Brandwave

Rate vs Spring EQ:Which is more popular in the United States?

In October 2026, Spring EQ had more branded searches than Rate among HELOC lenders in the United States. Spring EQ had about 9,900 branded searches, while Rate had 170. Spring EQ made up 20.6% of all HELOC lender searches we track, and Rate accounted for 0.35%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Rate appeared in two of the five answers and Spring EQ in one. Rate was mentioned before Spring EQ in every answer that named either.

Among HELOC lenders in the United States in October 2026

Who do people search for more?

Spring EQ, about 58 searches for every 1 for Rate

Spring EQ 9.9K searchesRate 170 searches

Who does AI mention more?

Rate, mentioned in 2 of 5 answers, Spring EQ in 1

Rate in 2 of 5Spring EQ in 1 of 5

Who does AI recommend more?

Rate, named ahead of Spring EQ in 2 of 2 answers

Rate first in 2Spring EQ never first

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Top HELOC lenders in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Rate was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Spring EQ was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Rate was listed before Spring EQ in every answer 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
  • Rocket Mortgage1 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 Rate or Spring EQ more popular in search?

This chart shows how often people search Google for Rate and Spring EQ 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.

Rate and Spring EQ among HELOC lenders in the United States, by month

Share of searches by month for Spring EQ, Rate. 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 Rate and Spring EQ changed in the United States over the last 12 months?

3 findings
  • Spring EQ was ahead of Rate in every measured month of the 12 months ending October 2026.
  • Across the 12 months ending October 2026, Rate’s share of searches among HELOC lenders in the United States moved from 0.56% to 0.35%, and its estimated monthly branded searches moved from 210 to 170.
  • Across the 12 months ending October 2026, Spring EQ’s share of searches among HELOC lenders in the United States moved from 21.6% to 20.6%, and its estimated monthly branded searches moved from 8.1K to 9.9K.

How did search popularity change for United States HELOC lenders in October 2026?

2 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. Estimated monthly branded searches for Rate in the United States fell 19% over 12 measured months, from 210 to 170 in October 2026.

How are Rate’s and Spring EQ’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Rate’s and Spring EQ’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.

Rate

1 branded search term

  • guaranteed rate heloc

Spring EQ

1 branded search term

  • spring eq

How the Brand Demand Index is measured

Other head-to-heads among HELOC lenders

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