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 (geometric mean of LBA, Authority, and TOM). 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 | 44 |
| 4 |
 SoFi
sofi.com
|
77 | 11 | 65 | 38 |
| 5 |
 LendingTree
lendingtree.com
|
70 | 11 | 59 | 36 |
| 6 |
 PennyMac
pennymac.com
|
61 | 6 | 53 | 27 |
| 7 |
 Wells Fargo
wellsfargo.com
|
61 | 8 | 23 | 22 |
| 8 |
 Navy Federal Credit Union
navyfederal.org
|
70 | 4 | 32 | 21 |
| 9 |
 Bank of America
bankofamerica.com
|
81 | 1 | 15 | 11 |
| 10 |
 nbkc bank
nbkc.com
|
47 | 2 | 6 | 9 |
| 11 |
 PenFed Credit Union
penfed.org
|
56 | 1 | 10 | 7 |
| 12 |
 U.S. Bank
usbank.com
|
69 | 1 | 6 | 7 |
| 13 |
 CrossCountry Mortgage
crosscountrymortgage.com
|
57 | 1 | 6 | 6 |
| 14 |
 Mr. Cooper
mrcooper.com
|
63 | 0 | 27 | 3 |
| 15 |
 New American Funding
newamericanfunding.com
|
64 | 0 | 4 | 3 |
| 16 |
 Rate
rate.com
|
68 | 0 | 43 | 3 |
| 17 |
 Ally
ally.com
|
47 | 0 | 16 | 2 |
| 18 |
 Caliber Home Loans
caliberhomeloans.com
|
45 | 0 | 20 | 2 |
| 19 |
 Guild Mortgage
guildmortgage.com
|
67 | 0 | 1 | 1 |
| 20 |
 AmeriSave Mortgage
amerisave.com
|
59 | 0 | 0 | 0 |
| 21 |
 Carrington Mortgage Services
carringtonhomeloans.com
|
40 | 0 | 0 | 0 |
| 22 |
 Chase Payment Solutions
chase.com
|
24 | 0 | 0 | 0 |
| 23 |
 Churchill Mortgage
churchillmortgage.com
|
49 | 0 | 0 | 0 |
| 24 |
 CMG Home Loans
cmghomeloans.com
|
48 | 0 | 0 | 0 |
| 25 |
 Embrace Home Loans
embracehomeloans.com
|
48 | 0 | 0 | 0 |
| 26 |
 Fairway Independent Mortgage Corporation
fairway.com
|
61 | 0 | 0 | 0 |
| 27 |
 Freedom Mortgage
freedommortgage.com
|
52 | 0 | 0 | 0 |
| 28 |
 Griffin Funding
griffinfunding.com
|
32 | 0 | 0 | 0 |
| 29 |
 Homefinity
homefinity.com
|
22 | 0 | 0 | 0 |
| 30 |
 Kind Lending
kindlending.com
|
28 | 0 | 0 | 0 |
| 31 |
 Lower
lower.com
|
36 | 0 | 0 | 0 |
| 32 |
 NASB Home Loans
nasb.com
|
26 | 0 | 0 | 0 |
| 33 |
 Newrez
newrez.com
|
47 | 0 | 0 | 0 |
| 34 |
 NFM Lending
nfmlending.com
|
37 | 0 | 0 | 0 |
| 35 |
 Planet Home Lending
planethomelending.com
|
41 | 0 | 0 | 0 |
| 36 |
 Sage Home Loans
sagehomeloans.com
|
11 | 0 | 0 | 0 |
| 37 |
 Sebonic Financial
sebonic.com
|
9 | 0 | 0 | 0 |
| 38 |
 Tomo
tomo.com
|
26 | 0 | 0 | 0 |
| 39 |
 Veterans United Home Loans
veteransunited.com
|
77 | 0 | 0 | 0 |
| 40 |
W
Wyndham Capital Mortgage
wyndhamcapital.com
|
45 | 0 | 0 | 0 |
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
(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 →