Brandwave

How popular isSoFi?

In October 2026, people searched for SoFi by name about 200,000 times in the United States, a 28.1% increase from the previous year. These searches made up 11.3% of all United States online bank searches, placing SoFi fourth out of eight banks. When we asked both ChatGPT and Google AI Overviews about online banks, SoFi appeared in four of the five answers and was the most recommended of the eight.

Search and AI answers in October 2026

SoFi is the fourth most searched of 8 competitors and the most recommended in the AI answers we collected.

  1. Ally BankShare of searches 36.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. ChimeShare of searches 24.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. VaroShare of searches 15.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. SoFiShare of searches 11.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  5. Capital OneShare of searches 8.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

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Top online banks in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. SoFi1st
  2. Capital One2nd
  3. Ally Bank3rd
  4. Chime4th
  5. Varo–
  6. Dave–
  7. Current–
  8. Discover–

Mentioned by AI

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

  • Capital One5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SoFi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ally Bank3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Chime2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Varo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dave0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Current0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Discover0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about online banks

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 27, 2026.

How often do people search for SoFi compared with other United States online banks?

SoFi against online banks in the United States, by month

Share of searches by month for Ally Bank, Chime, Varo, SoFi, Capital One, Dave. The figures are in the table below the chart.

View monthly share of searches table
MonthAlly BankChimeVaroSoFiCapital OneDaveCurrentDiscover
Nov 202538.6%20.8%17.2%9.9%9.2%3%0.77%0.58%
Dec 202536.6%19.7%18.3%11.4%10%2.7%0.73%0.55%
Jan 202639.3%17.9%17.5%12.3%9.4%2.4%0.64%0.59%
Feb 202636.4%20.3%17.9%11.3%10.6%2.3%0.72%0.54%
Mar 202640%18.2%16.1%12.4%10.2%2.1%0.65%0.46%
Apr 202637.5%21.8%16.7%11.6%8.9%2.3%0.61%0.43%
May 202639.8%18.2%16.3%12.4%9.7%2.4%0.65%0.46%
Jun 202639.8%21.4%13.4%10.1%11.9%2.4%0.62%0.43%
Jul 202638.5%20.7%13.6%11.9%11.5%2.8%0.6%0.36%
Aug 202639.3%21.1%13.9%12.3%9.6%2.8%0.72%0.34%
Sep 202636.3%23.8%15.7%11.3%9.2%2.6%0.66%0.34%
Oct 202636.1%24.6%15.6%11.3%8.6%2.7%0.8%0.27%

  1. 1.Ally Bank

    36.1%

    Held 1st. 368K estimated branded searches, 0% vs prior month. Share -0.2 points.

  2. 2.Chime

    24.6%

    Held 2nd. 251K estimated branded searches, +3.7% vs prior month. Share +0.7 points.

  3. 3.Varo

    15.6%

    Held 3rd. 160K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.SoFi

    11.3%

    Held 4th. 115K estimated branded searches, +0.87% vs prior month. Share 0 points.

  5. 5.Capital One

    8.6%

    Held 5th. 87.6K estimated branded searches, -6.4% vs prior month. Share -0.6 points.

  6. 6.Dave

    2.7%

    Held 6th. 27.6K estimated branded searches, +3.8% vs prior month. Share +0.1 points.

  7. 7.Current

    0.8%

    Held 7th. 8.2K estimated branded searches, +22.4% vs prior month. Share +0.1 points.

  8. 8.Discover

    0.27%

    Held 8th. 2.8K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

Capital One sells other things too, so only its searches that name this product count here, like “capital one 360”.

Compare popularity between SoFi and its closest rivals

Every comparison with SoFi

38 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 October 2026, estimated monthly branded searches for SoFi in the United States rose from 156K to 200K.
  • Across the 12 months ending October 2026, SoFi’s share of searches among online banks in the United States increased from 9.9% to 11.3%.
  • Across the 12 months ending October 2026, SoFi’s share of searches among online banks in the United States peaked at 12.4% in May 2026 and was lowest at 9.9% in November 2025.

How did search popularity change for United States online banks in October 2026?

5 changes

  1. In October 2026, Chime gained share of searches among online banks in the United States, from 23.8% to 24.6%.

  2. In October 2026, Capital One lost share of searches among online banks in the United States, from 9.2% to 8.6%.

  3. Estimated monthly branded searches for SoFi in the United States rose 22.6% over 12 measured months, from 94.1K to 115K in October 2026.

  4. Estimated monthly branded searches for Current in the United States rose 12.3% over 12 measured months, from 7.3K to 8.2K in October 2026.

  5. Estimated monthly branded searches for Discover in the United States fell 49.5% over 12 measured months, from 5.5K to 2.8K in October 2026.

How are SoFi’s branded searches counted?

5 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 bank
  • sofi checking
  • 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 by how often people search for it 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 130.11%Show ranking
Online banks4th of 811.3%Shown above
Personal loan platforms6th of 1011.9%Show ranking
Debt consolidation services3rd of 818.7%Show ranking
Student loan lenders3rd of 62.5%Show ranking
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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.

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