Discover vs Upstart:Which is more popular?
In September 2026, Upstart had more branded searches than Discover among personal loan platforms in the United States. Upstart had about 110,000 branded searches, while Discover had 5,400. Upstart made up 16.2% of all personal loan platform searches we track, and Discover accounted for 0.79%. When we asked ChatGPT and Google AI Overviews about personal loan platforms, Discover appeared in all five answers and Upstart in three. Discover was mentioned before Upstart in every answer.
Who do people search for more?
Upstart, about 20 searches for every 1 for Discover
Who does AI mention more?
Discover, mentioned in every answer we collected
Who does AI recommend more?
Discover, named ahead of Upstart in every answer
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Top personal loan platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Discover appeared in all five answers. Upstart was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Discover was listed before Upstart in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Discover1st
SoFi2nd
Wells Fargo3rd
Happen Bank4th- Upstart5th
U.S. Bank6th
LendingClub7th
Avant–
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
Asked ChatGPT
“Which personal loan platform should I use in the US?”
Asked ChatGPT
“What are the best personal loan platforms in the US?”
Asked ChatGPT
“What's the best personal loan platform in the US for debt consolidation?”
Searched Google, AI Overview
“personal loan rates”
Searched Google, AI Overview
“debt consolidation loan”
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 Discover or Upstart more popular in search?
This chart shows how often people search Google for Discover 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.
Share of searches by month for Upstart, Discover. The figures are in the table below the chart.
View monthly share of searches table
| Month | Avant | Happen Bank | LendingClub | Upstart | LightStream | SoFi | Wells Fargo | Discover | U.S. Bank |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 18.2% | 0% | 37.5% | 13.8% | 16.8% | 7.5% | 4.1% | 1.2% | 0.82% |
| Nov 2025 | 18.5% | 0% | 37.4% | 13.7% | 16.7% | 7.5% | 4.1% | 1% | 1% |
| Dec 2025 | 19% | 0% | 31.7% | 11.7% | 14.2% | 7.8% | 9.5% | 1.9% | 4.3% |
| Jan 2026 | 16.3% | 0% | 33.3% | 12.3% | 14.9% | 8.2% | 10% | 2% | 3% |
| Feb 2026 | 18.2% | <0.01% | 37.1% | 11.2% | 16.6% | 7.5% | 6.1% | 1.8% | 1.5% |
| Mar 2026 | 20.5% | <0.01% | 32.2% | 14.4% | 14.4% | 7.9% | 5.3% | 2.4% | 2.9% |
| Apr 2026 | 20.1% | 0.57% | 32% | 14.3% | 14.3% | 7.9% | 5.3% | 4.3% | 1.3% |
| May 2026 | 21.1% | 0.37% | 31.7% | 14.2% | 14.2% | 7.8% | 5.2% | 4.3% | 1.3% |
| Jun 2026 | 17.4% | 3.7% | 33.8% | 12.5% | 15.1% | 10.2% | 5.6% | 0.91% | 0.74% |
| Jul 2026 | 15.1% | 11.8% | 26.2% | 17.6% | 14.3% | 9.6% | 3.5% | 0.86% | 1.1% |
| Aug 2026 | 15.8% | 14.6% | 17.9% | 21.9% | 14.6% | 9.8% | 3.6% | 0.88% | 0.72% |
| Sep 2026 | 20% | 19.9% | 16.2% | 16.2% | 13.3% | 10.9% | 2.2% | 0.79% | 0.65% |
How has the Discover and Upstart comparison changed over the last 12 months?
3 findings
- Upstart was ahead of Discover in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Discover’s share of searches among personal loan platforms in the United States moved from 1.2% to 0.79%, and its estimated monthly branded searches moved from 8.1K to 5.4K.
- Across the 12 months ending September 2026, Upstart’s share of searches among personal loan platforms in the United States moved from 13.8% to 16.2%, and its estimated monthly branded searches moved from 90.5K to 110K.
How did search popularity change for United States personal loan platforms in September 2026?
4 changes
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.
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.
In September 2026, Upstart lost share of searches among personal loan platforms in the United States, from 21.9% to 16.2%.
Estimated monthly branded searches for Discover in the United States fell 33.3% over 12 measured months, from 8.1K to 5.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Discover’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.
Other head-to-heads among personal loan platforms
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