Brandwave

Personal loan platforms in United States:Which are searched most?

In September 2026, Avant was the most searched among personal loan platforms in United States, with an estimated 136K branded searches and 26.1% estimated Share of Search within this set.

Share of Search, September 2026
  1. Avant26.1%
  2. LendingClub21.1%
  3. Upstart21.1%
  4. LightStream17.4%
  5. SoFi14.2%

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Share of SearchLeaderboard

Compare the personal loan platforms businesses choose between. 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.

Share of Search among personal loan platforms in United States, by month

Share of Search by month for Avant, LendingClub, Upstart, LightStream, SoFi. The figures are in the table below the chart.

View monthly share of search table
MonthAvantLendingClubUpstartLightStreamSoFi
Oct 202519.4%40%14.7%17.9%8%
Nov 202519.7%39.8%14.6%17.8%8%
Dec 202522.5%37.6%13.8%16.8%9.2%
Jan 202619.2%39.2%14.4%17.5%9.6%
Feb 202620.1%41%12.3%18.3%8.2%
Mar 202622.9%36%16.1%16.1%8.9%
Apr 202622.7%36.1%16.1%16.1%8.9%
May 202623.8%35.6%15.9%15.9%8.8%
Jun 202619.6%38%14%17%11.4%
Jul 202618.2%31.6%21.2%17.3%11.6%
Aug 202619.8%22.4%27.4%18.2%12.3%
Sep 202626.1%21.1%21.1%17.4%14.2%

This month’s ranking, September 2026

  1. 1.Avant

    26.1%

    Moved from 3rd to 1st. 136K estimated branded searches, +13.8% vs prior month. Share +6.3 points.

  2. 2.LendingClub

    21.1%

    Held 2nd. 110K estimated branded searches, -18.5% vs prior month. Share -1.2 points.

  3. 3.Upstart

    21.1%

    Moved from 1st to 3rd. 110K estimated branded searches, -33.3% vs prior month. Share -6.2 points.

  4. 4.LightStream

    17.4%

    Held 4th. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.8 points.

  5. 5.SoFi

    14.2%

    Held 5th. 74K estimated branded searches, 0% vs prior month. Share +2 points.

Compare search popularity between leading brands

Which brand is most popular in search among personal loan platforms in United States?

In September 2026, Avant was the most searched among personal loan platforms in United States, with an estimated 136K branded searches and 26.1% estimated Share of Search within this set. LendingClub is in 2nd place, 4.9 percentage points behind at 21.1% Share of Search.

United States personal loan platforms, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Avant19.4% → 26.1%26.1%Sep 202618.2%Jul 20262nd → 1st
LendingClub40% → 21.1%41%Feb 202621.1%Sep 20261st → 2nd
Upstart14.7% → 21.1%27.4%Aug 202612.3%Feb 20264th → 3rd
LightStream17.9% → 17.4%18.3%Feb 202615.9%May 20263rd → 4th
SoFi8% → 14.2%14.2%Sep 20268%Nov 20255th

Each finding as a sentence

  • Across the 12 months ending September 2026, Avant’s estimated Share of Search among personal loan platforms in United States increased from 19.4% to 26.1%.
  • Across the 12 months ending September 2026, LendingClub’s estimated Share of Search among personal loan platforms in United States decreased from 40% to 21.1%.
  • Across the 12 months ending September 2026, Upstart’s estimated Share of Search among personal loan platforms in United States increased from 14.7% to 21.1%.
  • Across the 12 months ending September 2026, SoFi’s estimated Share of Search among personal loan platforms in United States increased from 8% to 14.2%.
  • Across the 12 months ending September 2026, Avant’s estimated Share of Search among personal loan platforms in United States peaked at 26.1% in September 2026 and was lowest at 18.2% in July 2026.
  • Across the 12 months ending September 2026, LendingClub’s estimated Share of Search among personal loan platforms in United States peaked at 41% in February 2026 and was lowest at 21.1% in September 2026.
  • Across the 12 months ending September 2026, Upstart’s estimated Share of Search among personal loan platforms in United States peaked at 27.4% in August 2026 and was lowest at 12.3% in February 2026.
  • Across the 12 months ending September 2026, LightStream’s estimated Share of Search among personal loan platforms in United States peaked at 18.3% in February 2026 and was lowest at 15.9% in May 2026.
  • Across the 12 months ending September 2026, SoFi’s estimated Share of Search among personal loan platforms in United States peaked at 14.2% in September 2026 and was lowest at 8% in November 2025.
  • Across the 12 months ending September 2026, Avant rose from 2nd to 1st among personal loan platforms in United States.
  • Across the 12 months ending September 2026, LendingClub fell from 1st to 2nd among personal loan platforms in United States.
  • Across the 12 months ending September 2026, Upstart rose from 4th to 3rd among personal loan platforms in United States.
  • Across the 12 months ending September 2026, LightStream fell from 3rd to 4th among personal loan platforms in United States.

How did search popularity change for United States personal loan platforms in September 2026?

  1. In September 2026, Avant overtook Upstart and LendingClub to become the leader among personal loan platforms in United States, with 26.1% estimated Share of Search.

  2. In September 2026, SoFi gained estimated Share of Search among personal loan platforms in United States, from 12.3% to 14.2%.

  3. In September 2026, Upstart lost estimated Share of Search among personal loan platforms in United States, from 27.4% to 21.1%.

  4. In September 2026, LendingClub lost estimated Share of Search among personal loan platforms in United States, from 22.4% to 21.1%.

  5. In September 2026, LightStream lost estimated Share of Search among personal loan platforms in United States, from 18.2% to 17.4%.

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