SoFi vs U.S. Bank:Which is more popular?
In September 2026, SoFi had more branded searches than U.S. Bank among personal loan platforms in the United States. SoFi had about 74,000 branded searches, while U.S. Bank had 4,400. SoFi made up 10.9% of all personal loan platform searches we track, and U.S. Bank accounted for 0.65%. When we asked ChatGPT and Google AI Overviews about personal loan platforms, SoFi appeared in three of the five answers and U.S. Bank in two. SoFi was mentioned before U.S. Bank in three out of four answers that named either.
Who do people search for more?
SoFi, about 17 searches for every 1 for U.S. Bank
Who does AI mention more?
SoFi, mentioned in 3 of 5 answers, U.S. Bank in 2
Who does AI recommend more?
SoFi, named ahead of U.S. Bank in 3 of 4 answers
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Top personal loan 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 all three ChatGPT answers, but not in either of the two Google AI Overviews. U.S. Bank was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. SoFi was listed before U.S. Bank in three out of four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Discover1st- SoFi2nd
Wells Fargo3rd
Happen Bank4th
Upstart5th
U.S. Bank6th
LendingClub7th
Avant–
LightStream–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Discover5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Upstart3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- SoFi3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Wells Fargo3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Happen Bank2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- U.S. Bank2 of 5Named in 1 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
- Avant0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- LightStream0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about personal loan platforms
5 answers
Asked ChatGPT
“Which personal loan platform should I use in the US?”
Asked ChatGPT
“What are the best personal loan platforms in the US?”
Asked ChatGPT
“What's the best personal loan platform in the US for debt consolidation?”
Searched Google, AI Overview
“personal loan rates”
Searched Google, AI Overview
“debt consolidation loan”
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 SoFi or U.S. Bank more popular in search?
This chart shows how often people search Google for SoFi and U.S. Bank by name. Each line represents a brand's share of searches for all nine personal loan platforms we track, month by month, from searches in United States.
Share of searches by month for SoFi, U.S. Bank. The figures are in the table below the chart.
View monthly share of searches table
| Month | Avant | Happen Bank | LendingClub | Upstart | LightStream | SoFi | Wells Fargo | Discover | U.S. Bank |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 18.2% | 0% | 37.5% | 13.8% | 16.8% | 7.5% | 4.1% | 1.2% | 0.82% |
| Nov 2025 | 18.5% | 0% | 37.4% | 13.7% | 16.7% | 7.5% | 4.1% | 1% | 1% |
| Dec 2025 | 19% | 0% | 31.7% | 11.7% | 14.2% | 7.8% | 9.5% | 1.9% | 4.3% |
| Jan 2026 | 16.3% | 0% | 33.3% | 12.3% | 14.9% | 8.2% | 10% | 2% | 3% |
| Feb 2026 | 18.2% | <0.01% | 37.1% | 11.2% | 16.6% | 7.5% | 6.1% | 1.8% | 1.5% |
| Mar 2026 | 20.5% | <0.01% | 32.2% | 14.4% | 14.4% | 7.9% | 5.3% | 2.4% | 2.9% |
| Apr 2026 | 20.1% | 0.57% | 32% | 14.3% | 14.3% | 7.9% | 5.3% | 4.3% | 1.3% |
| May 2026 | 21.1% | 0.37% | 31.7% | 14.2% | 14.2% | 7.8% | 5.2% | 4.3% | 1.3% |
| Jun 2026 | 17.4% | 3.7% | 33.8% | 12.5% | 15.1% | 10.2% | 5.6% | 0.91% | 0.74% |
| Jul 2026 | 15.1% | 11.8% | 26.2% | 17.6% | 14.3% | 9.6% | 3.5% | 0.86% | 1.1% |
| Aug 2026 | 15.8% | 14.6% | 17.9% | 21.9% | 14.6% | 9.8% | 3.6% | 0.88% | 0.72% |
| Sep 2026 | 20% | 19.9% | 16.2% | 16.2% | 13.3% | 10.9% | 2.2% | 0.79% | 0.65% |
How has the SoFi and U.S. Bank comparison changed over the last 12 months?
3 findings
- SoFi was ahead of U.S. Bank in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, SoFi’s share of searches among personal loan platforms in the United States moved from 7.5% to 10.9%, and its estimated monthly branded searches moved from 49.5K to 74K.
- Across the 12 months ending September 2026, U.S. Bank’s share of searches among personal loan platforms in the United States moved from 0.82% to 0.65%, and its estimated monthly branded searches moved from 5.4K to 4.4K.
How did search popularity change for United States personal loan platforms in September 2026?
2 changes
In September 2026, SoFi gained share of searches among personal loan platforms in the United States, from 9.8% to 10.9%.
Estimated monthly branded searches for U.S. Bank in the United States fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using SoFi’s and U.S. Bank’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.
Other head-to-heads among personal loan platforms
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