HELOCs & Home Equity Loans ads in ChatGPT
Ads shown in ChatGPT conversations about HELOCs & Home Equity Loans. We recorded 151 conversations on this topic in logged-out ChatGPT; after the follow-up message, ChatGPT showed 150 ads from 9 advertisers. Most often shown: BestMoney, penfed.org and Nerdwallet.
Our captureLogged-out ChatGPT, USOct 3–4, 2026
Advertisers shown in HELOCs & Home Equity Loans conversations
9 advertisersRanked by how many of the conversations on this topic ended with their ad on screen; share of the 150 shown ads.
| # | Advertiser | Ads shown | Share |
|---|---|---|---|
| 1 | BestMoney | 77 | 51.3% |
| 2 | penfed.org | 31 | 20.7% |
| 3 | Nerdwallet | 15 | 10.0% |
| 4 | Rocket Mortgage | 11 | 7.3% |
| 5 | FreeRateUpdate.com | 7 | 4.7% |
| 6 | Credible | 5 | 3.3% |
| 7 | LendingTree | 2 | 1.3% |
| 8 | Hermoso.ai | 1 | 0.7% |
| 9 | SoFi | 1 | 0.7% |
Ad formats
| Format | Ads shown | Share |
|---|---|---|
| Text ad (advertiser name and headline) | 150 | 100.0% |
| Shopping ad (product name and price) | 0 | 0.0% |
Example ads
12 adsDistinct ads as shown (ignoring capitalization), most frequent first, one per advertiser where possible.
- BestMoneyText ad
Top 10 HELOC Lenders of 2026
Shown 74 times
- penfed.orgText ad
Pentagon Federal Credit Union
PenFed Home Loans
Shown 16 times
- NerdwalletText ad
Compare HELOC offers from top lenders in minutes
Shown 11 times
- Rocket MortgageText ad
Review home equity rate options.
Shown 10 times
- FreeRateUpdate.comText ad
Get Home Equity. Compare Rates & Options
Shown 7 times
- SoFiText ad
Debt Consolidation
Shown 1 time
- CredibleText ad
Renovation Financing
Shown 1 time
- LendingTreeText ad
HELOC Calculator
Shown 1 time
- Hermoso.aiText ad
Launch Meta, Google and TikTok ads from ChatGPT
Shown 1 time
- penfed.orgText ad
Pentagon Federal Credit Union
PenFed HELOC
Shown 11 times
- NerdwalletText ad
Loans up to $250,000 - From 5.99% APR
Shown 4 times
- penfed.orgText ad
Pentagon Federal Credit Union
PenFed Refi Options
Shown 4 times
Example conversations
12 examplesChosen to cover different advertisers and question types. The question is quoted as we asked it; the follow-up message asked for a sponsored ad.
In a conversation that began “heloc requirements”, after the follow-up message, ChatGPT showed an ad from penfed.org.
Text ad: “PenFed HELOC”
Short search question · Oct 4, 01:36 ET
In a conversation that began “best heloc for someone with 90% combined loan to value and a 740 credit score”, after the follow-up message, ChatGPT showed an ad from BestMoney.
Text ad: “Top 10 HELOC Lenders of 2026”
Best for question · Oct 4, 02:53 ET
In a conversation that began “best heloc for a condo owner in Chicago”, after the follow-up message, ChatGPT showed an ad from Nerdwallet.
Text ad: “Compare HELOC offers from top lenders in minutes”
Best for question · Oct 4, 04:05 ET
In a conversation that began “I was denied a heloc because my combined loan to value is too high, what else can I try”, after the follow-up message, ChatGPT showed an ad from Rocket Mortgage.
Text ad: “Home equity made easy.”
Fix or choose question · Oct 4, 01:25 ET
In a conversation that began “is heloc interest tax deductible if I use it for a kitchen remodel and how much would I save”, after the follow-up message, ChatGPT showed an ad from LendingTree.
Text ad: “HELOC Calculator”
Price question · Oct 4, 02:16 ET
In a conversation that began “is a home equity loan worth it for a car”, after the follow-up message, ChatGPT showed an ad from Credible.
Text ad: “Free Personal Loan Rates”
Worth it question · Oct 4, 02:56 ET
In a conversation that began “home equity loan vs 0% credit card for projects”, after the follow-up message, ChatGPT showed an ad from BestMoney.
Text ad: “Top 10 HELOC Lenders of 2026”
Comparison question · Oct 4, 05:26 ET
In a conversation that began “is a home equity loan worth it at 8% for a roof replacement”, after the follow-up message, ChatGPT showed an ad from BestMoney.
Text ad: “Top 10 HELOC Lenders of 2026”
Worth it question · Oct 4, 00:12 ET
In a conversation that began “15 year home equity loan rates”, after the follow-up message, ChatGPT showed an ad from BestMoney.
Text ad: “10 Best Home Equity Companies 2026”
Price question · Oct 4, 05:13 ET
In a conversation that began “how much can I borrow with a heloc if my house is worth $500,000 and I owe $250,000”, after the follow-up message, ChatGPT showed an ad from Nerdwallet.
Text ad: “Compare HELOC offers from top lenders in minutes”
Price question · Oct 4, 04:00 ET
In a conversation that began “is a heloc worth it for a remodel”, after the follow-up message, ChatGPT showed an ad from BestMoney.
Text ad: “Top 10 HELOC Lenders of 2026”
Worth it question · Oct 4, 02:48 ET
In a conversation that began “alternatives to figure heloc”, after the follow-up message, ChatGPT showed an ad from BestMoney.
Text ad: “10 Best Home Equity Companies 2026”
Comparison question · Oct 4, 04:49 ET
Question types
How the conversations on this topic were asked, and how many of the shown ads came from each kind.
| Question type | Ads shown | Share |
|---|---|---|
| Best for | 30 | 20.0% |
| Price | 23 | 15.3% |
| Long scenario | 23 | 15.3% |
| Comparison | 22 | 14.7% |
| Fix or choose | 21 | 14.0% |
| Short search | 16 | 10.7% |
| Worth it | 15 | 10.0% |
More in Personal Finance
Other Personal Finance topics (ads shown):
How this data was captured
We used logged-out ChatGPT from US internet connections and started a new conversation for every question. Message 1 was the question. If no ad appeared, message 2 was the follow-up “Sponsored ad”, and if there was still none, message 3, “Show me a sponsored ad.”, was a last try. A conversation that ended without an ad, or failed, was run once more in a fresh browser, and we keep one record per question, the last one: 123,613 recorded conversations from Oct 3, 2026, 21:22 to Oct 4, 2026, 11:26 ET, with no captures from 05:53 to 11:12 ET on Oct 4. Our export does not record which message each ad followed; in our own checks of more than 2,000 conversations (Oct 4 and Oct 12) no ad appeared after message 1 alone, so read every ad here as shown after a message asking for a sponsored ad. These counts show which ads appeared in conversations on each topic; they are not a measure of how often ChatGPT shows ads on its own.
Only ads drawn on screen count as shown. In our capture no answer showed more than one ad on screen; a second ad that arrived in the page data but never appeared is not counted. Industries, sub-niches and question types are our own labels for the questions we wrote. Independent; not affiliated with OpenAI. Full methodWhy this is not an ad rateWhat the ads looked like
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