Bank of America vs Splash Financial:Which is more popular in the United States?
In October 2026, Splash Financial had more branded searches than Bank of America among HELOC lenders in the United States. Splash Financial had about 8,100 branded searches, while Bank of America had 6,600. Splash Financial made up 16.8% of all HELOC lender searches we track, and Bank of America accounted for 13.7%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Bank of America and Splash Financial each appeared in two of the five answers. Bank of America was mentioned before Splash Financial in two out of three answers that named either.
Who do people search for more?
Splash Financial, about 23% more searches than Bank of America
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Bank of America, named ahead of Splash Financial in 2 of 3 answers
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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. Splash Financial was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Bank of America was listed before Splash Financial 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 Bank of America or Splash Financial more popular in search?
This chart shows how often people search Google for Bank of America and Splash Financial 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 Splash Financial, Bank of America. 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% |
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 Splash Financial changed in the United States over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending October 2026: Splash Financial took it in September 2026.
- Across the 12 months ending October 2026, Bank of America’s share of searches among HELOC lenders in the United States moved from 21.6% to 13.7%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
- Across the 12 months ending October 2026, Splash Financial’s share of searches among HELOC lenders in the United States moved from 21.6% to 16.8%, and its estimated monthly branded searches held steady at 8.1K.
How did search popularity change for United States HELOC lenders in October 2026?
3 changes
In October 2026, Spring EQ overtook Splash Financial to rank 2nd among HELOC lenders in the United States, with 20.6% of the searches.
In October 2026, Splash Financial lost share of searches among HELOC lenders in the United States, from 18.9% to 16.8%.
In October 2026, Bank of America lost share of searches among HELOC lenders in the United States, from 15.4% to 13.7%.
How are Bank of America’s and Splash Financial’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bank of America’s and Splash Financial’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
Splash Financial
1 branded search term
- splash financial
Other head-to-heads among HELOC lenders
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