SoFi vs Wells Fargo:Which is more popular?
In September 2026, SoFi had more branded searches than Wells Fargo among personal loan platforms in the United States. SoFi had about 74,000 branded searches, while Wells Fargo had 14,800. SoFi made up 10.9% of all personal loan platform searches we track, and Wells Fargo accounted for 2.2%. When we asked ChatGPT and Google AI Overviews about personal loan platforms, SoFi and Wells Fargo each appeared in three of the five answers. SoFi was mentioned before Wells Fargo in three out of five answers.
Who do people search for more?
SoFi, about 5 searches for every 1 for Wells Fargo
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
SoFi, named ahead of Wells Fargo in 3 of 5 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. Wells Fargo was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. SoFi was listed before Wells Fargo in three out of five answers.
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 Wells Fargo more popular in search?
This chart shows how often people search Google for SoFi and Wells Fargo 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, Wells Fargo. 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 Wells Fargo comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Wells Fargo took it in December 2025, SoFi took it in February 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, Wells Fargo’s share of searches among personal loan platforms in the United States moved from 4.1% to 2.2%, and its estimated monthly branded searches moved from 27.1K to 14.8K.
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%.
In September 2026, Wells Fargo lost share of searches among personal loan platforms in the United States, from 3.6% to 2.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using SoFi’s and Wells Fargo’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 loans
Wells Fargo
1 branded search term
- wells fargo personal loan
Other head-to-heads among personal loan platforms
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