Brandwave

How popular isSoFi?

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 21.7% of all United States lending platform searches, placing SoFi third out of seven platforms. When we asked both ChatGPT and Google AI Overviews about lending platforms, SoFi appeared in three of the five answers and was the most recommended of the seven.

Search and AI answers in September 2026

SoFi is the third most searched of 7 competitors and the most recommended in AI answers.

  1. LendingClubShare of searches 32.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  2. BluevineShare of searches 21.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. SoFiShare of searches 21.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. ProsperShare of searches 11.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  5. OnDeckShare of searches 9.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top lending platforms in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. SoFi1st
  2. Bluevine2nd
  3. Lendio3rd
  4. Prosper4th
  5. LendingClub5th
  6. OnDeck–
  7. Kabbage–

Mentioned by AI

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

  • Bluevine3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SoFi3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lendio3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LendingClub1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Prosper1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • OnDeck0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kabbage0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lending platforms

5 answers

  • Asked ChatGPT

    “Which lending platform should I use in the US?”

    1. 1SoFi

  • Asked ChatGPT

    “What are the best lending platforms in the US?”

    1. 1SoFi
    2. 2LendingClub
    3. 3Lendio
    4. 4Bluevine

  • Asked ChatGPT

    “What's the best lending platform in the US for working capital?”

    1. 1Bluevine
    2. 2Lendio

  • Searched Google, AI Overview

    “lending platforms”

    1. 1Prosper
    2. 2Bluevine

  • Searched Google, AI Overview

    “online business loans”

    1. 1SoFi
    2. 2Lendio

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 19, 2026.

Which lending platforms compete with SoFi?

SoFi against lending platforms in the United States, by month

Share of searches by month for LendingClub, Bluevine, SoFi, Prosper, OnDeck, Lendio. The figures are in the table below the chart.

View monthly share of searches table
MonthLendingClubBluevineSoFiProsperOnDeckLendioKabbage
Oct 202554.7%16.4%11%9%6%2.2%0.64%
Nov 202557.4%14.1%11.6%7.7%6.3%2.3%0.56%
Dec 202554.3%13.4%13.4%8.9%7.3%2.2%0.53%
Jan 202654.3%13.4%13.4%8.9%7.3%2.2%0.53%
Feb 202656.7%13.9%11.4%7.6%7.6%2.3%0.44%
Mar 202651%18.8%12.5%8.4%6.9%2.1%0.39%
Apr 202651%18.8%12.5%8.4%6.9%2.1%0.39%
May 202653%15.9%13%8.7%7.1%1.7%0.41%
Jun 202651.5%15.5%15.5%8.5%6.9%1.7%0.4%
Jul 202646.3%17.1%17.1%9.3%7.6%2.3%0.3%
Aug 202636.7%20.1%20.1%11%9%2.7%0.35%
Sep 202632.3%21.7%21.7%11.9%9.7%2.4%0.38%

  1. 1.LendingClub

    32.3%

    Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -4.4 points.

  2. 2.Bluevine

    21.7%

    Held 2nd. 74K estimated branded searches, 0% vs prior month. Share +1.6 points.

  3. 3.SoFi

    21.7%

    Held 3rd. 74K estimated branded searches, 0% vs prior month. Share +1.6 points.

  4. 4.Prosper

    11.9%

    Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share +0.9 points.

  5. 5.OnDeck

    9.7%

    Held 5th. 33.1K estimated branded searches, 0% vs prior month. Share +0.7 points.

  6. 6.Lendio

    2.4%

    Held 6th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  7. 7.Kabbage

    0.38%

    Held 7th. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.

Compare 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?

2 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 lending platforms in the United States increased from 11% to 21.7%.

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

6 changes

  1. In September 2026, Bluevine gained share of searches among lending platforms in the United States, from 20.1% to 21.7%.

  2. In September 2026, SoFi gained share of searches among lending platforms in the United States, from 20.1% to 21.7%.

  3. In September 2026, Prosper gained share of searches among lending platforms in the United States, from 11% to 11.9%.

  4. In September 2026, OnDeck gained share of searches among lending platforms in the United States, from 9% to 9.7%.

  5. In September 2026, LendingClub lost share of searches among lending platforms in the United States, from 36.7% to 32.3%.

  6. Estimated monthly branded searches for Kabbage in the United States fell 55.2% over 12 measured months, from 2.9K to 1.3K in September 2026.

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%Show ranking
Lending platforms3rd of 721.7%Shown above
Student loan lenders3rd of 63%Show ranking
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Is SoFi your brand?

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