Financial advisers:Which brands are most popular in search?
In August 2026, Charles Schwab was the most searched among financial advisers worldwide, with an estimated 3.4M branded searches and 40.9% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.
Charles Schwab40.9%Vanguard33.4%
- Edward Jones10%
Fidelity8.2%
- Hargreaves Lansdown6.7%
- St James's Place0.74%
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Share of SearchLeaderboard
Compare the financial advisers businesses choose between. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
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
| Month | Charles Schwab | Vanguard | Edward Jones | Fidelity | Hargreaves Lansdown | St James's Place |
|---|---|---|---|---|---|---|
| Oct 2025 | 44.1% | 29.6% | 10.8% | 7.3% | 7.3% | 0.98% |
| Nov 2025 | 42.8% | 28.6% | 10.5% | 8.6% | 8.6% | 0.94% |
| Dec 2025 | 40% | 32.7% | 11.9% | 8% | 6.6% | 0.72% |
| Jan 2026 | 40.3% | 33% | 9.8% | 8.1% | 8.1% | 0.73% |
| Feb 2026 | 44.2% | 29.6% | 10.8% | 7.3% | 7.3% | 0.8% |
| Mar 2026 | 44.2% | 29.6% | 10.8% | 7.3% | 7.3% | 0.8% |
| Apr 2026 | 40.9% | 33.5% | 10% | 8.2% | 6.7% | 0.61% |
| May 2026 | 44.9% | 30.1% | 11% | 7.4% | 6% | 0.66% |
| Jun 2026 | 44.3% | 29.7% | 10.8% | 7.3% | 7.3% | 0.66% |
| Jul 2026 | 43.4% | 29% | 10.7% | 8.7% | 7.1% | 1.2% |
| Aug 2026 | 40.9% | 33.4% | 10% | 8.2% | 6.7% | 0.74% |
| Sep 2026 | — | — | — | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.9% | 3.4M | 0% | -2.5 points | |
| 2, held 2nd | 33.4% | 2.7M | +22.3% | +4.4 points | |
| 3, held 3rd | 10% | 823K | 0% | -0.6 points | |
| 4, held 4th | 8.2% | 673K | 0% | -0.5 points | |
| 5, held 5th | 6.7% | 550K | 0% | -0.4 points | |
| 6, held 6th | 0.74% | 60.5K | -33.1% | -0.4 points |
40.9%
Held 1st. 3.4M estimated branded searches, 0% vs prior month. Share -2.5 points.
2.
33.4%
Held 2nd. 2.7M estimated branded searches, +22.3% vs prior month. Share +4.4 points.
10%
Held 3rd. 823K estimated branded searches, 0% vs prior month. Share -0.6 points.
4.
8.2%
Held 4th. 673K estimated branded searches, 0% vs prior month. Share -0.5 points.
6.7%
Held 5th. 550K estimated branded searches, 0% vs prior month. Share -0.4 points.
0.74%
Held 6th. 60.5K estimated branded searches, -33.1% vs prior month. Share -0.4 points.
Compare search popularity between leading brands
- Charles Schwab vs Edward Jones: compare search popularity
- Charles Schwab vs Hargreaves Lansdown: compare search popularity
- Edward Jones vs Hargreaves Lansdown: compare search popularity
- Compare any of these brands
Which brand is most popular in search among financial advisers worldwide?
6 brands
In August 2026, Charles Schwab was the most searched among financial advisers worldwide, with an estimated 3.4M branded searches and 40.9% estimated Share of Search within this set. Vanguard is in 2nd place, 7.4 percentage points behind at 33.4% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Charles Schwab | 44.1% → 40.9% | 44.9%May 2026 | 40%Dec 2025 | 1st |
| Vanguard | 29.6% → 33.4% | 33.5%Apr 2026 | 28.6%Nov 2025 | 2nd |
| Edward Jones | 10.8% → 10% | 11.9%Dec 2025 | 9.8%Jan 2026 | 3rd |
| Fidelity | 7.3% → 8.2% | 8.7%Jul 2026 | 7.3%Oct 2025 | 4th |
| Hargreaves Lansdown | 7.3% → 6.7% | 8.6%Nov 2025 | 6%May 2026 | 5th |
| St James's Place | 0.98% → 0.74% | 1.2%Jul 2026 | 0.61%Apr 2026 | 6th |
Each finding as a sentence
- Across the 11 months ending August 2026, Charles Schwab’s estimated Share of Search among financial advisers worldwide decreased from 44.1% to 40.9%.
- 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, Edward Jones’ estimated Share of Search among financial advisers worldwide decreased from 10.8% to 10%.
- Across the 11 months ending August 2026, Fidelity’s estimated Share of Search among financial advisers worldwide increased from 7.3% to 8.2%.
- Across the 11 months ending August 2026, Hargreaves Lansdown’s estimated Share of Search among financial advisers worldwide decreased from 7.3% to 6.7%.
- Across the 11 months ending August 2026, Charles Schwab’s estimated Share of Search among financial advisers worldwide peaked at 44.9% in May 2026 and was lowest at 40% in December 2025.
- 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.
- Across the 11 months ending August 2026, Edward Jones’ estimated Share of Search among financial advisers worldwide peaked at 11.9% in December 2025 and was lowest at 9.8% in January 2026.
- Across the 11 months ending August 2026, Fidelity’s estimated Share of Search among financial advisers worldwide peaked at 8.7% in July 2026 and was lowest at 7.3% in October 2025.
- Across the 11 months ending August 2026, Hargreaves Lansdown’s estimated Share of Search among financial advisers worldwide peaked at 8.6% in November 2025 and was lowest at 6% in May 2026.
- Across the 11 months ending August 2026, St James's Place held steady: its estimated Share of Search among financial advisers worldwide moved less than 0.5 percentage points.
How did search popularity change for financial advisers worldwide in August 2026?
5 changes
In August 2026, Vanguard gained estimated Share of Search among financial advisers worldwide, from 29% to 33.4%.
In August 2026, Charles Schwab lost estimated Share of Search among financial advisers worldwide, from 43.4% to 40.9%.
In August 2026, Edward Jones lost estimated Share of Search among financial advisers worldwide, from 10.7% to 10%.
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.
Estimated monthly branded searches for Hargreaves Lansdown worldwide fell 18.3% over 11 measured months, from 673K to 550K in August 2026.
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