Brandwave

Bank of America vs Figure:Which is more popular in the United States?

In October 2026, Bank of America had more branded searches than Figure among HELOC lenders in the United States. Bank of America had about 6,600 branded searches, while Figure had 5,400. Bank of America made up 13.7% of all HELOC lender searches we track, and Figure accounted for 11.2%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Bank of America and Figure each appeared in two of the five answers. Figure was mentioned before Bank of America in two out of three answers that named either.

Among HELOC lenders in the United States in October 2026

Who do people search for more?

Bank of America, about 22% more searches than Figure

Bank of America 6.6K searchesFigure 5.4K searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Bank of America in 2 of 5Figure in 2 of 5

Who does AI recommend more?

Figure, named ahead of Bank of America in 2 of 3 answers

Figure first in 2Bank of America first in 1

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Top HELOC lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bank of America was mentioned in two out of five: in one 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. Figure was listed before Bank of America 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. Aven1st
  2. Figure2nd
  3. Bank of America3rd
  4. Rate4th
  5. Achieve5th
  6. Splash Financial6th
  7. Flagstar7th
  8. Navy Federal Credit Union8th
  9. Rocket Mortgage9th
  10. Spring EQ10th
  11. +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

+1 more

See every answer about HELOC lenders

5 answers

Brands are shown in the order each answer named them. The survey took place in United States on October 28, 2026.

Is Bank of America or Figure more popular in search?

This chart shows how often people search Google for Bank of America 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.

Bank of America and Figure among HELOC lenders in the United States, by month

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

View monthly share of searches table
MonthAvenSpring EQSplash FinancialBank of AmericaFigureNavy Federal Credit UnionAchieveLowerRocket MortgageFlagstarRate
Nov 202512.8%21.6%21.6%21.6%9.6%7.7%2.7%0.56%0.69%0.69%0.56%
Dec 202510.3%19.4%19.4%23.8%10.6%10.6%3.8%0.34%0.62%0.62%0.5%
Jan 202612.6%17%17%25.5%13.9%7.6%4%0.36%0.67%0.55%0.82%
Feb 202614.4%16%16%29.2%13%5.7%3.7%0.33%0.63%0.51%0.63%
Mar 202612.1%16.4%13.5%30.1%13.5%7.3%4.8%0.35%0.65%0.8%0.53%
Apr 202614.2%11.5%11.5%31.5%11.5%5.1%4.1%0.3%0.45%0.55%9.4%
May 202613.8%10.7%13.1%36%13.1%5.8%4.7%0.28%0.52%0.42%1.4%
Jun 202612.4%11.7%17.5%32%14.3%6.4%4.2%0.19%0.46%0.37%0.46%
Jul 202614.2%12.9%15.8%28.9%15.8%7%3.7%0.27%0.62%0.51%0.33%
Aug 202616.5%14.9%18.3%22.4%14.9%6.6%4.3%0.32%0.72%0.59%0.47%
Sep 202621%18.9%18.9%15.4%12.6%8.4%3%0.49%0.61%0.4%0.4%
Oct 202626.6%20.6%16.8%13.7%11.2%7.5%1.8%0.54%0.54%0.35%0.35%

Bank of America sells other things too, so only its searches that name this product count here, like “bank of america heloc”.

How has branded search for Bank of America and Figure changed in the United States over the last 12 months?

3 findings

How did search popularity change for United States HELOC lenders in October 2026?

2 changes

  1. In October 2026, Bank of America lost share of searches among HELOC lenders in the United States, from 15.4% to 13.7%.

  2. In October 2026, Figure lost share of searches among HELOC lenders in the United States, from 12.6% to 11.2%.

How are Bank of America’s and Figure’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bank of America’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.

Bank of America

1 branded search term

  • bank of america heloc

Figure

1 branded search term

  • figure heloc

How the Brand Demand Index is measured

Other head-to-heads among HELOC lenders

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