Online Personal Loan Lenders
Digital-first companies that provide unsecured personal loans to consumers through online applications with fixed repayment terms.
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 (geometric mean of LBA, Authority, and TOM). 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 | 50 |
| 7 |
 Avant
avant.com
|
65 | 25 | 70 | 48 |
| 8 |
 Best Egg
bestegg.com
|
61 | 12 | 57 | 34 |
| 9 |
 Marcus
marcus.com
|
63 | 8 | 53 | 29 |
| 10 |
 Happy Money
happymoney.com
|
56 | 7 | 29 | 22 |
| 11 |
 OneMain Financial
onemainfinancial.com
|
68 | 9 | 14 | 21 |
| 12 |
 Prosper
prosper.com
|
70 | 4 | 20 | 18 |
| 13 |
 LendingPoint
lendingpoint.com
|
55 | 6 | 1 | 7 |
| 14 |
 PenFed Credit Union
penfed.org
|
63 | 0 | 9 | 2 |
| 15 |
 Achieve
achieve.com
|
41 | 0 | 1 | 1 |
| 16 |
 Navy Federal Credit Union
navyfederal.org
|
80 | 0 | 1 | 1 |
| 17 |
 Rocket Loans
rocketloans.com
|
59 | 0 | 2 | 1 |
| 18 |
U
Universal Credit
universalcredit.com
|
23 | 0 | 1 | 1 |
| 19 |
 Bamboo
bambooloans.com
|
21 | 0 | 0 | 0 |
| 20 |
 Fair Go Finance
fairgofinance.com.au
|
34 | 0 | 0 | 0 |
| 21 |
 Harmoney
harmoney.co.nz
|
47 | 0 | 0 | 0 |
| 22 |
 Latitude
latitude.com.au
|
41 | 0 | 0 | 0 |
| 23 |
 Lendable
lendable.co.uk
|
56 | 0 | 0 | 0 |
| 24 |
 loans.com.au
loans.com.au
|
41 | 0 | 0 | 0 |
| 25 |
 Monevo
monevo.com
|
36 | 0 | 0 | 0 |
| 26 |
 MoneyMe
moneyme.com.au
|
54 | 0 | 0 | 0 |
| 27 |
 NetCredit
netcredit.com
|
52 | 0 | 0 | 0 |
| 28 |
 Nimble
nimble.com
|
34 | 0 | 0 | 0 |
| 29 |
 Oportun
oportun.com
|
51 | 0 | 0 | 0 |
| 30 |
 OppLoans
opploans.com
|
52 | 0 | 0 | 0 |
| 31 |
 Peerform
peerform.com
|
21 | 0 | 0 | 0 |
| 32 |
 Plenti
plenti.com.au
|
38 | 0 | 0 | 0 |
| 33 |
 U.S. Bank
usbank.com
|
65 | 0 | 0 | 0 |
| 34 |
 Zopa Bank
zopa.com
|
59 | 0 | 0 | 0 |
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
(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 →