---
title: "Financial advisers: Which brands are most popular in search?"
description: "Compare the financial advisers businesses choose between. Share of Search among Charles Schwab, Vanguard, Edward Jones, Fidelity, Hargreaves Lansdown and St James's Place, the financial advisers Brandwave compares worldwide, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/global-en/categories/financial-advisers"
publisher: "Brandwave"
---

# Financial advisers: Which brands are most popular in search?

Compare the financial advisers businesses choose between. Share of Search among Charles Schwab, Vanguard, Edward Jones, Fidelity, Hargreaves Lansdown and St James's Place, the financial advisers Brandwave compares worldwide, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Financial advisers
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Charles Schwab, 40.9%

## Which brand is most popular in search among financial advisers worldwide?

- 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.
- 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.

## Compare search popularity between leading brands

- [Charles Schwab vs Vanguard: compare search popularity](/demand/global-en/compare/charles-schwab-vs-vanguard): 40.9% against 33.4% Share of Search.
- [Charles Schwab vs Edward Jones: compare search popularity](/demand/global-en/compare/charles-schwab-vs-edward-jones): 40.9% against 10% Share of Search.
- [Charles Schwab vs Fidelity: compare search popularity](/demand/global-en/compare/charles-schwab-vs-fidelity-investments): 40.9% against 8.2% Share of Search.
- [Charles Schwab vs Hargreaves Lansdown: compare search popularity](/demand/global-en/compare/charles-schwab-vs-hargreaves-lansdown): 40.9% against 6.7% Share of Search.
- [Vanguard vs Edward Jones: compare search popularity](/demand/global-en/compare/edward-jones-vs-vanguard): 33.4% against 10% Share of Search.
- [Vanguard vs Fidelity: compare search popularity](/demand/global-en/compare/fidelity-investments-vs-vanguard): 33.4% against 8.2% Share of Search.
- [Vanguard vs Hargreaves Lansdown: compare search popularity](/demand/global-en/compare/hargreaves-lansdown-vs-vanguard): 33.4% against 6.7% Share of Search.
- [Edward Jones vs Fidelity: compare search popularity](/demand/global-en/compare/edward-jones-vs-fidelity-investments): 10% against 8.2% Share of Search.
- [Edward Jones vs Hargreaves Lansdown: compare search popularity](/demand/global-en/compare/edward-jones-vs-hargreaves-lansdown): 10% against 6.7% Share of Search.
- [Fidelity vs Hargreaves Lansdown: compare search popularity](/demand/global-en/compare/fidelity-investments-vs-hargreaves-lansdown): 8.2% against 6.7% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Charles Schwab | 40.9% | 3.4M | 0.0% | Charles Schwab |
| 2 | Vanguard | 33.4% | 2.7M | +22.3% | Vanguard |
| 3 | Edward Jones | 10% | 823K | 0.0% | Edward Jones |
| 4 | Fidelity | 8.2% | 673K | 0.0% | Fidelity |
| 5 | Hargreaves Lansdown | 6.7% | 550K | 0.0% | Hargreaves Lansdown |
| 6 | St James's Place | 0.74% | 60.5K | -33.1% | St James's Place |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Charles Schwab | 4.1M | 44.1% | 1 |
| Oct 2025 | Vanguard | 2.7M | 29.6% | 2 |
| Oct 2025 | Edward Jones | 1M | 10.8% | 3 |
| Oct 2025 | Fidelity | 673K | 7.3% | 4 |
| Oct 2025 | Hargreaves Lansdown | 673K | 7.3% | 5 |
| Oct 2025 | St James's Place | 90.5K | 0.98% | 6 |
| Nov 2025 | Charles Schwab | 3.4M | 42.8% | 1 |
| Nov 2025 | Vanguard | 2.2M | 28.6% | 2 |
| Nov 2025 | Edward Jones | 823K | 10.5% | 3 |
| Nov 2025 | Fidelity | 673K | 8.6% | 4 |
| Nov 2025 | Hargreaves Lansdown | 673K | 8.6% | 5 |
| Nov 2025 | St James's Place | 74K | 0.94% | 6 |
| Dec 2025 | Charles Schwab | 3.4M | 40% | 1 |
| Dec 2025 | Vanguard | 2.7M | 32.7% | 2 |
| Dec 2025 | Edward Jones | 1M | 11.9% | 3 |
| Dec 2025 | Fidelity | 673K | 8% | 4 |
| Dec 2025 | Hargreaves Lansdown | 550K | 6.6% | 5 |
| Dec 2025 | St James's Place | 60.5K | 0.72% | 6 |
| Jan 2026 | Charles Schwab | 4.1M | 40.3% | 1 |
| Jan 2026 | Vanguard | 3.4M | 33% | 2 |
| Jan 2026 | Edward Jones | 1M | 9.8% | 3 |
| Jan 2026 | Fidelity | 823K | 8.1% | 4 |
| Jan 2026 | Hargreaves Lansdown | 823K | 8.1% | 5 |
| Jan 2026 | St James's Place | 74K | 0.73% | 6 |
| Feb 2026 | Charles Schwab | 4.1M | 44.2% | 1 |
| Feb 2026 | Vanguard | 2.7M | 29.6% | 2 |
| Feb 2026 | Edward Jones | 1M | 10.8% | 3 |
| Feb 2026 | Fidelity | 673K | 7.3% | 4 |
| Feb 2026 | Hargreaves Lansdown | 673K | 7.3% | 5 |
| Feb 2026 | St James's Place | 74K | 0.8% | 6 |
| Mar 2026 | Charles Schwab | 4.1M | 44.2% | 1 |
| Mar 2026 | Vanguard | 2.7M | 29.6% | 2 |
| Mar 2026 | Edward Jones | 1M | 10.8% | 3 |
| Mar 2026 | Fidelity | 673K | 7.3% | 4 |
| Mar 2026 | Hargreaves Lansdown | 673K | 7.3% | 5 |
| Mar 2026 | St James's Place | 74K | 0.8% | 6 |
| Apr 2026 | Charles Schwab | 4.1M | 40.9% | 1 |
| Apr 2026 | Vanguard | 3.4M | 33.5% | 2 |
| Apr 2026 | Edward Jones | 1M | 10% | 3 |
| Apr 2026 | Fidelity | 823K | 8.2% | 4 |
| Apr 2026 | Hargreaves Lansdown | 673K | 6.7% | 5 |
| Apr 2026 | St James's Place | 60.5K | 0.61% | 6 |
| May 2026 | Charles Schwab | 4.1M | 44.9% | 1 |
| May 2026 | Vanguard | 2.7M | 30.1% | 2 |
| May 2026 | Edward Jones | 1M | 11% | 3 |
| May 2026 | Fidelity | 673K | 7.4% | 4 |
| May 2026 | Hargreaves Lansdown | 550K | 6% | 5 |
| May 2026 | St James's Place | 60.5K | 0.66% | 6 |
| Jun 2026 | Charles Schwab | 4.1M | 44.3% | 1 |
| Jun 2026 | Vanguard | 2.7M | 29.7% | 2 |
| Jun 2026 | Edward Jones | 1M | 10.8% | 3 |
| Jun 2026 | Fidelity | 673K | 7.3% | 4 |
| Jun 2026 | Hargreaves Lansdown | 673K | 7.3% | 5 |
| Jun 2026 | St James's Place | 60.5K | 0.66% | 6 |
| Jul 2026 | Charles Schwab | 3.4M | 43.4% | 1 |
| Jul 2026 | Vanguard | 2.2M | 29% | 2 |
| Jul 2026 | Edward Jones | 823K | 10.7% | 3 |
| Jul 2026 | Fidelity | 673K | 8.7% | 4 |
| Jul 2026 | Hargreaves Lansdown | 550K | 7.1% | 5 |
| Jul 2026 | St James's Place | 90.5K | 1.2% | 6 |
| Aug 2026 | Charles Schwab | 3.4M | 40.9% | 1 |
| Aug 2026 | Vanguard | 2.7M | 33.4% | 2 |
| Aug 2026 | Edward Jones | 823K | 10% | 3 |
| Aug 2026 | Fidelity | 673K | 8.2% | 4 |
| Aug 2026 | Hargreaves Lansdown | 550K | 6.7% | 5 |
| Aug 2026 | St James's Place | 60.5K | 0.74% | 6 |
| Sep 2026 | Charles Schwab | — | — | — |
| Sep 2026 | Edward Jones | — | — | — |
| Sep 2026 | Fidelity | — | — | — |
| Sep 2026 | Hargreaves Lansdown | — | — | — |
| Sep 2026 | St James's Place | — | — | — |
| Sep 2026 | Vanguard | — | — | — |

## What is being compared

- **Charles Schwab**: Measured on the search term “charles schwab”.
- **Edward Jones**: Measured on the search term “edward jones”.
- **Fidelity**: Measured on the search term “fidelity investments”.
- **Hargreaves Lansdown**: Measured on the search term “hargreaves lansdown”.
- **St James's Place**: Measured on the search term “st james place”.
- **Vanguard**: Measured on the search term “vanguard”.

- [Charles Schwab](/demand/global-en/brands/charles-schwab)
- [Edward Jones](/demand/global-en/brands/edward-jones)
- [Fidelity](/demand/global-en/brands/fidelity-investments)
- [Hargreaves Lansdown](/demand/global-en/brands/hargreaves-lansdown)
- [St James's Place](/demand/global-en/brands/st-james-s-place)
- [Vanguard](/demand/global-en/brands/vanguard)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among financial advisers worldwide?

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.

## Cite this page

Brandwave. "Financial advisers: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/financial-advisers

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/financial-advisers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.