Brandwave

UniSuper vs Vanguard:Which is more popular?

In September 2026, UniSuper had more branded searches than Vanguard among super funds in Australia. UniSuper had about 60,500 branded searches, while Vanguard had 9,900. UniSuper made up 8.4% of all super fund searches we track, and Vanguard accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about super funds, UniSuper appeared in one of the five answers and Vanguard in none.

Among super funds in Australia in September 2026

Who do people search for more?

UniSuper, about 6 searches for every 1 for Vanguard

UniSuper 60.5K searchesVanguard 9.9K searches

Who does AI mention more?

UniSuper, mentioned in 1 of 5 answers, Vanguard in 0

UniSuper in 1 of 5Vanguard in 0 of 5

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Top super funds in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, UniSuper was mentioned in one out of five: in one of the 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.

  1. Hostplus1st
  2. AustralianSuper2nd
  3. Australian Retirement Trust3rd
  4. Aware Super4th
  5. Cbus5th
  6. UniSuper6th
  7. Rest–
  8. HESTA–
  9. Vanguard–

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

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Is UniSuper or Vanguard more popular in search?

This chart shows how often people search Google for UniSuper 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.

UniSuper and Vanguard among super funds in Australia, by month

Share of searches by month for UniSuper, Vanguard. The figures are in the table below the chart.

View monthly share of searches table
MonthAware SuperAustralian Retirement TrustHostplusRestAustralianSuperCbusHESTAUniSuperVanguard
Oct 202516.3%13.4%13.4%9%19.9%9%9%9%1.2%
Nov 202516%13.1%13.1%8.8%19.6%10.7%8.8%8.8%1.2%
Dec 202516.5%13.6%13.6%7.4%20.3%9.1%9.1%9.1%1.2%
Jan 202616.1%16.1%13.1%8.8%16.1%10.8%8.8%8.8%1.4%
Feb 202617.1%14%14%9.4%14%11.5%9.4%9.4%1.3%
Mar 202618.2%14.9%14.9%10%14.9%10%8.1%8.1%1.1%
Apr 202617.5%14.3%14.3%9.6%14.3%9.6%9.6%9.6%1.3%
May 202618.3%15%15%10%12.2%10%8.2%10%1.3%
Jun 202618.9%15.5%15.5%10.4%12.7%8.5%8.5%8.5%1.4%
Jul 202617%17%17%9.3%13.9%9.3%7.6%7.6%1.2%
Aug 202618.6%15.2%15.2%10.2%12.4%10.2%8.4%8.4%1.4%
Sep 202618.6%15.2%15.2%12.5%10.2%10.2%8.4%8.4%1.4%

How has the UniSuper and Vanguard comparison changed over the last 12 months?

3 findings
  • UniSuper was ahead of Vanguard in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, UniSuper’s share of searches among super funds in Australia moved from 9% to 8.4%, and its estimated monthly branded searches moved from 90.5K to 60.5K.
  • 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

  1. Estimated monthly branded searches for UniSuper in Australia fell 33.1% over 12 measured months, from 90.5K to 60.5K in September 2026.

  2. 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 UniSuper’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.

UniSuper

1 branded search term

  • unisuper

Vanguard

1 branded search term

  • vanguard super

How the Brand Demand Index is measured

Other head-to-heads among super funds

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