Aware Super vs Vanguard:Which is more popular?
In September 2026, Aware Super had more branded searches than Vanguard among super funds in Australia. Aware Super had about 135,000 branded searches, while Vanguard had 9,900. Aware Super made up 18.6% of all super fund searches we track, and Vanguard accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about super funds, Aware Super appeared in three of the five answers and Vanguard in none.
Who do people search for more?
Aware Super, about 14 searches for every 1 for Vanguard
Who does AI mention more?
Aware Super, mentioned in 3 of 5 answers, Vanguard in 0
Who does AI recommend more?
Aware Super, the only one of the two named
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Top super funds in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Aware Super was mentioned in three out of five: in all three ChatGPT answers, but not in either of the 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.
Is Aware Super or Vanguard more popular in search?
This chart shows how often people search Google for Aware Super and Vanguard by name. Each line represents a brand's share of searches for all nine super fund brands we track, month by month, from searches in Australia.
Share of searches by month for Aware Super, 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% |
How has the Aware Super and Vanguard comparison changed over the last 12 months?
3 findings
- Aware Super was ahead of Vanguard in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Aware Super’s share of searches among super funds in Australia moved from 16.3% to 18.6%, and its estimated monthly branded searches moved from 165K to 135K.
- Across the 12 months ending September 2026, Vanguard’s share of searches among super funds in Australia moved from 1.2% to 1.4%, and its estimated monthly branded searches moved from 12.1K to 9.9K.
How did search popularity change for Australia super funds in September 2026?
2 changes
Estimated monthly branded searches for Aware Super in Australia fell 18.2% over 12 measured months, from 165K to 135K in September 2026.
Estimated monthly branded searches for Vanguard in Australia fell 18.2% over 12 measured months, from 12.1K to 9.9K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Aware Super’s and Vanguard’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Aware Super
1 branded search term
- aware super
Vanguard
1 branded search term
- vanguard super
Other head-to-heads among super funds
- Aware Super vs Australian Retirement Trust: compare popularity
- Aware Super vs Hostplus: compare popularity
- Aware Super vs Rest: compare popularity
- Aware Super vs AustralianSuper: compare popularity
- Australian Retirement Trust vs Hostplus: compare popularity
- Australian Retirement Trust vs Rest: compare popularity
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