---
title: "Home equity investment companies in the United States: Which are most popular?"
description: "Compare the companies that buy a share of home equity or offer fast HELOCs. Share of Search among Hometap, Splitero, Figure, Point and Unlock, the home equity investment companies Brandwave compares in the United States, using the same methodology, market, and reporting period. 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-home-equity-investment-companies"
publisher: "Brandwave"
---

# Home equity investment companies in the United States: Which are most popular?

Compare the companies that buy a share of home equity or offer fast HELOCs. Share of Search among Hometap, Splitero, Figure, Point and Unlock, the home equity investment companies Brandwave compares in the United States, using the same methodology, market, and reporting period. 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

- **Competitive set**: Home equity investment companies
- **Market**: United States
- **Brands compared**: 5
- **Month measured**: Oct 2026
- **Highest Share of Search**: Hometap, 44.2%

## Which brand is most popular in search among home equity investment companies in the United States?

- In October 2026, Hometap was the most searched among home equity investment companies in the United States, with an estimated 14.8K branded searches, 44.2% of all searches for the five tracked by the Brandwave Brand Demand Index.
- Splitero is in 2nd place, 14.6 percentage points behind at 29.6%.
- Across the 12 months ending October 2026, Hometap’s share of searches among home equity investment companies in the United States decreased from 54.2% to 44.2%.
- Across the 12 months ending October 2026, Splitero’s share of searches among home equity investment companies in the United States increased from 24.2% to 29.6%.
- Across the 12 months ending October 2026, Figure’s share of searches among home equity investment companies in the United States increased from 13.2% to 16.1%.
- Across the 12 months ending October 2026, Point’s share of searches among home equity investment companies in the United States increased from 4.8% to 7.2%.
- Across the 12 months ending October 2026, Unlock’s share of searches among home equity investment companies in the United States decreased from 3.7% to 3%.
- Across the 12 months ending October 2026, Hometap’s share of searches among home equity investment companies in the United States peaked at 54.2% in November 2025 and was lowest at 39.5% in May 2026.
- Across the 12 months ending October 2026, Splitero’s share of searches among home equity investment companies in the United States peaked at 34.4% in September 2026 and was lowest at 17.5% in March 2026.
- Across the 12 months ending October 2026, Figure’s share of searches among home equity investment companies in the United States peaked at 26.5% in May 2026 and was lowest at 13.2% in November 2025.
- Across the 12 months ending October 2026, Point’s share of searches among home equity investment companies in the United States peaked at 7.2% in October 2026 and was lowest at 4.2% in January 2026.
- Across the 12 months ending October 2026, Unlock’s share of searches among home equity investment companies in the United States peaked at 4.2% in January 2026 and was lowest at 2.7% in August 2026.

## Top home equity investment companies in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Hometap, Point and Unlock were mentioned most often, in two of the five answers. Point was recommended most often, coming first in both answers that gave a list. Hometap was second, and Unlock was third. Figure, which ranked third in searches, was not mentioned at all.

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 |
| --- | --- | --- | --- | --- |
| Point | 1st | 2 of 3 | 0 of 2 | 2 of 5 |
| Hometap | 2nd | 2 of 3 | 0 of 2 | 2 of 5 |
| Unlock | 3rd | 2 of 3 | 0 of 2 | 2 of 5 |
| Splitero | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| Figure | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about home equity investment companies

- Asked ChatGPT "Which home equity investment company should I use in the US?": 1. Point, 2. Hometap, 3. Unlock
- Asked ChatGPT "What are the best home equity investment companies in the US?": 1. Point, 2. Hometap, 3. Unlock, 4. Splitero
- Asked ChatGPT "What's the best way in the US to get cash from my home equity without a monthly payment?": named none of the brands we track
- Searched Google, AI Overview "home equity investment": named none of the brands we track
- Searched Google, AI Overview "heloc": named none of the brands we track

Not named in any answer: Figure.

Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026.

## Compare search popularity between leading brands

- [Hometap vs Splitero: compare search popularity](/demand/us/compare/hometap-vs-splitero): 44.2% against 29.6% Share of Search.
- [Hometap vs Figure: compare search popularity](/demand/us/compare/figure-heloc-vs-hometap): 44.2% against 16.1% Share of Search.
- [Hometap vs Point: compare search popularity](/demand/us/compare/hometap-vs-point-home-equity): 44.2% against 7.2% Share of Search.
- [Hometap vs Unlock: compare search popularity](/demand/us/compare/hometap-vs-unlock-home-equity): 44.2% against 3% Share of Search.
- [Splitero vs Figure: compare search popularity](/demand/us/compare/figure-heloc-vs-splitero): 29.6% against 16.1% Share of Search.
- [Splitero vs Point: compare search popularity](/demand/us/compare/point-home-equity-vs-splitero): 29.6% against 7.2% Share of Search.
- [Splitero vs Unlock: compare search popularity](/demand/us/compare/splitero-vs-unlock-home-equity): 29.6% against 3% Share of Search.
- [Figure vs Point: compare search popularity](/demand/us/compare/figure-heloc-vs-point-home-equity): 16.1% against 7.2% Share of Search.
- [Figure vs Unlock: compare search popularity](/demand/us/compare/figure-heloc-vs-unlock-home-equity): 16.1% against 3% Share of Search.
- [Point vs Unlock: compare search popularity](/demand/us/compare/point-home-equity-vs-unlock-home-equity): 7.2% against 3% Share of Search.

## How did search popularity change for United States home equity investment companies in October 2026?

- In October 2026, Hometap gained share of searches among home equity investment companies in the United States, from 42% to 44.2%.
- In October 2026, Point gained share of searches among home equity investment companies in the United States, from 5.4% to 7.2%.
- In October 2026, Figure gained share of searches among home equity investment companies in the United States, from 15.3% to 16.1%.
- In October 2026, Splitero lost share of searches among home equity investment companies in the United States, from 34.4% to 29.6%.

## Which home equity investment companies do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Hometap | 44.2% | 14.8K | 0.0% | Hometap |
| 2 | Splitero | 29.6% | 9.9K | -18.2% | Splitero |
| 3 | Figure | 16.1% | 5.4K | 0.0% | Figure Technology |
| 4 | Point | 7.2% | 2.4K | +26.3% | Point |
| 5 | Unlock | 3% | 1K | 0.0% | Unlock |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Nov 2025 | Hometap | 14.8K | 54.2% | 1 |
| Nov 2025 | Splitero | 6.6K | 24.2% | 2 |
| Nov 2025 | Figure | 3.6K | 13.2% | 3 |
| Nov 2025 | Point | 1.3K | 4.8% | 4 |
| Nov 2025 | Unlock | 1K | 3.7% | 5 |
| Dec 2025 | Hometap | 14.8K | 52.7% | 1 |
| Dec 2025 | Splitero | 6.6K | 23.5% | 2 |
| Dec 2025 | Figure | 4.4K | 15.7% | 3 |
| Dec 2025 | Point | 1.3K | 4.6% | 4 |
| Dec 2025 | Unlock | 1K | 3.6% | 5 |
| Jan 2026 | Hometap | 14.8K | 48.4% | 1 |
| Jan 2026 | Figure | 6.6K | 21.6% | 2 |
| Jan 2026 | Splitero | 6.6K | 21.6% | 3 |
| Jan 2026 | Point | 1.3K | 4.2% | 4 |
| Jan 2026 | Unlock | 1.3K | 4.2% | 5 |
| Feb 2026 | Hometap | 14.8K | 50.9% | 1 |
| Feb 2026 | Figure | 6.6K | 22.7% | 2 |
| Feb 2026 | Splitero | 5.4K | 18.6% | 3 |
| Feb 2026 | Point | 1.3K | 4.5% | 4 |
| Feb 2026 | Unlock | 1K | 3.4% | 5 |
| Mar 2026 | Hometap | 14.8K | 47.9% | 1 |
| Mar 2026 | Figure | 8.1K | 26.2% | 2 |
| Mar 2026 | Splitero | 5.4K | 17.5% | 3 |
| Mar 2026 | Point | 1.6K | 5.2% | 4 |
| Mar 2026 | Unlock | 1K | 3.2% | 5 |
| Apr 2026 | Hometap | 14.8K | 45.7% | 1 |
| Apr 2026 | Figure | 8.1K | 25% | 2 |
| Apr 2026 | Splitero | 6.6K | 20.4% | 3 |
| Apr 2026 | Point | 1.6K | 4.9% | 4 |
| Apr 2026 | Unlock | 1.3K | 4% | 5 |
| May 2026 | Hometap | 12.1K | 39.5% | 1 |
| May 2026 | Figure | 8.1K | 26.5% | 2 |
| May 2026 | Splitero | 8.1K | 26.5% | 3 |
| May 2026 | Point | 1.3K | 4.2% | 4 |
| May 2026 | Unlock | 1K | 3.3% | 5 |
| Jun 2026 | Hometap | 14.8K | 41.5% | 1 |
| Jun 2026 | Splitero | 9.9K | 27.7% | 2 |
| Jun 2026 | Figure | 8.1K | 22.7% | 3 |
| Jun 2026 | Point | 1.6K | 4.5% | 4 |
| Jun 2026 | Unlock | 1.3K | 3.6% | 5 |
| Jul 2026 | Hometap | 14.8K | 41.8% | 1 |
| Jul 2026 | Splitero | 9.9K | 28% | 2 |
| Jul 2026 | Figure | 8.1K | 22.9% | 3 |
| Jul 2026 | Point | 1.6K | 4.5% | 4 |
| Jul 2026 | Unlock | 1K | 2.8% | 5 |
| Aug 2026 | Hometap | 14.8K | 40.7% | 1 |
| Aug 2026 | Splitero | 12.1K | 33.2% | 2 |
| Aug 2026 | Figure | 6.6K | 18.1% | 3 |
| Aug 2026 | Point | 1.9K | 5.2% | 4 |
| Aug 2026 | Unlock | 1K | 2.7% | 5 |
| Sep 2026 | Hometap | 14.8K | 42% | 1 |
| Sep 2026 | Splitero | 12.1K | 34.4% | 2 |
| Sep 2026 | Figure | 5.4K | 15.3% | 3 |
| Sep 2026 | Point | 1.9K | 5.4% | 4 |
| Sep 2026 | Unlock | 1K | 2.8% | 5 |
| Oct 2026 | Hometap | 14.8K | 44.2% | 1 |
| Oct 2026 | Splitero | 9.9K | 29.6% | 2 |
| Oct 2026 | Figure | 5.4K | 16.1% | 3 |
| Oct 2026 | Point | 2.4K | 7.2% | 4 |
| Oct 2026 | Unlock | 1K | 3% | 5 |

## How are branded searches counted for home equity investment companies?

- **Figure**: Measured on the search term “figure heloc”.
- **Hometap**: Measured on the search term “hometap”.
- **Point**: Measured on the search term “point home equity”.
- **Splitero**: Measured on the search term “splitero”.
- **Unlock**: Measured on the search term “unlock home equity”.

- [Figure](/demand/us/brands/figure-heloc)
- [Hometap](/demand/us/brands/hometap)
- [Point](/demand/us/brands/point-home-equity)
- [Splitero](/demand/us/brands/splitero)
- [Unlock](/demand/us/brands/unlock-home-equity)

## 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

### Which brand is most popular in search among home equity investment companies in the United States?

In October 2026, Hometap was the most searched among home equity investment companies in the United States, with an estimated 14.8K branded searches, 44.2% of all searches for the five tracked by the Brandwave Brand Demand Index.

## Cite this page

Brandwave. "Home equity investment companies in the United States: Which are most popular?". https://gobrandwave.com/demand/us/categories/us-home-equity-investment-companies

This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-home-equity-investment-companies. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.