---
title: "SoFi vs Upstart: Which is more popular by branded search?"
description: "Which is more popular in search, SoFi or Upstart? Compare estimated monthly branded-search demand and Share of Search inside the Personal loan platforms set worldwide. 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/compare/sofi-vs-upstart"
publisher: "Brandwave"
---

# SoFi vs Upstart: Which is more popular by branded search?

Which is more popular in search, SoFi or Upstart? Compare estimated monthly branded-search demand and Share of Search inside the Personal loan platforms set worldwide. 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

- **Compared**: SoFi and Upstart
- **Competitive set**: Personal loan platforms
- **Market**: Global
- **Month measured**: Aug 2026
- **SoFi Share of Search**: 8.1%
- **Upstart Share of Search**: 18%

## Which is more popular in search, SoFi or Upstart?

- 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%.
- 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?

- 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.

## Month by month

| Month | SoFi estimated searches | SoFi Share of Search | SoFi rank | Upstart estimated searches | Upstart Share of Search | Upstart rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 49.5K | 5% | 5 | 90.5K | 9.2% | 4 |
| Nov 2025 | 49.5K | 5.5% | 5 | 90.5K | 10% | 4 |
| Dec 2025 | 60.5K | 6.6% | 5 | 90.5K | 9.9% | 4 |
| Jan 2026 | 60.5K | 6.4% | 5 | 90.5K | 9.6% | 4 |
| Feb 2026 | 49.5K | 5.3% | 5 | 90.5K | 9.7% | 4 |
| Mar 2026 | 60.5K | 6% | 5 | 110K | 10.8% | 4 |
| Apr 2026 | 60.5K | 6% | 5 | 110K | 10.8% | 4 |
| May 2026 | 60.5K | 6.3% | 5 | 110K | 11.5% | 4 |
| Jun 2026 | 74K | 7.2% | 5 | 110K | 10.7% | 4 |
| Jul 2026 | 74K | 7.7% | 5 | 135K | 14% | 4 |
| Aug 2026 | 74K | 8.1% | 5 | 165K | 18% | 2 |
| Sep 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.

- **SoFi**: Measured on the search term “sofi loans”.
- **Upstart**: Measured on the search term “upstart loans”.

- [SoFi profile](/demand/global-en/brands/sofi)
- [Upstart profile](/demand/global-en/brands/upstart)
- [All personal loan platforms worldwide](/demand/global-en/categories/personal-loan-platforms): The set both shares are measured inside, 6 brands.

## 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 is more popular in search, SoFi or Upstart?

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%.

## Cite this page

Brandwave. "SoFi vs Upstart: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/sofi-vs-upstart

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/sofi-vs-upstart. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.