--- title: "UWM: search popularity in the United States" description: "UWM is a wholesale mortgage lender that works through brokers. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/us/brands/united-wholesale-mortgage" publisher: "Brandwave" --- # UWM: search popularity in the United States UWM is a wholesale mortgage lender that works through brokers. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: UWM - **Market**: United States - **Measured month**: Sep 2026 - **Share of Search among mortgage lenders**: 2.7% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Mortgage lenders | 7 | 2.7% | 60.5K | - [Mortgage lenders](/demand/us/categories/us-mortgage-lenders) ## Top mortgage lenders in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, UWM did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Rocket Mortgage | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Chase | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Bank of America | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Truist | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | loanDepot | 5th | 1 of 3 | 2 of 2 | 3 of 5 | | Veterans United | 6th | 0 of 3 | 2 of 2 | 2 of 5 | | Navy Federal Credit Union | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Rate | 8th | 1 of 3 | 1 of 2 | 2 of 5 | | SoFi | 9th | 0 of 3 | 2 of 2 | 2 of 5 | | Pennymac | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Mr. Cooper | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | UWM | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Better | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about mortgage lenders - Asked ChatGPT "Which mortgage lender should I use in the US?": 1. Truist, 2. Chase, 3. Rocket Mortgage, 4. Navy Federal Credit Union, 5. Rate - Asked ChatGPT "What are the best mortgage lenders in the US?": 1. Truist, 2. Chase, 3. Rocket Mortgage, 4. Bank of America, 5. Navy Federal Credit Union, 6. loanDepot - Asked ChatGPT "What's the best mortgage lender in the US for a first-time home buyer?": 1. Rocket Mortgage, 2. Chase, 3. Bank of America - Searched Google, AI Overview "mortgage lenders": 1. Rocket Mortgage, 2. loanDepot, 3. Bank of America, 4. Veterans United, 5. SoFi, 6. Chase - Searched Google, AI Overview "best mortgage lenders": 1. Rocket Mortgage, 2. loanDepot, 3. Bank of America, 4. Veterans United, 5. Rate, 6. SoFi Not named in any answer: Pennymac, Mr. Cooper, UWM and Better. Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026. ## How has branded search demand for UWM changed in the United States over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for UWM in the United States fell from 90.5K to 60.5K. - Across the 12 months ending September 2026, UWM’s share of searches among mortgage lenders in the United States decreased from 3.9% to 2.7%. - Across the 12 months ending September 2026, UWM’s share of searches among mortgage lenders in the United States peaked at 4.7% in August 2026 and was lowest at 2.7% in September 2026. - Across the 12 months ending September 2026, UWM fell from 6th to 7th among mortgage lenders in the United States. ## How did search popularity change for United States mortgage lenders in September 2026? - 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. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Mortgage lenders | 90.5K | 3.9% | 6 | | Nov 2025 | Mortgage lenders | 90.5K | 4.6% | 5 | | Dec 2025 | Mortgage lenders | 90.5K | 4% | 5 | | Jan 2026 | Mortgage lenders | 110K | 3.7% | 5 | | Feb 2026 | Mortgage lenders | 110K | 3.8% | 5 | | Mar 2026 | Mortgage lenders | 110K | 3.5% | 5 | | Apr 2026 | Mortgage lenders | 110K | 4.1% | 5 | | May 2026 | Mortgage lenders | 74K | 3% | 7 | | Jun 2026 | Mortgage lenders | 90.5K | 3.8% | 7 | | Jul 2026 | Mortgage lenders | 74K | 3.3% | 7 | | Aug 2026 | Mortgage lenders | 110K | 4.7% | 6 | | Sep 2026 | Mortgage lenders | 60.5K | 2.7% | 7 | ## How are UWM’s branded searches counted? Brandwave collects information about searches that people make online using UWM’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. - “united wholesale mortgage” ## Which mortgage lenders compete with UWM? - [Rocket Mortgage](/demand/us/brands/rocket-mortgage) - [Pennymac](/demand/us/brands/pennymac) - [Mr. Cooper](/demand/us/brands/mr-cooper) - [loanDepot](/demand/us/brands/loandepot): Head-to-head: /demand/us/compare/loandepot-vs-united-wholesale-mortgage - [Bank of America](/demand/us/brands/bank-of-america): Head-to-head: /demand/us/compare/bank-of-america-vs-united-wholesale-mortgage - [Chase](/demand/us/brands/chase-bank): Head-to-head: /demand/us/compare/chase-bank-vs-united-wholesale-mortgage - [Veterans United](/demand/us/brands/veterans-united): Head-to-head: /demand/us/compare/united-wholesale-mortgage-vs-veterans-united - [Rate](/demand/us/brands/rate-mortgage): Head-to-head: /demand/us/compare/rate-mortgage-vs-united-wholesale-mortgage - [Truist](/demand/us/brands/truist) - [Navy Federal Credit Union](/demand/us/brands/navy-federal) - [Better](/demand/us/brands/better-mortgage) - [SoFi](/demand/us/brands/sofi) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "UWM: search popularity in the United States". https://gobrandwave.com/demand/us/brands/united-wholesale-mortgage This page is also available as HTML at https://gobrandwave.com/demand/us/brands/united-wholesale-mortgage. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.