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 0.19% of all United States mortgage lender searches, placing SoFi 13th out of 13 lenders. When we asked both ChatGPT and Google AI Overviews about mortgage lenders, SoFi appeared in two of the five answers and was the ninth most recommended of the 13.
SoFi is the 13th most searched of 13 competitors and the ninth most recommended in AI answers.
Rocket MortgageShare of searches 54.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
PennymacShare of searches 19.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –- Mr. CooperShare of searches 6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
loanDepotShare of searches 4.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
SoFiShare of searches 0.19%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
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Top mortgage lenders in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, SoFi was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. SoFi is the ninth most recommended of the 13.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
See every answer about mortgage lenders
5 answers
Asked ChatGPT
“Which mortgage lender should I use in the US?”
Asked ChatGPT
“What are the best mortgage lenders in the US?”
Asked ChatGPT
“What's the best mortgage lender in the US for a first-time home buyer?”
Searched Google, AI Overview
“mortgage lenders”
Searched Google, AI Overview
“best mortgage lenders”
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 SoFi?
Share of searches by month for Rocket Mortgage, Pennymac, Mr. Cooper, loanDepot, Bank of America, Chase, UWM, Veterans United, SoFi. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rocket Mortgage | Pennymac | Mr. Cooper | loanDepot | Bank of America | Chase | UWM | Veterans United | Rate | Truist | Navy Federal Credit Union | Better | SoFi |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 29% | 19.4% | 29% | 4.7% | 3.2% | 4.7% | 3.9% | 2.7% | 1.2% | 0.78% | 0.64% | 0.64% | 0.12% |
| Nov 2025 | 27.7% | 22.6% | 27.7% | 4.6% | 3% | 3.7% | 4.6% | 3% | 1.1% | 0.91% | 0.5% | 0.5% | 0.15% |
| Dec 2025 | 30.1% | 20.1% | 30.1% | 4% | 3.3% | 2.7% | 4% | 2.8% | 1% | 0.81% | 0.54% | 0.44% | 0.13% |
| Jan 2026 | 27.3% | 22.4% | 33.2% | 3.7% | 2% | 2.5% | 3.7% | 2.5% | 0.96% | 0.74% | 0.49% | 0.49% | 0.15% |
| Feb 2026 | 34.7% | 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 2026 | 47.4% | 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 2026 | 45.4% | 20.4% | 13.7% | 4.1% | 3.4% | 3.4% | 4.1% | 2.7% | 1% | 0.83% | 0.45% | 0.45% | 0.16% |
| May 2026 | 50.1% | 18.5% | 10.1% | 4.5% | 4.5% | 3.7% | 3% | 2.5% | 1.1% | 0.74% | 0.5% | 0.5% | 0.15% |
| Jun 2026 | 50.8% | 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 2026 | 54.7% | 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 2026 | 51.9% | 19.1% | 5.7% | 4.7% | 4.7% | 3.8% | 4.7% | 2.5% | 1% | 0.77% | 0.42% | 0.51% | 0.15% |
| Sep 2026 | 54.1% | 19.9% | 6% | 4.9% | 4% | 3.3% | 2.7% | 2.2% | 1% | 0.8% | 0.54% | 0.36% | 0.19% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 54.1% | 1.2M | 0% | +2.2 points | |
| 2, held 2nd | 19.9% | 450K | 0% | +0.8 points | |
| 3, held 3rd | 6% | 135K | 0% | +0.2 points | |
| 4, moved from 5th to 4th | 4.9% | 110K | 0% | +0.2 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 4% | 90.5K | -17.7% | -0.7 pointsmoved from 4th to 5th | |
| 6, moved from 7th to 6th | 3.3% | 74K | -18.2% | -0.6 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 2.7% | 60.5K | -45% | -2 pointsmoved from 6th to 7th | |
| 8, held 8th | 2.2% | 50.4K | -15.2% | -0.3 points | |
| 9, held 9th | 1% | 23.5K | 0% | 0 points | |
| 10, held 10th | 0.8% | 18.1K | 0% | 0 points | |
| 11, moved from 12th to 11th | 0.54% | 12.1K | +22.2% | +0.1 pointsmoved from 12th to 11th | |
| 12, moved from 11th to 12th | 0.36% | 8.1K | -33.1% | -0.2 pointsmoved from 11th to 12th | |
| 13, held 13th | 0.19% | 4.4K | +22.2% | 0 points |
54.1%
Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +2.2 points.
2.
Pennymac19.9%
Held 2nd. 450K estimated branded searches, 0% vs prior month. Share +0.8 points.
6%
Held 3rd. 135K estimated branded searches, 0% vs prior month. Share +0.2 points.
4.9%
Moved from 5th to 4th. 110K estimated branded searches, 0% vs prior month. Share +0.2 points.
4%
Moved from 4th to 5th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.7 points.
6.
Chase3.3%
Moved from 7th to 6th. 74K estimated branded searches, -18.2% vs prior month. Share -0.6 points.
7.
UWM2.7%
Moved from 6th to 7th. 60.5K estimated branded searches, -45% vs prior month. Share -2 points.
2.2%
Held 8th. 50.4K estimated branded searches, -15.2% vs prior month. Share -0.3 points.
9.
Rate1%
Held 9th. 23.5K estimated branded searches, 0% vs prior month. Share 0 points.
10.
Truist0.8%
Held 10th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.
0.54%
Moved from 12th to 11th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.1 points.
12.
Better0.36%
Moved from 11th to 12th. 8.1K estimated branded searches, -33.1% vs prior month. Share -0.2 points.
13.
SoFi0.19%
Held 13th. 4.4K estimated branded searches, +22.2% vs prior month. Share 0 points.
Compare popularity between SoFi and its closest rivals
Every comparison with SoFi
36 comparisons
- Avant vs SoFi
- Happen Bank vs SoFi
- LendingClub vs SoFi
- LightStream vs SoFi
- National Debt Relief vs SoFi
- SoFi vs Upstart
- Bluevine vs SoFi
- Freedom Debt Relief vs SoFi
- Prosper vs SoFi
- OnDeck vs SoFi
- Money Management International vs SoFi
- GreenPath Financial Wellness vs SoFi
- SoFi vs Wells Fargo
- Achieve vs SoFi
- College Ave vs SoFi
- Sallie Mae vs SoFi
- Lendio vs SoFi
- Credible vs SoFi
- Earnest vs SoFi
- Discover vs SoFi
- SoFi vs U.S. Bank
- Ascent vs SoFi
- Bank of America vs SoFi
- Better vs SoFi
- Chase vs SoFi
- loanDepot vs SoFi
- Mr. Cooper vs SoFi
- Navy Federal Credit Union vs SoFi
- Pennymac vs SoFi
- Rate vs SoFi
- Rocket Mortgage vs SoFi
- SoFi vs Truist
- SoFi vs UWM
- SoFi vs Veterans United
- Citizens vs SoFi
- Kabbage vs SoFi
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 mortgage lenders in the United States held steady, from 0.12% to 0.19%.
How did search popularity change for United States mortgage lenders in September 2026?
6 changes
In September 2026, Rocket Mortgage gained share of searches among mortgage lenders in the United States, from 51.9% to 54.1%.
In September 2026, Pennymac gained share of searches among mortgage lenders in the United States, from 19.1% to 19.9%.
In September 2026, UWM lost share of searches among mortgage lenders in the United States, from 4.7% to 2.7%.
In September 2026, Bank of America lost share of searches among mortgage lenders in the United States, from 4.7% to 4%.
In September 2026, Chase lost share of searches among mortgage lenders in the United States, from 3.8% to 3.3%.
In September 2026, loanDepot rose from 5th to 4th among mortgage lenders in the United States.
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.
Where does SoFi compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Mortgage lenders | 13th of 13 | 0.19% | Shown above |
| Personal loan platforms | 6th of 9 | 10.9% | Show ranking |
| Debt consolidation services | 3rd of 8 | 17.9% | Show ranking |
| Lending platforms | 3rd of 7 | 21.7% | Show ranking |
| Student loan lenders | 3rd of 6 | 3% | Show ranking |
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.