Overview Leaderboard Methodology
Industry Report

Mortgage Banks

Specialized lenders that originate and service home loans directly, focusing primarily on mortgage products rather than broader retail banking.

Brands tracked: 38
Brands analyzed: 38
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 293
Total responses: 1,505
Top Brand Overall?
Rocket Mortgage
72/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Bank of America
78

Highest score on the LBA metric in this industry.

Authority Leader?
Rocket Mortgage
51

Highest score on the Authority metric in this industry.

TOM Leader?
Rocket Mortgage
100

Highest score on the TOM metric in this industry.

Rocket Mortgage leads the Mortgage Banks category in AI responses

Rocket Mortgage is the most consistently-surfaced brand when users ask AI assistants about Mortgage Banks, but not to the point of monopolising the conversation. Better Mortgage and a handful of others appear regularly, giving users a reasonable set of alternatives to compare. The top of this leaderboard is where most of the AI-driven traffic will go.

Brand Leaderboard All 38 Mortgage Banks 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
Rocket Mortgage
rocketmortgage.com
 72
51
100
72
2
Better Mortgage
better.com
 71
26
56
48
3
Wells Fargo
wellsfargo.com
 70
25
59
47
4
Chase Payment Solutions
chase.com
 28
30
75
40
5
Bank of America
bankofamerica.com
 78
11
63
39
6
Navy Federal Credit Union
navyfederal.org
 74
13
47
37
7
loanDepot
loandepot.com
 59
8
50
31
8
U.S. Bank
usbank.com
 69
7
49
31
9
PNC
pnc.com
 73
7
39
30
10
PenFed Credit Union
penfed.org
 62
6
30
25
11
PennyMac
pennymac.com
 63
6
21
22
12
SoFi
sofi.com
 67
7
12
20
13
Rate
rate.com
 63
6
14
19
14
Veterans United Home Loans
veteransunited.com
 77
8
8
19
15
Movement Mortgage
movement.com
 74
7
7
18
16
Guild Mortgage
guildmortgage.com
 70
7
7
17
17
United Wholesale Mortgage
uwm.com
 71
7
7
17
18
Fairway Independent Mortgage Corporation
fairway.com
 66
7
7
16
19
Freedom Mortgage
freedommortgage.com
 59
6
6
15
20
Mr. Cooper
mrcooper.com
 61
6
6
15
21
New American Funding
newamericanfunding.com
 62
6
6
15
22
CrossCountry Mortgage
crosscountrymortgage.com
 57
6
6
14
23
PrimeLending
primelending.com
 57
6
6
14
24
Caliber Home Loans
caliberhomeloans.com
 51
5
5
13
25
Union Home Mortgage
uhm.com
 51
5
5
13
26
Angel Oak Mortgage Solutions
angeloakms.com
 46
5
5
12
27
CMG Home Loans
cmghomeloans.com
 47
5
5
12
28
Embrace Home Loans
embracehomeloans.com
 47
5
5
12
29
Finance of America
financeofamerica.com
 45
5
5
12
30
Planet Home Lending
planethomelending.com
 48
5
5
12
31
AnnieMac Home Mortgage
anniemac.com
 44
4
4
11
32
Envoy Mortgage
envoymortgage.com
 43
4
4
11
33
Atlantic Bay Mortgage Group
atlanticbay.com
 38
4
4
10
34
Carrington Mortgage Services
carringtonhomeloans.com
 40
4
4
10
35
Homebridge Financial
homebridge.com
 40
4
4
10
36
NFM Lending
nfmlending.com
 34
3
3
9
37
Cherry Creek Mortgage
cherrycreekmortgage.com
 31
3
3
8
38
AmeriHome Mortgage
amerihome.com
 27
3
3
7

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 293 shared Mortgage Banks 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 293 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 →