--- title: "Navy Federal Credit Union vs Splash Financial: Which is more popular in the United States?" description: "Is Navy Federal Credit Union or Splash Financial 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/navy-federal-vs-splash-financial" publisher: "Brandwave" --- # Navy Federal Credit Union vs Splash Financial: Which is more popular in the United States? Is Navy Federal Credit Union or Splash Financial 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**: Navy Federal Credit Union and Splash Financial - **Competitive set**: HELOC lenders - **Market**: United States - **Month measured**: Oct 2026 - **Navy Federal Credit Union Share of Search**: 7.5% - **Splash Financial Share of Search**: 16.8% ## Is Navy Federal Credit Union or Splash Financial more popular in search? - In October 2026, Splash Financial had more branded searches than Navy Federal Credit Union among HELOC lenders in the United States. Splash Financial had about 8,100 branded searches, while Navy Federal Credit Union had 3,600. Splash Financial made up 16.8% of all HELOC lender searches we track, and Navy Federal Credit Union accounted for 7.5%. - Splash Financial was ahead of Navy Federal Credit Union in every measured month of the 12 months ending October 2026. - Across the 12 months ending October 2026, Navy Federal Credit Union’s share of searches among HELOC lenders in the United States moved from 7.7% to 7.5%, and its estimated monthly branded searches moved from 2.9K to 3.6K. - Across the 12 months ending October 2026, Splash Financial’s share of searches among HELOC lenders in the United States moved from 21.6% to 16.8%, and its estimated monthly branded searches held steady at 8.1K. ## 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. Navy Federal Credit Union 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 Navy Federal Credit Union in two out of three answers 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, Spring EQ overtook Splash Financial to rank 2nd among HELOC lenders in the United States, with 20.6% of the searches. - In October 2026, Splash Financial lost share of searches among HELOC lenders in the United States, from 18.9% to 16.8%. - In October 2026, Navy Federal Credit Union lost share of searches among HELOC lenders in the United States, from 8.4% to 7.5%. ## How has branded search for Navy Federal Credit Union and Splash Financial changed in the United States over the last 12 months? | Month | Navy Federal Credit Union estimated searches | Navy Federal Credit Union Share of Search | Navy Federal Credit Union rank | Splash Financial estimated searches | Splash Financial Share of Search | Splash Financial rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 2.9K | 7.7% | 6 | 8.1K | 21.6% | 2 | | Dec 2025 | 4.4K | 10.6% | 5 | 8.1K | 19.4% | 2 | | Jan 2026 | 3.6K | 7.6% | 6 | 8.1K | 17% | 2 | | Feb 2026 | 2.9K | 5.7% | 6 | 8.1K | 16% | 2 | | Mar 2026 | 4.4K | 7.3% | 6 | 8.1K | 13.5% | 4 | | Apr 2026 | 3.6K | 5.1% | 7 | 8.1K | 11.5% | 4 | | May 2026 | 3.6K | 5.8% | 6 | 8.1K | 13.1% | 4 | | Jun 2026 | 3.6K | 6.4% | 6 | 9.9K | 17.5% | 2 | | Jul 2026 | 3.6K | 7% | 6 | 8.1K | 15.8% | 3 | | Aug 2026 | 2.9K | 6.6% | 6 | 8.1K | 18.3% | 2 | | Sep 2026 | 3.6K | 8.4% | 6 | 8.1K | 18.9% | 2 | | Oct 2026 | 3.6K | 7.5% | 6 | 8.1K | 16.8% | 3 | ## How are Navy Federal Credit Union’s and Splash Financial’s branded searches counted? Brandwave collects information about searches that people make online using Navy Federal Credit Union’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. - **Navy Federal Credit Union**: Measured on the search term “navy federal heloc”. - **Splash Financial**: Measured on the search term “splash financial”. - [Navy Federal Credit Union profile](/demand/us/brands/navy-federal) - [Splash Financial profile](/demand/us/brands/splash-financial) - [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 Navy Federal Credit Union or Splash Financial more popular in search? In October 2026, Splash Financial had more branded searches than Navy Federal Credit Union among HELOC lenders in the United States. Splash Financial had about 8,100 branded searches, while Navy Federal Credit Union had 3,600. Splash Financial made up 16.8% of all HELOC lender searches we track, and Navy Federal Credit Union accounted for 7.5%. ## Cite this page Brandwave. "Navy Federal Credit Union vs Splash Financial: Which is more popular in the United States?". https://gobrandwave.com/demand/us/compare/navy-federal-vs-splash-financial This page is also available as HTML at https://gobrandwave.com/demand/us/compare/navy-federal-vs-splash-financial. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.