--- title: "Personal loan platforms in United States: Which are searched most?" description: "Compare the personal loan platforms businesses choose between. Share of Search among Avant, LendingClub, Upstart, LightStream and SoFi, the personal loan platforms Brandwave compares in 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-personal-loan-platforms" publisher: "Brandwave" --- # Personal loan platforms in United States: Which are searched most? Compare the personal loan platforms businesses choose between. Share of Search among Avant, LendingClub, Upstart, LightStream and SoFi, the personal loan platforms Brandwave compares in 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**: Personal loan platforms - **Market**: United States - **Brands compared**: 5 - **Month measured**: Sep 2026 - **Highest Share of Search**: Avant, 26.1% ## 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. - 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. ## Compare search popularity between leading brands - [Avant vs LendingClub: compare search popularity](/demand/us/compare/avant-vs-lendingclub): 26.1% against 21.1% Share of Search. - [Avant vs Upstart: compare search popularity](/demand/us/compare/avant-vs-upstart): 26.1% against 21.1% Share of Search. - [Avant vs LightStream: compare search popularity](/demand/us/compare/avant-vs-lightstream): 26.1% against 17.4% Share of Search. - [Avant vs SoFi: compare search popularity](/demand/us/compare/avant-vs-sofi): 26.1% against 14.2% Share of Search. - [LendingClub vs Upstart: compare search popularity](/demand/us/compare/lendingclub-vs-upstart): 21.1% Share of Search each. - [LendingClub vs LightStream: compare search popularity](/demand/us/compare/lendingclub-vs-lightstream): 21.1% against 17.4% Share of Search. - [LendingClub vs SoFi: compare search popularity](/demand/us/compare/lendingclub-vs-sofi): 21.1% against 14.2% Share of Search. - [Upstart vs LightStream: compare search popularity](/demand/us/compare/lightstream-vs-upstart): 21.1% against 17.4% Share of Search. - [Upstart vs SoFi: compare search popularity](/demand/us/compare/sofi-vs-upstart): 21.1% against 14.2% Share of Search. - [LightStream vs SoFi: compare search popularity](/demand/us/compare/lightstream-vs-sofi): 17.4% against 14.2% Share of Search. ## How did search popularity change for United States personal loan platforms in September 2026? - 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. - In September 2026, SoFi gained estimated Share of Search among personal loan platforms in United States, from 12.3% to 14.2%. - In September 2026, Upstart lost estimated Share of Search among personal loan platforms in United States, from 27.4% to 21.1%. - In September 2026, LendingClub lost estimated Share of Search among personal loan platforms in United States, from 22.4% to 21.1%. - In September 2026, LightStream lost estimated Share of Search among personal loan platforms in United States, from 18.2% to 17.4%. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Avant | 26.1% | 136K | +13.8% | Avant | | 2 | LendingClub | 21.1% | 110K | -18.5% | LendingClub | | 3 | Upstart | 21.1% | 110K | -33.3% | Upstart | | 4 | LightStream | 17.4% | 90.5K | -17.7% | LightStream | | 5 | SoFi | 14.2% | 74K | 0.0% | SoFi | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | LendingClub | 246K | 40% | 1 | | Oct 2025 | Avant | 119K | 19.4% | 2 | | Oct 2025 | LightStream | 110K | 17.9% | 3 | | Oct 2025 | Upstart | 90.5K | 14.7% | 4 | | Oct 2025 | SoFi | 49.5K | 8% | 5 | | Nov 2025 | LendingClub | 246K | 39.8% | 1 | | Nov 2025 | Avant | 122K | 19.7% | 2 | | Nov 2025 | LightStream | 110K | 17.8% | 3 | | Nov 2025 | Upstart | 90.5K | 14.6% | 4 | | Nov 2025 | SoFi | 49.5K | 8% | 5 | | Dec 2025 | LendingClub | 246K | 37.6% | 1 | | Dec 2025 | Avant | 148K | 22.5% | 2 | | Dec 2025 | LightStream | 110K | 16.8% | 3 | | Dec 2025 | Upstart | 90.5K | 13.8% | 4 | | Dec 2025 | SoFi | 60.5K | 9.2% | 5 | | Jan 2026 | LendingClub | 246K | 39.2% | 1 | | Jan 2026 | Avant | 121K | 19.2% | 2 | | Jan 2026 | LightStream | 110K | 17.5% | 3 | | Jan 2026 | Upstart | 90.5K | 14.4% | 4 | | Jan 2026 | SoFi | 60.5K | 9.6% | 5 | | Feb 2026 | LendingClub | 246K | 41% | 1 | | Feb 2026 | Avant | 121K | 20.1% | 2 | | Feb 2026 | LightStream | 110K | 18.3% | 3 | | Feb 2026 | Upstart | 74K | 12.3% | 4 | | Feb 2026 | SoFi | 49.5K | 8.2% | 5 | | Mar 2026 | LendingClub | 246K | 36% | 1 | | Mar 2026 | Avant | 157K | 22.9% | 2 | | Mar 2026 | LightStream | 110K | 16.1% | 3 | | Mar 2026 | Upstart | 110K | 16.1% | 4 | | Mar 2026 | SoFi | 60.5K | 8.9% | 5 | | Apr 2026 | LendingClub | 246K | 36.1% | 1 | | Apr 2026 | Avant | 155K | 22.7% | 2 | | Apr 2026 | LightStream | 110K | 16.1% | 3 | | Apr 2026 | Upstart | 110K | 16.1% | 4 | | Apr 2026 | SoFi | 60.5K | 8.9% | 5 | | May 2026 | LendingClub | 246K | 35.6% | 1 | | May 2026 | Avant | 164K | 23.8% | 2 | | May 2026 | LightStream | 110K | 15.9% | 3 | | May 2026 | Upstart | 110K | 15.9% | 4 | | May 2026 | SoFi | 60.5K | 8.8% | 5 | | Jun 2026 | LendingClub | 246K | 38% | 1 | | Jun 2026 | Avant | 127K | 19.6% | 2 | | Jun 2026 | LightStream | 110K | 17% | 3 | | Jun 2026 | Upstart | 90.5K | 14% | 4 | | Jun 2026 | SoFi | 74K | 11.4% | 5 | | Jul 2026 | LendingClub | 201K | 31.6% | 1 | | Jul 2026 | Upstart | 135K | 21.2% | 2 | | Jul 2026 | Avant | 116K | 18.2% | 3 | | Jul 2026 | LightStream | 110K | 17.3% | 4 | | Jul 2026 | SoFi | 74K | 11.6% | 5 | | Aug 2026 | Upstart | 165K | 27.4% | 1 | | Aug 2026 | LendingClub | 135K | 22.4% | 2 | | Aug 2026 | Avant | 119K | 19.8% | 3 | | Aug 2026 | LightStream | 110K | 18.2% | 4 | | Aug 2026 | SoFi | 74K | 12.3% | 5 | | Sep 2026 | Avant | 136K | 26.1% | 1 | | Sep 2026 | LendingClub | 110K | 21.1% | 2 | | Sep 2026 | Upstart | 110K | 21.1% | 3 | | Sep 2026 | LightStream | 90.5K | 17.4% | 4 | | Sep 2026 | SoFi | 74K | 14.2% | 5 | ## What is being compared - **Avant**: Measured on the search terms “avant credit card”, “avant loans” and “avant personal loan”, summed into one figure. - **LendingClub**: Measured on the search term “lendingclub”. - **LightStream**: Measured on the search term “lightstream”. - **SoFi**: Measured on the search term “sofi loans”. - **Upstart**: Measured on the search term “upstart loans”. - [Avant](/demand/us/brands/avant) - [LendingClub](/demand/us/brands/lendingclub) - [LightStream](/demand/us/brands/lightstream) - [SoFi](/demand/us/brands/sofi) - [Upstart](/demand/us/brands/upstart) ## Methodology - [How is branded search demand 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 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. ## Cite this page Brandwave. "Personal loan platforms in United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-personal-loan-platforms This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-personal-loan-platforms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.