Brandwave

Flagstar vs Splash Financial:Which is more popular in the United States?

In October 2026, Splash Financial had more branded searches than Flagstar among HELOC lenders in the United States. Splash Financial had about 8,100 branded searches, while Flagstar had 170. Splash Financial made up 16.8% of all HELOC lender searches we track, and Flagstar accounted for 0.35%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Splash Financial appeared in two of the five answers and Flagstar in one. Splash Financial was mentioned before Flagstar 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?

Splash Financial, about 48 searches for every 1 for Flagstar

Splash Financial 8.1K searchesFlagstar 170 searches

Who does AI mention more?

Splash Financial, mentioned in 2 of 5 answers, Flagstar in 1

Splash Financial in 2 of 5Flagstar in 1 of 5

Who does AI recommend more?

Splash Financial, named ahead of Flagstar in 2 of 3 answers

Splash Financial first in 2Flagstar 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, Splash Financial was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Flagstar was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Splash Financial was listed before Flagstar 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
  • 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 Splash Financial more popular in search?

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

Share of searches by month for Splash Financial, 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%

How has branded search for Flagstar and Splash Financial 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?

3 changes

  1. In October 2026, Spring EQ overtook Splash Financial to rank 2nd among HELOC lenders in the United States, with 20.6% of the searches.

  2. In October 2026, Splash Financial lost share of searches among HELOC lenders in the United States, from 18.9% to 16.8%.

  3. 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 Splash Financial’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Flagstar’s and Splash Financial’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

Splash Financial

1 branded search term

  • splash financial

How the Brand Demand Index is measured

Other head-to-heads among HELOC lenders

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