Online Mortgage Lenders
Fintech and digital-first companies that originate and process home loans primarily through online platforms and mobile apps.
Rocket Mortgage is the default answer in AI responses for Online Mortgage Lenders
When users ask ChatGPT, Claude, or Gemini about Online Mortgage Lenders, Rocket Mortgage is the brand that surfaces first - unprompted, consistently, and usually at the top of any list the model generates. Better Mortgage is a close second, but the gap between them is meaningful. If you're competing in this space and you're not in the top handful, you're effectively invisible to AI-driven discovery.
Brand Leaderboard All 40 Online 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 |
 Rocket Mortgage
rocketmortgage.com
|
76 | 81 | 100 | 85 |
| 2 |
 Better Mortgage
better.com
|
65 | 47 | 97 | 67 |
| 3 |
 loanDepot
loandepot.com
|
61 | 17 | 84 | 45 |
| 4 |
 SoFi
sofi.com
|
77 | 11 | 65 | 40 |
| 5 |
 LendingTree
lendingtree.com
|
70 | 11 | 59 | 38 |
| 6 |
 PennyMac
pennymac.com
|
61 | 6 | 53 | 30 |
| 7 |
 Rate
rate.com
|
68 | 7 | 43 | 30 |
| 8 |
 Navy Federal Credit Union
navyfederal.org
|
70 | 7 | 32 | 27 |
| 9 |
 Mr. Cooper
mrcooper.com
|
63 | 6 | 27 | 24 |
| 10 |
 Wells Fargo
wellsfargo.com
|
61 | 8 | 23 | 24 |
| 11 |
 Bank of America
bankofamerica.com
|
81 | 8 | 15 | 23 |
| 12 |
 Veterans United Home Loans
veteransunited.com
|
77 | 8 | 8 | 19 |
| 13 |
 Caliber Home Loans
caliberhomeloans.com
|
45 | 5 | 20 | 18 |
| 14 |
 Ally
ally.com
|
47 | 5 | 16 | 17 |
| 15 |
 Chase Payment Solutions
chase.com
|
24 | 16 | 13 | 17 |
| 16 |
 PenFed Credit Union
penfed.org
|
56 | 6 | 10 | 17 |
| 17 |
 U.S. Bank
usbank.com
|
69 | 7 | 7 | 17 |
| 18 |
 Guild Mortgage
guildmortgage.com
|
67 | 7 | 7 | 16 |
| 19 |
 New American Funding
newamericanfunding.com
|
64 | 6 | 6 | 16 |
| 20 |
 AmeriSave Mortgage
amerisave.com
|
59 | 6 | 6 | 15 |
| 21 |
 Fairway Independent Mortgage Corporation
fairway.com
|
61 | 6 | 6 | 15 |
| 22 |
 CrossCountry Mortgage
crosscountrymortgage.com
|
57 | 6 | 6 | 14 |
| 23 |
 Freedom Mortgage
freedommortgage.com
|
52 | 5 | 5 | 13 |
| 24 |
 nbkc bank
nbkc.com
|
47 | 5 | 6 | 13 |
| 25 |
 Churchill Mortgage
churchillmortgage.com
|
49 | 5 | 5 | 12 |
| 26 |
 CMG Home Loans
cmghomeloans.com
|
48 | 5 | 5 | 12 |
| 27 |
 Embrace Home Loans
embracehomeloans.com
|
48 | 5 | 5 | 12 |
| 28 |
 Newrez
newrez.com
|
47 | 5 | 5 | 12 |
| 29 |
 Wyndham Capital Mortgage
wyndhamcapital.com
|
45 | 5 | 5 | 12 |
| 30 |
 Planet Home Lending
planethomelending.com
|
41 | 4 | 4 | 11 |
| 31 |
 Carrington Mortgage Services
carringtonhomeloans.com
|
40 | 4 | 4 | 10 |
| 32 |
 NFM Lending
nfmlending.com
|
37 | 4 | 4 | 10 |
| 33 |
 Griffin Funding
griffinfunding.com
|
32 | 3 | 3 | 9 |
| 34 |
 Lower
lower.com
|
36 | 4 | 4 | 9 |
| 35 |
 Kind Lending
kindlending.com
|
28 | 3 | 3 | 8 |
| 36 |
 NASB Home Loans
nasb.com
|
26 | 3 | 3 | 7 |
| 37 |
 Tomo
tomo.com
|
26 | 3 | 3 | 7 |
| 38 |
 Homefinity
homefinity.com
|
22 | 2 | 2 | 6 |
| 39 |
 Sage Home Loans
sagehomeloans.com
|
11 | 1 | 1 | 3 |
| 40 |
 Sebonic Financial
sebonic.com
|
9 | 1 | 1 | 3 |
How is this calculated? Methodology
Every brand in this leaderboard is scored against the same set of 305 shared Online 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
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
Latent Brand Association (LBA)
quality × meta × stability × share × recognition × 100. Read the full LBA methodology →