--- title: "SoFi vs U.S. Bank: Which is searched more in the United States?" description: "Is SoFi or U.S. Bank more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Personal loan platforms 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-us-bank" publisher: "Brandwave" --- # SoFi vs U.S. Bank: Which is searched more in the United States? Is SoFi or U.S. Bank more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Personal loan platforms 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 U.S. Bank - **Competitive set**: Personal loan platforms - **Market**: United States - **Month measured**: Sep 2026 - **SoFi Share of Search**: 10.9% - **U.S. Bank Share of Search**: 0.65% ## Is SoFi or U.S. Bank more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Discover | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | SoFi | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Wells Fargo | 3rd | 1 of 3 | 2 of 2 | 3 of 5 | | Happen Bank | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Upstart | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | U.S. Bank | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | LendingClub | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Avant | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | LightStream | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about personal loan platforms - Asked ChatGPT "Which personal loan platform should I use in the US?": 1. Discover, 2. SoFi, 3. Upstart, 4. U.S. Bank - Asked ChatGPT "What are the best personal loan platforms in the US?": 1. Discover, 2. SoFi, 3. Upstart, 4. Happen Bank, 5. Wells Fargo, 6. LendingClub - Asked ChatGPT "What's the best personal loan platform in the US for debt consolidation?": 1. Happen Bank, 2. SoFi, 3. Discover, 4. Upstart - Searched Google, AI Overview "personal loan rates": 1. Wells Fargo, 2. Discover, 3. U.S. Bank - Searched Google, AI Overview "debt consolidation loan": 1. Discover, 2. Wells Fargo Not named in any answer: Avant and LightStream. Brands are listed in the order each answer named them. The answers were collected in United States on October 19, 2026. ## How did search popularity change for United States personal loan platforms in September 2026? - 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. ## Month by month | Month | SoFi estimated searches | SoFi Share of Search | SoFi rank | U.S. Bank estimated searches | U.S. Bank Share of Search | U.S. Bank rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 49.5K | 7.5% | 5 | 5.4K | 0.82% | 8 | | Nov 2025 | 49.5K | 7.5% | 5 | 6.6K | 1% | 8 | | Dec 2025 | 60.5K | 7.8% | 6 | 33.1K | 4.3% | 7 | | Jan 2026 | 60.5K | 8.2% | 6 | 22.2K | 3% | 7 | | Feb 2026 | 49.5K | 7.5% | 5 | 9.9K | 1.5% | 8 | | Mar 2026 | 60.5K | 7.9% | 5 | 22.2K | 2.9% | 7 | | Apr 2026 | 60.5K | 7.9% | 5 | 9.9K | 1.3% | 8 | | May 2026 | 60.5K | 7.8% | 5 | 9.9K | 1.3% | 8 | | Jun 2026 | 74K | 10.2% | 5 | 5.4K | 0.74% | 9 | | Jul 2026 | 74K | 9.6% | 6 | 8.1K | 1.1% | 8 | | Aug 2026 | 74K | 9.8% | 6 | 5.4K | 0.72% | 9 | | Sep 2026 | 74K | 10.9% | 6 | 4.4K | 0.65% | 9 | ## How each brand is measured 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. - **SoFi**: Measured on the search term “sofi loans”. - **U.S. Bank**: Measured on the search term “us bank personal loan”. - [SoFi profile](/demand/us/brands/sofi) - [U.S. Bank profile](/demand/us/brands/us-bank) - [All personal loan platforms in the United States](/demand/us/categories/us-personal-loan-platforms): The set both shares are measured inside, 9 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 U.S. Bank more popular in search? 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%. ## Cite this page Brandwave. "SoFi vs U.S. Bank: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/sofi-vs-us-bank This page is also available as HTML at https://gobrandwave.com/demand/us/compare/sofi-vs-us-bank. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.