Brandwave

How popular isSoFi?

In September 2026, people searched for SoFi by name about 1.3 million times worldwide, about the same as the previous year. These searches made up 27.7% of all global fintech searches, placing SoFi second out of nine brands. When we asked both ChatGPT and Google AI Overviews about fintech, SoFi appeared in two of the five answers and was the third most recommended of the nine.

Search and AI answers in September 2026

SoFi is the second most searched of 9 competitors and the third most recommended in AI answers.

  1. StripeShare of searches 64.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. SoFiShare of searches 27.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. AdyenShare of searches 3.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  4. MercuryShare of searches 1.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. WiseShare of searches 1.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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Top fintech in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, SoFi was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. SoFi is the third most recommended of the nine.

Most recommended by AI

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

  1. Stripe1st
  2. Wise2nd
  3. SoFi3rd
  4. Mercury4th
  5. Adyen5th
  6. Plaid6th
  7. Marqeta7th
  8. Unit8th
  9. Rapyd–

Mentioned by AI

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

  • Stripe4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wise3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SoFi2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Adyen2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mercury2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Plaid2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Marqeta1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Unit1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rapyd0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about fintech

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which fintech compete with SoFi?

SoFi against fintech worldwide, by month

Share of searches by month for Stripe, SoFi, Adyen. The figures are in the table below the chart.

View monthly share of searches table
MonthStripeSoFiAdyenMercuryWiseMarqetaRapydPlaidUnit
Oct 202565.1%27.7%3.8%1.4%1.3%0.41%0.36%0.02%<0.01%
Nov 202569%24.2%3.3%1.5%1.3%0.36%0.31%0.02%<0.01%
Dec 202564.1%27.2%4.5%1.6%1.7%0.4%0.35%0.02%<0.01%
Jan 202664.7%27.6%3.7%1.7%1.6%0.41%0.29%0.02%<0.01%
Feb 202667.7%23.6%4.8%1.7%1.4%0.43%0.3%0.02%<0.01%
Mar 202668.8%24%3.3%1.8%1.5%0.36%0.25%0.02%<0.01%
Apr 202664.5%27.4%3.7%2%1.6%0.41%0.29%0.02%<0.01%
May 202664.7%27.5%3.7%1.7%1.6%0.41%0.35%0.02%<0.01%
Jun 202664.1%27.3%4.5%1.7%1.6%0.41%0.29%0.01%<0.01%
Jul 202665%27.8%3.1%1.7%1.6%0.41%0.36%0.01%<0.01%
Aug 202664.5%27.6%3.8%1.7%1.9%0.33%0.29%0.01%<0.01%
Sep 202664.6%27.7%3.8%1.7%1.6%0.34%0.29%0.02%<0.01%

  1. 1.Stripe

    64.6%

    Held 1st. 2.8M estimated branded searches, -0.19% vs prior month. Share +0.1 points.

  2. 2.SoFi

    27.7%

    Held 2nd. 1.2M estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.Adyen

    3.8%

    Held 3rd. 167K estimated branded searches, +0.04% vs prior month. Share 0 points.

  4. 4.Mercury

    1.7%

    Moved from 5th to 4th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Wise

    1.6%

    Moved from 4th to 5th. 71.7K estimated branded searches, -13.3% vs prior month. Share -0.2 points.

  6. 6.Marqeta

    0.34%

    Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Rapyd

    0.29%

    Held 7th. 12.8K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Plaid

    0.02%

    Held 8th. 720 estimated branded searches, +22% vs prior month. Share 0 points.

  9. 9.Unit

    <0.01%

    Held 9th. 210 estimated branded searches, +23.5% vs prior month. Share 0 points.

Compare popularity between SoFi and its closest rivals

Every comparison with SoFi

17 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for SoFi worldwide held steady at 1.3M.
  • Across the 12 months ending September 2026, SoFi’s share of searches among fintech worldwide peaked at 27.8% in July 2026 and was lowest at 23.6% in February 2026.

How did search popularity change for fintech worldwide in September 2026?

5 changes

  1. In September 2026, Mercury rose from 5th to 4th among fintech worldwide.

  2. In September 2026, Wise fell from 4th to 5th among fintech worldwide.

  3. Estimated monthly branded searches for Unit worldwide fell 34.4% over 12 measured months, from 320 to 210 in September 2026.

  4. Estimated monthly branded searches for Rapyd worldwide fell 18.2% over 12 measured months, from 15.7K to 12.8K in September 2026.

  5. Estimated monthly branded searches for Marqeta worldwide fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.

How are SoFi’s branded searches counted?

1 search term

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.

  • sofi

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How the Brand Demand Index is measured

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 searchesRanking
Fintech2nd of 927.7%Shown above
Savings apps1st of 1040.3%Show ranking
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Is SoFi your brand?

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