Key findings
- ChatGPT names a different set of lenders in every market. Across 685 answers in 46 markets it named 611 different lenders, about 17 per market.
- Most markets have a clear front-runner. In 35 of 46 markets, one lender appears in at least eight of every ten answers.
- Local lenders lead a third of markets. In 16 of 46 markets, the most-named lender is one ChatGPT names nowhere else we track.
- The biggest brands barely appear. Chase, Wells Fargo, Bank of America and Rocket Mortgage were named in 15 of 685 answers and never first. Rocket was not named at all.
- Lenders with local loan officers lead nationally. Fairway Home Mortgage leads 8, NFM Lending leads 7, Guild Mortgage leads 4 of the 46 markets.
The lenders ChatGPT names in the most markets
These are the ten lenders ChatGPT named in the most markets, from the latest round of answers as of November 9, 2026. A lender "leads" a market when it is named in more answers there than any other lender.
| Lender | Markets named in | Markets led | Answers named in | Named first |
|---|---|---|---|---|
| Fairway Home Mortgage | 29 | 8 | 214 | 53 |
| NFM Lending | 27 | 7 | 246 | 105 |
| CrossCountry Mortgage | 20 | 3 | 99 | 15 |
| Guaranteed Rate | 12 | 1 | 50 | 9 |
| Guild Mortgage | 11 | 4 | 68 | 25 |
| CMG Home Loans | 11 | 0 | 27 | 1 |
| New American Funding | 10 | 1 | 43 | 10 |
| Movement Mortgage | 8 | 1 | 31 | 12 |
| State Employees' Credit Union | 6 | 0 | 19 | 9 |
| Prosperity Home Mortgage | 5 | 0 | 36 | 5 |
Breadth favors lenders with loan officers in many cities. The market-by-market rankings below show who ChatGPT names in each city, where local lenders often come out on top.
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It ranks the top five lenders ChatGPT names in each of 46 US markets, with the full national list and our methodology.
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