--- title: "Aven vs Figure: Which is more popular in the United States?" description: "Is Aven or Figure more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the HELOC lenders set in the United States. 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/compare/aven-vs-figure-heloc" publisher: "Brandwave" --- # Aven vs Figure: Which is more popular in the United States? Is Aven or Figure more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the HELOC lenders set in the United States. 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 - **Compared**: Aven and Figure - **Competitive set**: HELOC lenders - **Market**: United States - **Month measured**: Oct 2026 - **Aven Share of Search**: 26.6% - **Figure Share of Search**: 11.2% ## Is Aven or Figure more popular in search? - In October 2026, Aven had more branded searches than Figure among HELOC lenders in the United States. Aven had about 12,800 branded searches, while Figure had 5,400. Aven made up 26.6% of all HELOC lender searches we track, and Figure accounted for 11.2%. - The lead changed hands 6 times in the 12 months ending October 2026: Figure took it in December 2025, Aven took it in February 2026, Figure took it in March 2026, Aven took it in April 2026, Figure took it in June 2026, Aven took it in August 2026. - Across the 12 months ending October 2026, Aven’s share of searches among HELOC lenders in the United States moved from 12.8% to 26.6%, and its estimated monthly branded searches moved from 4.8K to 12.8K. - 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. ## Top HELOC lenders in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Aven was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Figure was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Aven and Figure were each listed first in two of the four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Aven | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | Figure | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Bank of America | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Rate | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Achieve | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Splash Financial | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Flagstar | 7th | 0 of 3 | 1 of 2 | 1 of 5 | | Navy Federal Credit Union | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Rocket Mortgage | 9th | 0 of 3 | 1 of 2 | 1 of 5 | | Spring EQ | 10th | 1 of 3 | 0 of 2 | 1 of 5 | | Lower | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 | ## Every AI answer about HELOC lenders - Asked ChatGPT "Who offers the best HELOC rates right now?": 1. Aven, 2. Achieve, 3. Splash Financial - Asked ChatGPT "Which lenders let you apply for a home equity line of credit online?": 1. Figure, 2. Bank of America, 3. Rate, 4. Splash Financial, 5. Aven, 6. Spring EQ - Asked ChatGPT "What's the fastest way to get a HELOC?": 1. Figure, 2. Rate, 3. Achieve - Searched Google, AI Overview "heloc": 1. Lower - Searched Google, AI Overview "heloc lenders": 1. Aven, 2. Bank of America, 3. Flagstar, 4. Navy Federal Credit Union, 5. Rocket Mortgage Brands are listed in the order each answer named them. The answers were collected in United States on October 28, 2026. ## How did search popularity change for United States HELOC lenders in October 2026? - In October 2026, Aven gained share of searches among HELOC lenders in the United States, from 21% to 26.6%. - In October 2026, Figure lost share of searches among HELOC lenders in the United States, from 12.6% to 11.2%. ## How has branded search for Aven and Figure changed in the United States over the last 12 months? | Month | Aven estimated searches | Aven Share of Search | Aven rank | Figure estimated searches | Figure Share of Search | Figure rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 4.8K | 12.8% | 4 | 3.6K | 9.6% | 5 | | Dec 2025 | 4.3K | 10.3% | 6 | 4.4K | 10.6% | 4 | | Jan 2026 | 6K | 12.6% | 5 | 6.6K | 13.9% | 4 | | Feb 2026 | 7.3K | 14.4% | 4 | 6.6K | 13% | 5 | | Mar 2026 | 7.3K | 12.1% | 5 | 8.1K | 13.5% | 3 | | Apr 2026 | 10K | 14.2% | 2 | 8.1K | 11.5% | 3 | | May 2026 | 8.5K | 13.8% | 2 | 8.1K | 13.1% | 3 | | Jun 2026 | 7K | 12.4% | 4 | 8.1K | 14.3% | 3 | | Jul 2026 | 7.3K | 14.2% | 4 | 8.1K | 15.8% | 2 | | Aug 2026 | 7.3K | 16.5% | 3 | 6.6K | 14.9% | 4 | | Sep 2026 | 9K | 21% | 1 | 5.4K | 12.6% | 5 | | Oct 2026 | 12.8K | 26.6% | 1 | 5.4K | 11.2% | 5 | ## How are Aven’s and Figure’s branded searches counted? Brandwave collects information about searches that people make online using Aven’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. - **Aven**: Measured on the search terms “aven card” and “aven heloc”, summed into one figure. - **Figure**: Measured on the search term “figure heloc”. - [Aven profile](/demand/us/brands/aven) - [Figure profile](/demand/us/brands/figure-heloc) - [All HELOC lenders in the United States](/demand/us/categories/us-heloc-lenders): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Aven or Figure more popular in search? In October 2026, Aven had more branded searches than Figure among HELOC lenders in the United States. Aven had about 12,800 branded searches, while Figure had 5,400. Aven made up 26.6% of all HELOC lender searches we track, and Figure accounted for 11.2%. ## Cite this page Brandwave. "Aven vs Figure: Which is more popular in the United States?". https://gobrandwave.com/demand/us/compare/aven-vs-figure-heloc This page is also available as HTML at https://gobrandwave.com/demand/us/compare/aven-vs-figure-heloc. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.