Brandwave

How popular isNavy Federal Credit Union?

In September 2026, people searched for Navy Federal Credit Union by name about 3.8 million times in the United States, an 18% decrease from the previous year. These searches made up 64.6% of all United States credit union searches, placing Navy Federal Credit Union first out of 11 unions. When we asked both ChatGPT and Google AI Overviews about credit unions, Navy Federal Credit Union appeared in all answers and was the second most recommended of the 11.

Search and AI answers in September 2026

Navy Federal Credit Union is the most searched of 11 competitors and the second most recommended in AI answers.

  1. Navy Federal Credit UnionShare of searches 64.6%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  2. State Employees' Credit UnionShare of searches 7.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  3. BECUShare of searches 6.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  4. Suncoast Credit UnionShare of searches 6.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. SchoolsFirst Federal Credit UnionShare of searches 5.2%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th

+6 more

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Top credit unions in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Navy Federal Credit Union appeared in all four answers. Navy Federal Credit Union is the second most recommended of the 11.

Mentioned by AI

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

+1 more

See every answer about credit unions

4 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 22, 2026.

Which credit unions compete with Navy Federal Credit Union?

Navy Federal Credit Union against credit unions in the United States, by month

Share of searches by month for Navy Federal Credit Union, State Employees' Credit Union, BECU, Suncoast Credit Union, SchoolsFirst Federal Credit Union, PenFed Credit Union. The figures are in the table below the chart.

View monthly share of searches table
MonthNavy Federal Credit UnionState Employees' Credit UnionBECUSuncoast Credit UnionSchoolsFirst Federal Credit UnionPenFed Credit UnionConsumers Credit UnionAlliant Credit UnionGolden 1 Credit UnionFirst Tech Federal Credit UnionQuorum Federal Credit Union
Oct 202567.7%6.7%6.7%5.4%3.6%3.6%2%1.3%1.3%1.5%0.15%
Nov 202565%7.8%6.4%6.4%4.3%3.5%1.9%1.6%1.6%1.4%0.14%
Dec 202562%9.1%7.5%7.5%4.1%3.3%1.8%1.5%1.5%1.6%0.13%
Jan 202662.3%7.5%7.5%6.1%5%4.1%2.3%1.8%1.5%1.7%0.17%
Feb 202663.6%7.7%6.3%6.3%5.1%3.4%2.3%1.9%1.9%1.5%0.14%
Mar 202661.6%7.4%7.4%7.4%5%4.1%2.2%1.8%1.5%1.5%0.16%
Apr 202662.5%7.5%7.5%6.2%5%4.1%2.3%1.8%1.5%1.4%0.17%
May 202665%7.8%6.4%6.4%4.3%3.5%2.3%1.6%1.3%1.2%0.17%
Jun 202662%11.2%6.1%6.1%5%3.3%2.2%1.5%1.2%1.1%0.16%
Jul 202663.9%7.7%6.3%6.3%5.1%4.2%2.3%1.5%1.3%1.2%0.17%
Aug 202663%7.6%7.6%6.2%5.1%4.1%2.3%1.5%1.2%1.1%0.2%
Sep 202664.6%7.8%6.4%6.4%5.2%3.5%1.9%1.6%1.3%1.3%0.21%

  1. 1.Navy Federal Credit Union

    64.6%

    Held 1st. 3.7M estimated branded searches, 0% vs prior month. Share +1.6 points.

  2. 2.State Employees' Credit Union

    7.8%

    Moved from 3rd to 2nd. 450K estimated branded searches, 0% vs prior month. Share +0.2 points.

  3. 3.BECU

    6.4%

    Moved from 2nd to 3rd. 368K estimated branded searches, -18.2% vs prior month. Share -1.2 points.

  4. 4.Suncoast Credit Union

    6.4%

    Held 4th. 368K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.SchoolsFirst Federal Credit Union

    5.2%

    Held 5th. 301K estimated branded searches, 0% vs prior month. Share +0.1 points.

  6. 6.PenFed Credit Union

    3.5%

    Held 6th. 201K estimated branded searches, -18.3% vs prior month. Share -0.7 points.

  7. 7.Consumers Credit Union

    1.9%

    Held 7th. 110K estimated branded searches, -18.5% vs prior month. Share -0.4 points.

  8. 8.Alliant Credit Union

    1.6%

    Held 8th. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Golden 1 Credit Union

    1.3%

    Held 9th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.First Tech Federal Credit Union

    1.3%

    Held 10th. 73.6K estimated branded searches, +8.9% vs prior month. Share +0.1 points.

  11. 11.Quorum Federal Credit Union

    0.21%

    Held 11th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Navy Federal Credit Union and its closest rivals

Every comparison with Navy Federal Credit Union

27 comparisons

How has branded search demand for Navy Federal Credit Union changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Navy Federal Credit Union in the United States fell from 4.6M to 3.8M.
  • Across the 12 months ending September 2026, Navy Federal Credit Union’s share of searches among credit unions in the United States decreased from 67.7% to 64.6%.
  • Across the 12 months ending September 2026, Navy Federal Credit Union’s share of searches among credit unions in the United States peaked at 67.7% in October 2025 and was lowest at 61.6% in March 2026.

How did search popularity change for United States credit unions in September 2026?

6 changes

  1. In September 2026, Navy Federal Credit Union gained share of searches among credit unions in the United States, from 63% to 64.6%.

  2. In September 2026, BECU lost share of searches among credit unions in the United States, from 7.6% to 6.4%.

  3. In September 2026, PenFed Credit Union lost share of searches among credit unions in the United States, from 4.1% to 3.5%.

  4. In September 2026, State Employees' Credit Union rose from 3rd to 2nd among credit unions in the United States.

  5. Estimated monthly branded searches for SchoolsFirst Federal Credit Union in the United States rose 22.4% over 12 measured months, from 246K to 301K in September 2026.

  6. Estimated monthly branded searches for Quorum Federal Credit Union in the United States rose 22.2% over 12 measured months, from 9.9K to 12.1K in September 2026.

How are Navy Federal Credit Union’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Navy Federal Credit Union’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.

  • navy federal
  • navy federal auto loan
  • navy federal car loan
  • navy federal credit union
  • navy federal mortgage

Do you work for Navy Federal Credit Union? 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 Navy Federal Credit Union compete?

Navy Federal Credit Union is ranked in three 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 brands6th of 80.3%Show ranking
Credit unions1st of 1164.6%Shown above
Mortgage lenders11th of 130.54%Show ranking
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