Which mortgages & home loans brands
AI recommends in the US
Brands ranked by mention rate on ChatGPT, Gemini, Google AI Mode and Perplexity
- Brands
- 41
- Questions
- 400
- Answers
- 4,800
- AI engines
- 4
01 · Brand leader
Top 10 brands by mention rate
One brand dominates the category.
The rest of the market is fragmented.
| # | 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 | 17.3% | 19.5% | 13.9–21.3 | ChatGPT1Gemini1Google AI Mode1Perplexity1 |
| 22–9 | loanDepot | 6.7% | 8.6% | 4.7–9.6 | ChatGPT12Gemini9Google AI Mode2Perplexity20 |
| 32–15 | Veterans United Home Loans | 5.2% | 4.1% | 3.5–7.9 | ChatGPT7Gemini5Google AI Mode3Perplexity11 |
| 42–19 | Bank of America | 4.9% | 5.0% | 3.2–7.5 | ChatGPT3Gemini7Google AI Mode4Perplexity2 |
| 52–20 | Chase Home Lending | 4.4% | 3.8% | 2.8–6.9 | ChatGPT2Gemini2Google AI Mode5Perplexity9 |
| 62–20 | Freedom Mortgage | 3.7% | 3.7% | 2.2–6.0 | ChatGPT10Gemini3Google AI Mode6Perplexity8 |
| 72–20 | Kiavi | 3.2% | 2.4% | 1.9–5.5 | ChatGPT14Gemini10Google AI Mode7Perplexity18 |
| 82–20 | Angel Oak Mortgage Solutions | 3.0% | 2.4% | 1.7–5.2 | ChatGPT8Gemini4Google AI Mode8Perplexity5 |
| 92–20 | Navy Federal Credit Union | 3.0% | 3.0% | 1.7–5.2 | ChatGPT9Gemini6Google AI Mode9Perplexity3 |
| 103–20 | Lima One Capital | 2.2% | 1.7% | 1.1–4.1 | Gemini18Google AI Mode10Perplexity19 |
| 113–20 | Guild Mortgage | 2.1% | 1.5% | 1.1–4.0 | ChatGPT6Google AI Mode11Perplexity7 |
| 123–20 | Farm Credit Services of America | 1.9% | 1.5% | 1.0–3.8 | ChatGPT20Gemini17Google AI Mode12 |
| 133–20 | PennyMac | 1.8% | 1.4% | 0.9–3.7 | ChatGPT4Gemini11Google AI Mode13Perplexity6 |
| 143–20 | PNC Bank | 1.8% | 1.4% | 0.9–3.7 | ChatGPT13Gemini12Google AI Mode14Perplexity17 |
| 153–20 | Citi Private Bank | 1.7% | 0.7% | 0.8–3.5 | Gemini13Google AI Mode15 |
| 164–20 | US Bank | 1.6% | 1.2% | 0.7–3.3 | ChatGPT5Gemini8Google AI Mode16Perplexity4 |
| 174–20 | Wells Fargo Home Mortgage | 1.6% | 0.7% | 0.7–3.3 | ChatGPT11Gemini14Google AI Mode17Perplexity13 |
| 184–20 | Visio Lending | 1.6% | 0.9% | 0.7–3.3 | ChatGPT17Gemini20Google AI Mode18Perplexity15 |
| 194–20 | Longbridge Financial | 1.5% | 1.0% | 0.7–3.2 | ChatGPT15Gemini19Google AI Mode19Perplexity12 |
| 205–20 | Triad Financial Services | 1.3% | 0.5% | 0.5–2.9 | Google AI Mode20 |
02 · Engine consensus
Where each brand ranks
inside every engine’s top 10
There is no single AI top 10.
Only 6 of 14 brands rank in the top 10 of all 4 engines.
| Brand | ChatGPT | Gemini | Google AI Mode | Perplexity | In top 10 of |
|---|---|---|---|---|---|
| Rocket Mortgage | 1 | 1 | 1 | 1 | ChatGPTGeminiGoogle AI ModePerplexity |
| Bank of America | 3 | 7 | 4 | 2 | ChatGPTGeminiGoogle AI ModePerplexity |
| Chase Home Lending | 2 | 2 | 5 | 9 | ChatGPTGeminiGoogle AI ModePerplexity |
| Angel Oak Mortgage Solutions | 8 | 4 | 8 | 5 | ChatGPTGeminiGoogle AI ModePerplexity |
| Navy Federal Credit Union | 9 | 6 | 9 | 3 | ChatGPTGeminiGoogle AI ModePerplexity |
| Freedom Mortgage | 10 | 3 | 6 | 8 | ChatGPTGeminiGoogle AI ModePerplexity |
| Veterans United Home Loans | 7 | 5 | 3 | – | ChatGPTGeminiGoogle AI Mode |
| US Bank | 5 | 8 | – | 4 | ChatGPTGeminiPerplexity |
| PennyMac | 4 | – | – | 6 | ChatGPTPerplexity |
| loanDepot | – | 9 | 2 | – | GeminiGoogle AI Mode |
| Guild Mortgage | 6 | – | – | 7 | ChatGPTPerplexity |
| Kiavi | – | 10 | 7 | – | GeminiGoogle AI Mode |
| Lima One Capital | – | – | 10 | – | Google AI Mode |
| USAA | – | – | – | 10 | Perplexity |
Rank inside each engine’s own top 10 · a dash means the brand is not in that engine’s top 10.
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, mortgages & home loans, United States.
04b · Most cited domains
Which sites each engine cites, and
how much of its answers they carry
| Domain | ChatGPT | Gemini | Google AI Mode | Perplexity |
|---|---|---|---|---|
| youtube.com | 0.1% | 0.3% | 19.0% | – |
| fanniemae.com | 17.1% | 0.3% | 2.0% | 1.2% |
| hud.gov | 12.4% | 0.1% | 2.1% | 0.5% |
| consumerfinance.gov | 7.7% | 0.1% | 0.3% | 0.4% |
| amerisave.com | 0.4% | 5.6% | 2.5% | 3.3% |
| bankrate.com | 1.3% | 3.6% | 2.5% | 5.6% |
| freddiemac.com | 5.2% | 0.1% | 0.4% | 0.1% |
| themortgagereports.com | 0.7% | 5.1% | 2.2% | 2.5% |
| usda.gov | 4.9% | 1.0% | 1.9% | 1.2% |
| lower.com | 0.3% | 3.6% | 2.7% | 4.1% |
| va.gov | 4.0% | 0.2% | 1.2% | 1.1% |
| loanguys.com | 0.1% | 3.9% | 0.8% | <0.1% |
05 · The questions we asked
400 buyer questions, each
asked three times per engine
This isn’t a branded-prompt study.
80% of questions are problem- or solution-aware.
| Intent | Questions |
|---|---|
| Solution-aware | 160 |
| Problem-aware | 160 |
| Informational | 40 |
| Branded comparison | 24 |
| Branded sentiment | 16 |
By intent
Examples · Solution-aware
“I am exploring Manufactured and Mobile Home Financing options specifically designed for borrowers whose top priority is Land ownership requirement. as of latest information”
“Where can I get pre-approved immediately for USDA to satisfy my Income eligibility fit as of latest information?”
Examples · Informational
“How does Conventional work for someone who has never owned property before as of latest information?”
“Can you explain what closing costs and reserve requirements look like for a VA Purchase Loan as of latest information?”
Examples · Branded comparison
“loanDepot vs Rocket Mortgage for Comparison of digital application convenience, proprietary tech platform speed, closing turnaround times, and origination fees between leading non-bank retail lenders. as of latest information?”
“Freedom Mortgage vs Veterans United Home Loans for Rapid, low-cost VA IRRRL streamline refinancing from a major servicer versus dedicated purchase-loan advisory and educational support for first-time veteran buyers. as of latest information?”
Examples · Branded sentiment
“Is Pennymac a good choice in fha as of latest information?”
“Is PNC Bank a good choice in home equity financing as of latest information?”
Source: Findrix research. 400 buyer questions by intent, mortgages & home loans, United States.
05b · By product type
Which product segments
the questions cover
The study doesn’t hinge on one product category.
Questions span 14 mortgages & home loans segments.
| Segment |
|---|
| Conventional |
| Government-Insured and Guaranteed Mortgages |
| Non-QM (Non-Qualified Mortgage) |
| Construction and Renovation Financing |
| FHA |
| Investment Property Financing |
| Home Equity Financing |
| Reverse Mortgages |
| VA |
| Manufactured and Mobile Home Financing |
| Jumbo / Non-Conforming Prime Loans |
| First-Time Homebuyer and Affordable Housing Programs |
| Land and Lot Loans |
| USDA |
14 segments
Examples · Conventional
“loanDepot vs Rocket Mortgage for Comparison of digital application convenience, proprietary tech platform speed, closing turnaround times, and origination fees between leading non-bank retail lenders. as of latest information?”
Examples · Government-Insured and Guaranteed Mortgages
“Navy Federal Credit Union vs Veterans United Home Loans for Dedicated VA purchase loan advisory and specialized military credit consulting versus credit union membership benefits, low fees, and competitive member pricing. as of latest information?”
Examples · Non-QM (Non-Qualified Mortgage)
“Angel Oak Mortgage Solutions vs Deephaven Mortgage for Breadth of bank statement and asset-depletion programs, loan-to-value limits, turnaround times, and underwriting flexibility for self-employed and non-traditional borrowers. as of latest information?”
Examples · Construction and Renovation Financing
“Is it smarter to take out a HELOC or choose a Renovation Loan (e.g., FHA 203(k), Fannie Mae HomeStyle) to optimize my Draw schedule flexibility as of latest information?”
Examples · FHA
“Is Pennymac a good choice in fha as of latest information?”
Examples · Investment Property Financing
“Is it smarter to take out a HELOC or choose a DSCR/No-Income Investor Loan to optimize my Interest rate (investor premium) as of latest information?”
Examples · Home Equity Financing
“Is it smarter to take out a HELOC or choose a Home Equity Loan (Second Mortgage) to optimize my Closing costs and fees as of latest information?”
Examples · Reverse Mortgages
“Is Longbridge Financial a good choice in reverse mortgages as of latest information?”
Examples · VA
“Freedom Mortgage vs Veterans United Home Loans for Rapid, low-cost VA IRRRL streamline refinancing from a major servicer versus dedicated purchase-loan advisory and educational support for first-time veteran buyers. as of latest information?”
Examples · Manufactured and Mobile Home Financing
“I am exploring Manufactured and Mobile Home Financing options specifically designed for borrowers whose top priority is Land ownership requirement. as of latest information”
Examples · Jumbo / Non-Conforming Prime Loans
“Where can I get pre-approved immediately for Jumbo / Non-Conforming Prime Loans to satisfy my Fast closing as of latest information?”
Examples · First-Time Homebuyer and Affordable Housing Programs
“Is it smarter to take out a HELOC or choose a Fannie Mae HomeReady / Freddie Mac Home Possible to optimize my Credit score flexibility as of latest information?”
Examples · Land and Lot Loans
“Where can I get pre-approved immediately for Land and Lot Loans to satisfy my Reasonable down payment as of latest information?”
Examples · USDA
“Where can I get pre-approved immediately for USDA to satisfy my Income eligibility fit as of latest information?”
Source: Findrix research. 14 product segments covered by the question set, mortgages & home loans, United States.
Neighbouring markets · Finance & Insurance
United States · Australia
Wealth Management & Financial Advice
Google AI Mode leader Fidelity Investments · 25.5% · 48 brands measured
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Frequently asked questions
What does this Mortgages & Home Loans AI Search report measure?
Which mortgages & home loans brands ChatGPT, Gemini, Google AI Mode and Perplexity name when buyers in the United States ask them for advice. We asked 400 buyer questions, each three times to each engine, and counted how often every brand appears and which websites the engines cite. Measured Sep 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 Mortgages & Home Loans 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 6 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%.
What types of Mortgages & Home Loans questions are included?
Questions real buyers ask across 14 product segments, from problem-aware to solution-aware, informational and branded ones. 80% are problem- or solution-aware; this is not a branded-prompt study.
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 three times per engine and report a 95% range instead of a single answer.