Industry Report

Bank Mortgage Lenders

National and regional banks that originate consumer mortgages and home loans through branch networks and online channels.

Brands tracked: 37

Brands analyzed: 37

Last updated: 2026-04-23

Model: OpenAI GPT-5

Prompts: 287

Total responses: 1,470

Top Brand Overall?

Bank of America

68/100

Highest overall AI Visibility Score in this industry.

LBA Leader?

Rocket Mortgage

Highest score on the LBA metric.

Authority Leader?

Bank of America

Highest score on the Authority metric.

TOM Leader?

Wells Fargo

Highest score on the TOM metric.

Bank Mortgage Lenders has no dominant brand in AI responses

Bank of America is the top-ranked brand here, but its overall score of 68 reflects a competitive field rather than a dominant player. AI assistants answer category questions about Bank Mortgage Lenders with varied recommendations from query to query - users get a different set of suggestions each time. This is the kind of category where mid-tier brands still have room to move up.

#	Brand	LBA	Authority	TOM	Overall
1	Bank of America bankofamerica.com	79	46	87	68
2	Wells Fargo wellsfargo.com	66	37	95	62
3	U.S. Bank usbank.com	68	31	80	55
4	Rocket Mortgage rocketmortgage.com	81	26	46	46
5	PNC pnc.com	67	14	79	42
6	Better Mortgage better.com	67	12	17	24
7	Navy Federal Credit Union navyfederal.org	78	5	13	17
8	loanDepot loandepot.com	59	2	22	14
9	Citibank citibank.com	71	0	40	3
10	Citizens citizensbank.com	61	0	27	3
11	TD Bank tdbank.com	72	0	25	3
12	Truist truist.com	57	0	38	3
13	Flagstar Bank flagstar.com	48	0	21	2
14	PenFed Credit Union penfed.org	69	0	5	2
15	Fifth Third Bank 53.com	65	0	1	1
16	Huntington huntington.com	59	0	4	1
17	KeyBank key.com	61	0	1	1
18	PennyMac pennymac.com	65	0	5	1
19	Arvest Bank arvest.com	50	0	0	0
20	Associated Bank associatedbank.com	47	0	0	0
21	BMO bmo.com	74	0	0	0
22	Bremer Bank bremer.com	39	0	0	0
23	Cadence Bank cadencebank.com	40	0	0	0
24	Chase Payment Solutions chase.com	33	0	0	0
25	Commerce Bank commercebank.com	52	0	0	0
26	First Horizon Bank firsthorizon.com	51	0	0	0
27	FirstBank firstbankonline.com	40	0	0	0
28	Frost Bank frostbank.com	60	0	0	0
29	Fulton Bank fultonbank.com	47	0	0	0
30	M&T Bank mtb.com	66	0	0	0
31	N Northwest Bank nwbank.com	34	0	0	0
32	Old National Bank oldnational.com	50	0	0	0
33	Regions Bank regions.com	66	0	0	0
34	Synovus synovus.com	50	0	0	0
35	TowneBank townebank.com	48	0	0	0
36	Valley Bank valley.com	39	0	0	0
37	Webster Bank websterbank.com	49	0	0	0

Overall AI Visibility Score

Geometric mean of LBA, Authority and TOM: (LBA × Authority × TOM)^(1/3). Geometric mean is used so that any single weak metric pulls the overall score down, rather than being masked by strength elsewhere.

Shared industry prompts

For Authority and TOM, all brands in the industry are scored against the same 287 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.

Latent Brand Association (LBA)

5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →

LLM Authority

50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →

Top of Mind (TOM)

15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →

Bank Mortgage Lenders

Bank Mortgage Lenders has no dominant brand in AI responses

Brand Leaderboard All 37 Bank Mortgage Lenders brands ranked

How is this calculated? Methodology

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