HELOC lenders in the United States:Which are most popular?

Name: HELOC lenders in the United States: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In October 2026, Aven was the most searched HELOC lender in the United States, accounting for 26.6% of all searches among the 11 lenders tracked by the Brandwave Brand Demand Index. When we checked with ChatGPT and Google AI Overviews, Aven was mentioned most often, in three of the five answers. Aven was recommended most often, coming first in two out of four responses that gave a list.

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Top HELOC lenders in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Aven was mentioned most often, in three of the five answers. Aven was recommended most often, coming first in two out of four answers that gave a list. Figure was second, and Bank of America was third.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Aven	Named in 2 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	3 of 5
Splash Financial	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Bank of America	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Figure	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Achieve	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Rate	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Spring EQ	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Navy Federal Credit Union	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Lower	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Rocket Mortgage	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5
Flagstar	Named in 0 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	1 of 5

Aven3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Splash Financial2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bank of America2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Figure2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Achieve2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Rate2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Spring EQ1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Navy Federal Credit Union1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Lower1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Rocket Mortgage1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Flagstar1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about HELOC lenders

5 answers

Asked ChatGPT
“Who offers the best HELOC rates right now?”
1. 1Aven
2. 2Achieve
3. 3Splash Financial
Asked ChatGPT
“Which lenders let you apply for a home equity line of credit online?”
1. 1Figure
2. 2Bank of America
3. 3Rate
4. 4Splash Financial
5. 5Aven
6. 6Spring EQ
Asked ChatGPT
“What's the fastest way to get a HELOC?”
1. 1Figure
2. 2Rate
3. 3Achieve
Searched Google, AI Overview
“heloc”
1. 1Lower
Searched Google, AI Overview
“heloc lenders”

Brands are shown in the order each answer named them. The survey took place in United States on October 28, 2026.

Which HELOC lenders do people search for most?

This chart shows how often people search Google for each HELOC lender by name. Each line represents a brand's share of searches for all 11 HELOC lenders we track, month by month, from searches in United States.

Share of searches among HELOC lenders in the United States, by month

Month	Aven	Spring EQ	Splash Financial	Bank of America	Figure	Navy Federal Credit Union	Achieve	Lower	Rocket Mortgage	Flagstar	Rate
Nov 2025	12.8%	21.6%	21.6%	21.6%	9.6%	7.7%	2.7%	0.56%	0.69%	0.69%	0.56%
Dec 2025	10.3%	19.4%	19.4%	23.8%	10.6%	10.6%	3.8%	0.34%	0.62%	0.62%	0.5%
Jan 2026	12.6%	17%	17%	25.5%	13.9%	7.6%	4%	0.36%	0.67%	0.55%	0.82%
Feb 2026	14.4%	16%	16%	29.2%	13%	5.7%	3.7%	0.33%	0.63%	0.51%	0.63%
Mar 2026	12.1%	16.4%	13.5%	30.1%	13.5%	7.3%	4.8%	0.35%	0.65%	0.8%	0.53%
Apr 2026	14.2%	11.5%	11.5%	31.5%	11.5%	5.1%	4.1%	0.3%	0.45%	0.55%	9.4%
May 2026	13.8%	10.7%	13.1%	36%	13.1%	5.8%	4.7%	0.28%	0.52%	0.42%	1.4%
Jun 2026	12.4%	11.7%	17.5%	32%	14.3%	6.4%	4.2%	0.19%	0.46%	0.37%	0.46%
Jul 2026	14.2%	12.9%	15.8%	28.9%	15.8%	7%	3.7%	0.27%	0.62%	0.51%	0.33%
Aug 2026	16.5%	14.9%	18.3%	22.4%	14.9%	6.6%	4.3%	0.32%	0.72%	0.59%	0.47%
Sep 2026	21%	18.9%	18.9%	15.4%	12.6%	8.4%	3%	0.49%	0.61%	0.4%	0.4%
Oct 2026	26.6%	20.6%	16.8%	13.7%	11.2%	7.5%	1.8%	0.54%	0.54%	0.35%	0.35%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Aven	26.6%	12.8K	+42.2%	+5.6 points
2, moved from 3rd to 2nd	Spring EQ	20.6%	9.9K	+22.2%	+1.7 pointsmoved from 3rd to 2nd
3, moved from 2nd to 3rd	Splash Financial	16.8%	8.1K	0%	-2.1 pointsmoved from 2nd to 3rd
4, held 4th	Bank of America	13.7%	6.6K	0%	-1.7 points
5, held 5th	FigureFigure Technology	11.2%	5.4K	0%	-1.4 points
6, held 6th	Navy Federal Credit Union	7.5%	3.6K	0%	-0.9 points
7, held 7th	Achieve	1.8%	880	-32.3%	-1.2 points
8, moved from 9th to 8th	Lower	0.54%	260	+23.8%	+0.1 pointsmoved from 9th to 8th
9, moved from 8th to 9th	Rocket Mortgage Rocket Companies	0.54%	260	0%	-0.1 pointsmoved from 8th to 9th
10, held 10th	Flagstar	0.35%	170	0%	0 points
11, held 11th	Rate	0.35%	170	0%	0 points

1.Aven
26.6%
Held 1st. 12.8K estimated branded searches, +42.2% vs prior month. Share +5.6 points.
2.Spring EQ
20.6%
Moved from 3rd to 2nd. 9.9K estimated branded searches, +22.2% vs prior month. Share +1.7 points.
3.Splash Financial
16.8%
Moved from 2nd to 3rd. 8.1K estimated branded searches, 0% vs prior month. Share -2.1 points.
4.Bank of America
13.7%
Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share -1.7 points.
5.Figure
11.2%
Held 5th. 5.4K estimated branded searches, 0% vs prior month. Share -1.4 points.
6.Navy Federal Credit Union
7.5%
Held 6th. 3.6K estimated branded searches, 0% vs prior month. Share -0.9 points.
7.Achieve
1.8%
Held 7th. 880 estimated branded searches, -32.3% vs prior month. Share -1.2 points.
8.Lower
0.54%
Moved from 9th to 8th. 260 estimated branded searches, +23.8% vs prior month. Share +0.1 points.
9.Rocket Mortgage
0.54%
Moved from 8th to 9th. 260 estimated branded searches, 0% vs prior month. Share -0.1 points.
10.Flagstar
0.35%
Held 10th. 170 estimated branded searches, 0% vs prior month. Share 0 points.
11.Rate
0.35%
Held 11th. 170 estimated branded searches, 0% vs prior month. Share 0 points.

Bank of America, Navy Federal Credit Union and Rocket Mortgage sell other things too, so only their searches that name this product count here, like “bank of america heloc”.

Which brand is most popular in search among HELOC lenders in the United States?

11 brands

In October 2026, Aven was the most searched among HELOC lenders in the United States, with an estimated 12.8K branded searches, 26.6% of all searches for the 11 tracked by the Brandwave Brand Demand Index. Spring EQ is in 2nd place, 6 percentage points behind at 20.6%.

United States HELOC lenders, last 12 months ending October 2026
Brand	Share of searches	Peak	Low	Rank
Aven	12.8% → 26.6%	26.6%Oct 2026	10.3%Dec 2025	4th → 1st
Spring EQ	21.6% → 20.6%	21.6%Nov 2025	10.7%May 2026	3rd → 2nd
Splash Financial	21.6% → 16.8%	21.6%Nov 2025	11.5%Apr 2026	2nd → 3rd
Bank of America	21.6% → 13.7%	36%May 2026	13.7%Oct 2026	1st → 4th
Figure	9.6% → 11.2%	15.8%Jul 2026	9.6%Nov 2025	5th
Navy Federal Credit Union	7.7% → 7.5%	10.6%Dec 2025	5.1%Apr 2026	6th
Achieve	2.7% → 1.8%	4.8%Mar 2026	1.8%Oct 2026	7th
Lower	0.56% → 0.54%	0.56%Nov 2025	0.19%Jun 2026	10th → 8th
Rocket Mortgage	0.69% → 0.54%	0.72%Aug 2026	0.45%Apr 2026	9th
Flagstar	0.69% → 0.35%	0.8%Mar 2026	0.35%Oct 2026	8th → 10th
Rate	0.56% → 0.35%	9.4%Apr 2026	0.33%Jul 2026	11th

Each finding as a sentence

Across the 12 months ending October 2026, Aven’s share of searches among HELOC lenders in the United States increased from 12.8% to 26.6%.
Across the 12 months ending October 2026, Spring EQ’s share of searches among HELOC lenders in the United States decreased from 21.6% to 20.6%.
Across the 12 months ending October 2026, Splash Financial’s share of searches among HELOC lenders in the United States decreased from 21.6% to 16.8%.
Across the 12 months ending October 2026, Bank of America’s share of searches among HELOC lenders in the United States decreased from 21.6% to 13.7%.
Across the 12 months ending October 2026, Figure’s share of searches among HELOC lenders in the United States increased from 9.6% to 11.2%.
Across the 12 months ending October 2026, Achieve’s share of searches among HELOC lenders in the United States decreased from 2.7% to 1.8%.
Across the 12 months ending October 2026, Aven’s share of searches among HELOC lenders in the United States peaked at 26.6% in October 2026 and was lowest at 10.3% in December 2025.
Across the 12 months ending October 2026, Spring EQ’s share of searches among HELOC lenders in the United States peaked at 21.6% in November 2025 and was lowest at 10.7% in May 2026.
Across the 12 months ending October 2026, Splash Financial’s share of searches among HELOC lenders in the United States peaked at 21.6% in November 2025 and was lowest at 11.5% in April 2026.
Across the 12 months ending October 2026, Bank of America’s share of searches among HELOC lenders in the United States peaked at 36% in May 2026 and was lowest at 13.7% in October 2026.
Across the 12 months ending October 2026, Figure’s share of searches among HELOC lenders in the United States peaked at 15.8% in July 2026 and was lowest at 9.6% in November 2025.
Across the 12 months ending October 2026, Navy Federal Credit Union’s share of searches among HELOC lenders in the United States peaked at 10.6% in December 2025 and was lowest at 5.1% in April 2026.
Across the 12 months ending October 2026, Achieve’s share of searches among HELOC lenders in the United States peaked at 4.8% in March 2026 and was lowest at 1.8% in October 2026.
Across the 12 months ending October 2026, Rate’s share of searches among HELOC lenders in the United States peaked at 9.4% in April 2026 and was lowest at 0.33% in July 2026.
Across the 12 months ending October 2026, Aven rose from 4th to 1st among HELOC lenders in the United States.
Across the 12 months ending October 2026, Spring EQ rose from 3rd to 2nd among HELOC lenders in the United States.
Across the 12 months ending October 2026, Splash Financial fell from 2nd to 3rd among HELOC lenders in the United States.
Across the 12 months ending October 2026, Bank of America fell from 1st to 4th among HELOC lenders in the United States.
Across the 12 months ending October 2026, Lower rose from 10th to 8th among HELOC lenders in the United States.
Across the 12 months ending October 2026, Flagstar fell from 8th to 10th among HELOC lenders in the United States.
Across the 12 months ending October 2026, Navy Federal Credit Union, Rocket Mortgage and Rate held steady: their share of searches among HELOC lenders in the United States each moved less than 0.5 percentage points.

How did search popularity change for United States HELOC lenders in October 2026?

8 changes

In October 2026, Spring EQ overtook Splash Financial to rank 2nd among HELOC lenders in the United States, with 20.6% of the searches.
In October 2026, Aven gained share of searches among HELOC lenders in the United States, from 21% to 26.6%.
In October 2026, Splash Financial lost share of searches among HELOC lenders in the United States, from 18.9% to 16.8%.
In October 2026, Bank of America lost share of searches among HELOC lenders in the United States, from 15.4% to 13.7%.
In October 2026, Figure lost share of searches among HELOC lenders in the United States, from 12.6% to 11.2%.
In October 2026, Achieve lost share of searches among HELOC lenders in the United States, from 3% to 1.8%.
In October 2026, Navy Federal Credit Union lost share of searches among HELOC lenders in the United States, from 8.4% to 7.5%.
In October 2026, Lower rose from 9th to 8th among HELOC lenders in the United States.

How are branded searches counted for HELOC lenders?

12 search terms

Each brand's share of searches among HELOC lenders comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.