Brandwave

Athena Home Loans vs Up:Which is more popular?

In September 2026, Up had more branded searches than Athena Home Loans among online home loan lenders in Australia. Up had about 34,700 branded searches, while Athena Home Loans had 2,900. Up made up 19.4% of all online home loan lender searches we track, and Athena Home Loans accounted for 1.6%. When we asked ChatGPT and Google AI Overviews about online home loan lenders, Up appeared in three of the five answers and Athena Home Loans in one. Up was mentioned before Athena Home Loans in every answer.

Among online home loan lenders in Australia in September 2026

Who do people search for more?

Up, about 12 searches for every 1 for Athena Home Loans

Up 34.7K searchesAthena Home Loans 2.9K searches

Who does AI mention more?

Up, mentioned in 3 of 5 answers, Athena Home Loans in 1

Up in 3 of 5Athena Home Loans in 1 of 5

Who does AI recommend more?

Up, named ahead of Athena Home Loans in every answer

Up first in 2Athena Home Loans never first

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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. Athena Home Loans was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Up was listed before Athena Home Loans in every answer.

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.

    Is Athena Home Loans or Up more popular in search?

    This chart shows how often people search Google for Athena Home Loans and Up by name. Each line represents a brand's share of searches for all six online home loan lenders we track, month by month, from searches in Australia.

    Athena Home Loans and Up among online home loan lenders in Australia, by month

    Share of searches by month for Up, Athena Home Loans. 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%

    How has the Athena Home Loans and Up comparison changed over the last 12 months?

    3 findings

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

    2 changes

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

    2. 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 branded searches counted?

    5 search terms

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

    Athena Home Loans

    2 branded search terms

    • athena home loan
    • athena home loans

    Up

    3 branded search terms

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

    How the Brand Demand Index is measured

    Other head-to-heads among online home loan lenders

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