Brandwave

How popular isRate?

In September 2026, people searched for Rate by name about 23,500 times in the United States, an 18.4% decrease from the previous year. These searches made up 1% of all United States mortgage lender searches, placing Rate ninth out of 13 lenders. When we asked both ChatGPT and Google AI Overviews about mortgage lenders, Rate appeared in two of the five answers and was the eighth most recommended of the 13.

Search and AI answers in September 2026

Rate is the ninth most searched of 13 competitors and the eighth most recommended in AI answers.

  1. Rocket MortgageShare of searches 54.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. PennymacShare of searches 19.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Mr. CooperShare of searches 6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. loanDepotShare of searches 4.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. RateShare of searches 1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th

+8 more

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Top mortgage lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rate was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Rate is the eighth most recommended of the 13.

Most recommended by AI

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

  1. Rocket Mortgage1st
  2. Chase2nd
  3. Bank of America3rd
  4. Truist4th
  5. loanDepot5th
  6. Veterans United6th
  7. Navy Federal Credit Union7th
  8. Rate8th
  9. SoFi9th
  10. Pennymac–
  11. +3 more

Mentioned by AI

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

  • Rocket Mortgage5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bank of America4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Chase4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • loanDepot3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Veterans United2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rate2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Truist2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Navy Federal Credit Union2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SoFi2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pennymac0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about mortgage lenders

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 22, 2026.

Which mortgage lenders compete with Rate?

Rate against mortgage lenders in the United States, by month

Share of searches by month for Rocket Mortgage, Pennymac, Mr. Cooper, loanDepot, Bank of America, Chase, UWM, Veterans United, Rate. The figures are in the table below the chart.

View monthly share of searches table
MonthRocket MortgagePennymacMr. CooperloanDepotBank of AmericaChaseUWMVeterans UnitedRateTruistNavy Federal Credit UnionBetterSoFi
Oct 202529%19.4%29%4.7%3.2%4.7%3.9%2.7%1.2%0.78%0.64%0.64%0.12%
Nov 202527.7%22.6%27.7%4.6%3%3.7%4.6%3%1.1%0.91%0.5%0.5%0.15%
Dec 202530.1%20.1%30.1%4%3.3%2.7%4%2.8%1%0.81%0.54%0.44%0.13%
Jan 202627.3%22.4%33.2%3.7%2%2.5%3.7%2.5%0.96%0.74%0.49%0.49%0.15%
Feb 202634.7%19.1%28.5%3.8%2.1%2.6%3.8%2.6%0.96%0.77%0.51%0.42%0.12%
Mar 202647.4%17.4%17.4%4.3%2.3%2.3%3.5%2.4%1.1%0.7%0.57%0.47%0.14%
Apr 202645.4%20.4%13.7%4.1%3.4%3.4%4.1%2.7%1%0.83%0.45%0.45%0.16%
May 202650.1%18.5%10.1%4.5%4.5%3.7%3%2.5%1.1%0.74%0.5%0.5%0.15%
Jun 202650.8%18.7%8.4%4.6%4.6%3.8%3.8%2.7%0.98%0.75%0.41%0.41%0.15%
Jul 202654.7%16.5%7.4%4.9%4.1%3.3%3.3%2.7%1.1%0.81%0.44%0.44%0.36%
Aug 202651.9%19.1%5.7%4.7%4.7%3.8%4.7%2.5%1%0.77%0.42%0.51%0.15%
Sep 202654.1%19.9%6%4.9%4%3.3%2.7%2.2%1%0.8%0.54%0.36%0.19%

  1. 1.Rocket Mortgage

    54.1%

    Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +2.2 points.

  2. 2.Pennymac

    19.9%

    Held 2nd. 450K estimated branded searches, 0% vs prior month. Share +0.8 points.

  3. 3.Mr. Cooper

    6%

    Held 3rd. 135K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.loanDepot

    4.9%

    Moved from 5th to 4th. 110K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Bank of America

    4%

    Moved from 4th to 5th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.7 points.

  6. 6.Chase

    3.3%

    Moved from 7th to 6th. 74K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  7. 7.UWM

    2.7%

    Moved from 6th to 7th. 60.5K estimated branded searches, -45% vs prior month. Share -2 points.

  8. 8.Veterans United

    2.2%

    Held 8th. 50.4K estimated branded searches, -15.2% vs prior month. Share -0.3 points.

  9. 9.Rate

    1%

    Held 9th. 23.5K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Truist

    0.8%

    Held 10th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Navy Federal Credit Union

    0.54%

    Moved from 12th to 11th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  12. 12.Better

    0.36%

    Moved from 11th to 12th. 8.1K estimated branded searches, -33.1% vs prior month. Share -0.2 points.

  13. 13.SoFi

    0.19%

    Held 13th. 4.4K estimated branded searches, +22.2% vs prior month. Share 0 points.

Compare popularity between Rate and its closest rivals

Every comparison with Rate

12 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Rate in the United States fell from 28.8K to 23.5K.
  • Across the 12 months ending September 2026, Rate’s share of searches among mortgage lenders in the United States held steady, from 1.2% to 1%.

How did search popularity change for United States mortgage lenders in September 2026?

6 changes

  1. In September 2026, Rocket Mortgage gained share of searches among mortgage lenders in the United States, from 51.9% to 54.1%.

  2. In September 2026, Pennymac gained share of searches among mortgage lenders in the United States, from 19.1% to 19.9%.

  3. In September 2026, UWM lost share of searches among mortgage lenders in the United States, from 4.7% to 2.7%.

  4. In September 2026, Bank of America lost share of searches among mortgage lenders in the United States, from 4.7% to 4%.

  5. In September 2026, Chase lost share of searches among mortgage lenders in the United States, from 3.8% to 3.3%.

  6. In September 2026, loanDepot rose from 5th to 4th among mortgage lenders in the United States.

How are Rate’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Rate’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.

  • guaranteed rate
  • rate mortgage

Do you work for Rate? 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

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