Brandwave

How popular isFigure?

In October 2026, people searched for Figure by name about 5,400 times in the United States, a 50% increase from the previous year. These searches made up 16.1% of all United States home equity investment company searches, placing Figure third out of five companies. When we asked both ChatGPT and Google AI Overviews about home equity investment companies, Figure did not appear in any of the answers.

Search and AI answers in October 2026

Figure is the third most searched of 5 competitors and not named in the AI answers we collected.

  1. HometapShare of searches 44.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  2. SpliteroShare of searches 29.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. FigureShare of searches 16.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. PointShare of searches 7.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  5. UnlockShare of searches 3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top home equity investment companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Figure did not appear in any of the five answers.

Most recommended by AI

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

  1. Point1st
  2. Hometap2nd
  3. Unlock3rd
  4. Splitero4th
  5. Figure–

Mentioned by AI

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

  • Hometap2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Point2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Unlock2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Splitero1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Figure0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about home equity investment companies

5 answers

  • Asked ChatGPT

    “Which home equity investment company should I use in the US?”

    1. 1Point
    2. 2Hometap
    3. 3Unlock

  • Asked ChatGPT

    “What are the best home equity investment companies in the US?”

    1. 1Point
    2. 2Hometap
    3. 3Unlock
    4. 4Splitero

  • Asked ChatGPT

    “What's the best way in the US to get cash from my home equity without a monthly payment?”

    1. Searched Google, AI Overview

      “home equity investment”

      1. Searched Google, AI Overview

        “heloc”

        Not named in any answer:

        Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

        How often do people search for Figure compared with other United States home equity investment companies?

        Figure against home equity investment companies in the United States, by month

        Share of searches by month for Hometap, Splitero, Figure, Point, Unlock. The figures are in the table below the chart.

        View monthly share of searches table
        MonthHometapSpliteroFigurePointUnlock
        Nov 202554.2%24.2%13.2%4.8%3.7%
        Dec 202552.7%23.5%15.7%4.6%3.6%
        Jan 202648.4%21.6%21.6%4.2%4.2%
        Feb 202650.9%18.6%22.7%4.5%3.4%
        Mar 202647.9%17.5%26.2%5.2%3.2%
        Apr 202645.7%20.4%25%4.9%4%
        May 202639.5%26.5%26.5%4.2%3.3%
        Jun 202641.5%27.7%22.7%4.5%3.6%
        Jul 202641.8%28%22.9%4.5%2.8%
        Aug 202640.7%33.2%18.1%5.2%2.7%
        Sep 202642%34.4%15.3%5.4%2.8%
        Oct 202644.2%29.6%16.1%7.2%3%

        1. 1.Hometap

          44.2%

          Held 1st. 14.8K estimated branded searches, 0% vs prior month. Share +2.1 points.

        2. 2.Splitero

          29.6%

          Held 2nd. 9.9K estimated branded searches, -18.2% vs prior month. Share -4.8 points.

        3. 3.Figure

          16.1%

          Held 3rd. 5.4K estimated branded searches, 0% vs prior month. Share +0.8 points.

        4. 4.Point

          7.2%

          Held 4th. 2.4K estimated branded searches, +26.3% vs prior month. Share +1.8 points.

        5. 5.Unlock

          3%

          Held 5th. 1K estimated branded searches, 0% vs prior month. Share +0.1 points.

        Compare popularity between Figure and its closest rivals

        Every comparison with Figure

        14 comparisons

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

        3 findings
        • 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 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 home equity investment companies in October 2026?

        4 changes

        1. In October 2026, Hometap gained share of searches among home equity investment companies in the United States, from 42% to 44.2%.

        2. In October 2026, Point gained share of searches among home equity investment companies in the United States, from 5.4% to 7.2%.

        3. In October 2026, Figure gained share of searches among home equity investment companies in the United States, from 15.3% to 16.1%.

        4. In October 2026, Splitero lost share of searches among home equity investment companies in the United States, from 34.4% to 29.6%.

        How are Figure’s branded searches counted?

        1 search term

        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

        Do you work for Figure? 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 Figure compete?

        Figure is ranked by how often people search for it in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
        Competitor setRankShare of searchesRanking
        HELOC lenders5th of 1111.2%Show ranking
        Home equity investment companies3rd of 516.1%Shown above
        Creator with pink hair and a pink jacket

        Is Figure your brand?

        Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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