---
title: "How popular is Figure? Searches and AI answers in the United States"
description: "Figure offers online home equity lines of credit. 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/us/brands/figure-heloc"
publisher: "Brandwave"
---

# How popular is Figure? Searches and AI answers in the United States

Figure offers online home equity lines of credit. 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

- **Brand**: Figure
- **Market**: United States
- **Measured month**: Oct 2026
- **Share of Search among HELOC lenders**: 11.2%

## Where does Figure compete?

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| HELOC lenders | 5 | 11.2% | 5.4K |
| Home equity investment companies | 3 | 16.1% | 5.4K |

- [HELOC lenders](/demand/us/categories/us-heloc-lenders)
- [Home equity investment companies](/demand/us/categories/us-home-equity-investment-companies)

## Top HELOC lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Figure was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Figure is the second most recommended of the 11.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Aven | 1st | 2 of 3 | 1 of 2 | 3 of 5 |
| Figure | 2nd | 2 of 3 | 0 of 2 | 2 of 5 |
| Bank of America | 3rd | 1 of 3 | 1 of 2 | 2 of 5 |
| Rate | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Achieve | 5th | 2 of 3 | 0 of 2 | 2 of 5 |
| Splash Financial | 6th | 2 of 3 | 0 of 2 | 2 of 5 |
| Flagstar | 7th | 0 of 3 | 1 of 2 | 1 of 5 |
| Navy Federal Credit Union | 8th | 0 of 3 | 1 of 2 | 1 of 5 |
| Rocket Mortgage | 9th | 0 of 3 | 1 of 2 | 1 of 5 |
| Spring EQ | 10th | 1 of 3 | 0 of 2 | 1 of 5 |
| Lower | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 |

## Every AI answer about HELOC lenders

- Asked ChatGPT "Who offers the best HELOC rates right now?": 1. Aven, 2. Achieve, 3. Splash Financial
- Asked ChatGPT "Which lenders let you apply for a home equity line of credit online?": 1. Figure, 2. Bank of America, 3. Rate, 4. Splash Financial, 5. Aven, 6. Spring EQ
- Asked ChatGPT "What's the fastest way to get a HELOC?": 1. Figure, 2. Rate, 3. Achieve
- Searched Google, AI Overview "heloc": 1. Lower
- Searched Google, AI Overview "heloc lenders": 1. Aven, 2. Bank of America, 3. Flagstar, 4. Navy Federal Credit Union, 5. Rocket Mortgage

Brands are listed in the order each answer named them. The answers were collected in United States on October 28, 2026.

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

- Across the 12 months ending October 2026, estimated monthly branded searches for Figure in the United States rose from 3.6K to 5.4K.
- Across the 12 months ending October 2026, Figure’s share of searches among HELOC lenders in the United States increased from 9.6% to 11.2%.
- Across the 12 months ending October 2026, Figure’s share of searches among HELOC lenders in the United States peaked at 15.8% in July 2026 and was lowest at 9.6% in November 2025.
- Across the 12 months ending October 2026, Figure’s share of searches among home equity investment companies in the United States increased from 13.2% to 16.1%.
- Across the 12 months ending October 2026, Figure’s share of searches among home equity investment companies in the United States peaked at 26.5% in May 2026 and was lowest at 13.2% in November 2025.

## How did search popularity change for United States HELOC lenders in October 2026?

- In October 2026, Spring EQ overtook Splash Financial to rank 2nd among HELOC lenders in the United States, with 20.6% of the searches.
- In October 2026, Aven gained share of searches among HELOC lenders in the United States, from 21% to 26.6%.
- In October 2026, Splash Financial lost share of searches among HELOC lenders in the United States, from 18.9% to 16.8%.
- In October 2026, Bank of America lost share of searches among HELOC lenders in the United States, from 15.4% to 13.7%.
- In October 2026, Figure lost share of searches among HELOC lenders in the United States, from 12.6% to 11.2%.
- In October 2026, Achieve lost share of searches among HELOC lenders in the United States, from 3% to 1.8%.

## How did search popularity change for United States home equity investment companies in October 2026?

- In October 2026, Hometap gained share of searches among home equity investment companies in the United States, from 42% to 44.2%.
- In October 2026, Point gained share of searches among home equity investment companies in the United States, from 5.4% to 7.2%.
- In October 2026, Figure gained share of searches among home equity investment companies in the United States, from 15.3% to 16.1%.
- In October 2026, Splitero lost share of searches among home equity investment companies in the United States, from 34.4% to 29.6%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Nov 2025 | HELOC lenders | 3.6K | 9.6% | 5 |
| Dec 2025 | HELOC lenders | 4.4K | 10.6% | 4 |
| Jan 2026 | HELOC lenders | 6.6K | 13.9% | 4 |
| Feb 2026 | HELOC lenders | 6.6K | 13% | 5 |
| Mar 2026 | HELOC lenders | 8.1K | 13.5% | 3 |
| Apr 2026 | HELOC lenders | 8.1K | 11.5% | 3 |
| May 2026 | HELOC lenders | 8.1K | 13.1% | 3 |
| Jun 2026 | HELOC lenders | 8.1K | 14.3% | 3 |
| Jul 2026 | HELOC lenders | 8.1K | 15.8% | 2 |
| Aug 2026 | HELOC lenders | 6.6K | 14.9% | 4 |
| Sep 2026 | HELOC lenders | 5.4K | 12.6% | 5 |
| Oct 2026 | HELOC lenders | 5.4K | 11.2% | 5 |
| Nov 2025 | Home equity investment companies | 3.6K | 13.2% | 3 |
| Dec 2025 | Home equity investment companies | 4.4K | 15.7% | 3 |
| Jan 2026 | Home equity investment companies | 6.6K | 21.6% | 2 |
| Feb 2026 | Home equity investment companies | 6.6K | 22.7% | 2 |
| Mar 2026 | Home equity investment companies | 8.1K | 26.2% | 2 |
| Apr 2026 | Home equity investment companies | 8.1K | 25% | 2 |
| May 2026 | Home equity investment companies | 8.1K | 26.5% | 2 |
| Jun 2026 | Home equity investment companies | 8.1K | 22.7% | 3 |
| Jul 2026 | Home equity investment companies | 8.1K | 22.9% | 3 |
| Aug 2026 | Home equity investment companies | 6.6K | 18.1% | 3 |
| Sep 2026 | Home equity investment companies | 5.4K | 15.3% | 3 |
| Oct 2026 | Home equity investment companies | 5.4K | 16.1% | 3 |

## How are Figure’s branded searches counted?

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

- “figure heloc”

## Which HELOC lenders compete with Figure?

- [Aven](/demand/us/brands/aven)
- [Spring EQ](/demand/us/brands/spring-eq): Head-to-head: /demand/us/compare/figure-heloc-vs-spring-eq
- [Splash Financial](/demand/us/brands/splash-financial): Head-to-head: /demand/us/compare/figure-heloc-vs-splash-financial
- [Bank of America](/demand/us/brands/bank-of-america): Head-to-head: /demand/us/compare/bank-of-america-vs-figure-heloc
- [Navy Federal Credit Union](/demand/us/brands/navy-federal): Head-to-head: /demand/us/compare/figure-heloc-vs-navy-federal
- [Achieve](/demand/us/brands/achieve): Head-to-head: /demand/us/compare/achieve-vs-figure-heloc
- [Lower](/demand/us/brands/lower)
- [Rocket Mortgage](/demand/us/brands/rocket-mortgage)
- [Flagstar](/demand/us/brands/flagstar)
- [Rate](/demand/us/brands/rate-mortgage)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "How popular is Figure? Searches and AI answers in the United States". https://gobrandwave.com/demand/us/brands/figure-heloc

This page is also available as HTML at https://gobrandwave.com/demand/us/brands/figure-heloc. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.