Brandwave

Aven vs Figure:Which is more popular in the United States?

In October 2026, Aven had more branded searches than Figure among HELOC lenders in the United States. Aven had about 12,800 branded searches, while Figure had 5,400. Aven made up 26.6% of all HELOC lender searches we track, and Figure accounted for 11.2%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Aven appeared in three of the five answers and Figure in two. Aven and Figure were each mentioned first in two of the four answers.

Among HELOC lenders in the United States in October 2026

Who do people search for more?

Aven, about 2 searches for every 1 for Figure

Aven 12.8K searchesFigure 5.4K searches

Who does AI mention more?

Aven, mentioned in 3 of 5 answers, Figure in 2

Aven in 3 of 5Figure in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Aven first in 2Figure first in 2

Follow Aven vs Figure and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top HELOC lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Aven was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Figure was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Aven and Figure were each listed first in two of the four answers.

Most recommended by AI

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

  1. Aven1st
  2. Figure2nd
  3. Bank of America3rd
  4. Rate4th
  5. Achieve5th
  6. Splash Financial6th
  7. Flagstar7th
  8. Navy Federal Credit Union8th
  9. Rocket Mortgage9th
  10. Spring EQ10th
  11. +1 more

Mentioned by AI

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

  • 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

+1 more

See every answer about HELOC lenders

5 answers

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

Is Aven or Figure more popular in search?

This chart shows how often people search Google for Aven and Figure 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.

Aven and Figure among HELOC lenders in the United States, by month

Share of searches by month for Aven, Figure. The figures are in the table below the chart.

View monthly share of searches table
MonthAvenSpring EQSplash FinancialBank of AmericaFigureNavy Federal Credit UnionAchieveLowerRocket MortgageFlagstarRate
Nov 202512.8%21.6%21.6%21.6%9.6%7.7%2.7%0.56%0.69%0.69%0.56%
Dec 202510.3%19.4%19.4%23.8%10.6%10.6%3.8%0.34%0.62%0.62%0.5%
Jan 202612.6%17%17%25.5%13.9%7.6%4%0.36%0.67%0.55%0.82%
Feb 202614.4%16%16%29.2%13%5.7%3.7%0.33%0.63%0.51%0.63%
Mar 202612.1%16.4%13.5%30.1%13.5%7.3%4.8%0.35%0.65%0.8%0.53%
Apr 202614.2%11.5%11.5%31.5%11.5%5.1%4.1%0.3%0.45%0.55%9.4%
May 202613.8%10.7%13.1%36%13.1%5.8%4.7%0.28%0.52%0.42%1.4%
Jun 202612.4%11.7%17.5%32%14.3%6.4%4.2%0.19%0.46%0.37%0.46%
Jul 202614.2%12.9%15.8%28.9%15.8%7%3.7%0.27%0.62%0.51%0.33%
Aug 202616.5%14.9%18.3%22.4%14.9%6.6%4.3%0.32%0.72%0.59%0.47%
Sep 202621%18.9%18.9%15.4%12.6%8.4%3%0.49%0.61%0.4%0.4%
Oct 202626.6%20.6%16.8%13.7%11.2%7.5%1.8%0.54%0.54%0.35%0.35%

How has branded search for Aven and Figure changed in the United States over the last 12 months?

3 findings
  • The lead changed hands 6 times in the 12 months ending October 2026: Figure took it in December 2025, Aven took it in February 2026, Figure took it in March 2026, Aven took it in April 2026, Figure took it in June 2026, Aven took it in August 2026.
  • Across the 12 months ending October 2026, Aven’s share of searches among HELOC lenders in the United States moved from 12.8% to 26.6%, and its estimated monthly branded searches moved from 4.8K to 12.8K.
  • Across the 12 months ending October 2026, Figure’s share of searches among HELOC lenders in the United States moved from 9.6% to 11.2%, and its estimated monthly branded searches moved from 3.6K to 5.4K.

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

2 changes

  1. In October 2026, Aven gained share of searches among HELOC lenders in the United States, from 21% to 26.6%.

  2. In October 2026, Figure lost share of searches among HELOC lenders in the United States, from 12.6% to 11.2%.

How are Aven’s and Figure’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Aven’s and Figure’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Aven

2 branded search terms

  • aven card
  • aven heloc

Figure

1 branded search term

  • figure heloc

How the Brand Demand Index is measured

Other head-to-heads among HELOC lenders

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free