Brandwave

How popular isRocket Mortgage?

In October 2026, people searched for Rocket Mortgage by name about 1.2 million times in the United States, a 121.8% increase from the previous year. These searches made up 0.54% of all United States HELOC lender searches, placing Rocket Mortgage ninth out of 11 lenders. When we asked both ChatGPT and Google AI Overviews about HELOC lenders, Rocket Mortgage appeared in one of the five answers and was the ninth most recommended of the 11.

Search and AI answers in October 2026

Rocket Mortgage is the ninth most searched of 11 competitors and the ninth most recommended in the AI answers we collected.

  1. AvenShare of searches 26.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. Spring EQShare of searches 20.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
  3. Splash FinancialShare of searches 16.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. Bank of AmericaShare of searches 13.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. Rocket MortgageShare of searches 0.54%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th

+6 more

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Top HELOC lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rocket Mortgage was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Rocket Mortgage is the ninth most recommended of the 11.

Most recommended by AI

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

  1. Aven1st
  2. Figure2nd
  3. Bank of America3rd
  4. Rate4th
  5. Achieve5th
  6. Splash Financial6th
  7. Flagstar7th
  8. Navy Federal Credit Union8th
  9. Rocket Mortgage9th
  10. Spring EQ10th
  11. +1 more

Mentioned by AI

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

  • Aven3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Splash Financial2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bank of America2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Figure2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Achieve2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rate2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Spring EQ1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Navy Federal Credit Union1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lower1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rocket Mortgage1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+1 more

See every answer about HELOC lenders

5 answers

Brands are shown in the order each answer named them. The survey took place in United States on October 28, 2026.

How often do people search for Rocket Mortgage compared with other United States HELOC lenders?

Rocket Mortgage against HELOC lenders in the United States, by month

Share of searches by month for Aven, Spring EQ, Splash Financial, Bank of America, Figure, Navy Federal Credit Union, Rocket Mortgage. The figures are in the table below the chart.

View monthly share of searches table
MonthAvenSpring EQSplash FinancialBank of AmericaFigureNavy Federal Credit UnionAchieveLowerRocket MortgageFlagstarRate
Nov 202512.8%21.6%21.6%21.6%9.6%7.7%2.7%0.56%0.69%0.69%0.56%
Dec 202510.3%19.4%19.4%23.8%10.6%10.6%3.8%0.34%0.62%0.62%0.5%
Jan 202612.6%17%17%25.5%13.9%7.6%4%0.36%0.67%0.55%0.82%
Feb 202614.4%16%16%29.2%13%5.7%3.7%0.33%0.63%0.51%0.63%
Mar 202612.1%16.4%13.5%30.1%13.5%7.3%4.8%0.35%0.65%0.8%0.53%
Apr 202614.2%11.5%11.5%31.5%11.5%5.1%4.1%0.3%0.45%0.55%9.4%
May 202613.8%10.7%13.1%36%13.1%5.8%4.7%0.28%0.52%0.42%1.4%
Jun 202612.4%11.7%17.5%32%14.3%6.4%4.2%0.19%0.46%0.37%0.46%
Jul 202614.2%12.9%15.8%28.9%15.8%7%3.7%0.27%0.62%0.51%0.33%
Aug 202616.5%14.9%18.3%22.4%14.9%6.6%4.3%0.32%0.72%0.59%0.47%
Sep 202621%18.9%18.9%15.4%12.6%8.4%3%0.49%0.61%0.4%0.4%
Oct 202626.6%20.6%16.8%13.7%11.2%7.5%1.8%0.54%0.54%0.35%0.35%

  1. 1.Aven

    26.6%

    Held 1st. 12.8K estimated branded searches, +42.2% vs prior month. Share +5.6 points.

  2. 2.Spring EQ

    20.6%

    Moved from 3rd to 2nd. 9.9K estimated branded searches, +22.2% vs prior month. Share +1.7 points.

  3. 3.Splash Financial

    16.8%

    Moved from 2nd to 3rd. 8.1K estimated branded searches, 0% vs prior month. Share -2.1 points.

  4. 4.Bank of America

    13.7%

    Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share -1.7 points.

  5. 5.Figure

    11.2%

    Held 5th. 5.4K estimated branded searches, 0% vs prior month. Share -1.4 points.

  6. 6.Navy Federal Credit Union

    7.5%

    Held 6th. 3.6K estimated branded searches, 0% vs prior month. Share -0.9 points.

  7. 7.Achieve

    1.8%

    Held 7th. 880 estimated branded searches, -32.3% vs prior month. Share -1.2 points.

  8. 8.Lower

    0.54%

    Moved from 9th to 8th. 260 estimated branded searches, +23.8% vs prior month. Share +0.1 points.

  9. 9.Rocket Mortgage

    0.54%

    Moved from 8th to 9th. 260 estimated branded searches, 0% vs prior month. Share -0.1 points.

  10. 10.Flagstar

    0.35%

    Held 10th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Rate

    0.35%

    Held 11th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

Rocket Mortgage, Bank of America and Navy Federal Credit Union sell other things too, so only their searches that name this product count here, like “rocket heloc”.

Compare popularity between Rocket Mortgage and its closest rivals

Every comparison with Rocket Mortgage

19 comparisons

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

2 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Rocket Mortgage in the United States rose from 550K to 1.2M.
  • Across the 12 months ending October 2026, Rocket Mortgage’s share of searches among HELOC lenders in the United States held steady, from 0.69% to 0.54%.

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

6 changes

  1. In October 2026, Spring EQ overtook Splash Financial to rank 2nd among HELOC lenders in the United States, with 20.6% of the searches.

  2. In October 2026, Aven gained share of searches among HELOC lenders in the United States, from 21% to 26.6%.

  3. In October 2026, Splash Financial lost share of searches among HELOC lenders in the United States, from 18.9% to 16.8%.

  4. In October 2026, Bank of America lost share of searches among HELOC lenders in the United States, from 15.4% to 13.7%.

  5. In October 2026, Figure lost share of searches among HELOC lenders in the United States, from 12.6% to 11.2%.

  6. In October 2026, Achieve lost share of searches among HELOC lenders in the United States, from 3% to 1.8%.

How are Rocket Mortgage’s branded searches counted?

2 search terms

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

  • rocket heloc
  • rocket mortgage

How the Brand Demand Index is measured

Who owns Rocket Mortgage?

Rocket Mortgage is owned by Rocket Companies. Brandwave also tracks Mr. Cooper, owned by the same company, in the United States.

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

Where does Rocket Mortgage compete?

Rocket Mortgage 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
Mortgage lenders1st of 1345.2%Show ranking
HELOC lenders9th of 110.54%Shown above
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Is Rocket Mortgage 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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