--- title: "Figure vs Rate: Which is more popular in the United States?" description: "Is Figure or Rate more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the HELOC lenders set in the United States. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/us/compare/figure-heloc-vs-rate-mortgage" publisher: "Brandwave" --- # Figure vs Rate: Which is more popular in the United States? Is Figure or Rate more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the HELOC lenders set in the United States. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Figure and Rate - **Competitive set**: HELOC lenders - **Market**: United States - **Month measured**: Oct 2026 - **Figure Share of Search**: 11.2% - **Rate Share of Search**: 0.35% ## Is Figure or Rate more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Aven | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | Figure | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Bank of America | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Rate | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Achieve | 5th | 2 of 3 | 0 of 2 | 2 of 5 | | Splash Financial | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Flagstar | 7th | 0 of 3 | 1 of 2 | 1 of 5 | | Navy Federal Credit Union | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Rocket Mortgage | 9th | 0 of 3 | 1 of 2 | 1 of 5 | | Spring EQ | 10th | 1 of 3 | 0 of 2 | 1 of 5 | | Lower | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 | ## Every AI answer about HELOC lenders - Asked ChatGPT "Who offers the best HELOC rates right now?": 1. Aven, 2. Achieve, 3. Splash Financial - Asked ChatGPT "Which lenders let you apply for a home equity line of credit online?": 1. Figure, 2. Bank of America, 3. Rate, 4. Splash Financial, 5. Aven, 6. Spring EQ - Asked ChatGPT "What's the fastest way to get a HELOC?": 1. Figure, 2. Rate, 3. Achieve - Searched Google, AI Overview "heloc": 1. Lower - Searched Google, AI Overview "heloc lenders": 1. Aven, 2. Bank of America, 3. Flagstar, 4. Navy Federal Credit Union, 5. Rocket Mortgage Brands are listed in the order each answer named them. The answers were collected in United States on October 28, 2026. ## How did search popularity change for United States HELOC lenders in October 2026? - In October 2026, Figure lost share of searches among HELOC lenders in the United States, from 12.6% to 11.2%. - Estimated monthly branded searches for Rate in the United States fell 19% over 12 measured months, from 210 to 170 in October 2026. ## How has branded search for Figure and Rate changed in the United States over the last 12 months? | Month | Figure estimated searches | Figure Share of Search | Figure rank | Rate estimated searches | Rate Share of Search | Rate rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 3.6K | 9.6% | 5 | 210 | 0.56% | 11 | | Dec 2025 | 4.4K | 10.6% | 4 | 210 | 0.5% | 10 | | Jan 2026 | 6.6K | 13.9% | 4 | 390 | 0.82% | 8 | | Feb 2026 | 6.6K | 13% | 5 | 320 | 0.63% | 8 | | Mar 2026 | 8.1K | 13.5% | 3 | 320 | 0.53% | 10 | | Apr 2026 | 8.1K | 11.5% | 3 | 6.6K | 9.4% | 6 | | May 2026 | 8.1K | 13.1% | 3 | 880 | 1.4% | 8 | | Jun 2026 | 8.1K | 14.3% | 3 | 260 | 0.46% | 8 | | Jul 2026 | 8.1K | 15.8% | 2 | 170 | 0.33% | 10 | | Aug 2026 | 6.6K | 14.9% | 4 | 210 | 0.47% | 10 | | Sep 2026 | 5.4K | 12.6% | 5 | 170 | 0.4% | 11 | | Oct 2026 | 5.4K | 11.2% | 5 | 170 | 0.35% | 11 | ## How are Figure’s and Rate’s branded searches counted? 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**: Measured on the search term “figure heloc”. - **Rate**: Measured on the search term “guaranteed rate heloc”. - [Figure profile](/demand/us/brands/figure-heloc) - [Rate profile](/demand/us/brands/rate-mortgage) - [All HELOC lenders in the United States](/demand/us/categories/us-heloc-lenders): The set both shares are measured inside, 11 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Figure or Rate more popular in search? 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%. ## Cite this page Brandwave. "Figure vs Rate: Which is more popular in the United States?". https://gobrandwave.com/demand/us/compare/figure-heloc-vs-rate-mortgage This page is also available as HTML at https://gobrandwave.com/demand/us/compare/figure-heloc-vs-rate-mortgage. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.