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 40.3% of all global savings app searches, placing SoFi first out of ten apps. When we asked both ChatGPT and Google AI Overviews about savings apps, SoFi appeared in three of the five answers and was the most recommended of the ten.
SoFi is the most searched of 10 competitors and the most recommended in AI answers.
SoFiShare of searches 40.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st- Ally BankShare of searches 18.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
MonzoShare of searches 12.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
MarcusShare of searches 10.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Rocket MoneyShare of searches 8.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
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Top savings apps in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, SoFi was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. SoFi is the most recommended of the ten.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Ally Bank4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- SoFi3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Rocket Money3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Oportun3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Chime3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Acorns3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Qapital2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Monzo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Marcus0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Moneybox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about savings apps
5 answers
Asked ChatGPT
“Which savings app should I use?”
Asked ChatGPT
“What are the best savings apps?”
Asked ChatGPT
“What's the best savings app for building savings?”
Searched Google, AI Overview
“savings app”
Searched Google, AI Overview
“automated savings app”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Which savings apps compete with SoFi?
Share of searches by month for SoFi, Ally Bank, Monzo, Marcus, Rocket Money, Oportun, Moneybox. The figures are in the table below the chart.
View monthly share of searches table
| Month | SoFi | Ally Bank | Monzo | Marcus | Rocket Money | Oportun | Moneybox | Chime | Qapital | Acorns |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.7% | 17.4% | 11.6% | 12.1% | 7.8% | 7.8% | 4.4% | 0.08% | 0.14% | <0.01% |
| Nov 2025 | 36.8% | 16.5% | 11% | 14% | 7.4% | 9% | 5% | 0.07% | 0.16% | <0.01% |
| Dec 2025 | 34.3% | 18.9% | 10.1% | 13% | 10.3% | 8.4% | 4.7% | 0.07% | 0.15% | <0.01% |
| Jan 2026 | 35.1% | 15.8% | 10.6% | 13.5% | 12.9% | 7.1% | 4.8% | 0.09% | 0.16% | <0.01% |
| Feb 2026 | 34.7% | 19.1% | 10.4% | 13.2% | 10.5% | 7% | 4.8% | 0.1% | 0.19% | <0.01% |
| Mar 2026 | 36.9% | 20.3% | 10.8% | 11.6% | 9.1% | 6.1% | 5.1% | 0.09% | 0.13% | <0.01% |
| Apr 2026 | 37.9% | 20.9% | 11% | 11.8% | 7.6% | 6.2% | 4.3% | 0.09% | 0.11% | <0.01% |
| May 2026 | 40.6% | 18.3% | 12% | 10.4% | 8.2% | 6.7% | 3.7% | 0.1% | 0.12% | <0.01% |
| Jun 2026 | 41.5% | 18.7% | 10.5% | 10.7% | 6.8% | 6.8% | 4.7% | 0.11% | 0.12% | <0.01% |
| Jul 2026 | 40.1% | 18.1% | 12% | 10.3% | 8.1% | 6.6% | 4.5% | 0.1% | 0.12% | <0.01% |
| Aug 2026 | 39.6% | 17.8% | 14.2% | 10.1% | 8% | 6.5% | 3.6% | 0.1% | 0.09% | <0.01% |
| Sep 2026 | 40.3% | 18.2% | 12.7% | 10.3% | 8.1% | 6.6% | 3.7% | 0.1% | 0.1% | <0.01% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.3% | 1.2M | 0% | +0.7 points | |
| 2, held 2nd | 18.2% | 550K | 0% | +0.3 points | |
| 3, held 3rd | 12.7% | 383K | -12.1% | -1.5 points | |
| 4, held 4th | 10.3% | 311K | 0% | +0.2 points | |
| 5, held 5th | 8.1% | 246K | 0% | +0.1 points | |
| 6, held 6th | 6.6% | 201K | 0% | +0.1 points | |
| 7, held 7th | 3.7% | 112K | 0% | +0.1 points | |
| 8, held 8th | 0.1% | 3.1K | +4.3% | 0 points | |
| 9, held 9th | 0.1% | 2.9K | 0% | 0 points | |
| 10, held 10th | <0.01% | 70 | -22.2% | 0 points |
1.
SoFi40.3%
Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +0.7 points.
18.2%
Held 2nd. 550K estimated branded searches, 0% vs prior month. Share +0.3 points.
3.
Monzo12.7%
Held 3rd. 383K estimated branded searches, -12.1% vs prior month. Share -1.5 points.
4.
Marcus10.3%
Held 4th. 311K estimated branded searches, 0% vs prior month. Share +0.2 points.
8.1%
Held 5th. 246K estimated branded searches, 0% vs prior month. Share +0.1 points.
6.
Oportun6.6%
Held 6th. 201K estimated branded searches, 0% vs prior month. Share +0.1 points.
7.
Moneybox3.7%
Held 7th. 112K estimated branded searches, 0% vs prior month. Share +0.1 points.
8.
Chime0.1%
Held 8th. 3.1K estimated branded searches, +4.3% vs prior month. Share 0 points.
9.
Qapital0.1%
Held 9th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.
10.
Acorns<0.01%
Held 10th. 70 estimated branded searches, -22.2% 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?
3 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 savings apps worldwide increased from 38.7% to 40.3%.
- Across the 12 months ending September 2026, SoFi’s share of searches among savings apps worldwide peaked at 41.5% in June 2026 and was lowest at 34.3% in December 2025.
How did search popularity change for savings apps worldwide in September 2026?
6 changes
In September 2026, SoFi gained share of searches among savings apps worldwide, from 39.6% to 40.3%.
In September 2026, Monzo lost share of searches among savings apps worldwide, from 14.2% to 12.7%.
Estimated monthly branded searches for Chime worldwide rose 31.1% over 12 measured months, from 2.4K to 3.1K in September 2026.
Estimated monthly branded searches for Qapital worldwide fell 34.1% over 12 measured months, from 4.4K to 2.9K in September 2026.
Estimated monthly branded searches for Marcus worldwide fell 18.8% over 12 measured months, from 383K to 311K in September 2026.
Estimated monthly branded searches for Moneybox worldwide fell 18.8% over 12 measured months, from 137K to 112K 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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Where does SoFi compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Fintech | 2nd of 9 | 27.7% | Show ranking |
| Savings apps | 1st of 10 | 40.3% | Shown above |
Is SoFi 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.