Brandwave

Happen Bank vs Upstart:Which is more popular?

In September 2026, Happen Bank had more branded searches than Upstart among personal loan platforms in the United States. Happen Bank had about 135,000 branded searches, while Upstart had 110,000. Happen Bank made up 19.9% of all personal loan platform searches we track, and Upstart accounted for 16.2%. When we asked ChatGPT and Google AI Overviews about personal loan platforms, Upstart appeared in three of the five answers and Happen Bank in two. Upstart was mentioned before Happen Bank in two out of three answers that named either.

Among personal loan platforms in the United States in September 2026

Who do people search for more?

Happen Bank, about 23% more searches than Upstart

Happen Bank 135K searchesUpstart 110K searches

Who does AI mention more?

Upstart, mentioned in 3 of 5 answers, Happen Bank in 2

Upstart in 3 of 5Happen Bank in 2 of 5

Who does AI recommend more?

Upstart, named ahead of Happen Bank in 2 of 3 answers

Upstart first in 2Happen Bank first in 1

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Top personal loan platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Upstart was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Happen Bank was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Upstart was listed before Happen Bank 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.

  1. Discover1st
  2. SoFi2nd
  3. Wells Fargo3rd
  4. Happen Bank4th
  5. Upstart5th
  6. U.S. Bank6th
  7. LendingClub7th
  8. Avant–
  9. LightStream–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Discover5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Upstart3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SoFi3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wells Fargo3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Happen Bank2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • U.S. Bank2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LendingClub1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Avant0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LightStream0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about personal loan platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 19, 2026.

Is Happen Bank or Upstart more popular in search?

This chart shows how often people search Google for Happen Bank and Upstart by name. Each line represents a brand's share of searches for all nine personal loan platforms we track, month by month, from searches in United States.

Happen Bank and Upstart among personal loan platforms in the United States, by month

Share of searches by month for Happen Bank, Upstart. The figures are in the table below the chart.

View monthly share of searches table
MonthAvantHappen BankLendingClubUpstartLightStreamSoFiWells FargoDiscoverU.S. Bank
Oct 202518.2%0%37.5%13.8%16.8%7.5%4.1%1.2%0.82%
Nov 202518.5%0%37.4%13.7%16.7%7.5%4.1%1%1%
Dec 202519%0%31.7%11.7%14.2%7.8%9.5%1.9%4.3%
Jan 202616.3%0%33.3%12.3%14.9%8.2%10%2%3%
Feb 202618.2%<0.01%37.1%11.2%16.6%7.5%6.1%1.8%1.5%
Mar 202620.5%<0.01%32.2%14.4%14.4%7.9%5.3%2.4%2.9%
Apr 202620.1%0.57%32%14.3%14.3%7.9%5.3%4.3%1.3%
May 202621.1%0.37%31.7%14.2%14.2%7.8%5.2%4.3%1.3%
Jun 202617.4%3.7%33.8%12.5%15.1%10.2%5.6%0.91%0.74%
Jul 202615.1%11.8%26.2%17.6%14.3%9.6%3.5%0.86%1.1%
Aug 202615.8%14.6%17.9%21.9%14.6%9.8%3.6%0.88%0.72%
Sep 202620%19.9%16.2%16.2%13.3%10.9%2.2%0.79%0.65%

How has the Happen Bank and Upstart comparison changed over the last 12 months?

3 findings

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

3 changes

  1. In September 2026, Avant overtook Upstart and LendingClub to become the leader among personal loan platforms in the United States, with 20% of the searches.

  2. In September 2026, Happen Bank overtook Upstart and LendingClub to rank 2nd among personal loan platforms in the United States, with 19.9% of the searches.

  3. In September 2026, Upstart lost share of searches among personal loan platforms in the United States, from 21.9% to 16.2%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Happen Bank’s and Upstart’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.

Happen Bank

1 branded search term

  • happen bank

Upstart

1 branded search term

  • upstart loans

How the Brand Demand Index is measured

Other head-to-heads among personal loan platforms

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