Figure vs Hometap:Which is more popular in the United States?
In October 2026, Hometap had more branded searches than Figure among home equity investment companies in the United States. Hometap had about 14,800 branded searches, while Figure had 5,400. Hometap made up 44.2% of all home equity investment company searches we track, and Figure accounted for 16.1%. When we asked ChatGPT and Google AI Overviews about home equity investment companies, Hometap appeared in two of the five answers and Figure in none.
Who do people search for more?
Hometap, about 3 searches for every 1 for Figure
Who does AI mention more?
Hometap, mentioned in 2 of 5 answers, Figure in 0
Who does AI recommend more?
Hometap, the only one of the two named
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Top home equity investment companies in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hometap was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Figure did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Hometap2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Point2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Unlock2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Splitero1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Figure0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about home equity investment companies
5 answers
Asked ChatGPT
“Which home equity investment company should I use in the US?”
Asked ChatGPT
“What are the best home equity investment companies in the US?”
Asked ChatGPT
“What's the best way in the US to get cash from my home equity without a monthly payment?”
Searched Google, AI Overview
“home equity investment”
Searched Google, AI Overview
“heloc”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.
Is Figure or Hometap more popular in search?
This chart shows how often people search Google for Figure and Hometap by name. Each line represents a brand's share of searches for all five home equity investment companies we track, month by month, from searches in United States.
Share of searches by month for Hometap, Figure. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hometap | Splitero | Figure | Point | Unlock |
|---|---|---|---|---|---|
| Nov 2025 | 54.2% | 24.2% | 13.2% | 4.8% | 3.7% |
| Dec 2025 | 52.7% | 23.5% | 15.7% | 4.6% | 3.6% |
| Jan 2026 | 48.4% | 21.6% | 21.6% | 4.2% | 4.2% |
| Feb 2026 | 50.9% | 18.6% | 22.7% | 4.5% | 3.4% |
| Mar 2026 | 47.9% | 17.5% | 26.2% | 5.2% | 3.2% |
| Apr 2026 | 45.7% | 20.4% | 25% | 4.9% | 4% |
| May 2026 | 39.5% | 26.5% | 26.5% | 4.2% | 3.3% |
| Jun 2026 | 41.5% | 27.7% | 22.7% | 4.5% | 3.6% |
| Jul 2026 | 41.8% | 28% | 22.9% | 4.5% | 2.8% |
| Aug 2026 | 40.7% | 33.2% | 18.1% | 5.2% | 2.7% |
| Sep 2026 | 42% | 34.4% | 15.3% | 5.4% | 2.8% |
| Oct 2026 | 44.2% | 29.6% | 16.1% | 7.2% | 3% |
How has branded search for Figure and Hometap changed in the United States over the last 12 months?
3 findings
- Hometap was ahead of Figure in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Figure’s share of searches among home equity investment companies in the United States moved from 13.2% to 16.1%, and its estimated monthly branded searches moved from 3.6K to 5.4K.
- Across the 12 months ending October 2026, Hometap’s share of searches among home equity investment companies in the United States moved from 54.2% to 44.2%, and its estimated monthly branded searches held steady at 14.8K.
How did search popularity change for United States home equity investment companies in October 2026?
2 changes
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, Figure gained share of searches among home equity investment companies in the United States, from 15.3% to 16.1%.
How are Figure’s and Hometap’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Figure’s and Hometap’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.
Other head-to-heads among home equity investment companies
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