How popular isUpstart in search?
In September 2026, there were an estimated 110K branded searches for Upstart in United States which is up 21.5% over the last 12 months. Upstart holds 21.1% estimated Share of Search among United States personal loan platforms and is ranked 3rd of 5 competitors for search popularity.
Avant26.1%
LendingClub21.1%
Upstart21.1%
LightStream17.4%
SoFi14.2%
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Which personal loan platforms compete with Upstart?
Share of Search by month for Avant, LendingClub, Upstart, LightStream, SoFi. The figures are in the table below the chart.
View monthly share of search table
| Month | Avant | LendingClub | Upstart | LightStream | SoFi |
|---|---|---|---|---|---|
| Oct 2025 | 19.4% | 40% | 14.7% | 17.9% | 8% |
| Nov 2025 | 19.7% | 39.8% | 14.6% | 17.8% | 8% |
| Dec 2025 | 22.5% | 37.6% | 13.8% | 16.8% | 9.2% |
| Jan 2026 | 19.2% | 39.2% | 14.4% | 17.5% | 9.6% |
| Feb 2026 | 20.1% | 41% | 12.3% | 18.3% | 8.2% |
| Mar 2026 | 22.9% | 36% | 16.1% | 16.1% | 8.9% |
| Apr 2026 | 22.7% | 36.1% | 16.1% | 16.1% | 8.9% |
| May 2026 | 23.8% | 35.6% | 15.9% | 15.9% | 8.8% |
| Jun 2026 | 19.6% | 38% | 14% | 17% | 11.4% |
| Jul 2026 | 18.2% | 31.6% | 21.2% | 17.3% | 11.6% |
| Aug 2026 | 19.8% | 22.4% | 27.4% | 18.2% | 12.3% |
| Sep 2026 | 26.1% | 21.1% | 21.1% | 17.4% | 14.2% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 3rd to 1st | 26.1% | 136K | +13.8% | +6.3 pointsmoved from 3rd to 1st | |
| 2, held 2nd | 21.1% | 110K | -18.5% | -1.2 points | |
| 3, moved from 1st to 3rd | 21.1% | 110K | -33.3% | -6.2 pointsmoved from 1st to 3rd | |
| 4, held 4th | 17.4% | 90.5K | -17.7% | -0.8 points | |
| 5, held 5th | 14.2% | 74K | 0% | +2 points |
1.
Avant26.1%
Moved from 3rd to 1st. 136K estimated branded searches, +13.8% vs prior month. Share +6.3 points.
21.1%
Held 2nd. 110K estimated branded searches, -18.5% vs prior month. Share -1.2 points.
3.
Upstart21.1%
Moved from 1st to 3rd. 110K estimated branded searches, -33.3% vs prior month. Share -6.2 points.
17.4%
Held 4th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.8 points.
5.
SoFi14.2%
Held 5th. 74K estimated branded searches, 0% vs prior month. Share +2 points.
Compare search popularity between Upstart and its closest rivals
Every comparison with Upstart
4 comparisons
How has branded search demand for Upstart changed in United States over the last 12 months?
4 findings
- 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?
5 changes
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%.
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.
1 branded search term
- upstart loans
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Is Upstart 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.