Brandwave

How popular isSoFi in search?

In September 2026, there were an estimated 74K branded searches for SoFi in United States which is up 49.5% over the last 12 months. SoFi holds 14.2% estimated Share of Search among United States personal loan platforms and is ranked 5th of 5 competitors for search popularity.

Share of Search, September 2026
  1. Avant26.1%
  2. LendingClub21.1%
  3. Upstart21.1%
  4. LightStream17.4%
  5. SoFi14.2%
SoFi website (opens in a new tab)

Follow SoFi and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Which personal loan platforms compete with SoFi?

SoFi against personal loan platforms in United States, by month

Share of Search by month for Avant, LendingClub, Upstart, LightStream, SoFi. The figures are in the table below the chart.

View monthly share of search table
MonthAvantLendingClubUpstartLightStreamSoFi
Oct 202519.4%40%14.7%17.9%8%
Nov 202519.7%39.8%14.6%17.8%8%
Dec 202522.5%37.6%13.8%16.8%9.2%
Jan 202619.2%39.2%14.4%17.5%9.6%
Feb 202620.1%41%12.3%18.3%8.2%
Mar 202622.9%36%16.1%16.1%8.9%
Apr 202622.7%36.1%16.1%16.1%8.9%
May 202623.8%35.6%15.9%15.9%8.8%
Jun 202619.6%38%14%17%11.4%
Jul 202618.2%31.6%21.2%17.3%11.6%
Aug 202619.8%22.4%27.4%18.2%12.3%
Sep 202626.1%21.1%21.1%17.4%14.2%

  1. 1.Avant

    26.1%

    Moved from 3rd to 1st. 136K estimated branded searches, +13.8% vs prior month. Share +6.3 points.

  2. 2.LendingClub

    21.1%

    Held 2nd. 110K estimated branded searches, -18.5% vs prior month. Share -1.2 points.

  3. 3.Upstart

    21.1%

    Moved from 1st to 3rd. 110K estimated branded searches, -33.3% vs prior month. Share -6.2 points.

  4. 4.LightStream

    17.4%

    Held 4th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.8 points.

  5. 5.SoFi

    14.2%

    Held 5th. 74K estimated branded searches, 0% vs prior month. Share +2 points.

Compare search popularity between SoFi and its closest rivals

Every comparison with SoFi

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for SoFi in United States rose from 49.5K to 74K.
  • Across the 12 months ending September 2026, SoFi’s estimated Share of Search among personal loan platforms in United States increased from 8% to 14.2%.
  • Across the 12 months ending September 2026, SoFi’s estimated Share of Search among personal loan platforms in United States peaked at 14.2% in September 2026 and was lowest at 8% in November 2025.

How did search popularity change for United States personal loan platforms in September 2026?

  1. In September 2026, Avant overtook Upstart and LendingClub to become the leader among personal loan platforms in United States, with 26.1% estimated Share of Search.

  2. In September 2026, SoFi gained estimated Share of Search among personal loan platforms in United States, from 12.3% to 14.2%.

  3. In September 2026, Upstart lost estimated Share of Search among personal loan platforms in United States, from 27.4% to 21.1%.

  4. In September 2026, LendingClub lost estimated Share of Search among personal loan platforms in United States, from 22.4% to 21.1%.

  5. In September 2026, LightStream lost estimated Share of Search among personal loan platforms in United States, from 18.2% to 17.4%.

How is SoFi measured?

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

1 branded search term

  • sofi loans

Do you work for SoFi? 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

Creator with pink hair and a pink jacket

Is SoFi 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.

Start free