---
title: "HELOC lenders in the United States: Which are most popular?"
description: "Compare the lenders people in the US take out home equity lines of credit with. Share of Search among Aven, Spring EQ, Splash Financial, Bank of America, Figure, Navy Federal Credit Union, Achieve, Lower, Rocket Mortgage, Flagstar and Rate, the HELOC lenders Brandwave compares in the United States, using the same methodology, market, and reporting period. 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/categories/us-heloc-lenders"
publisher: "Brandwave"
---

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

Compare the lenders people in the US take out home equity lines of credit with. Share of Search among Aven, Spring EQ, Splash Financial, Bank of America, Figure, Navy Federal Credit Union, Achieve, Lower, Rocket Mortgage, Flagstar and Rate, the HELOC lenders Brandwave compares in the United States, using the same methodology, market, and reporting period. 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

- **Competitive set**: HELOC lenders
- **Market**: United States
- **Brands compared**: 11
- **Month measured**: Oct 2026
- **Highest Share of Search**: Aven, 26.6%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Aven | 1st | 2 of 3 | 1 of 2 | 3 of 5 |
| Figure | 2nd | 2 of 3 | 0 of 2 | 2 of 5 |
| Bank of America | 3rd | 1 of 3 | 1 of 2 | 2 of 5 |
| Rate | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| Achieve | 5th | 2 of 3 | 0 of 2 | 2 of 5 |
| Splash Financial | 6th | 2 of 3 | 0 of 2 | 2 of 5 |
| Flagstar | 7th | 0 of 3 | 1 of 2 | 1 of 5 |
| Navy Federal Credit Union | 8th | 0 of 3 | 1 of 2 | 1 of 5 |
| Rocket Mortgage | 9th | 0 of 3 | 1 of 2 | 1 of 5 |
| Spring EQ | 10th | 1 of 3 | 0 of 2 | 1 of 5 |
| Lower | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 |

## Every AI answer about HELOC lenders

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

Brands are listed in the order each answer named them. The answers were collected in United States on October 28, 2026.

## Compare search popularity between leading brands

- [Aven vs Spring EQ: compare search popularity](/demand/us/compare/aven-vs-spring-eq): 26.6% against 20.6% Share of Search.
- [Aven vs Splash Financial: compare search popularity](/demand/us/compare/aven-vs-splash-financial): 26.6% against 16.8% Share of Search.
- [Aven vs Bank of America: compare search popularity](/demand/us/compare/aven-vs-bank-of-america): 26.6% against 13.7% Share of Search.
- [Aven vs Figure: compare search popularity](/demand/us/compare/aven-vs-figure-heloc): 26.6% against 11.2% Share of Search.
- [Spring EQ vs Splash Financial: compare search popularity](/demand/us/compare/splash-financial-vs-spring-eq): 20.6% against 16.8% Share of Search.
- [Spring EQ vs Bank of America: compare search popularity](/demand/us/compare/bank-of-america-vs-spring-eq): 20.6% against 13.7% Share of Search.
- [Spring EQ vs Figure: compare search popularity](/demand/us/compare/figure-heloc-vs-spring-eq): 20.6% against 11.2% Share of Search.
- [Splash Financial vs Bank of America: compare search popularity](/demand/us/compare/bank-of-america-vs-splash-financial): 16.8% against 13.7% Share of Search.
- [Splash Financial vs Figure: compare search popularity](/demand/us/compare/figure-heloc-vs-splash-financial): 16.8% against 11.2% Share of Search.
- [Bank of America vs Figure: compare search popularity](/demand/us/compare/bank-of-america-vs-figure-heloc): 13.7% against 11.2% Share of Search.

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

- 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.

## Which HELOC lenders do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Aven | 26.6% | 12.8K | +42.2% | Aven |
| 2 | Spring EQ | 20.6% | 9.9K | +22.2% | Spring EQ |
| 3 | Splash Financial | 16.8% | 8.1K | 0.0% | Splash Financial |
| 4 | Bank of America | 13.7% | 6.6K | 0.0% | Bank of America |
| 5 | Figure | 11.2% | 5.4K | 0.0% | Figure Technology |
| 6 | Navy Federal Credit Union | 7.5% | 3.6K | 0.0% | Navy Federal Credit Union |
| 7 | Achieve | 1.8% | 880 | -32.3% | Achieve |
| 8 | Lower | 0.54% | 260 | +23.8% | Lower |
| 9 | Rocket Mortgage | 0.54% | 260 | 0.0% | Rocket Companies |
| 10 | Flagstar | 0.35% | 170 | 0.0% | Flagstar |
| 11 | Rate | 0.35% | 170 | 0.0% | Rate |

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”.

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Nov 2025 | Bank of America | 8.1K | 21.6% | 1 |
| Nov 2025 | Splash Financial | 8.1K | 21.6% | 2 |
| Nov 2025 | Spring EQ | 8.1K | 21.6% | 3 |
| Nov 2025 | Aven | 4.8K | 12.8% | 4 |
| Nov 2025 | Figure | 3.6K | 9.6% | 5 |
| Nov 2025 | Navy Federal Credit Union | 2.9K | 7.7% | 6 |
| Nov 2025 | Achieve | 1K | 2.7% | 7 |
| Nov 2025 | Flagstar | 260 | 0.69% | 8 |
| Nov 2025 | Rocket Mortgage | 260 | 0.69% | 9 |
| Nov 2025 | Lower | 210 | 0.56% | 10 |
| Nov 2025 | Rate | 210 | 0.56% | 11 |
| Dec 2025 | Bank of America | 9.9K | 23.8% | 1 |
| Dec 2025 | Splash Financial | 8.1K | 19.4% | 2 |
| Dec 2025 | Spring EQ | 8.1K | 19.4% | 3 |
| Dec 2025 | Figure | 4.4K | 10.6% | 4 |
| Dec 2025 | Navy Federal Credit Union | 4.4K | 10.6% | 5 |
| Dec 2025 | Aven | 4.3K | 10.3% | 6 |
| Dec 2025 | Achieve | 1.6K | 3.8% | 7 |
| Dec 2025 | Flagstar | 260 | 0.62% | 8 |
| Dec 2025 | Rocket Mortgage | 260 | 0.62% | 9 |
| Dec 2025 | Rate | 210 | 0.5% | 10 |
| Dec 2025 | Lower | 140 | 0.34% | 11 |
| Jan 2026 | Bank of America | 12.1K | 25.5% | 1 |
| Jan 2026 | Splash Financial | 8.1K | 17% | 2 |
| Jan 2026 | Spring EQ | 8.1K | 17% | 3 |
| Jan 2026 | Figure | 6.6K | 13.9% | 4 |
| Jan 2026 | Aven | 6K | 12.6% | 5 |
| Jan 2026 | Navy Federal Credit Union | 3.6K | 7.6% | 6 |
| Jan 2026 | Achieve | 1.9K | 4% | 7 |
| Jan 2026 | Rate | 390 | 0.82% | 8 |
| Jan 2026 | Rocket Mortgage | 320 | 0.67% | 9 |
| Jan 2026 | Flagstar | 260 | 0.55% | 10 |
| Jan 2026 | Lower | 170 | 0.36% | 11 |
| Feb 2026 | Bank of America | 14.8K | 29.2% | 1 |
| Feb 2026 | Splash Financial | 8.1K | 16% | 2 |
| Feb 2026 | Spring EQ | 8.1K | 16% | 3 |
| Feb 2026 | Aven | 7.3K | 14.4% | 4 |
| Feb 2026 | Figure | 6.6K | 13% | 5 |
| Feb 2026 | Navy Federal Credit Union | 2.9K | 5.7% | 6 |
| Feb 2026 | Achieve | 1.9K | 3.7% | 7 |
| Feb 2026 | Rate | 320 | 0.63% | 8 |
| Feb 2026 | Rocket Mortgage | 320 | 0.63% | 9 |
| Feb 2026 | Flagstar | 260 | 0.51% | 10 |
| Feb 2026 | Lower | 170 | 0.33% | 11 |
| Mar 2026 | Bank of America | 18.1K | 30.1% | 1 |
| Mar 2026 | Spring EQ | 9.9K | 16.4% | 2 |
| Mar 2026 | Figure | 8.1K | 13.5% | 3 |
| Mar 2026 | Splash Financial | 8.1K | 13.5% | 4 |
| Mar 2026 | Aven | 7.3K | 12.1% | 5 |
| Mar 2026 | Navy Federal Credit Union | 4.4K | 7.3% | 6 |
| Mar 2026 | Achieve | 2.9K | 4.8% | 7 |
| Mar 2026 | Flagstar | 480 | 0.8% | 8 |
| Mar 2026 | Rocket Mortgage | 390 | 0.65% | 9 |
| Mar 2026 | Rate | 320 | 0.53% | 10 |
| Mar 2026 | Lower | 210 | 0.35% | 11 |
| Apr 2026 | Bank of America | 22.2K | 31.5% | 1 |
| Apr 2026 | Aven | 10K | 14.2% | 2 |
| Apr 2026 | Figure | 8.1K | 11.5% | 3 |
| Apr 2026 | Splash Financial | 8.1K | 11.5% | 4 |
| Apr 2026 | Spring EQ | 8.1K | 11.5% | 5 |
| Apr 2026 | Rate | 6.6K | 9.4% | 6 |
| Apr 2026 | Navy Federal Credit Union | 3.6K | 5.1% | 7 |
| Apr 2026 | Achieve | 2.9K | 4.1% | 8 |
| Apr 2026 | Flagstar | 390 | 0.55% | 9 |
| Apr 2026 | Rocket Mortgage | 320 | 0.45% | 10 |
| Apr 2026 | Lower | 210 | 0.3% | 11 |
| May 2026 | Bank of America | 22.2K | 36% | 1 |
| May 2026 | Aven | 8.5K | 13.8% | 2 |
| May 2026 | Figure | 8.1K | 13.1% | 3 |
| May 2026 | Splash Financial | 8.1K | 13.1% | 4 |
| May 2026 | Spring EQ | 6.6K | 10.7% | 5 |
| May 2026 | Navy Federal Credit Union | 3.6K | 5.8% | 6 |
| May 2026 | Achieve | 2.9K | 4.7% | 7 |
| May 2026 | Rate | 880 | 1.4% | 8 |
| May 2026 | Rocket Mortgage | 320 | 0.52% | 9 |
| May 2026 | Flagstar | 260 | 0.42% | 10 |
| May 2026 | Lower | 170 | 0.28% | 11 |
| Jun 2026 | Bank of America | 18.1K | 32% | 1 |
| Jun 2026 | Splash Financial | 9.9K | 17.5% | 2 |
| Jun 2026 | Figure | 8.1K | 14.3% | 3 |
| Jun 2026 | Aven | 7K | 12.4% | 4 |
| Jun 2026 | Spring EQ | 6.6K | 11.7% | 5 |
| Jun 2026 | Navy Federal Credit Union | 3.6K | 6.4% | 6 |
| Jun 2026 | Achieve | 2.4K | 4.2% | 7 |
| Jun 2026 | Rate | 260 | 0.46% | 8 |
| Jun 2026 | Rocket Mortgage | 260 | 0.46% | 9 |
| Jun 2026 | Flagstar | 210 | 0.37% | 10 |
| Jun 2026 | Lower | 110 | 0.19% | 11 |
| Jul 2026 | Bank of America | 14.8K | 28.9% | 1 |
| Jul 2026 | Figure | 8.1K | 15.8% | 2 |
| Jul 2026 | Splash Financial | 8.1K | 15.8% | 3 |
| Jul 2026 | Aven | 7.3K | 14.2% | 4 |
| Jul 2026 | Spring EQ | 6.6K | 12.9% | 5 |
| Jul 2026 | Navy Federal Credit Union | 3.6K | 7% | 6 |
| Jul 2026 | Achieve | 1.9K | 3.7% | 7 |
| Jul 2026 | Rocket Mortgage | 320 | 0.62% | 8 |
| Jul 2026 | Flagstar | 260 | 0.51% | 9 |
| Jul 2026 | Rate | 170 | 0.33% | 10 |
| Jul 2026 | Lower | 140 | 0.27% | 11 |
| Aug 2026 | Bank of America | 9.9K | 22.4% | 1 |
| Aug 2026 | Splash Financial | 8.1K | 18.3% | 2 |
| Aug 2026 | Aven | 7.3K | 16.5% | 3 |
| Aug 2026 | Figure | 6.6K | 14.9% | 4 |
| Aug 2026 | Spring EQ | 6.6K | 14.9% | 5 |
| Aug 2026 | Navy Federal Credit Union | 2.9K | 6.6% | 6 |
| Aug 2026 | Achieve | 1.9K | 4.3% | 7 |
| Aug 2026 | Rocket Mortgage | 320 | 0.72% | 8 |
| Aug 2026 | Flagstar | 260 | 0.59% | 9 |
| Aug 2026 | Rate | 210 | 0.47% | 10 |
| Aug 2026 | Lower | 140 | 0.32% | 11 |
| Sep 2026 | Aven | 9K | 21% | 1 |
| Sep 2026 | Splash Financial | 8.1K | 18.9% | 2 |
| Sep 2026 | Spring EQ | 8.1K | 18.9% | 3 |
| Sep 2026 | Bank of America | 6.6K | 15.4% | 4 |
| Sep 2026 | Figure | 5.4K | 12.6% | 5 |
| Sep 2026 | Navy Federal Credit Union | 3.6K | 8.4% | 6 |
| Sep 2026 | Achieve | 1.3K | 3% | 7 |
| Sep 2026 | Rocket Mortgage | 260 | 0.61% | 8 |
| Sep 2026 | Lower | 210 | 0.49% | 9 |
| Sep 2026 | Flagstar | 170 | 0.4% | 10 |
| Sep 2026 | Rate | 170 | 0.4% | 11 |
| Oct 2026 | Aven | 12.8K | 26.6% | 1 |
| Oct 2026 | Spring EQ | 9.9K | 20.6% | 2 |
| Oct 2026 | Splash Financial | 8.1K | 16.8% | 3 |
| Oct 2026 | Bank of America | 6.6K | 13.7% | 4 |
| Oct 2026 | Figure | 5.4K | 11.2% | 5 |
| Oct 2026 | Navy Federal Credit Union | 3.6K | 7.5% | 6 |
| Oct 2026 | Achieve | 880 | 1.8% | 7 |
| Oct 2026 | Lower | 260 | 0.54% | 8 |
| Oct 2026 | Rocket Mortgage | 260 | 0.54% | 9 |
| Oct 2026 | Flagstar | 170 | 0.35% | 10 |
| Oct 2026 | Rate | 170 | 0.35% | 11 |

## How are branded searches counted for HELOC lenders?

- **Achieve**: Measured on the search term “achieve heloc”.
- **Aven**: Measured on the search terms “aven card” and “aven heloc”, summed into one figure.
- **Bank of America**: Measured on the search term “bank of america heloc”.
- **Figure**: Measured on the search term “figure heloc”.
- **Flagstar**: Measured on the search term “flagstar heloc”.
- **Lower**: Measured on the search term “lower heloc”.
- **Navy Federal Credit Union**: Measured on the search term “navy federal heloc”.
- **Rate**: Measured on the search term “guaranteed rate heloc”.
- **Rocket Mortgage**: Measured on the search term “rocket heloc”.
- **Splash Financial**: Measured on the search term “splash financial”.
- **Spring EQ**: Measured on the search term “spring eq”.

- [Achieve](/demand/us/brands/achieve)
- [Aven](/demand/us/brands/aven)
- [Bank of America](/demand/us/brands/bank-of-america)
- [Figure](/demand/us/brands/figure-heloc)
- [Flagstar](/demand/us/brands/flagstar)
- [Lower](/demand/us/brands/lower)
- [Navy Federal Credit Union](/demand/us/brands/navy-federal)
- [Rate](/demand/us/brands/rate-mortgage)
- [Rocket Mortgage](/demand/us/brands/rocket-mortgage)
- [Splash Financial](/demand/us/brands/splash-financial)
- [Spring EQ](/demand/us/brands/spring-eq)

## Methodology

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

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "HELOC lenders in the United States: Which are most popular?". https://gobrandwave.com/demand/us/categories/us-heloc-lenders

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