Brandwave

How popular isVanguard in search?

In August 2026, there were an estimated 2.7M branded searches for Vanguard worldwide which held steady over the last 11 months. Vanguard holds 33.4% estimated Share of Search among financial advisers worldwide and is ranked 2nd of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Charles Schwab40.9%
  2. Vanguard33.4%
  3. Edward Jones10%
  4. Fidelity8.2%
  5. Hargreaves Lansdown6.7%
  6. St James's Place0.74%
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Which financial advisers compete with Vanguard?

Vanguard against financial advisers worldwide, by month

Share of Search by month for Charles Schwab, Vanguard, Edward Jones, Fidelity, Hargreaves Lansdown. The figures are in the table below the chart.

View monthly share of search table
MonthCharles SchwabVanguardEdward JonesFidelityHargreaves LansdownSt James's Place
Oct 202544.1%29.6%10.8%7.3%7.3%0.98%
Nov 202542.8%28.6%10.5%8.6%8.6%0.94%
Dec 202540%32.7%11.9%8%6.6%0.72%
Jan 202640.3%33%9.8%8.1%8.1%0.73%
Feb 202644.2%29.6%10.8%7.3%7.3%0.8%
Mar 202644.2%29.6%10.8%7.3%7.3%0.8%
Apr 202640.9%33.5%10%8.2%6.7%0.61%
May 202644.9%30.1%11%7.4%6%0.66%
Jun 202644.3%29.7%10.8%7.3%7.3%0.66%
Jul 202643.4%29%10.7%8.7%7.1%1.2%
Aug 202640.9%33.4%10%8.2%6.7%0.74%
Sep 2026——————

  1. 1.Charles Schwab

    40.9%

    Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share -2.5 points.

  2. 2.Vanguard

    33.4%

    Held 2nd. 2.7M estimated branded searches, +22.3% vs prior month. Share +4.4 points.

  3. 3.Edward Jones

    10%

    Held 3rd. 823K estimated branded searches, 0% vs prior month. Share -0.6 points.

  4. 4.Fidelity

    8.2%

    Held 4th. 673K estimated branded searches, 0% vs prior month. Share -0.5 points.

  5. 5.Hargreaves Lansdown

    6.7%

    Held 5th. 550K estimated branded searches, 0% vs prior month. Share -0.4 points.

  6. 6.St James's Place

    0.74%

    Held 6th. 60.5K estimated branded searches, -33.1% vs prior month. Share -0.4 points.

Compare search popularity between Vanguard and its closest rivals

How has branded search demand for Vanguard changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Vanguard worldwide held steady at 2.7M.
  • Across the 11 months ending August 2026, Vanguard’s estimated Share of Search among financial advisers worldwide increased from 29.6% to 33.4%.
  • Across the 11 months ending August 2026, Vanguard’s estimated Share of Search among financial advisers worldwide peaked at 33.5% in April 2026 and was lowest at 28.6% in November 2025.

How did search popularity change for financial advisers worldwide in August 2026?

  1. In August 2026, Vanguard gained estimated Share of Search among financial advisers worldwide, from 29% to 33.4%.

  2. In August 2026, Charles Schwab lost estimated Share of Search among financial advisers worldwide, from 43.4% to 40.9%.

  3. In August 2026, Edward Jones lost estimated Share of Search among financial advisers worldwide, from 10.7% to 10%.

  4. Estimated monthly branded searches for St James's Place worldwide fell 33.1% over 11 measured months, from 90.5K to 60.5K in August 2026.

  5. Estimated monthly branded searches for Hargreaves Lansdown worldwide fell 18.3% over 11 measured months, from 673K to 550K in August 2026.

Where does Vanguard compete?

Vanguard is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Financial advisers2nd of 633.4%Shown above
Investment platforms1st of 565.1%Show ranking
Tripods1st of 696.7%Show ranking

How is Vanguard measured?

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.

1 branded search term

  • vanguard

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How the Brand Demand Index is measured

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