How popular isVanguard?
In September 2026, people searched for Vanguard by name about 9,900 times in Australia, an 18.2% decrease from the previous year. These searches made up 1.4% of all Australia super fund searches, placing Vanguard ninth out of nine brands. When we asked both ChatGPT and Google AI Overviews about super funds, Vanguard did not appear in any of the answers.
Vanguard is the ninth most searched of 9 competitors and not listed in any AI answer.
Aware SuperShare of searches 18.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
Australian Retirement TrustShare of searches 15.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
HostplusShare of searches 15.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
RestShare of searches 12.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
VanguardShare of searches 1.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top super funds in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Vanguard did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
AustralianSuper5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Hostplus4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Aware Super3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Australian Retirement Trust3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Cbus1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
UniSuper1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Rest0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
HESTA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Vanguard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about super funds
5 answers
Asked ChatGPT
“Which super fund should I choose in Australia?”
Asked ChatGPT
“What are the best super funds in Australia?”
Asked ChatGPT
“What's the best super fund in Australia for someone in their thirties?”
Searched Google, AI Overview
“super funds”
Searched Google, AI Overview
“compare super funds”
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Which super funds compete with Vanguard?
Share of searches by month for Aware Super, Australian Retirement Trust, Hostplus, Rest, AustralianSuper, Cbus, HESTA, UniSuper, Vanguard. The figures are in the table below the chart.
View monthly share of searches table
| Month | Aware Super | Australian Retirement Trust | Hostplus | Rest | AustralianSuper | Cbus | HESTA | UniSuper | Vanguard |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 16.3% | 13.4% | 13.4% | 9% | 19.9% | 9% | 9% | 9% | 1.2% |
| Nov 2025 | 16% | 13.1% | 13.1% | 8.8% | 19.6% | 10.7% | 8.8% | 8.8% | 1.2% |
| Dec 2025 | 16.5% | 13.6% | 13.6% | 7.4% | 20.3% | 9.1% | 9.1% | 9.1% | 1.2% |
| Jan 2026 | 16.1% | 16.1% | 13.1% | 8.8% | 16.1% | 10.8% | 8.8% | 8.8% | 1.4% |
| Feb 2026 | 17.1% | 14% | 14% | 9.4% | 14% | 11.5% | 9.4% | 9.4% | 1.3% |
| Mar 2026 | 18.2% | 14.9% | 14.9% | 10% | 14.9% | 10% | 8.1% | 8.1% | 1.1% |
| Apr 2026 | 17.5% | 14.3% | 14.3% | 9.6% | 14.3% | 9.6% | 9.6% | 9.6% | 1.3% |
| May 2026 | 18.3% | 15% | 15% | 10% | 12.2% | 10% | 8.2% | 10% | 1.3% |
| Jun 2026 | 18.9% | 15.5% | 15.5% | 10.4% | 12.7% | 8.5% | 8.5% | 8.5% | 1.4% |
| Jul 2026 | 17% | 17% | 17% | 9.3% | 13.9% | 9.3% | 7.6% | 7.6% | 1.2% |
| Aug 2026 | 18.6% | 15.2% | 15.2% | 10.2% | 12.4% | 10.2% | 8.4% | 8.4% | 1.4% |
| Sep 2026 | 18.6% | 15.2% | 15.2% | 12.5% | 10.2% | 10.2% | 8.4% | 8.4% | 1.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 18.6% | 135K | -18.2% | 0 points | |
| 2, held 2nd | 15.2% | 110K | -18.5% | -0.1 points | |
| 3, held 3rd | 15.2% | 110K | -18.5% | -0.1 points | |
| 4, moved from 6th to 4th | 12.5% | 90.5K | 0% | +2.3 pointsmoved from 6th to 4th | |
| 5, moved from 4th to 5th | 10.2% | 74K | -32.7% | -2.2 pointsmoved from 4th to 5th | |
| 6, moved from 5th to 6th | 10.2% | 74K | -18.2% | 0 pointsmoved from 5th to 6th | |
| 7, held 7th | 8.4% | 60.5K | -18.2% | 0 points | |
| 8, held 8th | 8.4% | 60.5K | -18.2% | 0 points | |
| 9, held 9th | 1.4% | 9.9K | -18.2% | 0 points |
18.6%
Held 1st. 135K estimated branded searches, -18.2% vs prior month. Share 0 points.
15.2%
Held 2nd. 110K estimated branded searches, -18.5% vs prior month. Share -0.1 points.
3.
Hostplus15.2%
Held 3rd. 110K estimated branded searches, -18.5% vs prior month. Share -0.1 points.
4.
Rest12.5%
Moved from 6th to 4th. 90.5K estimated branded searches, 0% vs prior month. Share +2.3 points.
10.2%
Moved from 4th to 5th. 74K estimated branded searches, -32.7% vs prior month. Share -2.2 points.
6.
Cbus10.2%
Moved from 5th to 6th. 74K estimated branded searches, -18.2% vs prior month. Share 0 points.
7.
HESTA8.4%
Held 7th. 60.5K estimated branded searches, -18.2% vs prior month. Share 0 points.
8.
UniSuper8.4%
Held 8th. 60.5K estimated branded searches, -18.2% vs prior month. Share 0 points.
9.
Vanguard1.4%
Held 9th. 9.9K estimated branded searches, -18.2% vs prior month. Share 0 points.
Compare popularity between Vanguard and its closest rivals
Every comparison with Vanguard
8 comparisons
How has branded search demand for Vanguard changed in Australia over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Vanguard in Australia fell from 12.1K to 9.9K.
- Across the 12 months ending September 2026, Vanguard’s share of searches among super funds in Australia held steady, from 1.2% to 1.4%.
How did search popularity change for Australia super funds in September 2026?
6 changes
In September 2026, Rest overtook AustralianSuper and Cbus to rank 4th among super funds in Australia, with 12.5% of the searches.
In September 2026, AustralianSuper lost share of searches among super funds in Australia, from 12.4% to 10.2%.
Cbus’ share of searches among super funds in Australia has gained ground for 3 months in a row, from 8.5% to 10.2% in September 2026.
Estimated monthly branded searches for HESTA in Australia fell 33.1% over 12 measured months, from 90.5K to 60.5K in September 2026.
Estimated monthly branded searches for UniSuper in Australia fell 33.1% over 12 measured months, from 90.5K to 60.5K in September 2026.
Estimated monthly branded searches for Australian Retirement Trust in Australia fell 18.5% over 12 measured months, from 135K to 110K in September 2026.
How are Vanguard’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Vanguard’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- vanguard super
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