SoFi vs Upstart:Which is more popular by branded search?
In August 2026, Upstart had more branded searches than SoFi among personal loan platforms worldwide. Upstart was estimated to have 165K branded searches compared to SoFi’s 74K, and held an 18% Share of Search versus SoFi’s 8.1%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, SoFi or Upstart?
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 by month for Upstart, SoFi. 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 | — | — | — | — | — | — |
How has the SoFi and Upstart comparison changed over the last 12 months?
3 findings
- Upstart was ahead of SoFi in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, SoFi’s estimated Share of Search among personal loan platforms worldwide moved from 5% to 8.1%, and its estimated monthly branded searches moved from 49.5K to 74K.
- Across the 11 months ending August 2026, Upstart’s estimated Share of Search among personal loan platforms worldwide moved from 9.2% to 18%, and its estimated monthly branded searches moved from 90.5K to 165K.
How did search popularity change for personal loan platforms worldwide in August 2026?
2 changes
In August 2026, Upstart overtook LendingClub to rank 2nd among personal loan platforms worldwide, at 18%.
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 each brand is measured
Brandwave collects information about searches that people make online using SoFi’s and Upstart’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.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.