Mortgage Industry Professional Association: AI Visibility Market Discovery Index

Benchmark Summary

Questions This Section Answers

• Who leads the October 2026 mortgage association benchmark, and how wide is the gap at the top?
• What was the only significant coverage movement this month?

Mortgage Professionals Canada led valid recommendation coverage in October 2026 at 6.3%, tied with REMIC at 6.3% and with no gap separating them at the top of the standings. Both leaders stood 3.1 percentage points clear of CMBA Ontario at 3.2%.

No brand posted a significant coverage increase this month. The month's one significant move is a decline: Mortgage Professionals Canada fell from 21.7% valid recommendation coverage in July 2026 to 6.3% in October 2026, a cumulative decline of 15.4 percentage points. The brand declined in each of the three months since July 2026, slipping from 8.4% in August 2026 to 7.5% in September 2026 to 6.3% in October 2026. The largest single-month fall came between July and August 2026, a drop of 13.3 percentage points.

The benchmark began with 182 prompt-surface observations in October 2026 and produced 95 qualified observations after qualification.

Current Benchmark at a Glance

Qualified surface breadth counts the canonical AI surface families with at least one qualified observation: ChatGPT, Copilot, Gemini, Perplexity, AI Overviews, and AI Mode. In October 2026, all six families were represented; Perplexity was not present in the July 2026 baseline period. Although the leader row shows no change, October 2026 marked a tightening at the top, with Mortgage Professionals Canada and REMIC now tied at 6.3% valid recommendation coverage.

For the strategic interpretation of this benchmark, read CiteWorks Studio's analysis of How AI Search Is Recommending Mortgage Industry Professional Association

Research Scope and Qualification

The public benchmark is narrower than the raw collection universe by design. Brand-level percentages use the qualified observations as the public denominator, not the raw collection.

For methodology details, see AI Visibility Market Discovery Methodology.

Current Brand Standings

Questions This Section Answers

• How do the seven tracked mortgage associations differ on presence rate, valid recommendation coverage, and rank-one rate?
• Which brands received no valid recommendation coverage in October 2026?

How to Read the Standings

Presence rate is the share of qualified observations where the brand appears at all. Valid recommendation coverage is the share of qualified observations where the brand receives a top-three recommendation. Top-three rate is the share of qualified observations where the brand appears in the top three recommendations. Rank-one rate is the share where the brand is the first recommendation. Net sentiment is the balance of positive over negative mentions among observations where the brand appears.

For formulas and denominator rules, see AI Visibility Market Discovery Metric Definitions.

Recommendation Coverage Movement

Questions This Section Answers

• How has Mortgage Professionals Canada's recommendation coverage changed since the July 2026 baseline, and how does REMIC's trend compare?
• Which mortgage associations stayed stable across the measurement series?

Mortgage Professionals Canada: Category Position and Competitive Gap

Mortgage Professionals Canada remains the October 2026 category leader on valid recommendation coverage at 6.3%, tied with REMIC at 6.3%. It also leads on top-three rate at 5.3% and rank-one rate at 4.2%, against REMIC's 4.2% top-three rate and 1.1% rank-one rate, with net sentiment holding at 0.2. Presence rate stands at 46.3%, built on 95 qualified observations in October 2026.

REMIC's valid recommendation coverage rose from 2.8% in July 2026 to 6.3% in October 2026, a gain of 3.5 percentage points, while Mortgage Professionals Canada's coverage fell from 21.7% to 6.3% over the same period, a decline of 15.4 percentage points. The two brands now sit at an identical 6.3%, and the lead Mortgage Professionals Canada held over the next closest brand has narrowed in every month of the series, from 18.9 percentage points in July 2026 to 0.0 points in October 2026. The more important issue is what that closing gap means for Mortgage Professionals Canada's recommendation position: one brand's coverage trend is rising while the other's is falling, and the two lines have just converged. Presence also moved lower over the same window, from 64.1% in July 2026 to 46.3% in October 2026, a 17.8-point decline that exceeds normal variation, while REMIC's presence rate of 59.0% is now the highest in the category.

Highest-priority diagnostic: What is driving Mortgage Professionals Canada's three-month decline in valid recommendation coverage while REMIC's coverage rises over the same period, and will the two trend lines cross in November 2026?

Stable Brands

The remaining five tracked brands registered no significant coverage move against the July 2026 baseline. Alberta Mortgage Brokers Association held at 2.1% in October 2026, up 0.2 points from 1.9% in July 2026, with a prior-to-current step down of 0.4 points that is within normal variation. CMBA Ontario rose from 0.0% in July 2026 to 3.2% in October 2026, a 3.2-point gain that falls just short of the threshold for a significant move, though its raw mention presence climbed from 8.5% to 23.2%, a 14.7-point increase that exceeds normal variation. Canadian Alternative Mortgage Lenders Association, Canadian Mortgage Brokers Association, and CMBA-BC all held at 0.0% coverage across the series. Of these, CMBA Ontario is the one to watch, though a single month does not yet make a trend.

Recommendation Placement Snapshot

Questions This Section Answers

• How do the leading mortgage associations differ in converting top-three placements into rank-one recommendations?
• Why can two brands with identical valid recommendation coverage still hold different first-position rates?

Coverage alone does not show how prominently a brand is recommended. The leading brands show distinct placement patterns as of October 2026.

Mortgage Professionals Canada places first in most of the observations where it appears in the top three, at 4.2% against a 5.3% top-three rate. REMIC converts only a small share of its top-three placements into first position, at 1.1% against 4.2%. CMBA Ontario appears in the top three in 3.2% of observations in October 2026 but never at rank one. Close coverage rates can still hide different first-position rates; REMIC and Mortgage Professionals Canada both hold 6.3% valid recommendation coverage in October 2026, but their rank-one rates differ by 3.1 percentage points.

Buyer-Intent Distribution

In both July 2026 and October 2026, all qualified observations fell into the Brand Recommendation class.

The current public series measures Brand Recommendation discovery and does not yet contain qualified observations in the Pricing & Value or Multi-Brand Comparison classes.

Historical Measurement Record

Questions This Section Answers

• What does the four-month record show about the coverage leader and the largest movement in each measurement?
• Does the available measurement history support a trend or only a single-period movement?

This is an evergreen benchmark URL. New measurements are added to the same report.

Evidence and Source Layer

Questions This Section Answers

• What does the source presence data capture about the information environment behind these recommendations?
• Can source citations be treated as proof that a source caused a brand's recommendation?

The benchmark is built from prompt-level observations that retain the query, AI/search surface, answer, brand outcome, recommendation placement, sentiment, and, where exposed, citations or attributable evidence sources. Source presence is evidence about the information environment; it is not automatically proof that the source caused the recommendation.

Scope Boundaries

This public benchmark does not measure market share, attributable sales, every possible AI response, organic-search ranking, social mention volume, private or sponsored channels, or causality from a metric movement alone. The benchmark records the change; it does not, by itself, establish why the change occurred.

Top 10 Cited Domains

Questions This Section Answers

• Which domains were cited most often across AI platform responses, and how concentrated are those citations?
• Which tracked brand domain appears among the top-cited sources, and across how many AI surface families?

Across all AI platform responses in this measurement period, 1,289 citations were observed pointing to 346 unique domains. The ten most-cited domains are listed below.

Citations are moderately concentrated: the top ten domains account for roughly 42.6% of all citations, while the remaining 336 domains share the rest, indicating a long tail of lower-frequency sources. One tracked brand's own domain appears in the top ten: remic.ca ranks second with 103 citations, cited across all six canonical AI surface families, more than any other domain in the list. The mix is dominated by official and institutional sources, including a regulator (fsrao.ca), a professional standards body (csi.ca), a government agency (ncc-ccn.gc.ca), and an industry association site (mortgageproscan.ca), alongside general platforms like Google and YouTube, a community forum, and a consumer finance site.

About This Benchmark

The LLM Authority Index AI Visibility Market Discovery Index is a neutral industry benchmark tracking how AI search and chat surfaces recommend brands in response to real user queries. Each monthly measurement is built from qualified observations across six canonical AI surface families.

• AI Visibility Market Discovery Index
• AI Visibility Market Discovery Methodology
• AI Visibility Market Discovery Metric Definitions
• AI Visibility Market Discovery Research Standards
• Modeled AI Visibility Authority Value

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