How popular isUpstart in search?
In August 2026, there were an estimated 165K branded searches for Upstart worldwide which is up 82.3% over the last 11 months. Upstart holds 18% estimated Share of Search among personal loan platforms worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
Avant40.1%
Upstart18%
LendingClub14.7%
LightStream14.7%
SoFi8.1%
Prosper4.4%
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Which personal loan platforms compete with Upstart?
Share of Search by month for Avant, Upstart, LendingClub, LightStream, SoFi, Prosper. The figures are in the table below the chart.
View monthly share of search table
| Month | Avant | Upstart | LendingClub | LightStream | SoFi | Prosper |
|---|---|---|---|---|---|---|
| Oct 2025 | 37.4% | 9.2% | 30.6% | 13.7% | 5% | 4.1% |
| Nov 2025 | 40.7% | 10% | 27.2% | 12.2% | 5.5% | 4.5% |
| Dec 2025 | 40.2% | 9.9% | 26.9% | 12% | 6.6% | 4.4% |
| Jan 2026 | 39.1% | 9.6% | 26.2% | 14.4% | 6.4% | 4.3% |
| Feb 2026 | 39.6% | 9.7% | 26.5% | 14.5% | 5.3% | 4.4% |
| Mar 2026 | 36.3% | 10.8% | 29.7% | 13.3% | 6% | 4% |
| Apr 2026 | 36.3% | 10.8% | 29.7% | 13.3% | 6% | 4% |
| May 2026 | 38.3% | 11.5% | 25.6% | 14.1% | 6.3% | 4.2% |
| Jun 2026 | 35.8% | 10.7% | 29.3% | 13.1% | 7.2% | 3.9% |
| Jul 2026 | 38.2% | 14% | 20.9% | 14% | 7.7% | 5.1% |
| Aug 2026 | 40.1% | 18% | 14.7% | 14.7% | 8.1% | 4.4% |
| Sep 2026 | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.1% | 368K | 0% | +1.9 points | |
| 2, moved from 4th to 2nd | 18% | 165K | +22.2% | +4 pointsmoved from 4th to 2nd | |
| 3, moved from 2nd to 3rd | 14.7% | 135K | -32.8% | -6.2 pointsmoved from 2nd to 3rd | |
| 4, moved from 3rd to 4th | 14.7% | 135K | 0% | +0.7 pointsmoved from 3rd to 4th | |
| 5, held 5th | 8.1% | 74K | 0% | +0.4 points | |
| 6, held 6th | 4.4% | 40.5K | -18.2% | -0.7 points |
1.
Avant40.1%
Held 1st. 368K estimated branded searches, 0% vs prior month. Share +1.9 points.
2.
Upstart18%
Moved from 4th to 2nd. 165K estimated branded searches, +22.2% vs prior month. Share +4 points.
14.7%
Moved from 2nd to 3rd. 135K estimated branded searches, -32.8% vs prior month. Share -6.2 points.
14.7%
Moved from 3rd to 4th. 135K estimated branded searches, 0% vs prior month. Share +0.7 points.
5.
SoFi8.1%
Held 5th. 74K estimated branded searches, 0% vs prior month. Share +0.4 points.
6.
Prosper4.4%
Held 6th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.7 points.
Compare search popularity between Upstart and its closest rivals
How has branded search demand for Upstart changed worldwide over the last 12 months?
3 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Upstart worldwide rose from 90.5K to 165K.
- Across the 11 months ending August 2026, Upstart’s estimated Share of Search among personal loan platforms worldwide increased from 9.2% to 18%.
- Across the 11 months ending August 2026, Upstart rose from 4th to 2nd among personal loan platforms worldwide.
How did search popularity change for personal loan platforms worldwide in August 2026?
6 changes
In August 2026, Upstart overtook LendingClub to rank 2nd among personal loan platforms worldwide, at 18%.
In August 2026, Avant gained estimated Share of Search among personal loan platforms worldwide, from 38.2% to 40.1%.
In August 2026, LightStream gained estimated Share of Search among personal loan platforms worldwide, from 14% to 14.7%.
In August 2026, LendingClub lost estimated Share of Search among personal loan platforms worldwide, from 20.9% to 14.7%.
In August 2026, Prosper lost estimated Share of Search among personal loan platforms worldwide, from 5.1% to 4.4%.
SoFi’s estimated Share of Search among personal loan platforms worldwide has gained ground for 3 months in a row, from 6.3% to 8.1% in August 2026.
How is Upstart measured?
Brandwave collects information about searches that people make online using Upstart’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
- upstart loans
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Is Upstart your brand?
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