Plaid vs SoFi:Which is more popular?
In September 2026, SoFi had more branded searches than Plaid among fintech worldwide. SoFi had about 1.2 million branded searches, while Plaid had 720. SoFi made up 27.7% of all fintech searches we track, and Plaid accounted for 0.02%. When we asked ChatGPT and Google AI Overviews about fintech, Plaid and SoFi each appeared in two of the five answers. SoFi was mentioned before Plaid in two out of three answers that named either.
Who do people search for more?
SoFi, about 1694 searches for every 1 for Plaid
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
SoFi, named ahead of Plaid in 2 of 3 answers
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Top fintech in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Plaid was mentioned in two out of five: in one of the three ChatGPT answers and in one of the 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 was listed before Plaid in two out of three answers that named either.
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.
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
Asked ChatGPT
“Which fintech platform should I use?”
Asked ChatGPT
“What are the best fintech platforms?”
Asked ChatGPT
“What's the best fintech platform for payments infrastructure?”
Searched Google, AI Overview
“fintech platform”
Searched Google, AI Overview
“payment infrastructure”
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.
Share of searches by month for SoFi, Plaid. The figures are in the table below the chart.
View monthly share of searches table
| Month | Stripe | SoFi | Adyen | Mercury | Wise | Marqeta | Rapyd | Plaid | Unit |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 65.1% | 27.7% | 3.8% | 1.4% | 1.3% | 0.41% | 0.36% | 0.02% | <0.01% |
| Nov 2025 | 69% | 24.2% | 3.3% | 1.5% | 1.3% | 0.36% | 0.31% | 0.02% | <0.01% |
| Dec 2025 | 64.1% | 27.2% | 4.5% | 1.6% | 1.7% | 0.4% | 0.35% | 0.02% | <0.01% |
| Jan 2026 | 64.7% | 27.6% | 3.7% | 1.7% | 1.6% | 0.41% | 0.29% | 0.02% | <0.01% |
| Feb 2026 | 67.7% | 23.6% | 4.8% | 1.7% | 1.4% | 0.43% | 0.3% | 0.02% | <0.01% |
| Mar 2026 | 68.8% | 24% | 3.3% | 1.8% | 1.5% | 0.36% | 0.25% | 0.02% | <0.01% |
| Apr 2026 | 64.5% | 27.4% | 3.7% | 2% | 1.6% | 0.41% | 0.29% | 0.02% | <0.01% |
| May 2026 | 64.7% | 27.5% | 3.7% | 1.7% | 1.6% | 0.41% | 0.35% | 0.02% | <0.01% |
| Jun 2026 | 64.1% | 27.3% | 4.5% | 1.7% | 1.6% | 0.41% | 0.29% | 0.01% | <0.01% |
| Jul 2026 | 65% | 27.8% | 3.1% | 1.7% | 1.6% | 0.41% | 0.36% | 0.01% | <0.01% |
| Aug 2026 | 64.5% | 27.6% | 3.8% | 1.7% | 1.9% | 0.33% | 0.29% | 0.01% | <0.01% |
| Sep 2026 | 64.6% | 27.7% | 3.8% | 1.7% | 1.6% | 0.34% | 0.29% | 0.02% | <0.01% |
How has the Plaid and SoFi comparison changed over the last 12 months?
3 findings
- SoFi was ahead of Plaid in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Plaid’s share of searches among fintech worldwide held steady at 0.02%, and its estimated monthly branded searches held steady at 720.
- Across the 12 months ending September 2026, SoFi’s share of searches among fintech worldwide held steady at 27.7%, and its estimated monthly branded searches held steady at 1.2M.
How did search popularity change for fintech worldwide in September 2026?
0 changes
Neither Plaid nor SoFi moved beyond provider rounding among fintech in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Plaid’s and SoFi’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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