Brandwave

How popular isSoFi in search?

In August 2026, there were an estimated 74K branded searches for SoFi worldwide which is up 49.5% over the last 11 months. SoFi holds 16.8% estimated Share of Search among debt consolidation services worldwide and is ranked 3rd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. National Debt Relief37.4%
  2. LendingClub30.6%
  3. SoFi16.8%
  4. Freedom Debt Relief11.2%
  5. Achieve2.2%
  6. Credible1.8%
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Which debt consolidation services compete with SoFi?

SoFi against debt consolidation services worldwide, by month

Share of Search by month for National Debt Relief, LendingClub, SoFi, Freedom Debt Relief, Achieve. The figures are in the table below the chart.

View monthly share of search table
MonthNational Debt ReliefLendingClubSoFiFreedom Debt ReliefAchieveCredible
Oct 202528.6%52.1%8.6%8.6%1.4%0.76%
Nov 202532.3%48.1%9.7%7.9%1.3%0.7%
Dec 202531.5%46.9%11.5%7.7%1.5%0.84%
Jan 202635.3%43.2%10.6%8.7%1.4%0.77%
Feb 202631.6%47.2%9.5%9.5%1.6%0.69%
Mar 202632.2%48.2%9.7%7.9%1.3%0.7%
Apr 202628.1%51.2%10.3%8.4%1.4%0.61%
May 202631.4%46.7%11.5%7.7%1.9%0.84%
Jun 202627.5%50.2%12.3%6.8%2.5%0.73%
Jul 202632.5%39.6%14.6%9.8%2.4%1.1%
Aug 202637.4%30.6%16.8%11.2%2.2%1.8%
Sep 2026——————

  1. 1.National Debt Relief

    37.4%

    Moved from 2nd to 1st. 165K estimated branded searches, 0% vs prior month. Share +4.8 points.

  2. 2.LendingClub

    30.6%

    Moved from 1st to 2nd. 135K estimated branded searches, -32.8% vs prior month. Share -9.1 points.

  3. 3.SoFi

    16.8%

    Held 3rd. 74K estimated branded searches, 0% vs prior month. Share +2.2 points.

  4. 4.Freedom Debt Relief

    11.2%

    Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +1.4 points.

  5. 5.Achieve

    2.2%

    Held 5th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  6. 6.Credible

    1.8%

    Held 6th. 8.1K estimated branded searches, +50% vs prior month. Share +0.8 points.

Compare search popularity between SoFi and its closest rivals

How has branded search demand for SoFi changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for SoFi worldwide rose from 49.5K to 74K.
  • Across the 11 months ending August 2026, SoFi’s estimated Share of Search among debt consolidation services worldwide increased from 8.6% to 16.8%.
  • Across the 11 months ending August 2026, SoFi rose from 4th to 3rd among debt consolidation services worldwide.

How did search popularity change for debt consolidation services worldwide in August 2026?

  1. In August 2026, National Debt Relief overtook LendingClub to take the highest estimated Share of Search among debt consolidation services worldwide, at 37.4%.

  2. In August 2026, SoFi gained estimated Share of Search among debt consolidation services worldwide, from 14.6% to 16.8%.

  3. In August 2026, Freedom Debt Relief gained estimated Share of Search among debt consolidation services worldwide, from 9.8% to 11.2%.

  4. In August 2026, Credible gained estimated Share of Search among debt consolidation services worldwide, from 1.1% to 1.8%.

  5. In August 2026, LendingClub lost estimated Share of Search among debt consolidation services worldwide, from 39.6% to 30.6%.

  6. Estimated monthly branded searches for Achieve worldwide rose 22.2% over 11 measured months, from 8.1K to 9.9K in August 2026.

Where does SoFi compete?

SoFi 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 SearchRanking
Personal loan platforms5th of 68.1%Show ranking
Debt consolidation services3rd of 616.8%Shown above

How is SoFi measured?

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

1 branded search term

  • sofi loans

Do you work for SoFi? 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

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