Brandwave

OnDeck vs SoFi:Which is more popular?

In September 2026, SoFi had more branded searches than OnDeck among lending platforms in the United States. SoFi had about 74,000 branded searches, while OnDeck had 33,100. SoFi made up 21.7% of all lending platform searches we track, and OnDeck accounted for 9.7%. When we asked ChatGPT and Google AI Overviews about lending platforms, SoFi appeared in three of the five answers and OnDeck in none.

Among lending platforms in the United States in September 2026

Who do people search for more?

SoFi, about 2 searches for every 1 for OnDeck

SoFi 74K searchesOnDeck 33.1K searches

Who does AI mention more?

SoFi, mentioned in 3 of 5 answers, OnDeck in 0

SoFi in 3 of 5OnDeck in 0 of 5

Who does AI recommend more?

SoFi, the only one of the two named

SoFi first in 2OnDeck never named

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Top lending platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, SoFi was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. OnDeck 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. SoFi1st
  2. Bluevine2nd
  3. Lendio3rd
  4. Prosper4th
  5. LendingClub5th
  6. OnDeck–
  7. Kabbage–

Mentioned by AI

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

  • Bluevine3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SoFi3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lendio3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LendingClub1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Prosper1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • OnDeck0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kabbage0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about lending platforms

5 answers

  • Asked ChatGPT

    “Which lending platform should I use in the US?”

    1. 1SoFi

  • Asked ChatGPT

    “What are the best lending platforms in the US?”

    1. 1SoFi
    2. 2LendingClub
    3. 3Lendio
    4. 4Bluevine

  • Asked ChatGPT

    “What's the best lending platform in the US for working capital?”

    1. 1Bluevine
    2. 2Lendio

  • Searched Google, AI Overview

    “lending platforms”

    1. 1Prosper
    2. 2Bluevine

  • Searched Google, AI Overview

    “online business loans”

    1. 1SoFi
    2. 2Lendio

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 19, 2026.

Is OnDeck or SoFi more popular in search?

This chart shows how often people search Google for OnDeck and SoFi by name. Each line represents a brand's share of searches for all seven lending platforms we track, month by month, from searches in United States.

OnDeck and SoFi among lending platforms in the United States, by month

Share of searches by month for SoFi, OnDeck. The figures are in the table below the chart.

View monthly share of searches table
MonthLendingClubBluevineSoFiProsperOnDeckLendioKabbage
Oct 202554.7%16.4%11%9%6%2.2%0.64%
Nov 202557.4%14.1%11.6%7.7%6.3%2.3%0.56%
Dec 202554.3%13.4%13.4%8.9%7.3%2.2%0.53%
Jan 202654.3%13.4%13.4%8.9%7.3%2.2%0.53%
Feb 202656.7%13.9%11.4%7.6%7.6%2.3%0.44%
Mar 202651%18.8%12.5%8.4%6.9%2.1%0.39%
Apr 202651%18.8%12.5%8.4%6.9%2.1%0.39%
May 202653%15.9%13%8.7%7.1%1.7%0.41%
Jun 202651.5%15.5%15.5%8.5%6.9%1.7%0.4%
Jul 202646.3%17.1%17.1%9.3%7.6%2.3%0.3%
Aug 202636.7%20.1%20.1%11%9%2.7%0.35%
Sep 202632.3%21.7%21.7%11.9%9.7%2.4%0.38%

How has the OnDeck and SoFi comparison changed over the last 12 months?

3 findings
  • SoFi was ahead of OnDeck in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, OnDeck’s share of searches among lending platforms in the United States moved from 6% to 9.7%, and its estimated monthly branded searches moved from 27.1K to 33.1K.
  • Across the 12 months ending September 2026, SoFi’s share of searches among lending platforms in the United States moved from 11% to 21.7%, and its estimated monthly branded searches moved from 49.5K to 74K.

How did search popularity change for United States lending platforms in September 2026?

2 changes

  1. In September 2026, SoFi gained share of searches among lending platforms in the United States, from 20.1% to 21.7%.

  2. In September 2026, OnDeck gained share of searches among lending platforms in the United States, from 9% to 9.7%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using OnDeck’s and SoFi’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.

OnDeck

1 branded search term

  • ondeck

SoFi

1 branded search term

  • sofi loans

How the Brand Demand Index is measured

Other head-to-heads among lending platforms

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