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Which personal loans brands AI answers recommend

Every week we ask 200 buyer questions, the way people really ask them, and count which brands the answers name and which sites they cite.

Curated by , co-founder of Ujeebu Published Editorial standards
Week
Week 41, Oct 5-11, 2026 Latest
Updated
Engines
3 of 3 published
Market
US market, asked from the US
Methodology

Named most often

SoFi

in 39% of answers across the published engines

Biggest move this week

Truist+3 pts

on Google AI Overviews, 0% to 3% of answers

Top 10 brands, all engines

Share of answers that name the brand, across ChatGPT, Gemini, Google AI Overviews. The small figure is the change in points vs the previous week.

  1. 1 SoFi 39%0 points vs last week
  2. 2 Upstart 37%+2 points vs last week
  3. 3 Upgrade 28%+3 points vs last week
  4. 4 LightStream 27%+1 points vs last week
  5. 5 Discover Personal Loans 19%+2 points vs last week
  6. 6 OneMain Financial 19%+2 points vs last week
  7. 7 Avant 15%+3 points vs last week
  8. 8 Wells Fargo 12%+1 points vs last week
  9. 9 PenFed Credit Union 12%+2 points vs last week
  10. 10 Best Egg 9%+1 points vs last week
Embed 
<iframe src="https://ujeebu.com/ai-index/personal-loans/embed/overall" width="100%" height="520" style="border:0" loading="lazy" title="Top personal loans brands in AI answers in the US"></iframe>
<p style="font-size:12px">Chart: <a href="https://ujeebu.com/ai-index/personal-loans?utm_source=embed&amp;utm_medium=referral&amp;utm_campaign=ai-index&amp;utm_content=embed-attribution">Top personal loans brands in AI answers in the US, Ujeebu AI Citation Index</a> (CC BY 4.0). Powered by <a href="https://ujeebu.com/?utm_source=embed&amp;utm_medium=referral&amp;utm_campaign=ai-index&amp;utm_content=powered-by">Ujeebu</a></p>

Chart by Ujeebu, licensed CC BY 4.0: free to reuse with the credit Source: Ujeebu, "Top personal loans brands in AI answers in the US, Ujeebu AI Citation Index", https://ujeebu.com/ai-index/personal-loans (CC BY 4.0). How to reuse

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AI visibility, brand by brand

Each brand next to its top competitor, engine by engine, the sites the answers cite, and whether AI crawlers can read its site.

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Top 10 by engine

Each engine answers differently. The bar is the share of that engine's answers naming the brand; the thin line is the likely range (95%): ask the same questions again and the number would probably land inside it.

Gemini

595 answers, 99% of prompts collected

  1. 1 Upstart 42%+1 points vs last week Likely range 38% to 46%
  2. 2 SoFi 40%−3 points vs last week Likely range 36% to 44%
  3. 3 Upgrade 29%−1 points vs last week Likely range 25% to 33%
  4. 4 LightStream 28%0 points vs last week Likely range 25% to 32%
  5. 5 OneMain Financial 22%+1 points vs last week Likely range 19% to 26%
  6. 6 Discover Personal Loans 17%−2 points vs last week Likely range 15% to 21%
  7. 7 Avant 14%0 points vs last week Likely range 11% to 17%
  8. 8 Best Egg 13%+1 points vs last week Likely range 11% to 16%
  9. 9 PenFed Credit Union 12%0 points vs last week Likely range 10% to 15%
  10. 10 Wells Fargo 11%−2 points vs last week Likely range 9% to 14%
Full table
Gemini, US market, Week 41, Oct 5-11, 2026
BrandNamed inRangeAvg positionShare of voicevs last week
Upstart 252 / 595 (42%) 38%-46% 2.5 12.3% +1 pts
SoFi 237 / 595 (40%) 36%-44% 1.4 11.5% −3 pts
Upgrade 171 / 595 (29%) 25%-33% 2.7 8.3% −1 pts
LightStream 168 / 595 (28%) 25%-32% 2.3 8.2% 0 pts
OneMain Financial 133 / 595 (22%) 19%-26% 3.1 6.5% +1 pts
Discover Personal Loans 104 / 595 (17%) 15%-21% 2.7 5.1% −2 pts
Avant 82 / 595 (14%) 11%-17% 3.2 4.0% 0 pts
Best Egg 80 / 595 (13%) 11%-16% 3.2 3.9% +1 pts
PenFed Credit Union 71 / 595 (12%) 10%-15% 2.4 3.5% 0 pts
Wells Fargo 68 / 595 (11%) 9%-14% 3.1 3.3% −2 pts
Embed 
<iframe src="https://ujeebu.com/ai-index/personal-loans/embed/gemini" width="100%" height="520" style="border:0" loading="lazy" title="Top personal loans brands on Gemini in the US"></iframe>
<p style="font-size:12px">Chart: <a href="https://ujeebu.com/ai-index/personal-loans?utm_source=embed&amp;utm_medium=referral&amp;utm_campaign=ai-index&amp;utm_content=embed-attribution">Top personal loans brands on Gemini in the US, Ujeebu AI Citation Index</a> (CC BY 4.0). Powered by <a href="https://ujeebu.com/?utm_source=embed&amp;utm_medium=referral&amp;utm_campaign=ai-index&amp;utm_content=powered-by">Ujeebu</a></p>

Google AI Overviews

574 answers, 100% of prompts collected. Google AI Overviews appeared on 96% of searches

  1. 1 SoFi 41%+3 points vs last week Likely range 37% to 45%
  2. 2 Upstart 37%+3 points vs last week Likely range 33% to 41%
  3. 3 LightStream 28%+5 points vs last week Likely range 25% to 32%
  4. 4 Upgrade 26%+2 points vs last week Likely range 23% to 30%
  5. 5 OneMain Financial 23%+3 points vs last week Likely range 20% to 27%
  6. 6 Discover Personal Loans 21%+6 points vs last week Likely range 18% to 25%
  7. 7 Avant 20%+6 points vs last week Likely range 17% to 24%
  8. 8 Wells Fargo 16%+2 points vs last week Likely range 13% to 19%
  9. 9 PenFed Credit Union 10%+3 points vs last week Likely range 8% to 13%
  10. 10 Credible 10%+5 points vs last week Likely range 7% to 12%
Full table
Google AI Overviews, US market, Week 41, Oct 5-11, 2026
BrandNamed inRangeAvg positionShare of voicevs last week
SoFi 236 / 574 (41%) 37%-45% 1.7 12.2% +3 pts
Upstart 211 / 574 (37%) 33%-41% 2.5 10.9% +3 pts
LightStream 161 / 574 (28%) 25%-32% 2.2 8.3% +5 pts
Upgrade 152 / 574 (26%) 23%-30% 2.6 7.9% +2 pts
OneMain Financial 133 / 574 (23%) 20%-27% 3.2 6.9% +3 pts
Discover Personal Loans 123 / 574 (21%) 18%-25% 2.9 6.4% +6 pts
Avant 117 / 574 (20%) 17%-24% 2.8 6.1% +6 pts
Wells Fargo 90 / 574 (16%) 13%-19% 2.7 4.7% +2 pts
PenFed Credit Union 58 / 574 (10%) 8%-13% 3.1 3.0% +3 pts
Credible 55 / 574 (10%) 7%-12% 3.0 2.8% +5 pts
Embed 
<iframe src="https://ujeebu.com/ai-index/personal-loans/embed/google_aio" width="100%" height="520" style="border:0" loading="lazy" title="Top personal loans brands on Google AI Overviews in the US"></iframe>
<p style="font-size:12px">Chart: <a href="https://ujeebu.com/ai-index/personal-loans?utm_source=embed&amp;utm_medium=referral&amp;utm_campaign=ai-index&amp;utm_content=embed-attribution">Top personal loans brands on Google AI Overviews in the US, Ujeebu AI Citation Index</a> (CC BY 4.0). Powered by <a href="https://ujeebu.com/?utm_source=embed&amp;utm_medium=referral&amp;utm_campaign=ai-index&amp;utm_content=powered-by">Ujeebu</a></p>

ChatGPT (search)

600 answers, 100% of prompts collected

  1. 1 SoFi 37%+1 points vs last week Likely range 33% to 40%
  2. 2 Upstart 33%+1 points vs last week Likely range 29% to 36%
  3. 3 Upgrade 29%+9 points vs last week Likely range 26% to 33%
  4. 4 LightStream 26%−4 points vs last week Likely range 23% to 30%
  5. 5 Discover Personal Loans 19%+1 points vs last week Likely range 16% to 22%
  6. 6 PenFed Credit Union 13%+2 points vs last week Likely range 10% to 16%
  7. 7 OneMain Financial 12%+2 points vs last week Likely range 10% to 15%
  8. 8 LendingClub 12%+4 points vs last week Likely range 9% to 14%
  9. 9 Avant 12%+3 points vs last week Likely range 9% to 14%
  10. 10 Wells Fargo 9%+3 points vs last week Likely range 7% to 12%
Full table
ChatGPT (search), US market, Week 41, Oct 5-11, 2026
BrandNamed inRangeAvg positionShare of voicevs last week
SoFi 219 / 600 (37%) 33%-40% 1.9 12.7% +1 pts
Upstart 195 / 600 (33%) 29%-36% 2.5 11.3% +1 pts
Upgrade 175 / 600 (29%) 26%-33% 3.3 10.1% +9 pts
LightStream 156 / 600 (26%) 23%-30% 2.7 9.0% −4 pts
Discover Personal Loans 113 / 600 (19%) 16%-22% 2.5 6.5% +1 pts
PenFed Credit Union 76 / 600 (13%) 10%-16% 2.8 4.4% +2 pts
OneMain Financial 73 / 600 (12%) 10%-15% 3.4 4.2% +2 pts
LendingClub 70 / 600 (12%) 9%-14% 3.5 4.1% +4 pts
Avant 69 / 600 (12%) 9%-14% 3.3 4.0% +3 pts
Wells Fargo 54 / 600 (9%) 7%-12% 2.7 3.1% +3 pts
Embed 
<iframe src="https://ujeebu.com/ai-index/personal-loans/embed/chatgpt" width="100%" height="520" style="border:0" loading="lazy" title="Top personal loans brands on ChatGPT (search) in the US"></iframe>
<p style="font-size:12px">Chart: <a href="https://ujeebu.com/ai-index/personal-loans?utm_source=embed&amp;utm_medium=referral&amp;utm_campaign=ai-index&amp;utm_content=embed-attribution">Top personal loans brands on ChatGPT (search) in the US, Ujeebu AI Citation Index</a> (CC BY 4.0). Powered by <a href="https://ujeebu.com/?utm_source=embed&amp;utm_medium=referral&amp;utm_campaign=ai-index&amp;utm_content=powered-by">Ujeebu</a></p>

Which sites AI trusts

The 10 domains cited most often as sources in these answers, as a share of all citations. Brands rarely win on their own site: the answers lean on review sites, forums and media.

  1. 1 openai.com Other 5.7%
  2. 2 experian.com Video and other 5.5%
  3. 3 bankrate.com Review site 5.2%
  4. 4 google.com Other 5.1%
  5. 5 upstart.com Brand site 4.9%
  6. 6 sofi.com Brand site 4.2%
  7. 7 nerdwallet.com Review site 4.1%
  8. 8 credible.com Brand site 3.9%
  9. 9 lendingtree.com Brand site 3.9%
  10. 10 moneylion.com Brand site 3.5%
By engine
DomainType ChatGPTGeminiGoogle AI Overviews
openai.comOther 17.2%n/an/a
experian.comVideo and other 2.2%7.9%6.6%
bankrate.comReview site 1.8%8.3%5.4%
google.comOther 14.0%n/a1.4%
upstart.comBrand site 6.0%4.6%4.2%
sofi.comBrand site 5.1%4.4%3.1%
nerdwallet.comReview site 5.7%n/a6.7%
credible.comBrand site 0.9%5.1%5.7%
lendingtree.comBrand site 2.3%6.9%2.5%
moneylion.comBrand site 0.3%7.5%2.8%
Embed 
<iframe src="https://ujeebu.com/ai-index/personal-loans/embed/domains" width="100%" height="520" style="border:0" loading="lazy" title="Sites AI cites for personal loans in the US"></iframe>
<p style="font-size:12px">Chart: <a href="https://ujeebu.com/ai-index/personal-loans?utm_source=embed&amp;utm_medium=referral&amp;utm_campaign=ai-index&amp;utm_content=embed-attribution">Sites AI cites for personal loans in the US, Ujeebu AI Citation Index</a> (CC BY 4.0). Powered by <a href="https://ujeebu.com/?utm_source=embed&amp;utm_medium=referral&amp;utm_campaign=ai-index&amp;utm_content=powered-by">Ujeebu</a></p>

Chart by Ujeebu, licensed CC BY 4.0: free to reuse with the credit Source: Ujeebu, "Sites AI cites for personal loans in the US, Ujeebu AI Citation Index", https://ujeebu.com/ai-index/personal-loans (CC BY 4.0). How to reuse

Weekly movers

The largest changes vs the previous week, from last week's share (hollow dot) to this week's. One week can be noise: a move is clear only when this week's range and last week's do not overlap.

All weekly notes
  • Truist on Google AI Overviews +3 pts 0% to 3% of answers. A clear move: the ranges do not overlap.
  • Upgrade on ChatGPT +9 pts 21% to 29% of answers. Within the likely range, so watch next week.
  • Discover Personal Loans on Google AI Overviews +6 pts 15% to 21% of answers. Within the likely range, so watch next week.
  • Avant on Google AI Overviews +6 pts 15% to 20% of answers. Within the likely range, so watch next week.
  • LendingTree on ChatGPT +5 pts 4% to 9% of answers. Within the likely range, so watch next week.
  • Credible on Google AI Overviews +5 pts 4% to 10% of answers. Within the likely range, so watch next week.

About this week's data

Prompts
200: 80 recommendation, 50 problem-led, 40 comparison, 30 price
Market
US market: buyer questions in US English, asked from the US. Asked 3 times this week on each engine.
Collected
Oct 5, 2026 to Oct 9, 2026
Checked by hand
15 answers, 1 with errors

Brand names are reported as they appear in answers. How we collect and count: methodology. Spotted an error? Tell us. Data licensed CC BY 4.0.

We make every effort to find high-quality data sources, but this data comes from AI engine answers collected from the open web and we cannot guarantee its accuracy, completeness or reliability. Use it at your own risk.

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