Brandwave

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

In October 2026, Spring EQ had more branded searches than Rocket Mortgage among HELOC lenders in the United States. Spring EQ had about 9,900 branded searches, while Rocket Mortgage had 260. Spring EQ made up 20.6% of all HELOC lender searches we track, and Rocket Mortgage accounted for 0.54%. When we asked ChatGPT and Google AI Overviews about HELOC lenders, Rocket Mortgage and Spring EQ each appeared in one of the five answers. Rocket Mortgage and Spring EQ were each mentioned first in one of the two answers that named either.

Among HELOC lenders in the United States in October 2026

Who do people search for more?

Spring EQ, about 38 searches for every 1 for Rocket Mortgage

Spring EQ 9.9K searchesRocket Mortgage 260 searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

Rocket Mortgage in 1 of 5Spring EQ in 1 of 5

Who does AI recommend more?

Each is named first in 1 of 2 answers.

Rocket Mortgage first in 1Spring EQ 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, Rocket Mortgage was mentioned in one out of five: not in any of the three ChatGPT answers, but in one 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. Rocket Mortgage and Spring EQ were each listed first in one of the two 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
  • 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 Rocket Mortgage or Spring EQ more popular in search?

This chart shows how often people search Google for Rocket Mortgage 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.

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

Share of searches by month for Spring EQ, Rocket Mortgage. 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%

Rocket Mortgage sells other things too, so only its searches that name this product count here, like “rocket heloc”.

How has branded search for Rocket Mortgage and Spring EQ 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?

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. In October 2026, Rocket Mortgage fell from 8th to 9th among HELOC lenders in the United States.

How are Rocket Mortgage’s and Spring EQ’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Rocket Mortgage’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.

Rocket Mortgage

1 branded search term

  • rocket 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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