Brandwave

Navy Federal Credit Union vs Rocket Mortgage:Which is more popular in the United States?

In October 2026, Navy Federal Credit Union had more branded searches than Rocket Mortgage among HELOC lenders in the United States. Navy Federal Credit Union had about 3,600 branded searches, while Rocket Mortgage had 260. Navy Federal Credit Union made up 7.5% of all HELOC lender searches we track, and Rocket Mortgage accounted for 0.54%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Navy Federal Credit Union and Rocket Mortgage each appeared in one of the five answers.

Among HELOC lenders in the United States in October 2026

Who do people search for more?

Navy Federal Credit Union, about 14 searches for every 1 for Rocket Mortgage

Navy Federal Credit Union 3.6K searchesRocket Mortgage 260 searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Navy Federal Credit Union in 1 of 5Rocket Mortgage in 1 of 5

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Top HELOC lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Navy Federal Credit Union and Rocket Mortgage were each mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews.

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 Navy Federal Credit Union or Rocket Mortgage more popular in search?

This chart shows how often people search Google for Navy Federal Credit Union and Rocket Mortgage 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.

Navy Federal Credit Union and Rocket Mortgage among HELOC lenders in the United States, by month

Share of searches by month for Navy Federal Credit Union, Rocket Mortgage. 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%

Navy Federal Credit Union and Rocket Mortgage sell other things too, so only their searches that name this product count here, like “navy federal heloc”.

How has branded search for Navy Federal Credit Union and Rocket Mortgage changed in the United States over the last 12 months?

3 findings

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

2 changes

  1. In October 2026, Navy Federal Credit Union lost share of searches among HELOC lenders in the United States, from 8.4% to 7.5%.

  2. In October 2026, Rocket Mortgage fell from 8th to 9th among HELOC lenders in the United States.

How are Navy Federal Credit Union’s and Rocket Mortgage’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Navy Federal Credit Union’s and Rocket Mortgage’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.

Navy Federal Credit Union

1 branded search term

  • navy federal heloc

Rocket Mortgage

1 branded search term

  • rocket heloc

How the Brand Demand Index is measured

Other head-to-heads among HELOC lenders

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