Brandwave

Personal loan platforms:Which brands are most popular in search?

In August 2026, Avant was the most searched among personal loan platforms worldwide, with an estimated 368K branded searches and 40.1% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Avant40.1%
  2. Upstart18%
  3. LendingClub14.7%
  4. LightStream14.7%
  5. SoFi8.1%
  6. Prosper4.4%

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Share of SearchLeaderboard

Compare the personal loan platforms businesses choose between. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among personal loan platforms worldwide, by month

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
MonthAvantUpstartLendingClubLightStreamSoFiProsper
Oct 202537.4%9.2%30.6%13.7%5%4.1%
Nov 202540.7%10%27.2%12.2%5.5%4.5%
Dec 202540.2%9.9%26.9%12%6.6%4.4%
Jan 202639.1%9.6%26.2%14.4%6.4%4.3%
Feb 202639.6%9.7%26.5%14.5%5.3%4.4%
Mar 202636.3%10.8%29.7%13.3%6%4%
Apr 202636.3%10.8%29.7%13.3%6%4%
May 202638.3%11.5%25.6%14.1%6.3%4.2%
Jun 202635.8%10.7%29.3%13.1%7.2%3.9%
Jul 202638.2%14%20.9%14%7.7%5.1%
Aug 202640.1%18%14.7%14.7%8.1%4.4%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Avant

    40.1%

    Held 1st. 368K estimated branded searches, 0% vs prior month. Share +1.9 points.

  2. 2.Upstart

    18%

    Moved from 4th to 2nd. 165K estimated branded searches, +22.2% vs prior month. Share +4 points.

  3. 3.LendingClub

    14.7%

    Moved from 2nd to 3rd. 135K estimated branded searches, -32.8% vs prior month. Share -6.2 points.

  4. 4.LightStream

    14.7%

    Moved from 3rd to 4th. 135K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.SoFi

    8.1%

    Held 5th. 74K estimated branded searches, 0% vs prior month. Share +0.4 points.

  6. 6.Prosper

    4.4%

    Held 6th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.7 points.

Compare search popularity between leading brands

Which brand is most popular in search among personal loan platforms worldwide?

In August 2026, Avant was the most searched among personal loan platforms worldwide, with an estimated 368K branded searches and 40.1% estimated Share of Search within this set. Upstart is in 2nd place, 22.1 percentage points behind at 18% Share of Search.

Global personal loan platforms, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Avant37.4% → 40.1%40.7%Nov 202535.8%Jun 20261st
Upstart9.2% → 18%18%Aug 20269.2%Oct 20254th → 2nd
LendingClub30.6% → 14.7%30.6%Oct 202514.7%Aug 20262nd → 3rd
LightStream13.7% → 14.7%14.7%Aug 202612%Dec 20253rd → 4th
SoFi5% → 8.1%8.1%Aug 20265%Oct 20255th
Prosper4.1% → 4.4%5.1%Jul 20263.9%Jun 20266th

Each finding as a sentence

  • Across the 11 months ending August 2026, Avant’s estimated Share of Search among personal loan platforms worldwide increased from 37.4% to 40.1%.
  • 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, LendingClub’s estimated Share of Search among personal loan platforms worldwide decreased from 30.6% to 14.7%.
  • Across the 11 months ending August 2026, LightStream’s estimated Share of Search among personal loan platforms worldwide increased from 13.7% to 14.7%.
  • Across the 11 months ending August 2026, SoFi’s estimated Share of Search among personal loan platforms worldwide increased from 5% to 8.1%.
  • Across the 11 months ending August 2026, Avant’s estimated Share of Search among personal loan platforms worldwide peaked at 40.7% in November 2025 and was lowest at 35.8% in June 2026.
  • Across the 11 months ending August 2026, LightStream’s estimated Share of Search among personal loan platforms worldwide peaked at 14.7% in August 2026 and was lowest at 12% in December 2025.
  • Across the 11 months ending August 2026, Prosper’s estimated Share of Search among personal loan platforms worldwide peaked at 5.1% in July 2026 and was lowest at 3.9% in June 2026.
  • Across the 11 months ending August 2026, Upstart rose from 4th to 2nd among personal loan platforms worldwide.
  • Across the 11 months ending August 2026, LendingClub fell from 2nd to 3rd among personal loan platforms worldwide.
  • Across the 11 months ending August 2026, LightStream fell from 3rd to 4th among personal loan platforms worldwide.
  • Across the 11 months ending August 2026, Prosper held steady: its estimated Share of Search among personal loan platforms worldwide moved less than 0.5 percentage points.

How did search popularity change for personal loan platforms worldwide in August 2026?

  1. In August 2026, Upstart overtook LendingClub to rank 2nd among personal loan platforms worldwide, at 18%.

  2. In August 2026, Avant gained estimated Share of Search among personal loan platforms worldwide, from 38.2% to 40.1%.

  3. In August 2026, LightStream gained estimated Share of Search among personal loan platforms worldwide, from 14% to 14.7%.

  4. In August 2026, LendingClub lost estimated Share of Search among personal loan platforms worldwide, from 20.9% to 14.7%.

  5. In August 2026, Prosper lost estimated Share of Search among personal loan platforms worldwide, from 5.1% to 4.4%.

  6. 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.

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