the whole category, Principality is visible for only 12.9% of keywords and captures just 2.6% of the clicks. The channel is owned by aggregators and the largest mutual:
| Player | Keyword coverage | Click share |
|---|---|---|
| MoneySavingExpert | 55.2% | 16.6% |
| Nationwide | 49.3% | 7.5% |
| Principality | 12.9% | 2.6% |
Break it down by theme and the gap is consistent — biggest demand, smallest presence:
| Theme | Principality coverage | Click share |
|---|---|---|
| ISAs | 21.9% | 1.4% |
| Savings | 10.9% | 2.6% |
| Mortgages | 13.3% | 2.9% |
| Building society | 10.7% | 4.6% |
The read
There is 1.67M monthly searches of ISA demand alone, and Principality is winning 1.4% of the clicks on it. That isn't a problem — it's an opening. The demand is already there and already huge; the only question is how much of it Principality decides to show up for. Map first, and the strategy writes itself.