Brands over time

Atom bank
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

306 of Atom bank's own blog posts, press releases and announcements, 2015 to 2026, measured sentence by sentence, 85 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 17 other banks, and what it sounds like in its own words.

Pages measured
306
Years covered
2015–26
Archived before ChatGPT
85
Blog · press
170 · 136

01 · Homepage

One capture a year

Atom bank's homepage from 2015 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026atombank.co.uk10 Jun 2026
Atom bank homepage, 10 Jun 2026

Screenshot of Atom bank’s homepage (atombank.co.uk) as archived by the Internet Archive on 10 Jun 2026. © Atom bank or its licensors. Shown for comparison and review; not endorsed by Atom bank.

Homepage

2026

“Welcome to Atom bank SAVINGS. MORTGAGES. BUSINESS LOANS.”

Page title

Atom bank | Savings Accounts, Mortgages and Business Loans | Atom bank

Open on the Internet Archive
  1. 2015Someone obviously hates conformity! 9 out of 10 people actually say carrot.
  2. 2016The future of banking, available today
  3. 2019It's all you, you, you.
  4. 2020Welcome to Atom.The bank that works for you
  5. 2024Welcome to Atom bank
  6. 2025Welcome to Atom bank SAVINGS. MORTGAGES. BUSINESS LOANS.

11 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
6
12
18
Banks avg 14.4
17.3
15.6
14.2
17.5
16.0
15.2
17.9
16.5
16.0
16.1
17.6
16.5
ChatGPT · Nov 2022
201513 pp
201611 pp
201712 pp
201815 pp
201921 pp
202014 pp
202116 pp
202217 pp
20233 pp
202411 pp
20255 pp
20262 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201517.313
201615.611
201714.212
201817.515
201916.021
202015.214
202117.916
202216.517
202316.03
202416.111
202517.65
202616.52

Years with pages: 2015 (13), 2016 (11), 2017 (12), 2018 (15), 2019 (21), 2020 (14), 2021 (16), 2022 (17), 2023 (3), 2024 (11), 2025 (5), 2026 (2). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 68 pages from before ChatGPT launched and 18 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

Measure2019 to Nov 2022 · 68 pp2024 to 2026 · 18 ppChange
Sentence length
16.416.6+1%
Sentence rhythm
0.670.65−3%
Contractions
20.112.7−37%
"You"
44%38%−6 pts
"We"
48%57%+10 pts
Questions
3.65.1+42%
Exclamations
1.910.92−52%
Long words
21%25%+4 pts
Em dashes
1.812.99+66%
AI-associated words
0.721.11+54%
AI-era marketing words
0.550.38−31%
Quieter LLM-favoured words
0.621.91+207%
AI-associated sentence shapes
0.170.11−34%
Page length
756996+32%

Each row is scaled to its own larger value, so rows compare within themselves, not with each other. Before = 2019 to Nov 2022 (68 pages); after = 2024 to 2026 (18 pages). Method: SGR-011.

04 · Against its sector

Atom bank among banks

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. "You"

    39% less than its sector

    29% against a sector average of 47%; 2nd lowest of 16.

  2. "We"

    34% more than its sector

    63% against a sector average of 47%; 3rd highest of 16.

  3. Em dashes

    26% less than its sector

    1.70 against a sector average of 2.30; 3rd lowest of 16.

Sentence length2nd highest of 16
Atom bank 17.0
11.818.6
Contractions4th highest of 16
Atom bank 18.3
9.428.7
"You"2nd lowest of 16
Atom bank 29%
18%76%
"We"3rd highest of 16
Atom bank 63%
19%77%
Questions6th highest of 16
Atom bank 3.2
0.65.2
Long words6th lowest of 16
Atom bank 24%
20%30%
Em dashes3rd lowest of 16
Atom bank 1.70
1.263.96
AI-associated words5th highest of 16
Atom bank 1.34
0.342.27
Exclamations5th highest of 16
Atom bank 0.96
0.023.75
Page length4th lowest of 16
Atom bank 771
5261,935

Pages measured: Metro Bank 145 · TSB 170 · Virgin Money 73 · The Co-operative Bank 40 · Chase UK 3 · Zopa 208 · Atom bank 306 · Kroo 67 · Skipton Building Society 107 · Coventry Building Society 2 · Lloyds Bank 210 · Nationwide 91 · Monzo 219 · Barclays 213 · NatWest 292 · Starling Bank 298 · Santander 114 · HSBC 111. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

05 · Vocabulary

Words Atom bank uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

saver25.9 vs 0.9
secured14.1 vs 0.8
banks30.2 vs 6.6
prime13.5 vs 0.8
lending33.8 vs 8.9
instant13.7 vs 1.4
fintech15.1 vs 1.8
fixed23.7 vs 5.2
savers9.8 vs 0.8
award-winning10.0 vs 1.3
Atom bankSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 306 pages. Checked for product names and page furniture.

06 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

2015Nov · Blog
“The average person has 19 passwords. But 1 in 3 don’t make them strong enough.”
Atom's use of biometrics
2016Jan · BlogArchived copy
“Just last week the Bank of England announced that average savings rates fell to a record low in December of 2015. This week, in fact this year has started with even worse news. A number of the very biggest UK banks are reducing their rates and increasing their fees.”
Roll on 2016
202119 Jan · PressArchived copy
“A survey of more than 2,000 people¹ by Atom bank found that over half of Brits have used shopping as a mechanism to cheer themselves up or reward themselves, yet 69% of self-confessed ‘spenders’ have experienced post-spending guilt.”
Psychology of saving
2023 · Blog
“Every two years, our home of Durham hosts Lumiere, one of the world’s finest festivals of light. From 16th to 19th November, the city will be bathed in beautiful illuminations, attracting thousands of visitors. And we couldn’t be more excited to be supporting this important and meaningful event.”
Lumiere 2023: It’s Time For Durham’s Festival Of Lights
2024 · Blog
“With 2023 in the rearview mirror, the mortgage industry is now well and truly fixed on what’s to come over the next twelve months.”
Mortgage Market Predictions 2024

07 · Every page

All 311 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 306 count towards the measures; the rest were not measured (3 pdf report (annual report, info pack), 2 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

20262 pages
20255 pages
202411 pages
20233 pages
202217 pages
202116 pages
202014 pages
201921 pages
201815 pages
201712 pages
201611 pages
201513 pages
In the overall numbers, no year166 pages
Not measured5 pages

08 · Method

How this was measured

The pages

Atom bank's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.