Brandwave

Figure vs Navy Federal Credit Union:Which is more popular in the United States?

In October 2026, Figure had more branded searches than Navy Federal Credit Union among HELOC lenders in the United States. Figure had about 5,400 branded searches, while Navy Federal Credit Union had 3,600. Figure made up 11.2% of all HELOC lender searches we track, and Navy Federal Credit Union accounted for 7.5%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Figure appeared in two of the five answers and Navy Federal Credit Union in one. Figure was mentioned before Navy Federal Credit Union 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?

Figure, about 50% more searches than Navy Federal Credit Union

Figure 5.4K searchesNavy Federal Credit Union 3.6K searches

Who does AI mention more?

Figure, mentioned in 2 of 5 answers, Navy Federal Credit Union in 1

Figure in 2 of 5Navy Federal Credit Union in 1 of 5

Who does AI recommend more?

Figure, named ahead of Navy Federal Credit Union in 2 of 3 answers

Figure first in 2Navy Federal Credit Union 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, 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. Navy Federal Credit Union was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Figure was listed before Navy Federal Credit Union 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 Figure or Navy Federal Credit Union more popular in search?

This chart shows how often people search Google for Figure and Navy Federal Credit Union 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.

Figure and Navy Federal Credit Union among HELOC lenders in the United States, by month

Share of searches by month for Figure, Navy Federal Credit Union. 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%

Navy Federal Credit Union sells other things too, so only its searches that name this product count here, like “navy federal heloc”.

How has branded search for Figure and Navy Federal Credit Union 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, Figure lost share of searches among HELOC lenders in the United States, from 12.6% to 11.2%.

  2. In October 2026, Navy Federal Credit Union lost share of searches among HELOC lenders in the United States, from 8.4% to 7.5%.

How are Figure’s and Navy Federal Credit Union’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Figure’s and Navy Federal Credit Union’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.

Figure

1 branded search term

  • figure heloc

Navy Federal Credit Union

1 branded search term

  • navy federal heloc

How the Brand Demand Index is measured

Other head-to-heads among HELOC lenders

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