---
title: "Upstart: search popularity in United States"
description: "Upstart is personal lender. 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/upstart"
publisher: "Brandwave"
---

# Upstart: search popularity in United States

Upstart is personal lender. 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**: Upstart
- **Market**: United States
- **Measured month**: Sep 2026
- **Share of Search among personal loan platforms**: 21.1%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Personal loan platforms | 3 | 21.1% | 110K |

- [Personal loan platforms](/demand/us/categories/us-personal-loan-platforms)

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

- Across the 12 months ending September 2026, estimated monthly branded searches for Upstart in United States rose from 90.5K to 110K.
- Across the 12 months ending September 2026, Upstart’s estimated Share of Search among personal loan platforms in United States increased from 14.7% to 21.1%.
- Across the 12 months ending September 2026, Upstart’s estimated Share of Search among personal loan platforms in United States peaked at 27.4% in August 2026 and was lowest at 12.3% in February 2026.
- Across the 12 months ending September 2026, Upstart rose from 4th to 3rd among personal loan platforms in United States.

## How did search popularity change for United States personal loan platforms in September 2026?

- In September 2026, Avant overtook Upstart and LendingClub to become the leader among personal loan platforms in United States, with 26.1% estimated Share of Search.
- In September 2026, SoFi gained estimated Share of Search among personal loan platforms in United States, from 12.3% to 14.2%.
- In September 2026, Upstart lost estimated Share of Search among personal loan platforms in United States, from 27.4% to 21.1%.
- In September 2026, LendingClub lost estimated Share of Search among personal loan platforms in United States, from 22.4% to 21.1%.
- In September 2026, LightStream lost estimated Share of Search among personal loan platforms in United States, from 18.2% to 17.4%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Personal loan platforms | 90.5K | 14.7% | 4 |
| Nov 2025 | Personal loan platforms | 90.5K | 14.6% | 4 |
| Dec 2025 | Personal loan platforms | 90.5K | 13.8% | 4 |
| Jan 2026 | Personal loan platforms | 90.5K | 14.4% | 4 |
| Feb 2026 | Personal loan platforms | 74K | 12.3% | 4 |
| Mar 2026 | Personal loan platforms | 110K | 16.1% | 4 |
| Apr 2026 | Personal loan platforms | 110K | 16.1% | 4 |
| May 2026 | Personal loan platforms | 110K | 15.9% | 4 |
| Jun 2026 | Personal loan platforms | 90.5K | 14% | 4 |
| Jul 2026 | Personal loan platforms | 135K | 21.2% | 2 |
| Aug 2026 | Personal loan platforms | 165K | 27.4% | 1 |
| Sep 2026 | Personal loan platforms | 110K | 21.1% | 3 |

## How is Upstart measured?

Brandwave collects information about searches that people make online using Upstart’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.

- “upstart loans”

## Which personal loan platforms compete with Upstart?

- [Avant](/demand/us/brands/avant): Head-to-head: /demand/us/compare/avant-vs-upstart
- [LendingClub](/demand/us/brands/lendingclub): Head-to-head: /demand/us/compare/lendingclub-vs-upstart
- [LightStream](/demand/us/brands/lightstream): Head-to-head: /demand/us/compare/lightstream-vs-upstart
- [SoFi](/demand/us/brands/sofi): Head-to-head: /demand/us/compare/sofi-vs-upstart

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Upstart: search popularity in United States". https://gobrandwave.com/demand/us/brands/upstart

This page is also available as HTML at https://gobrandwave.com/demand/us/brands/upstart. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.