Mortgage Banks
Specialized lenders that originate and service home loans directly, focusing primarily on mortgage products rather than broader retail banking.
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 (geometric mean of LBA, Authority, and TOM). Click any brand for the full report.
| # | Brand | LBA | Authority | TOM | Overall |
|---|---|---|---|---|---|
| 1 |
 Rocket Mortgage
rocketmortgage.com
|
72 | 51 | 100 | 71 |
| 2 |
 Better Mortgage
better.com
|
71 | 26 | 56 | 47 |
| 3 |
 Wells Fargo
wellsfargo.com
|
70 | 25 | 59 | 47 |
| 4 |
 Bank of America
bankofamerica.com
|
78 | 11 | 63 | 37 |
| 5 |
 Navy Federal Credit Union
navyfederal.org
|
74 | 13 | 47 | 36 |
| 6 |
 loanDepot
loandepot.com
|
59 | 8 | 50 | 29 |
| 7 |
 U.S. Bank
usbank.com
|
69 | 6 | 49 | 28 |
| 8 |
 PNC
pnc.com
|
73 | 3 | 39 | 21 |
| 9 |
 PenFed Credit Union
penfed.org
|
62 | 4 | 30 | 20 |
| 10 |
 PennyMac
pennymac.com
|
63 | 1 | 21 | 12 |
| 11 |
 New American Funding
newamericanfunding.com
|
62 | 1 | 4 | 7 |
| 12 |
 CrossCountry Mortgage
crosscountrymortgage.com
|
57 | 1 | 4 | 6 |
| 13 |
 Guild Mortgage
guildmortgage.com
|
70 | 0 | 7 | 2 |
| 14 |
 Rate
rate.com
|
63 | 0 | 14 | 2 |
| 15 |
 SoFi
sofi.com
|
67 | 0 | 12 | 2 |
| 16 |
 Caliber Home Loans
caliberhomeloans.com
|
51 | 0 | 5 | 1 |
| 17 |
 Carrington Mortgage Services
carringtonhomeloans.com
|
40 | 0 | 4 | 1 |
| 18 |
 Freedom Mortgage
freedommortgage.com
|
59 | 0 | 2 | 1 |
| 19 |
 Movement Mortgage
movement.com
|
74 | 0 | 1 | 1 |
| 20 |
 Mr. Cooper
mrcooper.com
|
61 | 0 | 2 | 1 |
| 21 |
 United Wholesale Mortgage
uwm.com
|
71 | 0 | 2 | 1 |
| 22 |
 Veterans United Home Loans
veteransunited.com
|
77 | 0 | 2 | 1 |
| 23 |
 AmeriHome Mortgage
amerihome.com
|
27 | 0 | 0 | 0 |
| 24 |
 Angel Oak Mortgage Solutions
angeloakms.com
|
46 | 0 | 0 | 0 |
| 25 |
 AnnieMac Home Mortgage
anniemac.com
|
44 | 0 | 0 | 0 |
| 26 |
 Atlantic Bay Mortgage Group
atlanticbay.com
|
38 | 0 | 0 | 0 |
| 27 |
 Chase Payment Solutions
chase.com
|
28 | 0 | 0 | 0 |
| 28 |
C
Cherry Creek Mortgage
cherrycreekmortgage.com
|
31 | 0 | 0 | 0 |
| 29 |
 CMG Home Loans
cmghomeloans.com
|
47 | 0 | 0 | 0 |
| 30 |
 Embrace Home Loans
embracehomeloans.com
|
47 | 0 | 0 | 0 |
| 31 |
 Envoy Mortgage
envoymortgage.com
|
43 | 0 | 0 | 0 |
| 32 |
 Fairway Independent Mortgage Corporation
fairway.com
|
66 | 0 | 0 | 0 |
| 33 |
 Finance of America
financeofamerica.com
|
45 | 0 | 0 | 0 |
| 34 |
 Homebridge Financial
homebridge.com
|
40 | 0 | 0 | 0 |
| 35 |
 NFM Lending
nfmlending.com
|
34 | 0 | 0 | 0 |
| 36 |
 Planet Home Lending
planethomelending.com
|
48 | 0 | 0 | 0 |
| 37 |
 PrimeLending
primelending.com
|
57 | 0 | 0 | 0 |
| 38 |
 Union Home Mortgage
uhm.com
|
51 | 0 | 0 | 0 |
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
(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
Latent Brand Association (LBA)
quality × meta × stability × share × recognition × 100. Read the full LBA methodology →