Overview Leaderboard Methodology
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
81

Highest score on the LBA metric in this industry.

Authority Leader?
Chase Payment Solutions
67

Highest score on the Authority metric in this industry.

TOM Leader?
Chase Payment Solutions
100

Highest score on the TOM metric in this industry.

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 Leaderboard All 37 Bank Mortgage Lenders brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# 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
Chase Payment Solutions
chase.com
 33
67
100
61
4
U.S. Bank
usbank.com
 68
31
80
55
5
Rocket Mortgage
rocketmortgage.com
 81
26
46
46
6
PNC
pnc.com
 67
14
79
44
7
Citibank
citibank.com
 71
7
40
30
8
Truist
truist.com
 57
6
38
26
9
Better Mortgage
better.com
 67
12
17
25
10
TD Bank
tdbank.com
 72
7
25
25
11
Citizens
citizensbank.com
 61
6
27
23
12
Navy Federal Credit Union
navyfederal.org
 78
8
13
22
13
loanDepot
loandepot.com
 59
6
22
21
14
Fifth Third Bank
53.com
 65
6
12
19
15
Flagstar Bank
flagstar.com
 48
5
21
19
16
BMO
bmo.com
 74
7
7
18
17
PenFed Credit Union
penfed.org
 69
7
7
17
18
M&T Bank
mtb.com
 66
7
7
16
19
PennyMac
pennymac.com
 65
6
6
16
20
Regions Bank
regions.com
 66
7
7
16
21
Frost Bank
frostbank.com
 60
6
6
15
22
Huntington
huntington.com
 59
6
6
15
23
KeyBank
key.com
 61
6
6
15
24
Arvest Bank
arvest.com
 50
5
5
13
25
Commerce Bank
commercebank.com
 52
5
5
13
26
First Horizon Bank
firsthorizon.com
 51
5
5
13
27
Old National Bank
oldnational.com
 50
5
5
13
28
Synovus
synovus.com
 50
5
5
13
29
Associated Bank
associatedbank.com
 47
5
5
12
30
Fulton Bank
fultonbank.com
 47
5
5
12
31
TowneBank
townebank.com
 48
5
5
12
32
Webster Bank
websterbank.com
 49
5
5
12
33
Bremer Bank
bremer.com
 39
4
4
10
34
Cadence Bank
cadencebank.com
 40
4
4
10
35
FirstBank
firstbankonline.com
 40
4
4
10
36
Valley Bank
valley.com
 39
4
4
10
37
N
Northwest Bank
nwbank.com
 34
3
3
9

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 287 shared Bank Mortgage Lenders prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
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 →