--- title: "Personal loan platforms: Which brands are most popular in search?" description: "Compare the personal loan platforms businesses choose between. Share of Search among Avant, Upstart, LendingClub, LightStream, SoFi and Prosper, the personal loan platforms Brandwave compares worldwide, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/global-en/categories/personal-loan-platforms" publisher: "Brandwave" --- # Personal loan platforms: Which brands are most popular in search? Compare the personal loan platforms businesses choose between. Share of Search among Avant, Upstart, LendingClub, LightStream, SoFi and Prosper, the personal loan platforms Brandwave compares worldwide, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Personal loan platforms - **Market**: Global - **Brands compared**: 6 - **Month measured**: Aug 2026 - **Highest Share of Search**: Avant, 40.1% ## 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. - 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. ## Compare search popularity between leading brands - [Avant vs Upstart: compare search popularity](/demand/global-en/compare/avant-vs-upstart): 40.1% against 18% Share of Search. - [Avant vs LendingClub: compare search popularity](/demand/global-en/compare/avant-vs-lendingclub): 40.1% against 14.7% Share of Search. - [Avant vs LightStream: compare search popularity](/demand/global-en/compare/avant-vs-lightstream): 40.1% against 14.7% Share of Search. - [Avant vs SoFi: compare search popularity](/demand/global-en/compare/avant-vs-sofi): 40.1% against 8.1% Share of Search. - [Upstart vs LendingClub: compare search popularity](/demand/global-en/compare/lendingclub-vs-upstart): 18% against 14.7% Share of Search. - [Upstart vs LightStream: compare search popularity](/demand/global-en/compare/lightstream-vs-upstart): 18% against 14.7% Share of Search. - [Upstart vs SoFi: compare search popularity](/demand/global-en/compare/sofi-vs-upstart): 18% against 8.1% Share of Search. - [LendingClub vs LightStream: compare search popularity](/demand/global-en/compare/lendingclub-vs-lightstream): 14.7% Share of Search each. - [LendingClub vs SoFi: compare search popularity](/demand/global-en/compare/lendingclub-vs-sofi): 14.7% against 8.1% Share of Search. - [LightStream vs SoFi: compare search popularity](/demand/global-en/compare/lightstream-vs-sofi): 14.7% against 8.1% Share of Search. ## How did search popularity change for personal loan platforms worldwide in August 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Avant | 40.1% | 368K | 0.0% | Avant | | 2 | Upstart | 18% | 165K | +22.2% | Upstart | | 3 | LendingClub | 14.7% | 135K | -32.8% | LendingClub | | 4 | LightStream | 14.7% | 135K | 0.0% | LightStream | | 5 | SoFi | 8.1% | 74K | 0.0% | SoFi | | 6 | Prosper | 4.4% | 40.5K | -18.2% | Prosper | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Avant | 368K | 37.4% | 1 | | Oct 2025 | LendingClub | 301K | 30.6% | 2 | | Oct 2025 | LightStream | 135K | 13.7% | 3 | | Oct 2025 | Upstart | 90.5K | 9.2% | 4 | | Oct 2025 | SoFi | 49.5K | 5% | 5 | | Oct 2025 | Prosper | 40.5K | 4.1% | 6 | | Nov 2025 | Avant | 368K | 40.7% | 1 | | Nov 2025 | LendingClub | 246K | 27.2% | 2 | | Nov 2025 | LightStream | 110K | 12.2% | 3 | | Nov 2025 | Upstart | 90.5K | 10% | 4 | | Nov 2025 | SoFi | 49.5K | 5.5% | 5 | | Nov 2025 | Prosper | 40.5K | 4.5% | 6 | | Dec 2025 | Avant | 368K | 40.2% | 1 | | Dec 2025 | LendingClub | 246K | 26.9% | 2 | | Dec 2025 | LightStream | 110K | 12% | 3 | | Dec 2025 | Upstart | 90.5K | 9.9% | 4 | | Dec 2025 | SoFi | 60.5K | 6.6% | 5 | | Dec 2025 | Prosper | 40.5K | 4.4% | 6 | | Jan 2026 | Avant | 368K | 39.1% | 1 | | Jan 2026 | LendingClub | 246K | 26.2% | 2 | | Jan 2026 | LightStream | 135K | 14.4% | 3 | | Jan 2026 | Upstart | 90.5K | 9.6% | 4 | | Jan 2026 | SoFi | 60.5K | 6.4% | 5 | | Jan 2026 | Prosper | 40.5K | 4.3% | 6 | | Feb 2026 | Avant | 368K | 39.6% | 1 | | Feb 2026 | LendingClub | 246K | 26.5% | 2 | | Feb 2026 | LightStream | 135K | 14.5% | 3 | | Feb 2026 | Upstart | 90.5K | 9.7% | 4 | | Feb 2026 | SoFi | 49.5K | 5.3% | 5 | | Feb 2026 | Prosper | 40.5K | 4.4% | 6 | | Mar 2026 | Avant | 368K | 36.3% | 1 | | Mar 2026 | LendingClub | 301K | 29.7% | 2 | | Mar 2026 | LightStream | 135K | 13.3% | 3 | | Mar 2026 | Upstart | 110K | 10.8% | 4 | | Mar 2026 | SoFi | 60.5K | 6% | 5 | | Mar 2026 | Prosper | 40.5K | 4% | 6 | | Apr 2026 | Avant | 368K | 36.3% | 1 | | Apr 2026 | LendingClub | 301K | 29.7% | 2 | | Apr 2026 | LightStream | 135K | 13.3% | 3 | | Apr 2026 | Upstart | 110K | 10.8% | 4 | | Apr 2026 | SoFi | 60.5K | 6% | 5 | | Apr 2026 | Prosper | 40.5K | 4% | 6 | | May 2026 | Avant | 368K | 38.3% | 1 | | May 2026 | LendingClub | 246K | 25.6% | 2 | | May 2026 | LightStream | 135K | 14.1% | 3 | | May 2026 | Upstart | 110K | 11.5% | 4 | | May 2026 | SoFi | 60.5K | 6.3% | 5 | | May 2026 | Prosper | 40.5K | 4.2% | 6 | | Jun 2026 | Avant | 368K | 35.8% | 1 | | Jun 2026 | LendingClub | 301K | 29.3% | 2 | | Jun 2026 | LightStream | 135K | 13.1% | 3 | | Jun 2026 | Upstart | 110K | 10.7% | 4 | | Jun 2026 | SoFi | 74K | 7.2% | 5 | | Jun 2026 | Prosper | 40.5K | 3.9% | 6 | | Jul 2026 | Avant | 368K | 38.2% | 1 | | Jul 2026 | LendingClub | 201K | 20.9% | 2 | | Jul 2026 | LightStream | 135K | 14% | 3 | | Jul 2026 | Upstart | 135K | 14% | 4 | | Jul 2026 | SoFi | 74K | 7.7% | 5 | | Jul 2026 | Prosper | 49.5K | 5.1% | 6 | | Aug 2026 | Avant | 368K | 40.1% | 1 | | Aug 2026 | Upstart | 165K | 18% | 2 | | Aug 2026 | LendingClub | 135K | 14.7% | 3 | | Aug 2026 | LightStream | 135K | 14.7% | 4 | | Aug 2026 | SoFi | 74K | 8.1% | 5 | | Aug 2026 | Prosper | 40.5K | 4.4% | 6 | | Sep 2026 | Avant | — | — | — | | Sep 2026 | LendingClub | — | — | — | | Sep 2026 | LightStream | — | — | — | | Sep 2026 | Prosper | — | — | — | | Sep 2026 | SoFi | — | — | — | | Sep 2026 | Upstart | — | — | — | ## What is being compared - **Avant**: Measured on the search term “avant”. - **LendingClub**: Measured on the search term “lendingclub”. - **LightStream**: Measured on the search term “lightstream”. - **Prosper**: Measured on the search term “prosper lending”. - **SoFi**: Measured on the search term “sofi loans”. - **Upstart**: Measured on the search term “upstart loans”. - [Avant](/demand/global-en/brands/avant) - [LendingClub](/demand/global-en/brands/lendingclub) - [LightStream](/demand/global-en/brands/lightstream) - [Prosper](/demand/global-en/brands/prosper) - [SoFi](/demand/global-en/brands/sofi) - [Upstart](/demand/global-en/brands/upstart) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Personal loan platforms: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/personal-loan-platforms This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/personal-loan-platforms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.