Brandwave

How popular isUp?

In September 2026, people searched for Up by name about 34,700 times in Australia, about the same as the previous year. These searches made up 19.4% of all Australia online home loan lender searches, placing Up third out of six lenders. When we asked both ChatGPT and Google AI Overviews about online home loan lenders, Up appeared in three of the five answers and was the second most recommended of the six.

Search and AI answers in September 2026

Up is the third most searched of 6 competitors and the second most recommended in AI answers.

  1. ubankShare of searches 42.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  2. Pepper MoneyShare of searches 27.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. UpShare of searches 19.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. UnloanShare of searches 8.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  5. Athena Home LoansShare of searches 1.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th

+1 more

Up website (opens in a new tab)

Follow Up and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top online home loan lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Up was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Up is the second most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Unloan1st
  2. Up2nd
  3. loans.com.au3rd
  4. Athena Home Loans4th
  5. ubank5th
  6. Pepper Money–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Up3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Unloan3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • loans.com.au2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • ubank1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Athena Home Loans1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pepper Money0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about online home loan lenders

5 answers

  • Asked ChatGPT

    “Which online home loan lender should I use in Australia?”

    1. 1Unloan
    2. 2Up
    3. 3loans.com.au

  • Asked ChatGPT

    “What are the best online home loan lenders in Australia?”

    1. 1Unloan
    2. 2Up
    3. 3loans.com.au
    4. 4Athena Home Loans
    5. 5ubank

  • Asked ChatGPT

    “What's the best home loan in Australia for a first home buyer?”

    1. 1Unloan

  • Searched Google, AI Overview

    “home loan”

    1. Searched Google, AI Overview

      “home loan comparison”

      1. 1Up

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

    Which online home loan lenders compete with Up?

    Up against online home loan lenders in Australia, by month

    Share of searches by month for ubank, Pepper Money, Up, Unloan. The figures are in the table below the chart.

    View monthly share of searches table
    MonthubankPepper MoneyUpUnloanAthena Home Loansloans.com.au
    Oct 202541.9%27.4%19.2%8.2%2.4%0.89%
    Nov 202537.5%29.7%20.8%8.9%2.2%0.96%
    Dec 202542.7%28.1%19.7%6.9%1.7%0.9%
    Jan 202642%27.5%19.3%8.2%2%0.89%
    Feb 202642.1%27.6%19.4%8.2%2%0.72%
    Mar 202642.1%27.5%19.3%8.2%2%0.89%
    Apr 202639.6%31.6%18.2%7.7%1.8%1%
    May 202641.6%27.1%19.1%9.9%1.6%0.71%
    Jun 202643.7%28.7%16.6%8.6%1.7%0.75%
    Jul 202639%31.3%18%9.3%1.5%0.82%
    Aug 202639.2%31.3%18%9.4%1.5%0.67%
    Sep 202642.4%27.7%19.4%8.3%1.6%0.56%

    1. 1.ubank

      42.4%

      Held 1st. 75.6K estimated branded searches, -0.4% vs prior month. Share +3.1 points.

    2. 2.Pepper Money

      27.7%

      Held 2nd. 49.5K estimated branded searches, -18.2% vs prior month. Share -3.5 points.

    3. 3.Up

      19.4%

      Held 3rd. 34.7K estimated branded searches, -0.46% vs prior month. Share +1.4 points.

    4. 4.Unloan

      8.3%

      Held 4th. 14.8K estimated branded searches, -18.2% vs prior month. Share -1.1 points.

    5. 5.Athena Home Loans

      1.6%

      Held 5th. 2.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

    6. 6.loans.com.au

      0.56%

      Held 6th. 1K estimated branded searches, -23.1% vs prior month. Share -0.1 points.

    Compare popularity between Up and its closest rivals

    Every comparison with Up

    12 comparisons

    How has branded search demand for Up changed in Australia over the last 12 months?

    2 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Up in Australia held steady at 34.7K.
    • Across the 12 months ending September 2026, Up’s share of searches among online home loan lenders in Australia peaked at 20.8% in November 2025 and was lowest at 16.6% in June 2026.

    How did search popularity change for Australia online home loan lenders in September 2026?

    6 changes

    1. In September 2026, ubank gained share of searches among online home loan lenders in Australia, from 39.2% to 42.4%.

    2. In September 2026, Up gained share of searches among online home loan lenders in Australia, from 18% to 19.4%.

    3. In September 2026, Pepper Money lost share of searches among online home loan lenders in Australia, from 31.3% to 27.7%.

    4. In September 2026, Unloan lost share of searches among online home loan lenders in Australia, from 9.4% to 8.3%.

    5. Estimated monthly branded searches for loans.com.au in Australia fell 37.5% over 12 measured months, from 1.6K to 1K in September 2026.

    6. Estimated monthly branded searches for Athena Home Loans in Australia fell 34.1% over 12 measured months, from 4.4K to 2.9K in September 2026.

    How are Up’s branded searches counted?

    3 search terms

    Brandwave collects information about searches that people make online using Up’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

    • up bank
    • up bank home loan
    • up home loan

    Do you work for Up? To request corrections or removal please contact us via our support page and we will be happy to assist.

    How the Brand Demand Index is measured

    Where does Up compete?

    Up is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Banks9th of 90.57%Show ranking
    Online home loan lenders3rd of 619.4%Shown above
    Creator with pink hair and a pink jacket

    Is Up your brand?

    Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

    Start free