Brandwave

How popular isUWM?

In September 2026, people searched for UWM by name about 60,500 times in the United States, a 33.1% decrease from the previous year. These searches made up 2.7% of all United States mortgage lender searches, placing UWM seventh out of 13 lenders. When we asked both ChatGPT and Google AI Overviews about mortgage lenders, UWM did not appear in any of the answers.

Search and AI answers in September 2026

UWM is the seventh most searched of 13 competitors and not listed in any AI answer.

  1. Rocket MortgageShare of searches 54.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. PennymacShare of searches 19.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Mr. CooperShare of searches 6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. loanDepotShare of searches 4.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. UWMShare of searches 2.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+8 more

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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.

Most recommended by AI

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

  1. Rocket Mortgage1st
  2. Chase2nd
  3. Bank of America3rd
  4. Truist4th
  5. loanDepot5th
  6. Veterans United6th
  7. Navy Federal Credit Union7th
  8. +3 more
  9. Mr. Cooper–
  10. UWM–
  11. Better–

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
  • UWM0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about mortgage lenders

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 22, 2026.

Which mortgage lenders compete with UWM?

UWM against mortgage lenders in the United States, by month

Share of searches by month for Rocket Mortgage, Pennymac, Mr. Cooper, loanDepot, Bank of America, Chase, UWM, Veterans United. The figures are in the table below the chart.

View monthly share of searches table
MonthRocket MortgagePennymacMr. CooperloanDepotBank of AmericaChaseUWMVeterans UnitedRateTruistNavy Federal Credit UnionBetterSoFi
Oct 202529%19.4%29%4.7%3.2%4.7%3.9%2.7%1.2%0.78%0.64%0.64%0.12%
Nov 202527.7%22.6%27.7%4.6%3%3.7%4.6%3%1.1%0.91%0.5%0.5%0.15%
Dec 202530.1%20.1%30.1%4%3.3%2.7%4%2.8%1%0.81%0.54%0.44%0.13%
Jan 202627.3%22.4%33.2%3.7%2%2.5%3.7%2.5%0.96%0.74%0.49%0.49%0.15%
Feb 202634.7%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 202647.4%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 202645.4%20.4%13.7%4.1%3.4%3.4%4.1%2.7%1%0.83%0.45%0.45%0.16%
May 202650.1%18.5%10.1%4.5%4.5%3.7%3%2.5%1.1%0.74%0.5%0.5%0.15%
Jun 202650.8%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 202654.7%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 202651.9%19.1%5.7%4.7%4.7%3.8%4.7%2.5%1%0.77%0.42%0.51%0.15%
Sep 202654.1%19.9%6%4.9%4%3.3%2.7%2.2%1%0.8%0.54%0.36%0.19%

  1. 1.Rocket Mortgage

    54.1%

    Held 1st. 1.2M estimated branded searches, 0% vs prior month. Share +2.2 points.

  2. 2.Pennymac

    19.9%

    Held 2nd. 450K estimated branded searches, 0% vs prior month. Share +0.8 points.

  3. 3.Mr. Cooper

    6%

    Held 3rd. 135K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.loanDepot

    4.9%

    Moved from 5th to 4th. 110K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.Bank of America

    4%

    Moved from 4th to 5th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.7 points.

  6. 6.Chase

    3.3%

    Moved from 7th to 6th. 74K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  7. 7.UWM

    2.7%

    Moved from 6th to 7th. 60.5K estimated branded searches, -45% vs prior month. Share -2 points.

  8. 8.Veterans United

    2.2%

    Held 8th. 50.4K estimated branded searches, -15.2% vs prior month. Share -0.3 points.

  9. 9.Rate

    1%

    Held 9th. 23.5K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Truist

    0.8%

    Held 10th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Navy Federal Credit Union

    0.54%

    Moved from 12th to 11th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  12. 12.Better

    0.36%

    Moved from 11th to 12th. 8.1K estimated branded searches, -33.1% vs prior month. Share -0.2 points.

  13. 13.SoFi

    0.19%

    Held 13th. 4.4K estimated branded searches, +22.2% vs prior month. Share 0 points.

Compare popularity between UWM and its closest rivals

Every comparison with UWM

12 comparisons

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

4 findings
  • 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?

6 changes

  1. In September 2026, Rocket Mortgage gained share of searches among mortgage lenders in the United States, from 51.9% to 54.1%.

  2. In September 2026, Pennymac gained share of searches among mortgage lenders in the United States, from 19.1% to 19.9%.

  3. In September 2026, UWM lost share of searches among mortgage lenders in the United States, from 4.7% to 2.7%.

  4. In September 2026, Bank of America lost share of searches among mortgage lenders in the United States, from 4.7% to 4%.

  5. In September 2026, Chase lost share of searches among mortgage lenders in the United States, from 3.8% to 3.3%.

  6. In September 2026, loanDepot rose from 5th to 4th among mortgage lenders in the United States.

How are UWM’s branded searches counted?

1 search term

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

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How the Brand Demand Index is measured

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