Westpac
The site of one of Australia's big four banks.
Westpac at a glance
Westpac is a finance & banking website and one of the most visited sites in Australia, currently ranked #144 in the country. It was founded in 1817 by Bank of New South Wales founders and is headquartered in Sydney, Australia. Today Westpac is owned by Westpac Banking Corporation. Our estimates put its audience at ≈ 50 million visits per month. The business earns money mainly through net interest income, fees. Its closest rivals include commbank.com.au, anz.com.au, nab.com.au.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 47 million / month | +2% |
| Q2 | ≈ 48.5 million / month | +3% |
| Q3 | ≈ 50 million / month | +3% |
| Q4 | ≈ 53 million / month | +6% |
Traffic sources
- Direct72%
- Organic search18%
- Referral5%
- Paid3%
- Social2%
Audience & demographics
- Men53%
- Women47%
- Age 25-3429%
- Age 35-4426%
- Age 45-5422%
The audience is concentrated in Australia, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- Australia86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 15 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- Australia
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| westpac | 1 | Very high | Dominant |
| online banking login | Top 10 | High | — |
| money transfer | Top 10 | High | — |
| loan rates | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the Australia web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 82% mobile
- Position in country
- Among the leading finance & banking apps in Australia
Company information
- Website
- westpac.com.au
- Sector
- Finance & Banking
- Owner
- Westpac Banking Corporation
- Owner type
- Public company
- Founders
- Bank of New South Wales founders
- Founded
- 1817
- Headquarters
- Sydney, Australia
- Employees
- 35,000+
- Ownership
- Westpac Banking Corporation controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $22 billion annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $22 billion annual revenue (est.)
- Ownership
- Public company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Westpac operates a bank and digital financial platform focused on Australia. The site of one of Australia's big four banks. Revenue comes mainly from net interest income, supported by the other lines listed below.
- Net interest income
- Fees
Products & services
International presence
- Primary market
- Australia
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (Australia)
- #144 in this index
- Sector rank
- Leading finance & banking site in Australia
- Global rank
- 1500
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| commbank.com.au | ≈ 30 million / month | #145 class competitor | — |
| anz.com.au | ≈ 22.5 million / month | #146 class competitor | — |
| nab.com.au | ≈ 15 million / month | #147 class competitor | — |
What is Westpac?
Westpac (westpac.com.au) is a bank and digital financial platform serving users in Australia. The site of one of Australia's big four banks. It ranks #144 among the most visited websites in the country in this index, within the finance & banking category.
Who owns Westpac?
The site is operated by Westpac Banking Corporation, founded by Bank of New South Wales founders. The company was established in 1817 and is headquartered in Sydney, Australia. It employs around 35,000+.
Traffic and audience
Traffic estimates place Westpac at roughly 50 million visits per month, about 1.7 million per day. Around 82% mobile of sessions come from mobile devices, and visitors view about 6.3 pages per visit with an average session of 6 min.
How Westpac makes money
Revenue comes primarily from net interest income, alongside fees.
Competitors in Australia
Its closest rivals include commbank.com.au, anz.com.au, nab.com.au.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1817
Westpac is founded in Sydney, Australia.
- Growth phase
Expands its finance & banking offering and moves to a mobile-first product.
- Today
Ranks #144 among the most visited websites in Australia.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Full account management without branch visits
- Instant local transfers and bill payments
- Strong authentication and fraud monitoring
- Wide ATM and branch network behind the app
Cons
- Occasional downtime during peak load
- Fee structure is hard to compare
- Customer support wait times
- Older interface areas outside the mobile app
Key statistics
Frequently asked questions
Who owns Westpac?
Westpac is operated by Westpac Banking Corporation. Public company structure, based on public filings and press reporting.
Where is Westpac headquartered?
Westpac is headquartered in Sydney, Australia.
When was Westpac founded?
Westpac was founded in 1817 by Bank of New South Wales founders.
How many employees does Westpac have?
Westpac employs approximately 35,000+ people.
What is Westpac's revenue?
Westpac's revenue: ≈ $22 billion annual revenue (est.).
Who are Westpac's competitors?
Main competitors in Australia include commbank.com.au, anz.com.au, nab.com.au.
How does Westpac make money?
Mainly net interest income, fees.
Is Westpac publicly traded?
Westpac's ownership: Public company.
How many visitors does Westpac get?
Third-party estimates place Westpac at roughly 50 million visits per month, mostly from Australia, with 82% mobile traffic.
Is Westpac safe?
Westpac is an established finance & banking site founded in 1817 and ranked #144 in Australia; use the official domain westpac.com.au and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementswestpac.com.au
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageAustralia and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos