Brandwave

Flagstar vs Rocket Mortgage:Which is more popular in the United States?

In October 2026, Rocket Mortgage had more branded searches than Flagstar among HELOC lenders in the United States. Rocket Mortgage had about 260 branded searches, while Flagstar had 170. Rocket Mortgage made up 0.54% of all HELOC lender searches we track, and Flagstar accounted for 0.35%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Flagstar and Rocket Mortgage each appeared in one of the five answers.

Among HELOC lenders in the United States in October 2026

Who do people search for more?

Rocket Mortgage, about 53% more searches than Flagstar

Rocket Mortgage 260 searchesFlagstar 170 searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Flagstar in 1 of 5Rocket Mortgage in 1 of 5

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Top HELOC lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Flagstar and Rocket Mortgage were each mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews.

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
  • Flagstar1 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 Flagstar or Rocket Mortgage more popular in search?

This chart shows how often people search Google for Flagstar and Rocket Mortgage 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.

Flagstar and Rocket Mortgage among HELOC lenders in the United States, by month

Share of searches by month for Rocket Mortgage, Flagstar. 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%

Rocket Mortgage sells other things too, so only its searches that name this product count here, like “rocket heloc”.

How has branded search for Flagstar and Rocket Mortgage 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, Rocket Mortgage fell from 8th to 9th among HELOC lenders in the United States.

  2. Estimated monthly branded searches for Flagstar in the United States fell 34.6% over 12 measured months, from 260 to 170 in October 2026.

How are Flagstar’s and Rocket Mortgage’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Flagstar’s and Rocket Mortgage’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.

Flagstar

1 branded search term

  • flagstar heloc

Rocket Mortgage

1 branded search term

  • rocket heloc

How the Brand Demand Index is measured

Other head-to-heads among HELOC lenders

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