---
title: "SoFi vs UWM: Which is searched more in the United States?"
description: "Is SoFi or UWM more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Mortgage 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/sofi-vs-united-wholesale-mortgage"
publisher: "Brandwave"
---

# SoFi vs UWM: Which is searched more in the United States?

Is SoFi or UWM more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Mortgage 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**: SoFi and UWM
- **Competitive set**: Mortgage lenders
- **Market**: United States
- **Month measured**: Sep 2026
- **SoFi Share of Search**: 0.19%
- **UWM Share of Search**: 2.7%

## Is SoFi or UWM more popular in search?

- In September 2026, UWM had more branded searches than SoFi among mortgage lenders in the United States. UWM had about 60,500 branded searches, while SoFi had 4,400. UWM made up 2.7% of all mortgage lender searches we track, and SoFi accounted for 0.19%.
- UWM was ahead of SoFi in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, SoFi’s share of searches among mortgage lenders in the United States moved from 0.12% to 0.19%, and its estimated monthly branded searches moved from 2.9K to 4.4K.
- Across the 12 months ending September 2026, UWM’s share of searches among mortgage lenders in the United States moved from 3.9% to 2.7%, and its estimated monthly branded searches moved from 90.5K to 60.5K.

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

- In September 2026, UWM lost share of searches among mortgage lenders in the United States, from 4.7% to 2.7%.
- Estimated monthly branded searches for SoFi in the United States rose 51.7% over 12 measured months, from 2.9K to 4.4K in September 2026.

## Month by month

| Month | SoFi estimated searches | SoFi Share of Search | SoFi rank | UWM estimated searches | UWM Share of Search | UWM rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 2.9K | 0.12% | 13 | 90.5K | 3.9% | 6 |
| Nov 2025 | 2.9K | 0.15% | 13 | 90.5K | 4.6% | 5 |
| Dec 2025 | 2.9K | 0.13% | 13 | 90.5K | 4% | 5 |
| Jan 2026 | 4.4K | 0.15% | 13 | 110K | 3.7% | 5 |
| Feb 2026 | 3.6K | 0.12% | 13 | 110K | 3.8% | 5 |
| Mar 2026 | 4.4K | 0.14% | 13 | 110K | 3.5% | 5 |
| Apr 2026 | 4.4K | 0.16% | 13 | 110K | 4.1% | 5 |
| May 2026 | 3.6K | 0.15% | 13 | 74K | 3% | 7 |
| Jun 2026 | 3.6K | 0.15% | 13 | 90.5K | 3.8% | 7 |
| Jul 2026 | 8.1K | 0.36% | 13 | 74K | 3.3% | 7 |
| Aug 2026 | 3.6K | 0.15% | 13 | 110K | 4.7% | 6 |
| Sep 2026 | 4.4K | 0.19% | 13 | 60.5K | 2.7% | 7 |

## How each brand is measured

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

- **SoFi**: Measured on the search term “sofi mortgage”.
- **UWM**: Measured on the search term “united wholesale mortgage”.

- [SoFi profile](/demand/us/brands/sofi)
- [UWM profile](/demand/us/brands/united-wholesale-mortgage)
- [All mortgage lenders in the United States](/demand/us/categories/us-mortgage-lenders): The set both shares are measured inside, 13 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 SoFi or UWM more popular in search?

In September 2026, UWM had more branded searches than SoFi among mortgage lenders in the United States. UWM had about 60,500 branded searches, while SoFi had 4,400. UWM made up 2.7% of all mortgage lender searches we track, and SoFi accounted for 0.19%.

## Cite this page

Brandwave. "SoFi vs UWM: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/sofi-vs-united-wholesale-mortgage

This page is also available as HTML at https://gobrandwave.com/demand/us/compare/sofi-vs-united-wholesale-mortgage. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.