Brands over time

Barclays
over time

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

213 of Barclays's own blog posts, press releases and announcements, 2017 to 2026, measured sentence by sentence, 67 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
213
Years covered
2017–26
Archived before ChatGPT
67
Blog · press
85 · 128

01 · Homepage

One capture a year

Barclays's homepage from 2000 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.

2026barclays.co.uk30 Jun 2026
Barclays homepage, 30 Jun 2026

Screenshot of Barclays’s homepage (barclays.co.uk) as archived by the Internet Archive on 30 Jun 2026. © Barclays or its licensors. Shown for comparison and review; not endorsed by Barclays.

Homepage

2026

“Your chance to win”

Page title

Personal banking | Barclays

Open on the Internet Archive
  1. 2005Barclays UK Sites
  2. 2010Always with us
  3. 2015Barclays rewards you for being you
  4. 2019Need us at the weekend?
  5. 2021Meet your new account
  6. 2026Your chance to win

27 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
15.6
15.1
13.4
16.0
16.0
15.0
12.9
14.3
ChatGPT · Nov 2022
2015no pages
2016no pages
20172 pp
20182 pp
201936 pp
20208 pp
20218 pp
202211 pp
2023no pages
2024no pages
20253 pp
20265 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201715.62
201815.12
201913.436
202016.08
202116.08
202215.011
202512.93
202614.35

Years with pages: 2017 (2), 2018 (2), 2019 (36), 2020 (8), 2021 (8), 2022 (11), 2025 (3), 2026 (5). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Barclays 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. Em dashes

    72% more than its sector

    3.96 against a sector average of 2.30; highest of 16.

  2. "You"

    54% more than its sector

    73% against a sector average of 47%; 2nd highest of 16.

  3. "We"

    48% less than its sector

    25% against a sector average of 47%; 2nd lowest of 16.

Sentence length6th lowest of 16
Barclays 13.4
11.818.6
Contractions5th highest of 16
Barclays 18.2
9.428.7
"You"2nd highest of 16
Barclays 73%
18%76%
"We"2nd lowest of 16
Barclays 25%
19%77%
Questions5th highest of 16
Barclays 4.0
0.65.2
Long words4th lowest of 16
Barclays 23%
20%30%
Em dashesHighest of 16
Barclays 3.96
1.263.96
AI-associated wordsLowest of 16
Barclays 0.34
0.342.27
Exclamations5th lowest of 16
Barclays 0.06
0.023.75
Page length2nd highest of 16
Barclays 1,372
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.

04 · Vocabulary

Words Barclays 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.

investment128.0 vs 20.3
isa83.6 vs 8.7
investments83.5 vs 8.8
investors72.4 vs 5.3
invest69.3 vs 5.3
investing63.9 vs 8.5
funds48.5 vs 6.4
markets46.8 vs 7.6
rise33.3 vs 3.5
fall29.0 vs 2.3
market63.0 vs 15.6
tax62.7 vs 16.1
BarclaysSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 213 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · 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.

201717 May · PressArchived copy
“Among the most difficult decisions investors face is when to sell their shares. Many people sit on poor-performing stocks, in the hope that they will eventually recover. Here, we look at why it’s important to try to keep emotions out of your investment decisions and some of the strategies you can adopt to help.”
When should you sell shares
201830 May · PressArchived copy
“Impact investing aims to have a positive social or environmental impact and to generate positive returns for investors. We explore some examples of how funds adopt an impact approach.”
Approaches To Impact Investing
2019Jul (archived by) · BlogArchived copy
“Short on space? Take a look at these solutions for furnishing a small living area without it looking cluttered. From choosing compact furniture to installing floating cupboards, these ideas will help make even a small room feel spacious.”
7 space-saving furniture ideas
202124 Sep · PressArchived copy
“We interview some of our younger colleagues at Barclays as they share their experiences of investing so far.”
The rise of younger investors
202512 May · Blog
“With decisions being taken on interest rates, find out what this could mean for your investments. Capital at risk.”
Interest rate cuts
20266 Jul · Press
“There will be changes to the treatment of cash in some ISAs, the rules on ISA transfers will be different and the cash ISA allowance will depend on age from 6 April 2027.”
New ISA rules in 2027

06 · Every page

All 217 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 213 count towards the measures; the rest were not measured (2 pdf report (annual report, info pack), 1 mostly short lines (lists, tables, link pages) rather than prose, 1 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.

20265 pages
20253 pages
202211 pages
20218 pages
20208 pages
201936 pages
20182 pages
20172 pages
In the overall numbers, no year138 pages
  • Market Matters28 Sep 2026 · blog · 1,412 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Index trackers explained28 Sep 2026 · blog · 1,368 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Why your financial plans shouldn't wait25 Sep 2026 · blog · 1,303 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • SpaceX IPO lessons18 Sep 2026 · blog · 1,367 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How to protect yourself and your wealth from scams16 Sep 2026 · press · 1,024 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How to invest a lump sum10 Sep 2026 · press · 1,321 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • The perfect portfolio doesn’t exist4 Sep 2026 · press · 1,235 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Why share prices move3 Sep 2026 · press · 1,386 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Why can markets rise when the news is bad?21 Aug 2026 · press · 1,219 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Andy Burnham’s first 30 days20 Aug 2026 · press · 1,196 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How to choose a money market fund14 Aug 2026 · press · 1,390 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Six ways to pay less tax on your investments13 Aug 2026 · blog · 1,814 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Why gilts are back in focus7 Aug 2026 · press · 2,013 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Why are ETFs becoming so popular with investors?31 Jul 2026 · press · 1,144 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • AI, labour, productivity and investing31 Jul 2026 · press · 1,387 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Why interest rates matter to investors24 Jul 2026 · press · 1,500 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • The tech rollercoaster22 Jul 2026 · press · 1,326 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • AI and decision-making22 Jul 2026 · press · 1,283 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Burnham and UK markets17 Jul 2026 · press · 1,239 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • What is earnings season?15 Jul 2026 · press · 1,427 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Inflation explained for investors13 Jul 2026 · press · 1,794 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Why we removed platform fees10 Jul 2026 · press · 1,305 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How geopolitics affects investing8 Jul 2026 · press · 1,393 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • New ISA rules in 20276 Jul 2026 · press · 1,064 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Investing through political upheaval1 Jul 2026 · press · 1,285 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • UK Markets and Political Change29 Jun 2026 · press · 1,073 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Mid tax year review29 Jun 2026 · press · 1,310 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Key dates for investors in 202626 Jun 2026 · blog · 1,362 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Starmer’s resignation: What does it mean for investors?22 Jun 2026 · press · 742 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Can AI help you become a better investor?17 Jun 2026 · press · 1,244 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Five World Cup investing lessons11 Jun 2026 · press · 1,766 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Investment fees explained4 Jun 2026 · press · 1,866 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • The AI boom and investors1 Jun 2026 · press · 1,668 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Tackling the fear of losing money29 May 2026 · press · 1,302 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • A fund expert’s process for choosing investments26 May 2026 · press · 1,745 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Ten questions to ask before markets move you22 May 2026 · press · 1,334 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Rethinking fossil fuel risks15 May 2026 · press · 1,502 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How politics can affect markets15 May 2026 · press · 1,669 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How a fund expert chooses investments15 May 2026 · press · 1,188 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • ISA investment ideas8 May 2026 · press · 1,461 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Should you sell in May?1 May 2026 · press · 1,393 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Investing the UK: five key points1 May 2026 · press · 1,489 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • FTSE 100 explained27 Apr 2026 · press · 1,296 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Stagflation FAQs and tips for investors27 Apr 2026 · press · 1,110 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Five factors that could impact your ISA this tax year17 Apr 2026 · press · 1,131 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Thematic investing13 Apr 2026 · press · 1,498 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • The missed opportunity of not investing13 Apr 2026 · press · 1,369 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Investing in the UK market10 Apr 2026 · press · 1,322 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Do safe havens still hold up?31 Mar 2026 · press · 1,433 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • What if you only hold one share26 Mar 2026 · press · 1,184 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Investment strategies19 Mar 2026 · press · 1,150 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • US tariffs: a year on, what’s changed19 Mar 2026 · blog · 1,265 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Five mistakes to avoid in a market downturn13 Mar 2026 · blog · 1,159 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Rising oil prices: what it means9 Mar 2026 · press · 1,405 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Investing in unpredictable times6 Mar 2026 · press · 1,532 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How to become an ISA millionaire20 Feb 2026 · blog · 1,385 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Understanding Investment ISAs20 Feb 2026 · press · 1,468 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How interest rates affect you6 Feb 2026 · press · 1,250 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How experts manage stock market uncertainty2 Feb 2026 · press · 1,627 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • When tariffs make headlines30 Jan 2026 · press · 1,257 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How the stock market works26 Jan 2026 · press · 1,650 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • ISA allowance use it or lose it23 Jan 2026 · blog · 1,669 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Six common investing mistakes19 Jan 2026 · press · 1,564 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Income ideas for your portfolio12 Jan 2026 · blog · 1,416 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How Ready-made Investments work8 Jan 2026 · blog · 1,091 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • 10 tips to build wealth in the new year5 Jan 2026 · blog · 1,925 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How we keep your investments safe8 Dec 2025 · press · 990 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Investing in emerging markets28 Nov 2025 · press · 1,194 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Autumn Budget 2025: Key takeaways26 Nov 2025 · blog · 2,031 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Looking at Europe through an investment lens23 Oct 2025 · press · 1,122 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Investing in times of uncertainty20 Oct 2025 · blog · 1,150 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • What a weak US dollar means for investors7 Oct 2025 · press · 1,382 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • What the UK can offer investors25 Sep 2025 · press · 1,553 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Interest rates falling as prices rise19 Sep 2025 · press · 1,345 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • The power of compounding and reinvesting dividends12 Sep 2025 · press · 1,341 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Helping older children become confident investors4 Sep 2025 · press · 1,342 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Investing for Your Child's Education4 Sep 2025 · blog · 1,401 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Investing in AI: Where to begin26 Aug 2025 · press · 1,143 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • What’s next for investors in 2025?25 Jul 2025 · press · 1,527 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Labour’s first year: A look back21 Jul 2025 · press · 1,326 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • What is an active ETF?10 Jul 2025 · press · 1,493 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How trade tariffs affect share prices3 Jul 2025 · press · 1,517 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How to diversify beyond shares30 Jun 2025 · press · 1,398 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Longer term investment options23 Jun 2025 · press · 1,622 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Lower risk investment options13 Jun 2025 · press · 1,512 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Gender gap in investments2 Jun 2025 · press · 1,546 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Markets Adjust to the New Tariff Era16 May 2025 · press · 1,293 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Interest rate cuts12 May 2025 · blog · 1,626 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • New ISA allowance strategies7 Apr 2025 · press · 1,452 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Your ISA questions answered6 Apr 2025 · blog · 1,356 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Should You Hold AIM Shares in an ISA?6 Apr 2025 · blog · 1,193 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Should you reinvest income?6 Apr 2025 · press · 1,798 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Six Dos and Don’ts Before Tax Year-End6 Apr 2025 · press · 1,480 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Investing for beginners6 Apr 2025 · press · 159 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Income investing28 Mar 2025 · press · 1,462 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Emerging Markets investment idea7 Mar 2025 · press · 1,495 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • UK equities in a diversified portfolio21 Feb 2025 · blog · 1,693 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • 6 Things Every Investor Should Know14 Feb 2025 · press · 1,509 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • How to Minimise Inheritance Tax Impact5 Feb 2025 · blog · 2,464 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Four funds for 202517 Jan 2025 · press · 1,160 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • The power of diversification11 Nov 2024 · press · 1,300 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Ideas for topping up your ISA25 Oct 2024 · press · 1,296 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • An investment idea in the US21 Oct 2024 · press · 1,372 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Budget Countdown11 Oct 2024 · press · 1,515 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Investor’s Guide to Government Bonds27 Sep 2024 · blog · 1,618 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Your pension questions answered5 Sep 2024 · blog · 1,930 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Stocks and shares9 Aug 2024 · blog · 1,331 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Invest in Property Without Buying a House31 Oct 2018 · blog · 2,124 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
  • Introduction to sharesundated · announcement · 1,376 wordsNo date found: in the overall numbers, not in any year
  • Introduction to Venture Capital Trustsundated · announcement · 665 wordsNo date found: in the overall numbers, not in any year
  • Introduction to fundsundated · announcement · 1,855 wordsNo date found: in the overall numbers, not in any year
  • Guide to Lifetime ISAsundated · blog · 632 wordsNo date found: in the overall numbers, not in any year
  • Premier Wealth Managementundated · blog · 271 wordsNo date found: in the overall numbers, not in any year
  • Life after graduationundated · blog · 599 wordsNo date found: in the overall numbers, not in any year
  • Investment News and Articlesundated · press · 3,853 wordsNo date found: in the overall numbers, not in any year
  • Research Investments with Smart Investorundated · press · 407 wordsNo date found: in the overall numbers, not in any year
  • Guide to ISAsundated · blog · 1,320 wordsNo date found: in the overall numbers, not in any year
  • How to get a mortgage for your first homeundated · blog · 818 wordsNo date found: in the overall numbers, not in any year
  • Track down lost pensionsundated · blog · 1,159 wordsNo date found: in the overall numbers, not in any year
  • Income investingundated · blog · 1,422 wordsNo date found: in the overall numbers, not in any year
  • Guide for self-employed mortgage applicantsundated · blog · 581 wordsNo date found: in the overall numbers, not in any year
  • Four ways to save for your depositundated · blog · 1,940 wordsNo date found: in the overall numbers, not in any year
  • What is a credit rating and what affects my credit score?undated · blog · 905 wordsNo date found: in the overall numbers, not in any year
  • Uni’s over, what next?undated · blog · 1,120 wordsNo date found: in the overall numbers, not in any year
  • What happens after my mortgage offer is issued?undated · blog · 1,184 wordsNo date found: in the overall numbers, not in any year
  • Mortgage lending rulesundated · blog · 805 wordsNo date found: in the overall numbers, not in any year
  • Teaching your children about moneyundated · blog · 1,475 wordsNo date found: in the overall numbers, not in any year
  • Five things you need to know about goldundated · blog · 1,083 wordsNo date found: in the overall numbers, not in any year
  • Emergency fundsundated · blog · 876 wordsNo date found: in the overall numbers, not in any year
  • Terms, conditions and exclusionsundated · blog · 1,608 wordsNo date found: in the overall numbers, not in any year
  • Mortgage protectionundated · blog · 2,395 wordsNo date found: in the overall numbers, not in any year
  • Buying a property with othersundated · blog · 958 wordsNo date found: in the overall numbers, not in any year
  • W-8BEN guideundated · blog · 1,178 wordsNo date found: in the overall numbers, not in any year
  • Are you ready to move home? We’re here to helpundated · blog · 284 wordsNo date found: in the overall numbers, not in any year
  • Life Coverundated · blog · 1,908 wordsNo date found: in the overall numbers, not in any year
  • How to save money quicklyundated · blog · 892 wordsNo date found: in the overall numbers, not in any year
  • Barclays Simple Life Insuranceundated · blog · 2,189 wordsNo date found: in the overall numbers, not in any year
  • Make a Claimundated · blog · 656 wordsNo date found: in the overall numbers, not in any year
Not measured4 pages

07 · Method

How this was measured

The pages

Barclays'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?.