Overview Leaderboard Methodology
Industry Report

Online Personal Loan Lenders

Digital-first companies that provide unsecured personal loans to consumers through online applications with fixed repayment terms.

Brands tracked: 34
Brands analyzed: 34
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 269
Total responses: 1,365
Top Brand Overall?
SoFi
84/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
LightStream
80

Highest score on the LBA metric in this industry.

Authority Leader?
SoFi
78

Highest score on the Authority metric in this industry.

TOM Leader?
SoFi
100

Highest score on the TOM metric in this industry.

SoFi leads the Online Personal Loan Lenders category in AI responses

SoFi is the most consistently-surfaced brand when users ask AI assistants about Online Personal Loan Lenders, but not to the point of monopolising the conversation. LightStream 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 34 Online Personal Loan 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
SoFi
sofi.com
 76
78
100
84
2
LightStream
lightstream.com
 80
73
97
83
3
Upstart
upstart.com
 67
74
85
75
4
LendingClub
lendingclub.com
 70
41
81
62
5
Discover
discover.com
 74
34
74
57
6
Upgrade
upgrade.com
 68
40
46
51
7
Avant
avant.com
 65
25
70
49
8
Best Egg
bestegg.com
 61
12
57
36
9
Marcus
marcus.com
 63
8
53
32
10
Happy Money
happymoney.com
 56
7
29
24
11
Prosper
prosper.com
 70
7
20
23
12
OneMain Financial
onemainfinancial.com
 68
9
14
22
13
Navy Federal Credit Union
navyfederal.org
 80
8
8
19
14
PenFed Credit Union
penfed.org
 63
6
9
17
15
U.S. Bank
usbank.com
 65
6
6
16
16
Rocket Loans
rocketloans.com
 59
6
6
15
17
Zopa Bank
zopa.com
 59
6
6
15
18
Lendable
lendable.co.uk
 56
6
6
14
19
LendingPoint
lendingpoint.com
 55
6
5
14
20
MoneyMe
moneyme.com.au
 54
5
5
14
21
NetCredit
netcredit.com
 52
5
5
13
22
Oportun
oportun.com
 51
5
5
13
23
OppLoans
opploans.com
 52
5
5
13
24
Harmoney
harmoney.co.nz
 47
5
5
12
25
Achieve
achieve.com
 41
4
4
11
26
Latitude
latitude.com.au
 41
4
4
11
27
loans.com.au
loans.com.au
 41
4
4
11
28
Plenti
plenti.com.au
 38
4
4
10
29
Fair Go Finance
fairgofinance.com.au
 34
3
3
9
30
Monevo
monevo.com
 36
4
4
9
31
Nimble
nimble.com
 34
3
3
9
32
Bamboo
bambooloans.com
 21
2
2
6
33
Peerform
peerform.com
 21
2
2
6
34
U
Universal Credit
universalcredit.com
 23
2
2
6

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 269 shared Online Personal Loan 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 269 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 →