Bank of America vs Navy Federal Credit Union:Which is more popular in the United States?
In October 2026, Bank of America had more branded searches than Navy Federal Credit Union among HELOC lenders in the United States. Bank of America had about 6,600 branded searches, while Navy Federal Credit Union had 3,600. Bank of America made up 13.7% of all HELOC lender searches we track, and Navy Federal Credit Union accounted for 7.5%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Bank of America appeared in two of the five answers and Navy Federal Credit Union in one. Bank of America was mentioned before Navy Federal Credit Union in every answer that named either.
Who do people search for more?
Bank of America, about 83% more searches than Navy Federal Credit Union
Who does AI mention more?
Bank of America, mentioned in 2 of 5 answers, Navy Federal Credit Union in 1
Who does AI recommend more?
Bank of America, named ahead of Navy Federal Credit Union in 2 of 2 answers
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Top HELOC lenders in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bank of America was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Navy Federal Credit Union was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Bank of America was listed before Navy Federal Credit Union in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Aven1st
Figure2nd- Bank of America3rd
Rate4th
Achieve5th
Splash Financial6th
Flagstar7th
Navy Federal Credit Union8th
Rocket Mortgage9th
Spring EQ10th- +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
See every answer about HELOC lenders
5 answers
Asked ChatGPT
“Who offers the best HELOC rates right now?”
Asked ChatGPT
“Which lenders let you apply for a home equity line of credit online?”
Asked ChatGPT
“What's the fastest way to get a HELOC?”
Searched Google, AI Overview
“heloc”
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.
Is Bank of America or Navy Federal Credit Union more popular in search?
This chart shows how often people search Google for Bank of America and Navy Federal Credit Union 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 by month for Bank of America, Navy Federal Credit Union. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
Bank of America and Navy Federal Credit Union sell other things too, so only their searches that name this product count here, like “bank of america heloc”.
How has branded search for Bank of America and Navy Federal Credit Union changed in the United States over the last 12 months?
3 findings
- Bank of America was ahead of Navy Federal Credit Union in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Bank of America’s share of searches among HELOC lenders in the United States moved from 21.6% to 13.7%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
- Across the 12 months ending October 2026, Navy Federal Credit Union’s share of searches among HELOC lenders in the United States moved from 7.7% to 7.5%, and its estimated monthly branded searches moved from 2.9K to 3.6K.
How did search popularity change for United States HELOC lenders in October 2026?
2 changes
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, Navy Federal Credit Union lost share of searches among HELOC lenders in the United States, from 8.4% to 7.5%.
How are Bank of America’s and Navy Federal Credit Union’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bank of America’s and Navy Federal Credit Union’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.
Bank of America
1 branded search term
- bank of america heloc
Navy Federal Credit Union
1 branded search term
- navy federal heloc
Other head-to-heads among HELOC lenders
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