Brandwave

How popular isDiscover?

In September 2026, people searched for Discover by name about 674,000 times in the United States, a 33.1% decrease from the previous year. These searches made up 0.79% of all United States personal loan platform searches, placing Discover eighth out of nine platforms. When we asked both ChatGPT and Google AI Overviews about personal loan platforms, Discover appeared in all answers and was the most recommended of the nine.

Search and AI answers in September 2026

Discover is the eighth most searched of 9 competitors and the most recommended in AI answers.

  1. AvantShare of searches 20%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Happen BankShare of searches 19.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. LendingClubShare of searches 16.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  4. UpstartShare of searches 16.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. DiscoverShare of searches 0.79%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top personal loan platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Discover appeared in all five answers. Discover is the most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Discover1st
  2. SoFi2nd
  3. Wells Fargo3rd
  4. Happen Bank4th
  5. Upstart5th
  6. U.S. Bank6th
  7. LendingClub7th
  8. Avant–
  9. LightStream–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Discover5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Upstart3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SoFi3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wells Fargo3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Happen Bank2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • U.S. Bank2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LendingClub1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Avant0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LightStream0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about personal loan platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 19, 2026.

Which personal loan platforms compete with Discover?

Discover against personal loan platforms in the United States, by month

Share of searches by month for Avant, Happen Bank, LendingClub, Upstart, LightStream, SoFi, Wells Fargo, Discover. The figures are in the table below the chart.

View monthly share of searches table
MonthAvantHappen BankLendingClubUpstartLightStreamSoFiWells FargoDiscoverU.S. Bank
Oct 202518.2%0%37.5%13.8%16.8%7.5%4.1%1.2%0.82%
Nov 202518.5%0%37.4%13.7%16.7%7.5%4.1%1%1%
Dec 202519%0%31.7%11.7%14.2%7.8%9.5%1.9%4.3%
Jan 202616.3%0%33.3%12.3%14.9%8.2%10%2%3%
Feb 202618.2%<0.01%37.1%11.2%16.6%7.5%6.1%1.8%1.5%
Mar 202620.5%<0.01%32.2%14.4%14.4%7.9%5.3%2.4%2.9%
Apr 202620.1%0.57%32%14.3%14.3%7.9%5.3%4.3%1.3%
May 202621.1%0.37%31.7%14.2%14.2%7.8%5.2%4.3%1.3%
Jun 202617.4%3.7%33.8%12.5%15.1%10.2%5.6%0.91%0.74%
Jul 202615.1%11.8%26.2%17.6%14.3%9.6%3.5%0.86%1.1%
Aug 202615.8%14.6%17.9%21.9%14.6%9.8%3.6%0.88%0.72%
Sep 202620%19.9%16.2%16.2%13.3%10.9%2.2%0.79%0.65%

  1. 1.Avant

    20%

    Moved from 3rd to 1st. 136K estimated branded searches, +13.8% vs prior month. Share +4.1 points.

  2. 2.Happen Bank

    19.9%

    Moved from 4th to 2nd. 135K estimated branded searches, +22.7% vs prior month. Share +5.2 points.

  3. 3.LendingClub

    16.2%

    Moved from 2nd to 3rd. 110K estimated branded searches, -18.5% vs prior month. Share -1.8 points.

  4. 4.Upstart

    16.2%

    Moved from 1st to 4th. 110K estimated branded searches, -33.3% vs prior month. Share -5.8 points.

  5. 5.LightStream

    13.3%

    Held 5th. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.3 points.

  6. 6.SoFi

    10.9%

    Held 6th. 74K estimated branded searches, 0% vs prior month. Share +1 points.

  7. 7.Wells Fargo

    2.2%

    Held 7th. 14.8K estimated branded searches, -45.4% vs prior month. Share -1.4 points.

  8. 8.Discover

    0.79%

    Held 8th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  9. 9.U.S. Bank

    0.65%

    Held 9th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

Compare popularity between Discover and its closest rivals

Every comparison with Discover

20 comparisons

How has branded search demand for Discover changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Discover in the United States fell from 1M to 674K.
  • Across the 12 months ending September 2026, Discover’s share of searches among personal loan platforms in the United States peaked at 4.3% in April 2026 and was lowest at 0.79% in September 2026.
  • Across the 12 months ending September 2026, Discover fell from 7th to 8th among personal loan platforms in the United States.

How did search popularity change for United States personal loan platforms in September 2026?

6 changes

  1. In September 2026, Avant overtook Upstart and LendingClub to become the leader among personal loan platforms in the United States, with 20% of the searches.

  2. In September 2026, Happen Bank overtook Upstart and LendingClub to rank 2nd among personal loan platforms in the United States, with 19.9% of the searches.

  3. In September 2026, SoFi gained share of searches among personal loan platforms in the United States, from 9.8% to 10.9%.

  4. In September 2026, Upstart lost share of searches among personal loan platforms in the United States, from 21.9% to 16.2%.

  5. In September 2026, LendingClub lost share of searches among personal loan platforms in the United States, from 17.9% to 16.2%.

  6. In September 2026, Wells Fargo lost share of searches among personal loan platforms in the United States, from 3.6% to 2.2%.

How are Discover’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Discover’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • discover card
  • discover credit card
  • discover personal loan

Do you work for Discover? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Discover compete?

Discover is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Auto loan brands3rd of 84.7%Show ranking
High yield savings brands3rd of 55%Show ranking
Credit cards3rd of 65%Show ranking
Personal loan platforms8th of 90.79%Shown above
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Is Discover your brand?

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