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 65.1% estimated Share of Search among investment platforms worldwide and is ranked 1st of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.
Vanguard65.1%
Fidelity16%
Acorns13.1%Wealthfront3.2%
Betterment2.6%
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Which investment platforms compete with Vanguard?
Share of Search by month for Vanguard, Fidelity, Acorns, Wealthfront, Betterment. The figures are in the table below the chart.
View monthly share of search table
| Month | Vanguard | Fidelity | Acorns | Wealthfront | Betterment |
|---|---|---|---|---|---|
| Oct 2025 | 60.4% | 14.8% | 18.1% | 3.6% | 3% |
| Nov 2025 | 58.5% | 17.6% | 17.6% | 3.5% | 2.9% |
| Dec 2025 | 64.7% | 15.9% | 13% | 3.9% | 2.6% |
| Jan 2026 | 64.3% | 15.8% | 12.9% | 3.9% | 3.2% |
| Feb 2026 | 63.3% | 15.5% | 12.7% | 4.6% | 3.8% |
| Mar 2026 | 63.3% | 15.5% | 12.7% | 4.6% | 3.8% |
| Apr 2026 | 64.3% | 15.8% | 12.9% | 3.9% | 3.2% |
| May 2026 | 65.1% | 16% | 13.1% | 3.2% | 2.6% |
| Jun 2026 | 66.7% | 16.4% | 11% | 3.3% | 2.7% |
| Jul 2026 | 60.4% | 18.1% | 14.8% | 3.6% | 3% |
| Aug 2026 | 65.1% | 16% | 13.1% | 3.2% | 2.6% |
| Sep 2026 | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 65.1% | 2.7M | +22.3% | +4.7 points | |
| 2, held 2nd | 16% | 673K | 0% | -2.2 points | |
| 3, held 3rd | 13.1% | 550K | 0% | -1.8 points | |
| 4, held 4th | 3.2% | 135K | 0% | -0.4 points | |
| 5, held 5th | 2.6% | 110K | 0% | -0.4 points |
1.
65.1%
Held 1st. 2.7M estimated branded searches, +22.3% vs prior month. Share +4.7 points.
2.
16%
Held 2nd. 673K estimated branded searches, 0% vs prior month. Share -2.2 points.
3.
Acorns13.1%
Held 3rd. 550K estimated branded searches, 0% vs prior month. Share -1.8 points.
3.2%
Held 4th. 135K estimated branded searches, 0% vs prior month. Share -0.4 points.
2.6%
Held 5th. 110K estimated branded searches, 0% 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?
3 findings
- 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 investment platforms worldwide increased from 60.4% to 65.1%.
- Across the 11 months ending August 2026, Vanguard’s estimated Share of Search among investment platforms worldwide peaked at 66.7% in June 2026 and was lowest at 58.5% in November 2025.
How did search popularity change for investment platforms worldwide in August 2026?
5 changes
In August 2026, Vanguard gained estimated Share of Search among investment platforms worldwide, from 60.4% to 65.1%.
In August 2026, Fidelity lost estimated Share of Search among investment platforms worldwide, from 18.1% to 16%.
In August 2026, Acorns lost estimated Share of Search among investment platforms worldwide, from 14.8% to 13.1%.
Estimated monthly branded searches for Betterment worldwide fell 18.5% over 11 measured months, from 135K to 110K in August 2026.
Estimated monthly branded searches for Wealthfront worldwide fell 18.2% over 11 measured months, from 165K to 135K in August 2026.
Where does Vanguard compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Financial advisers | 2nd of 6 | 33.4% | Show ranking |
| Investment platforms | 1st of 5 | 65.1% | Shown above |
| Tripods | 1st of 6 | 96.7% | 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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