SoFi vs Veterans United:Which is searched more in the United States?
In September 2026, Veterans United had more branded searches than SoFi among mortgage lenders in the United States. Veterans United had about 50,400 branded searches, while SoFi had 4,400. Veterans United made up 2.2% of all mortgage lender searches we track, and SoFi accounted for 0.19%.
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Is SoFi or Veterans United more popular in search?
Compare the lenders people get home loans and refinances from. 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.
Share of searches by month for Veterans United, SoFi. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rocket Mortgage | Pennymac | Mr. Cooper | loanDepot | Bank of America | Chase | UWM | Veterans United | Rate | Truist | Navy Federal Credit Union | Better | SoFi |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 29% | 19.4% | 29% | 4.7% | 3.2% | 4.7% | 3.9% | 2.7% | 1.2% | 0.78% | 0.64% | 0.64% | 0.12% |
| Nov 2025 | 27.7% | 22.6% | 27.7% | 4.6% | 3% | 3.7% | 4.6% | 3% | 1.1% | 0.91% | 0.5% | 0.5% | 0.15% |
| Dec 2025 | 30.1% | 20.1% | 30.1% | 4% | 3.3% | 2.7% | 4% | 2.8% | 1% | 0.81% | 0.54% | 0.44% | 0.13% |
| Jan 2026 | 27.3% | 22.4% | 33.2% | 3.7% | 2% | 2.5% | 3.7% | 2.5% | 0.96% | 0.74% | 0.49% | 0.49% | 0.15% |
| Feb 2026 | 34.7% | 19.1% | 28.5% | 3.8% | 2.1% | 2.6% | 3.8% | 2.6% | 0.96% | 0.77% | 0.51% | 0.42% | 0.12% |
| Mar 2026 | 47.4% | 17.4% | 17.4% | 4.3% | 2.3% | 2.3% | 3.5% | 2.4% | 1.1% | 0.7% | 0.57% | 0.47% | 0.14% |
| Apr 2026 | 45.4% | 20.4% | 13.7% | 4.1% | 3.4% | 3.4% | 4.1% | 2.7% | 1% | 0.83% | 0.45% | 0.45% | 0.16% |
| May 2026 | 50.1% | 18.5% | 10.1% | 4.5% | 4.5% | 3.7% | 3% | 2.5% | 1.1% | 0.74% | 0.5% | 0.5% | 0.15% |
| Jun 2026 | 50.8% | 18.7% | 8.4% | 4.6% | 4.6% | 3.8% | 3.8% | 2.7% | 0.98% | 0.75% | 0.41% | 0.41% | 0.15% |
| Jul 2026 | 54.7% | 16.5% | 7.4% | 4.9% | 4.1% | 3.3% | 3.3% | 2.7% | 1.1% | 0.81% | 0.44% | 0.44% | 0.36% |
| Aug 2026 | 51.9% | 19.1% | 5.7% | 4.7% | 4.7% | 3.8% | 4.7% | 2.5% | 1% | 0.77% | 0.42% | 0.51% | 0.15% |
| Sep 2026 | 54.1% | 19.9% | 6% | 4.9% | 4% | 3.3% | 2.7% | 2.2% | 1% | 0.8% | 0.54% | 0.36% | 0.19% |
How has the SoFi and Veterans United comparison changed over the last 12 months?
3 findings
- Veterans United 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, Veterans United’s share of searches among mortgage lenders in the United States moved from 2.7% to 2.2%, and its estimated monthly branded searches moved from 61.6K to 50.4K.
How did search popularity change for United States mortgage lenders in September 2026?
2 changes
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.
Estimated monthly branded searches for Veterans United in the United States fell 18.2% over 12 measured months, from 61.6K to 50.4K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using SoFi’s and Veterans United’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
1 branded search term
- sofi mortgage
Veterans United
2 branded search terms
- veterans united
- veterans united home loans
Other head-to-heads among mortgage lenders
Rocket Mortgage vs Pennymac: compare search popularity- Rocket Mortgage vs Mr. Cooper: compare search popularity
Rocket Mortgage vs loanDepot: compare search popularity
Rocket Mortgage vs Bank of America: compare search popularity- Pennymac vs Mr. Cooper: compare search popularity
- Pennymac vs loanDepot: compare search popularity
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