Brandwave

Figure vs Rate:Which is more popular in the United States?

In October 2026, Figure had more branded searches than Rate among HELOC lenders in the United States. Figure had about 5,400 branded searches, while Rate had 170. Figure made up 11.2% of all HELOC lender searches we track, and Rate accounted for 0.35%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Figure and Rate each appeared in two of the five answers. Figure was mentioned before Rate in every answer that named either.

Among HELOC lenders in the United States in October 2026

Who do people search for more?

Figure, about 32 searches for every 1 for Rate

Figure 5.4K searchesRate 170 searches

Who does AI mention more?

Both were mentioned in 2 of 5 answers.

Figure in 2 of 5Rate in 2 of 5

Who does AI recommend more?

Figure, named ahead of Rate in 2 of 2 answers

Figure first in 2Rate never first

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Top HELOC lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Figure and Rate were each 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 Rate in every answer 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 Rate more popular in search?

This chart shows how often people search Google for Figure and Rate 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 Rate among HELOC lenders in the United States, by month

Share of searches by month for Figure, Rate. 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%

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

3 findings
  • Figure was ahead of Rate in every measured month of the 12 months ending October 2026.
  • 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.
  • Across the 12 months ending October 2026, Rate’s share of searches among HELOC lenders in the United States moved from 0.56% to 0.35%, and its estimated monthly branded searches moved from 210 to 170.

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. Estimated monthly branded searches for Rate in the United States fell 19% over 12 measured months, from 210 to 170 in October 2026.

How are Figure’s and Rate’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Figure’s and Rate’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

Rate

1 branded search term

  • guaranteed rate heloc

How the Brand Demand Index is measured

Other head-to-heads among HELOC lenders

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