Achieve vs Figure:Which is more popular in the United States?
In October 2026, Figure had more branded searches than Achieve among HELOC lenders in the United States. Figure had about 5,400 branded searches, while Achieve had 880. Figure made up 11.2% of all HELOC lender searches we track, and Achieve accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Achieve and Figure each appeared in two of the five answers. Figure was mentioned before Achieve in two out of three answers that named either.
Who do people search for more?
Figure, about 6 searches for every 1 for Achieve
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Figure, named ahead of Achieve in 2 of 3 answers
Follow Achieve vs Figure and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top HELOC lenders in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Achieve and Figure were each mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Figure was listed before Achieve 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.
Aven1st- Figure2nd
Bank of America3rd
Rate4th
Achieve5th
Splash Financial6th
Flagstar7th
Navy Federal Credit Union8th
Rocket Mortgage9th
Spring EQ10th- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Aven3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Splash Financial2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bank of America2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Figure2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Achieve2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Rate2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Spring EQ1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Navy Federal Credit Union1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Lower1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Rocket Mortgage1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about HELOC lenders
5 answers
Asked ChatGPT
“Who offers the best HELOC rates right now?”
Asked ChatGPT
“Which lenders let you apply for a home equity line of credit online?”
Asked ChatGPT
“What's the fastest way to get a HELOC?”
Searched Google, AI Overview
“heloc”
Searched Google, AI Overview
“heloc lenders”
Brands are shown in the order each answer named them. The survey took place in United States on October 28, 2026.
Is Achieve or Figure more popular in search?
This chart shows how often people search Google for Achieve and Figure by name. Each line represents a brand's share of searches for all 11 HELOC lenders we track, month by month, from searches in United States.
Share of searches by month for Figure, Achieve. The figures are in the table below the chart.
View monthly share of searches table
| Month | Aven | Spring EQ | Splash Financial | Bank of America | Figure | Navy Federal Credit Union | Achieve | Lower | Rocket Mortgage | Flagstar | Rate |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 12.8% | 21.6% | 21.6% | 21.6% | 9.6% | 7.7% | 2.7% | 0.56% | 0.69% | 0.69% | 0.56% |
| Dec 2025 | 10.3% | 19.4% | 19.4% | 23.8% | 10.6% | 10.6% | 3.8% | 0.34% | 0.62% | 0.62% | 0.5% |
| Jan 2026 | 12.6% | 17% | 17% | 25.5% | 13.9% | 7.6% | 4% | 0.36% | 0.67% | 0.55% | 0.82% |
| Feb 2026 | 14.4% | 16% | 16% | 29.2% | 13% | 5.7% | 3.7% | 0.33% | 0.63% | 0.51% | 0.63% |
| Mar 2026 | 12.1% | 16.4% | 13.5% | 30.1% | 13.5% | 7.3% | 4.8% | 0.35% | 0.65% | 0.8% | 0.53% |
| Apr 2026 | 14.2% | 11.5% | 11.5% | 31.5% | 11.5% | 5.1% | 4.1% | 0.3% | 0.45% | 0.55% | 9.4% |
| May 2026 | 13.8% | 10.7% | 13.1% | 36% | 13.1% | 5.8% | 4.7% | 0.28% | 0.52% | 0.42% | 1.4% |
| Jun 2026 | 12.4% | 11.7% | 17.5% | 32% | 14.3% | 6.4% | 4.2% | 0.19% | 0.46% | 0.37% | 0.46% |
| Jul 2026 | 14.2% | 12.9% | 15.8% | 28.9% | 15.8% | 7% | 3.7% | 0.27% | 0.62% | 0.51% | 0.33% |
| Aug 2026 | 16.5% | 14.9% | 18.3% | 22.4% | 14.9% | 6.6% | 4.3% | 0.32% | 0.72% | 0.59% | 0.47% |
| Sep 2026 | 21% | 18.9% | 18.9% | 15.4% | 12.6% | 8.4% | 3% | 0.49% | 0.61% | 0.4% | 0.4% |
| Oct 2026 | 26.6% | 20.6% | 16.8% | 13.7% | 11.2% | 7.5% | 1.8% | 0.54% | 0.54% | 0.35% | 0.35% |
How has branded search for Achieve and Figure changed in the United States over the last 12 months?
3 findings
- Figure was ahead of Achieve in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Achieve’s share of searches among HELOC lenders in the United States moved from 2.7% to 1.8%, and its estimated monthly branded searches moved from 1K to 880.
- Across the 12 months ending October 2026, Figure’s share of searches among HELOC lenders in the United States moved from 9.6% to 11.2%, and its estimated monthly branded searches moved from 3.6K to 5.4K.
How did search popularity change for United States HELOC lenders in October 2026?
2 changes
In October 2026, Figure lost share of searches among HELOC lenders in the United States, from 12.6% to 11.2%.
In October 2026, Achieve lost share of searches among HELOC lenders in the United States, from 3% to 1.8%.
How are Achieve’s and Figure’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Achieve’s and Figure’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 HELOC lenders
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.