--- title: "Figure vs Unlock: Which is more popular in the United States?" description: "Is Figure or Unlock more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Home equity investment companies 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-unlock-home-equity" publisher: "Brandwave" --- # Figure vs Unlock: Which is more popular in the United States? Is Figure or Unlock more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Home equity investment companies 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 Unlock - **Competitive set**: Home equity investment companies - **Market**: United States - **Month measured**: Oct 2026 - **Figure Share of Search**: 16.1% - **Unlock Share of Search**: 3% ## Is Figure or Unlock more popular in search? - In October 2026, Figure had more branded searches than Unlock among home equity investment companies in the United States. Figure had about 5,400 branded searches, while Unlock had 1,000. Figure made up 16.1% of all home equity investment company searches we track, and Unlock accounted for 3%. - Figure was ahead of Unlock in every measured month of the 12 months ending October 2026. - Across the 12 months ending October 2026, Figure’s share of searches among home equity investment companies in the United States moved from 13.2% to 16.1%, and its estimated monthly branded searches moved from 3.6K to 5.4K. - Across the 12 months ending October 2026, Unlock’s share of searches among home equity investment companies in the United States moved from 3.7% to 3%, and its estimated monthly branded searches held steady at 1K. ## Top home equity investment companies in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Unlock was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Figure did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | Point | 1st | 2 of 3 | 0 of 2 | 2 of 5 | | Hometap | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Unlock | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Splitero | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | Figure | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about home equity investment companies - Asked ChatGPT "Which home equity investment company should I use in the US?": 1. Point, 2. Hometap, 3. Unlock - Asked ChatGPT "What are the best home equity investment companies in the US?": 1. Point, 2. Hometap, 3. Unlock, 4. Splitero - Asked ChatGPT "What's the best way in the US to get cash from my home equity without a monthly payment?": named none of the brands we track - Searched Google, AI Overview "home equity investment": named none of the brands we track - Searched Google, AI Overview "heloc": named none of the brands we track Not named in any answer: Figure. Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026. ## How did search popularity change for United States home equity investment companies in October 2026? - In October 2026, Figure gained share of searches among home equity investment companies in the United States, from 15.3% to 16.1%. ## How has branded search for Figure and Unlock changed in the United States over the last 12 months? | Month | Figure estimated searches | Figure Share of Search | Figure rank | Unlock estimated searches | Unlock Share of Search | Unlock rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 3.6K | 13.2% | 3 | 1K | 3.7% | 5 | | Dec 2025 | 4.4K | 15.7% | 3 | 1K | 3.6% | 5 | | Jan 2026 | 6.6K | 21.6% | 2 | 1.3K | 4.2% | 5 | | Feb 2026 | 6.6K | 22.7% | 2 | 1K | 3.4% | 5 | | Mar 2026 | 8.1K | 26.2% | 2 | 1K | 3.2% | 5 | | Apr 2026 | 8.1K | 25% | 2 | 1.3K | 4% | 5 | | May 2026 | 8.1K | 26.5% | 2 | 1K | 3.3% | 5 | | Jun 2026 | 8.1K | 22.7% | 3 | 1.3K | 3.6% | 5 | | Jul 2026 | 8.1K | 22.9% | 3 | 1K | 2.8% | 5 | | Aug 2026 | 6.6K | 18.1% | 3 | 1K | 2.7% | 5 | | Sep 2026 | 5.4K | 15.3% | 3 | 1K | 2.8% | 5 | | Oct 2026 | 5.4K | 16.1% | 3 | 1K | 3% | 5 | ## How are Figure’s and Unlock’s branded searches counted? Brandwave collects information about searches that people make online using Figure’s and Unlock’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”. - **Unlock**: Measured on the search term “unlock home equity”. - [Figure profile](/demand/us/brands/figure-heloc) - [Unlock profile](/demand/us/brands/unlock-home-equity) - [All home equity investment companies in the United States](/demand/us/categories/us-home-equity-investment-companies): The set both shares are measured inside, 5 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 Unlock more popular in search? In October 2026, Figure had more branded searches than Unlock among home equity investment companies in the United States. Figure had about 5,400 branded searches, while Unlock had 1,000. Figure made up 16.1% of all home equity investment company searches we track, and Unlock accounted for 3%. ## Cite this page Brandwave. "Figure vs Unlock: Which is more popular in the United States?". https://gobrandwave.com/demand/us/compare/figure-heloc-vs-unlock-home-equity This page is also available as HTML at https://gobrandwave.com/demand/us/compare/figure-heloc-vs-unlock-home-equity. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.