Brandwave

How popular isVanguard?

In September 2026, people searched for Vanguard by name about 18,100 times worldwide, a 33.2% decrease from the previous year. These searches made up 0.51% of all global wealth management platform searches, placing Vanguard fourth out of seven platforms. When we asked both ChatGPT and Google AI Overviews about wealth management platforms, Vanguard appeared in two of the five answers and was the joint most recommended of the seven.

Search and AI answers in September 2026

Vanguard is the fourth most searched of 7 competitors and the joint most recommended in AI answers.

  1. Charles SchwabShare of searches 94.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  2. BettermentShare of searches 3.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  3. AddeparShare of searches 0.94%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. VanguardShare of searches 0.51%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  5. EnvestnetShare of searches 0.34%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top wealth management platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Vanguard was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Vanguard is the joint most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Charles Schwab1st
  2. Vanguard1st
  3. Addepar3rd
  4. Envestnet4th
  5. Orion5th
  6. Betterment6th
  7. Wealthbox7th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Charles Schwab2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Betterment2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Addepar2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vanguard2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Envestnet2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Orion2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wealthbox1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about wealth management platforms

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which wealth management platforms compete with Vanguard?

Vanguard against wealth management platforms worldwide, by month

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

View monthly share of searches table
MonthCharles SchwabBettermentAddeparVanguardEnvestnetWealthboxOrion
Oct 202594.7%3.1%0.94%0.63%0.28%0.28%0.07%
Nov 202594.7%3.1%0.94%0.63%0.28%0.28%0.05%
Dec 202594.9%3.1%0.77%0.63%0.28%0.28%0.07%
Jan 202694.3%3.8%0.76%0.62%0.23%0.23%0.07%
Feb 202694.3%3.8%0.76%0.62%0.28%0.23%0.06%
Mar 202694%3.8%0.93%0.62%0.28%0.28%0.06%
Apr 202694.3%3.8%0.76%0.62%0.28%0.23%0.06%
May 202695.5%2.6%0.94%0.52%0.23%0.23%0.06%
Jun 202695.4%2.6%0.94%0.52%0.23%0.28%0.06%
Jul 202694.8%3.1%0.94%0.51%0.28%0.28%0.05%
Aug 202694.8%3.1%0.94%0.51%0.34%0.28%0.07%
Sep 202694.7%3.1%0.94%0.51%0.34%0.34%0.05%

  1. 1.Charles Schwab

    94.7%

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

  2. 2.Betterment

    3.1%

    Held 2nd. 110K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Addepar

    0.94%

    Held 3rd. 33.1K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Vanguard

    0.51%

    Held 4th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Envestnet

    0.34%

    Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Wealthbox

    0.34%

    Held 6th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

  7. 7.Orion

    0.05%

    Held 7th. 1.9K estimated branded searches, -20.8% vs prior month. Share 0 points.

Compare popularity between Vanguard and its closest rivals

Every comparison with Vanguard

6 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Vanguard worldwide fell from 27.1K to 18.1K.
  • Across the 12 months ending September 2026, Vanguard’s share of searches among wealth management platforms worldwide held steady, from 0.63% to 0.51%.

How did search popularity change for wealth management platforms worldwide in September 2026?

5 changes

  1. Charles Schwab’s share of searches among wealth management platforms worldwide has lost ground for 3 months in a row, from 95.4% to 94.7% in September 2026.

  2. Estimated monthly branded searches for Orion worldwide fell 34.5% over 12 measured months, from 2.9K to 1.9K in September 2026.

  3. Estimated monthly branded searches for Vanguard worldwide fell 33.2% over 12 measured months, from 27.1K to 18.1K in September 2026.

  4. Estimated monthly branded searches for Betterment worldwide fell 18.5% over 12 measured months, from 135K to 110K in September 2026.

  5. Estimated monthly branded searches for Addepar worldwide fell 18.3% over 12 measured months, from 40.5K to 33.1K 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 investments

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How the Brand Demand Index is measured

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