Deutsch
Français
Español
Português (Brasil)
ItalianoWhich mortgage & home financing services brands
AI recommends in the US
Brands ranked by mention rate on ChatGPT, Gemini and Google AI Mode
- Brands
- 71
- Questions
- 400
- Answers
- 1,200
- AI engines
- 3
01 · Brand leader
Top 10 brands by mention rate
No single brand runs away with the category.
Several brands compete for the top places.
| # | Brand | Mention rate Share of questions where Google AI Mode names the brand | Share of voice The brand’s share of all brand mentions in the engine’s answers | 95% range The interval the true mention rate most likely falls in | In top 20 of The brand’s place inside each engine’s own top 20 |
|---|---|---|---|---|---|
| 11 | Rocket Mortgage | 59.5% | 11.9% | 54.7–64.3 | ChatGPT1Gemini1Google AI Mode1 |
| 22 | Navy Federal Credit Union | 45.3% | 7.7% | 40.4–50.1 | ChatGPT3Gemini2Google AI Mode2 |
| 33–6 | Chase | 32.3% | 6.4% | 27.6–36.9 | ChatGPT2Gemini3Google AI Mode3 |
| 43–6 | Bank of America | 30.0% | 5.8% | 25.5–34.5 | ChatGPT4Gemini4Google AI Mode4 |
| 53–6 | PenFed Credit Union | 26.5% | 4.4% | 22.2–30.8 | ChatGPT5Gemini5Google AI Mode5 |
| 63–7 | Veterans United Home Loans | 24.8% | 4.0% | 20.5–29.0 | ChatGPT7Gemini7Google AI Mode6 |
| 76–12 | PNC Bank | 17.3% | 3.1% | 13.5–21.0 | Gemini13Google AI Mode7 |
| 87–16 | loanDepot | 14.2% | 2.6% | 10.8–17.7 | ChatGPT8Gemini6Google AI Mode8 |
| 97–17 | U.S. Bank | 13.8% | 2.7% | 10.4–17.1 | ChatGPT14Gemini15Google AI Mode9 |
| 107–19 | Lima One Capital | 12.3% | 4.1% | 9.0–15.5 | ChatGPT15Gemini8Google AI Mode10 |
| 117–20 | Wells Fargo | 12.0% | 2.6% | 8.8–15.2 | ChatGPT11Gemini14Google AI Mode11 |
| 127–20 | Kiavi | 10.5% | 3.5% | 7.5–13.5 | ChatGPT12Gemini12Google AI Mode12 |
| 138–20 | Guild Mortgage | 8.8% | 1.7% | 6.4–11.9 | ChatGPT10Gemini9Google AI Mode13 |
| 148–20 | USAA | 8.5% | 1.3% | 6.1–11.6 | ChatGPT20Gemini18Google AI Mode14 |
| 158–20 | New American Funding | 8.3% | 1.9% | 5.9–11.4 | ChatGPT16Gemini19Google AI Mode15 |
| 168–20 | CrossCountry Mortgage | 7.8% | 1.5% | 5.5–10.8 | Gemini11Google AI Mode16 |
| 179–20 | SoFi | 7.5% | 1.4% | 5.3–10.5 | Gemini10Google AI Mode17 |
| 1810–20 | Better Mortgage | 7.2% | 1.2% | 5.1–10.2 | ChatGPT9Gemini16Google AI Mode18 |
| 1910–20 | NBKC Bank | 6.3% | 1.1% | 4.3–9.1 | Google AI Mode19 |
| 2011–20 | Pennymac | 6.0% | 1.0% | 4.1–8.8 | Google AI Mode20 |
02 · Engine consensus
Where each brand ranks
inside every engine’s top 10
There is no single AI top 10.
Only 7 of 14 brands rank in the top 10 of all 3 engines.
| Brand | ChatGPT | Gemini | Google AI Mode | Perplexity | In top 10 of |
|---|---|---|---|---|---|
| Rocket Mortgage | 1 | 1 | 1 | n/a | ChatGPTGeminiGoogle AI Mode |
| Navy Federal Credit Union | 3 | 2 | 2 | n/a | ChatGPTGeminiGoogle AI Mode |
| Chase | 2 | 3 | 3 | n/a | ChatGPTGeminiGoogle AI Mode |
| Bank of America | 4 | 4 | 4 | n/a | ChatGPTGeminiGoogle AI Mode |
| PenFed Credit Union | 5 | 5 | 5 | n/a | ChatGPTGeminiGoogle AI Mode |
| Veterans United Home Loans | 7 | 7 | 6 | n/a | ChatGPTGeminiGoogle AI Mode |
| loanDepot | 8 | 6 | 8 | n/a | ChatGPTGeminiGoogle AI Mode |
| Lima One Capital | – | 8 | 10 | n/a | GeminiGoogle AI Mode |
| Guild Mortgage | 10 | 9 | – | n/a | ChatGPTGemini |
| Truist | 6 | – | – | n/a | ChatGPT |
| PNC Bank | – | – | 7 | n/a | Google AI Mode |
| Better Mortgage | 9 | – | – | n/a | ChatGPT |
| U.S. Bank | – | – | 9 | n/a | Google AI Mode |
| SoFi | – | 10 | – | n/a | Gemini |
Rank inside each engine’s own top 10 · a dash means the brand is not in that engine’s top 10 · n/a — the engine gave too few answers here to publish a ranking.
The rest depend on which engine the buyer opens — so a rank from a single engine is not a market position.
Source: Findrix's research. Where each brand ranks inside every engine's top 10, mortgage & home financing services, United States.
03 · Most cited domains
Which sites each engine cites, and
how much of its answers they carry
| Domain | ChatGPT | Gemini | Google AI Mode | Perplexity |
|---|---|---|---|---|
| cnbc.com | 2.5% | 24.7% | 11.7% | n/a |
| wsj.com | 8.5% | – | 2.9% | n/a |
| bankrate.com | 4.3% | 4.5% | 5.7% | n/a |
| consumerfinance.gov | 5.2% | 0.1% | 0.3% | n/a |
| nerdwallet.com | 4.1% | – | 5.0% | n/a |
| yahoo.com | 0.5% | – | 4.4% | n/a |
| va.gov | 4.2% | – | 0.9% | n/a |
| fanniemae.com | 4.0% | 1× | 0.2% | n/a |
| money.com | 0.2% | 3.3% | 3.5% | n/a |
| rocketmortgage.com | 3.5% | 1.3% | 2.4% | n/a |
| forbes.com | 0.3% | 2.6% | 2.2% | n/a |
| thelender.com | 0.1% | 2.6% | 2.3% | n/a |
04 · The questions we asked
400 buyer questions, each
asked once per engine
General requests and requests with a specific use case, audience, selection criterion or problem.
| Question type | Questions |
|---|---|
| General questions | 6 |
| Use case | 209 |
| Audience | 20 |
| Selection criteria | 120 |
| Problem to solve | 45 |
By question type
Examples · General questions
“what are the best mortgage lenders in the US?”
“which mortgage lenders are best value for money in the US?”
Examples · Use case
“which mortgage lenders are most recommended for tapping home equity to remodel a kitchen in the US?”
“which mortgage lenders would you recommend for buying with zero money down using VA benefits in the US?”
Examples · Audience
“which mortgage lenders are best for real estate investors buying rental properties in the US?”
“which mortgage lenders are best for first-time homebuyers with limited savings in the US?”
Examples · Selection criteria
“how much does guidance through the paperwork vary between mortgage lenders in the US?”
“how do mortgage lenders compare on fast closing turnaround times in the US?”
Examples · Problem to solve
“refinance lender added discount points without telling me. which mortgage lenders can help in the US?”
“lender delays underwriting and mortgage rate lock expires. which mortgage lenders can help in the US?”
Source: Findrix research. 400 buyer questions by question type, mortgage & home financing services, United States.
Neighbouring markets · Finance & Insurance
United States · Australia
Tax Preparation & Accounting Services
Google AI Mode leader Deloitte · 40.5% · 96 brands measured
Open this marketUnited States · Australia
Wealth Management & Financial Advice
Google AI Mode leader Morgan Stanley · 57.3% · 84 brands measured
Open this market
Frequently asked questions
What does this Mortgage & Home Financing Services AI Search report measure?
Which mortgage & home financing services brands ChatGPT, Gemini and Google AI Mode name when buyers in the United States ask them for advice. We asked 400 buyer questions, each once to each engine, and counted how often every brand appears and which websites the engines cite. Measured Oct 2026.
What does “mention rate” mean?
The share of questions where an engine names the brand in its answer. A 10% mention rate means the brand came up in about one question in ten. Every rate carries a 95% range: the interval the true value most likely falls in.
How are the top Mortgage & Home Financing Services brands ranked?
By mention rate, separately for each engine — pick the engine above the table. When two brands’ 95% ranges overlap, their order is not really different — tick “Only distinguishable places” to see the ranks the data can actually separate.
Why does a brand rank differently across AI engines?
Each engine retrieves from different sources and weighs them differently, so the brands it knows best differ too. Only 7 of 14 brands make the top 10 of every engine here; the rest depend on which engine the buyer opens.
What counts as a citation?
A link or source an engine shows alongside its answer. We record every cited domain, whether it appears inline or in the source list.
Why can AI mention a brand without citing its website?
Engines learn brand names from reviews, expert sites, retailers and forums, then cite those sources rather than the brand’s own pages. A brand can be named often while its own site is rarely among the sources.
What does “share of citations” mean?
Of all the citations one engine gave across our questions, the share that went to a given domain. The shares of one engine add up to 100%.
Will I get the same answers if I ask these questions myself?
Not word for word. AI answers vary between runs, accounts and locations, which is why we ask every question once to each engine and report a 95% range instead of a single answer.