The best UK banks on TikTok in 2026
TikTok and Banks
For UK banks, TikTok has become a powerful space to connect with a generation that is financially curious and digitally native – shaping trust earlier, influencing decisions, and turning awareness into long term customer relationships.
Banks that show up in the right way on TikTok are building genuine trust by leaning into authenticity, earning the kind of credibility a TV ad never could – younger audiences trust people and proof over polished brand messaging, with financial decisions increasingly shaped by creators, everyday money habits, and transparent conversations rather than traditional advertising. 58% of 18-24 year olds follow creators talking about money and budgeting on TikTok, with 40% saying those creators give better advice than traditional media (Wearepay).
This is also backed by TikTok’s own UK financial services research, 1 in 3 UK TikTok users now use the platform to learn about personal finance, and around half of those who encounter banking content on their ‘For You’ feed go on to take action – including taking out a financial product (TikTok), showing TikTok’s role goes beyond awareness and into real financial decision making.
The opportunity is real. Young people aren’t disengaged from finance, they’re just seeking it on other platforms like TikTok. The banks that recognise this are moving quickly, swapping polished corporate messaging for content that feels human and native to the platform.
This report takes a look at the UK banks leading the way on TikTok right now – the ones creating content that genuinely connects, building communities and proving that finance and entertainment don’t have to be mutually exclusive.
Methodology
To identify the Top UK Banks on TikTok, we conducted an in-depth evaluation based on their organic content performance and strategy.
Our assessment focused on the following key areas:
Content Strategy & Uniqueness
We examined the creativity and effectiveness of each brand’s TikTok content, looking at:
- Originality & Differentiation – Do they offer something unique or innovative in their industry?
- Consistency & Frequency – How often do they post, and is their content strategy consistent?
- Brand Personality – Does their content align with a strong, recognisable brand voice?
- TikTok Native – Are they native to TikTok? Does their content feel at home on the For You Page, or does it come across as repurposed from other channels?
- Views & Engagement – Have they seen high engagement on stand out content that sets them apart and resonates organically with their audience?
This methodology highlights brands that are not just growing their presence but leading the way in organic TikTok content, setting benchmarks for creativity and engagement in the banking sector.
Please note: this is not a ranking but a collection of accounts that we love and think deserve the praise and recognition.
Lloyds Banking Group
Lloyds Banking Group are going all in on EGC content right now, speaking to their customers with an authentic and comedic take on trends and product highlights. They are a great example of a bank doing this well, in particular through their separate Lloyds Banking Group behind the scenes TikTok account.
They are creating content on this account that feels genuine and shows off personality, frequently using POV style formats and office humour content, driving great engagement (10.6%) as a result. You can tell the team behind the account are genuinely enjoying themselves making the content – it’s relatable and unexpected from a corporate bank and why it works so well.
Overall organic views: 4.7M
Engagement rate: 10.6%
Source: Buzzlytics
Monzo
Monzo differentiates itself from traditional banks by using EGC, humour and community-driven content like on the street formats, making finance feel more relatable and engaging for younger audiences.
Most of the content that performs well for them on the account, focuses on face to camera advice, EGC using recurring presenters and relatable money moments, created in ways that are native to TikTok, subtly weaving the product in feeling less ad-like. It relates to their audience, providing entertainment while also educating and informing on investing. They have also recently started a new series called ‘Double Take’ bringing real people together to talk about their money experiences – we’re interested to see where this goes.
Overall organic views: 2.2M
Engagement rate: 3.4%
Source: Buzzlytics
Nationwide
Nationwide aims to target a younger audience on their account, focusing on humour, relatable memes and trend driven content – they have positioned themselves as an approachable and lighthearted bank on TikTok.
It is clear they are having fun on their account and do well at relating to their audience, which is reflected in their strong 7% engagement rate. Content such as playing into “free money” requests from customers, alongside unexpected, slightly unhinged humour and even playful competitor ‘beef’ posts, demonstrates the kind of bold, culturally aware approach that performs particularly well on TikTok.
Overall organic views: 1.4M
Engagement rate: 7.5%
Source: Buzzlytics
Starling Bank
Starling Bank has more recently taken a channel approach, using different content styles that still feel like they come from one entity. Intros like ‘Starling presents’ tie everything together, so even when the format shifts, the recognition keeps building through strategic, consistent framing.
They all offer a slightly different approach – ‘Payday Wisdom’ focusing on on-the-street interviews with various members of the public offering their advice and experiences, ‘The Moment I Made It’ with inspiring stories from entrepreneurs and business owners and ‘Bank It’ a podcast style series with honest and open conversations about money. They all offer something valuable and Starling Bank are catering to their audience in an authentic and fun way, with content people are interested in seeing from a bank – backed up by their really high ER of over 8%.
Overall organic views: 580K
Engagement rate: 3.4%
Source: Buzzlytics
Santander UK
Santander UK’s account focuses on EGC, presenter to camera formats around educational and informative finance tips, trends and relatable POV formats, alongside their content series to engage with a younger audience on TikTok.
Their ‘Coffee Chats’ and ‘Financial Confession’ series add another engaging, entertaining element to the account. Santander UK’s ‘Stop! Scammer Time’ campaign was also a major initiative on their channel involving using entertaining, often comedic videos to teach followers how to recognise and avoid financial scams and fraud with a staggering 3.2 billion views for UGC featuring the campaign hashtag. They keep things interesting with their collaborations with Ant and Dec and their interview event coverage at the likes of F1 races and the Grand Prix.
Overall organic views: 250K
Engagement rate: 5.4%
Source: Buzzlytics
HSBC UK
HSBC UK uses an informative, educational presenter led content strategy. Their videos simplify topics like saving, budgeting, and investing using digestible explanations and relatable everyday situations to connect with their audience.
HSBC has built an authoritative presence on the platform by staying true to the brand and being deliberate about who appears on the account. To protect their credibility, they only feature their own staff, running internal auditions to find the right team for this kind of content. They’ve also created a recognisable backdrop that anchors a podcast-style series, which has become their signature format and is now instantly identifiable as HSBC.
Overall organic views: 120K
Engagement rate: 2%
Source: Buzzlytics
NatWest
NatWest’s content stands out by combining educational tips/advice, face to camera and engaging presenter led videos, helping make financial topics easier to understand on TikTok.
The account has an informative yet entertaining style, and more recently they’ve been experimenting with a fun on the street interview series – ‘Guess the age of this person based on their spending habits’, featuring presenter Harriet Fisher. This helps position NatWest as a bank that is both entertaining and native to the platform, doing something a bit different through the use of a recognisable, highly engaging creator to shape the tone of the account. It will be interesting to see whether this evolves into broader creator collaborations for NatWest, or remains a consistent always on content series.
Overall organic views: 307K
Engagement rate: 2.2%
Source: Buzzlytics
Virgin Money UK
Virgin Money are leaning heavily into EGC style content on their TikTok account, using trends, POV formats, as well as inspirational messaging to create a more engaging and resonating brand presence.
They bring this to life through trend led videos, motivational quote content, and lighthearted POV takes on relatable moments – all of which help position the brand as more human, relatable, and aligned with how people actually consume content on TikTok.
Overall organic views: 433K
Engagement rate: 6.1%
Source: Buzzlytics
Barclays
Barclays are also honing in on EGC and trends/meme content helping to make financial education more approachable and engaging on their account. Similar to Lloyds Bank, they also have a separate account @lifeatbarclays, dedicated to career advice and tips for students from graduates and apprentices.
By showcasing content featuring Barclays staff alongside day in the lives of graduates, career advice and personal experiences and tips, this helps humanise the brand and makes both finance and careers feel more relatable and relevant to younger audiences.
Overall organic views: 1.2M
Engagement rate: 1.5%
Source: Buzzlytics
Key Takeaways
Prioritise a content strategy that is native and platform first, over polished advertising
Banks that perform best on TikTok don’t repurpose TV or campaign assets – they build content around a clear strategy and consistent through line.
The strongest accounts develop recognisable formats and repeatable series that make their presence instantly identifiable on the platform, rather than relying on one off posts.
For example, Starling Bank has built the ‘Starling presents’ umbrella to house multiple recurring series, while HSBC has developed a consistent, recognisable authoritative style. This strategic consistency allows banks to align each piece of content back to a wider brand narrative and purpose on TikTok.
Use your team as expert voices
The best accounts consistently put real people at the centre. Whether that’s staff within EGC content like HSBC, Santander, Virgin Money, graduates like Barclays or creators like NatWest.
Showcasing day in the life content, personal experiences, and conversations with the public helps humanise financial services and builds trust faster than product focused messaging.
Compliment your expertise with creator voices
There’s a clear opportunity for banks to partner with creators to explain financial topics and extend their reach beyond their existing audience.
When this is done well, this allows brands to tap into established communities while delivering content in a way that feels natural to the platform.
NatWest is a strong example of this, carefully selecting a presenter like Harriet Fisher to front content in a way that aligns with both the brand’s values and her own tone and audience.
This creates a more seamless, credible integration, helping the content feel less like brand messaging and more like something audiences would choose to watch and engage with.
There is an opportunity for disruption
While UK banks are increasingly active on TikTok, much of the content remains relatively consistent in approach, with similar formats and themes being used across the sector.
As a result, we are yet to see what fully established, clear dominance in organic TikTok content looks like in this category.
This creates a significant opportunity for a standout brand to emerge as the “Duolingo of banking”, setting the tone for what great looks like before the rest of the market catches up – the key is to start now.
Stay tuned for our next report on The Top 25 UK Brands on TikTok Shop!
Looking for more reports on the best TikTok insight?
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- Top UK Beauty Brands On TikTok Shop
- Top UK Retail Brands On TikTok
- Top UK Universities On TikTok 2025
- Top Global B2B Brands on TikTok
- Top UK Charities on TikTok
About Nonsensical.
We’re a TikTok agency based in the UK who work across strategy, organic, influencer, paid and TikTok Shop.
You can find more TikTok insight from us in our Substack – The TikTok Sauce.
