Brandwave

Navy Federal Credit Union vs UWM:Which is more popular?

In September 2026, UWM had more branded searches than Navy Federal Credit Union among mortgage lenders in the United States. UWM had about 60,500 branded searches, while Navy Federal Credit Union had 12,100. UWM made up 2.7% of all mortgage lender searches we track, and Navy Federal Credit Union accounted for 0.54%. When we asked ChatGPT and Google AI Overviews about mortgage lenders, Navy Federal Credit Union appeared in two of the five answers and UWM in none.

Among mortgage lenders in the United States in September 2026

Who do people search for more?

UWM, about 5 searches for every 1 for Navy Federal Credit Union

UWM 60.5K searchesNavy Federal Credit Union 12.1K searches

Who does AI mention more?

Navy Federal Credit Union, mentioned in 2 of 5 answers, UWM in 0

Navy Federal Credit Union in 2 of 5UWM in 0 of 5

Who does AI recommend more?

Navy Federal Credit Union, the only one of the two named

Navy Federal Credit Union first in 2UWM never named

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Top mortgage lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Navy Federal Credit Union was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. UWM did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Rocket Mortgage1st
  2. Chase2nd
  3. Bank of America3rd
  4. Truist4th
  5. loanDepot5th
  6. Veterans United6th
  7. Navy Federal Credit Union7th
  8. Rate8th
  9. SoFi9th
  10. +2 more
  11. UWM–
  12. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Rocket Mortgage5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bank of America4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Chase4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • loanDepot3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Veterans United2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Rate2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Truist2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Navy Federal Credit Union2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SoFi2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • UWM0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+3 more

See every answer about mortgage lenders

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 22, 2026.

Is Navy Federal Credit Union or UWM more popular in search?

This chart shows how often people search Google for Navy Federal Credit Union and UWM by name. Each line represents a brand's share of searches for all 13 mortgage lenders we track, month by month, from searches in United States.

Navy Federal Credit Union and UWM among mortgage lenders in the United States, by month

Share of searches by month for UWM, Navy Federal Credit Union. The figures are in the table below the chart.

View monthly share of searches table
MonthRocket MortgagePennymacMr. CooperloanDepotBank of AmericaChaseUWMVeterans UnitedRateTruistNavy Federal Credit UnionBetterSoFi
Oct 202529%19.4%29%4.7%3.2%4.7%3.9%2.7%1.2%0.78%0.64%0.64%0.12%
Nov 202527.7%22.6%27.7%4.6%3%3.7%4.6%3%1.1%0.91%0.5%0.5%0.15%
Dec 202530.1%20.1%30.1%4%3.3%2.7%4%2.8%1%0.81%0.54%0.44%0.13%
Jan 202627.3%22.4%33.2%3.7%2%2.5%3.7%2.5%0.96%0.74%0.49%0.49%0.15%
Feb 202634.7%19.1%28.5%3.8%2.1%2.6%3.8%2.6%0.96%0.77%0.51%0.42%0.12%
Mar 202647.4%17.4%17.4%4.3%2.3%2.3%3.5%2.4%1.1%0.7%0.57%0.47%0.14%
Apr 202645.4%20.4%13.7%4.1%3.4%3.4%4.1%2.7%1%0.83%0.45%0.45%0.16%
May 202650.1%18.5%10.1%4.5%4.5%3.7%3%2.5%1.1%0.74%0.5%0.5%0.15%
Jun 202650.8%18.7%8.4%4.6%4.6%3.8%3.8%2.7%0.98%0.75%0.41%0.41%0.15%
Jul 202654.7%16.5%7.4%4.9%4.1%3.3%3.3%2.7%1.1%0.81%0.44%0.44%0.36%
Aug 202651.9%19.1%5.7%4.7%4.7%3.8%4.7%2.5%1%0.77%0.42%0.51%0.15%
Sep 202654.1%19.9%6%4.9%4%3.3%2.7%2.2%1%0.8%0.54%0.36%0.19%

How has the Navy Federal Credit Union and UWM comparison changed over the last 12 months?

3 findings

How did search popularity change for United States mortgage lenders in September 2026?

2 changes

  1. In September 2026, UWM lost share of searches among mortgage lenders in the United States, from 4.7% to 2.7%.

  2. In September 2026, Navy Federal Credit Union rose from 12th to 11th among mortgage lenders in the United States.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Navy Federal Credit Union’s and UWM’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

1 branded search term

  • navy federal mortgage

UWM

1 branded search term

  • united wholesale mortgage

How the Brand Demand Index is measured

Other head-to-heads among mortgage lenders

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