Brandwave

How popular isSoFi in search?

In September 2026, people searched for SoFi by name about 88,300 times in the United States, a 41.7% increase from the previous year. These searches made up 17.9% of all United States debt consolidation service searches, placing SoFi third out of eight services.

Share of searches, September 2026
  1. National Debt Relief32.7%
  2. LendingClub26.6%
  3. SoFi17.9%
  4. Freedom Debt Relief9.8%
  5. Money Management International4.5%
  6. GreenPath Financial Wellness4.5%
  7. Achieve2.4%
  8. Credible1.6%
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Which debt consolidation services compete with SoFi?

SoFi against debt consolidation services in the United States, by month

Share of searches by month for National Debt Relief, LendingClub, SoFi, Freedom Debt Relief, Money Management International, GreenPath Financial Wellness, Achieve. The figures are in the table below the chart.

View monthly share of searches table
MonthNational Debt ReliefLendingClubSoFiFreedom Debt ReliefMoney Management InternationalGreenPath Financial WellnessAchieveCredible
Oct 202529.3%43.7%8.8%8.8%3.3%3.9%1.4%0.78%
Nov 202526.3%47.9%9.6%7.9%3%3.4%1.3%0.7%
Dec 202529.6%44.1%10.9%7.3%2.7%3.3%1.5%0.65%
Jan 202633%40.4%9.9%8.1%3.1%3.6%1.3%0.59%
Feb 202629.6%44.1%8.9%8.9%3.3%3.2%1.5%0.52%
Mar 202629%43.2%10.6%8.7%3.3%3.2%1.4%0.63%
Apr 202629%43.2%10.6%8.7%3.3%3.1%1.4%0.63%
May 202629.4%43.8%10.8%7.2%3.3%3.2%1.8%0.64%
Jun 202628.6%42.6%12.8%7%2.6%3.1%2.6%0.76%
Jul 202631%37.8%13.9%7.6%2.9%3.5%2.3%1%
Aug 202635.2%28.8%15.8%8.7%4%3.9%2.1%1.4%
Sep 202632.7%26.6%17.9%9.8%4.5%4.5%2.4%1.6%

  1. 1.National Debt Relief

    32.7%

    Held 1st. 135K estimated branded searches, -18.2% vs prior month. Share -2.6 points.

  2. 2.LendingClub

    26.6%

    Held 2nd. 110K estimated branded searches, -18.5% vs prior month. Share -2.2 points.

  3. 3.SoFi

    17.9%

    Held 3rd. 74K estimated branded searches, 0% vs prior month. Share +2.1 points.

  4. 4.Freedom Debt Relief

    9.8%

    Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share +1.2 points.

  5. 5.Money Management International

    4.5%

    Held 5th. 18.6K estimated branded searches, -0.59% vs prior month. Share +0.5 points.

  6. 6.GreenPath Financial Wellness

    4.5%

    Held 6th. 18.4K estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Achieve

    2.4%

    Held 7th. 9.9K estimated branded searches, 0% vs prior month. Share +0.3 points.

  8. 8.Credible

    1.6%

    Held 8th. 6.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

Compare search popularity between SoFi and its closest rivals

Every comparison with SoFi

36 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for SoFi in the United States rose from 62.3K to 88.3K.
  • Across the 12 months ending September 2026, SoFi’s share of searches among debt consolidation services in the United States increased from 8.8% to 17.9%.
  • Across the 12 months ending September 2026, SoFi rose from 4th to 3rd among debt consolidation services in the United States.

How did search popularity change for United States debt consolidation services in September 2026?

6 changes

  1. In September 2026, SoFi gained share of searches among debt consolidation services in the United States, from 15.8% to 17.9%.

  2. In September 2026, Freedom Debt Relief gained share of searches among debt consolidation services in the United States, from 8.7% to 9.8%.

  3. In September 2026, GreenPath Financial Wellness gained share of searches among debt consolidation services in the United States, from 3.9% to 4.5%.

  4. In September 2026, Money Management International gained share of searches among debt consolidation services in the United States, from 4% to 4.5%.

  5. In September 2026, National Debt Relief lost share of searches among debt consolidation services in the United States, from 35.2% to 32.7%.

  6. In September 2026, LendingClub lost share of searches among debt consolidation services in the United States, from 28.8% to 26.6%.

How are SoFi’s branded searches counted?

3 search terms

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

  • sofi loans
  • sofi mortgage
  • sofi student loan refinance

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

Where does SoFi compete?

SoFi is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Mortgage lenders13th of 130.19%Show ranking
Personal loan platforms6th of 910.9%Show ranking
Debt consolidation services3rd of 817.9%Shown above
Lending platforms3rd of 721.7%Show ranking
Student loan lenders3rd of 63%Show ranking
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