Rate vs Rocket Mortgage:Which is more popular in the United States?
In October 2026, Rocket Mortgage had more branded searches than Rate among HELOC lenders in the United States. Rocket Mortgage had about 260 branded searches, while Rate had 170. Rocket Mortgage made up 0.54% of all HELOC lender searches we track, and Rate accounted for 0.35%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Rate appeared in two of the five answers and Rocket Mortgage in one. Rate was mentioned before Rocket Mortgage in two out of three answers that named either.
Who do people search for more?
Rocket Mortgage, about 53% more searches than Rate
Who does AI mention more?
Rate, mentioned in 2 of 5 answers, Rocket Mortgage in 1
Who does AI recommend more?
Rate, named ahead of Rocket Mortgage in 2 of 3 answers
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Top HELOC lenders in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Rate was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Rocket Mortgage was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Rate was listed before Rocket Mortgage in two out of three answers 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 Rate or Rocket Mortgage more popular in search?
This chart shows how often people search Google for Rate 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.
Share of searches by month for Rocket Mortgage, Rate. 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% |
Rocket Mortgage sells other things too, so only its searches that name this product count here, like “rocket heloc”.
How has branded search for Rate and Rocket Mortgage changed in the United States over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending October 2026: Rate took it in January 2026, Rocket Mortgage took it in March 2026, Rate took it in April 2026, Rocket Mortgage took it in July 2026.
- Across the 12 months ending October 2026, Rate’s share of searches among HELOC lenders in the United States moved from 0.56% to 0.35%, and its estimated monthly branded searches moved from 210 to 170.
- 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.
How did search popularity change for United States HELOC lenders in October 2026?
2 changes
In October 2026, Rocket Mortgage fell from 8th to 9th among HELOC lenders in the United States.
Estimated monthly branded searches for Rate in the United States fell 19% over 12 measured months, from 210 to 170 in October 2026.
How are Rate’s and Rocket Mortgage’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Rate’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.
Rate
1 branded search term
- guaranteed rate heloc
Rocket Mortgage
1 branded search term
- rocket heloc
Other head-to-heads among HELOC lenders
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