Brandwave

Upstart vs U.S. Bank:Which is more popular?

In September 2026, Upstart had more branded searches than U.S. Bank among personal loan platforms in the United States. Upstart had about 110,000 branded searches, while U.S. Bank had 4,400. Upstart made up 16.2% 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, Upstart appeared in three of the five answers and U.S. Bank in two. Upstart was mentioned before U.S. Bank in three out of four answers that named either.

Among personal loan platforms in the United States in September 2026

Who do people search for more?

Upstart, about 25 searches for every 1 for U.S. Bank

Upstart 110K searchesU.S. Bank 4.4K searches

Who does AI mention more?

Upstart, mentioned in 3 of 5 answers, U.S. Bank in 2

Upstart in 3 of 5U.S. Bank in 2 of 5

Who does AI recommend more?

Upstart, named ahead of U.S. Bank in 3 of 4 answers

Upstart first in 3U.S. Bank first in 1

Follow Upstart vs U.S. Bank and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top personal loan platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Upstart 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. Upstart 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.

  1. Discover1st
  2. SoFi2nd
  3. Wells Fargo3rd
  4. Happen Bank4th
  5. Upstart5th
  6. U.S. Bank6th
  7. LendingClub7th
  8. Avant–
  9. 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

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 Upstart or U.S. Bank more popular in search?

This chart shows how often people search Google for Upstart 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.

Upstart and U.S. Bank among personal loan platforms in the United States, by month

Share of searches by month for Upstart, U.S. Bank. The figures are in the table below the chart.

View monthly share of searches table
MonthAvantHappen BankLendingClubUpstartLightStreamSoFiWells FargoDiscoverU.S. Bank
Oct 202518.2%0%37.5%13.8%16.8%7.5%4.1%1.2%0.82%
Nov 202518.5%0%37.4%13.7%16.7%7.5%4.1%1%1%
Dec 202519%0%31.7%11.7%14.2%7.8%9.5%1.9%4.3%
Jan 202616.3%0%33.3%12.3%14.9%8.2%10%2%3%
Feb 202618.2%<0.01%37.1%11.2%16.6%7.5%6.1%1.8%1.5%
Mar 202620.5%<0.01%32.2%14.4%14.4%7.9%5.3%2.4%2.9%
Apr 202620.1%0.57%32%14.3%14.3%7.9%5.3%4.3%1.3%
May 202621.1%0.37%31.7%14.2%14.2%7.8%5.2%4.3%1.3%
Jun 202617.4%3.7%33.8%12.5%15.1%10.2%5.6%0.91%0.74%
Jul 202615.1%11.8%26.2%17.6%14.3%9.6%3.5%0.86%1.1%
Aug 202615.8%14.6%17.9%21.9%14.6%9.8%3.6%0.88%0.72%
Sep 202620%19.9%16.2%16.2%13.3%10.9%2.2%0.79%0.65%

How has the Upstart and U.S. Bank comparison changed over the last 12 months?

3 findings

How did search popularity change for United States personal loan platforms in September 2026?

4 changes

  1. In September 2026, Avant overtook Upstart and LendingClub to become the leader among personal loan platforms in the United States, with 20% of the searches.

  2. In September 2026, Happen Bank overtook Upstart and LendingClub to rank 2nd among personal loan platforms in the United States, with 19.9% of the searches.

  3. In September 2026, Upstart lost share of searches among personal loan platforms in the United States, from 21.9% to 16.2%.

  4. 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 Upstart’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.

Upstart

1 branded search term

  • upstart loans

U.S. Bank

1 branded search term

  • us bank personal loan

How the Brand Demand Index is measured

Other head-to-heads among personal loan platforms

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free