--- title: "Navy Federal Credit Union vs Rocket Mortgage: Which is more popular in the United States?" description: "Is Navy Federal Credit Union or Rocket Mortgage more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the HELOC lenders set in the United States. 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/compare/navy-federal-vs-rocket-mortgage" publisher: "Brandwave" --- # Navy Federal Credit Union vs Rocket Mortgage: Which is more popular in the United States? Is Navy Federal Credit Union or Rocket Mortgage more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the HELOC lenders set in the United States. 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 - **Compared**: Navy Federal Credit Union and Rocket Mortgage - **Competitive set**: HELOC lenders - **Market**: United States - **Month measured**: Oct 2026 - **Navy Federal Credit Union Share of Search**: 7.5% - **Rocket Mortgage Share of Search**: 0.54% ## Is Navy Federal Credit Union or Rocket Mortgage more popular in search? - 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%. - Navy Federal Credit Union was ahead of Rocket Mortgage in every measured month of the 12 months ending October 2026. - 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. - Across the 12 months ending October 2026, Rocket Mortgage’s share of searches among HELOC lenders in the United States moved from 0.69% to 0.54%, and its estimated monthly branded searches held steady at 260. ## 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. 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. ## How did search popularity change for United States HELOC lenders in October 2026? - 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, Rocket Mortgage fell from 8th to 9th among HELOC lenders in the United States. ## How has branded search for Navy Federal Credit Union and Rocket Mortgage changed in the United States over the last 12 months? | Month | Navy Federal Credit Union estimated searches | Navy Federal Credit Union Share of Search | Navy Federal Credit Union rank | Rocket Mortgage estimated searches | Rocket Mortgage Share of Search | Rocket Mortgage rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 2.9K | 7.7% | 6 | 260 | 0.69% | 9 | | Dec 2025 | 4.4K | 10.6% | 5 | 260 | 0.62% | 9 | | Jan 2026 | 3.6K | 7.6% | 6 | 320 | 0.67% | 9 | | Feb 2026 | 2.9K | 5.7% | 6 | 320 | 0.63% | 9 | | Mar 2026 | 4.4K | 7.3% | 6 | 390 | 0.65% | 9 | | Apr 2026 | 3.6K | 5.1% | 7 | 320 | 0.45% | 10 | | May 2026 | 3.6K | 5.8% | 6 | 320 | 0.52% | 9 | | Jun 2026 | 3.6K | 6.4% | 6 | 260 | 0.46% | 9 | | Jul 2026 | 3.6K | 7% | 6 | 320 | 0.62% | 8 | | Aug 2026 | 2.9K | 6.6% | 6 | 320 | 0.72% | 8 | | Sep 2026 | 3.6K | 8.4% | 6 | 260 | 0.61% | 8 | | Oct 2026 | 3.6K | 7.5% | 6 | 260 | 0.54% | 9 | ## How are Navy Federal Credit Union’s and Rocket Mortgage’s branded searches counted? 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**: Measured on the search term “navy federal heloc”. - **Rocket Mortgage**: Measured on the search term “rocket heloc”. - [Navy Federal Credit Union profile](/demand/us/brands/navy-federal) - [Rocket Mortgage profile](/demand/us/brands/rocket-mortgage) - [All HELOC lenders in the United States](/demand/us/categories/us-heloc-lenders): The set both shares are measured inside, 11 brands. ## 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 ### Is Navy Federal Credit Union or Rocket Mortgage more popular in search? 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%. ## Cite this page Brandwave. "Navy Federal Credit Union vs Rocket Mortgage: Which is more popular in the United States?". https://gobrandwave.com/demand/us/categories/us-heloc-lenders/compare/navy-federal-vs-rocket-mortgage This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-heloc-lenders/compare/navy-federal-vs-rocket-mortgage. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.