Brandwave

Investment platforms:Which brands are most popular in search?

In August 2026, Vanguard was the most searched among investment platforms worldwide, with an estimated 2.7M branded searches and 65.1% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Vanguard65.1%
  2. Fidelity16%
  3. Acorns13.1%
  4. Wealthfront3.2%
  5. Betterment2.6%

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Share of SearchLeaderboard

Compare the platforms people invest through. 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 among investment platforms worldwide, by month

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
MonthVanguardFidelityAcornsWealthfrontBetterment
Oct 202560.4%14.8%18.1%3.6%3%
Nov 202558.5%17.6%17.6%3.5%2.9%
Dec 202564.7%15.9%13%3.9%2.6%
Jan 202664.3%15.8%12.9%3.9%3.2%
Feb 202663.3%15.5%12.7%4.6%3.8%
Mar 202663.3%15.5%12.7%4.6%3.8%
Apr 202664.3%15.8%12.9%3.9%3.2%
May 202665.1%16%13.1%3.2%2.6%
Jun 202666.7%16.4%11%3.3%2.7%
Jul 202660.4%18.1%14.8%3.6%3%
Aug 202665.1%16%13.1%3.2%2.6%
Sep 2026—————

This month’s ranking, August 2026

  1. 1.Vanguard

    65.1%

    Held 1st. 2.7M estimated branded searches, +22.3% vs prior month. Share +4.7 points.

  2. 2.Fidelity

    16%

    Held 2nd. 673K estimated branded searches, 0% vs prior month. Share -2.2 points.

  3. 3.Acorns

    13.1%

    Held 3rd. 550K estimated branded searches, 0% vs prior month. Share -1.8 points.

  4. 4.Wealthfront

    3.2%

    Held 4th. 135K estimated branded searches, 0% vs prior month. Share -0.4 points.

  5. 5.Betterment

    2.6%

    Held 5th. 110K estimated branded searches, 0% vs prior month. Share -0.4 points.

Compare search popularity between leading brands

Which brand is most popular in search among investment platforms worldwide?

In August 2026, Vanguard was the most searched among investment platforms worldwide, with an estimated 2.7M branded searches and 65.1% estimated Share of Search within this set. Fidelity is in 2nd place, 49.1 percentage points behind at 16% Share of Search.

Global investment platforms, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Vanguard60.4% → 65.1%66.7%Jun 202658.5%Nov 20251st
Fidelity14.8% → 16%18.1%Jul 202614.8%Oct 20253rd → 2nd
Acorns18.1% → 13.1%18.1%Oct 202511%Jun 20262nd → 3rd
Wealthfront3.6% → 3.2%4.6%Feb 20263.2%May 20264th
Betterment3% → 2.6%3.8%Feb 20262.6%Dec 20255th

Each finding as a sentence

  • 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, Fidelity’s estimated Share of Search among investment platforms worldwide increased from 14.8% to 16%.
  • Across the 11 months ending August 2026, Acorns’ estimated Share of Search among investment platforms worldwide decreased from 18.1% to 13.1%.
  • 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.
  • Across the 11 months ending August 2026, Fidelity’s estimated Share of Search among investment platforms worldwide peaked at 18.1% in July 2026 and was lowest at 14.8% in October 2025.
  • Across the 11 months ending August 2026, Acorns’ estimated Share of Search among investment platforms worldwide peaked at 18.1% in October 2025 and was lowest at 11% in June 2026.
  • Across the 11 months ending August 2026, Wealthfront’s estimated Share of Search among investment platforms worldwide peaked at 4.6% in February 2026 and was lowest at 3.2% in May 2026.
  • Across the 11 months ending August 2026, Betterment’s estimated Share of Search among investment platforms worldwide peaked at 3.8% in February 2026 and was lowest at 2.6% in December 2025.
  • Across the 11 months ending August 2026, Fidelity rose from 3rd to 2nd among investment platforms worldwide.
  • Across the 11 months ending August 2026, Acorns fell from 2nd to 3rd among investment platforms worldwide.
  • Across the 11 months ending August 2026, Wealthfront and Betterment held steady: their estimated Share of Search among investment platforms worldwide each moved less than 0.5 percentage points.

How did search popularity change for investment platforms worldwide in August 2026?

  1. In August 2026, Vanguard gained estimated Share of Search among investment platforms worldwide, from 60.4% to 65.1%.

  2. In August 2026, Fidelity lost estimated Share of Search among investment platforms worldwide, from 18.1% to 16%.

  3. In August 2026, Acorns lost estimated Share of Search among investment platforms worldwide, from 14.8% to 13.1%.

  4. Estimated monthly branded searches for Betterment worldwide fell 18.5% over 11 measured months, from 135K to 110K in August 2026.

  5. Estimated monthly branded searches for Wealthfront worldwide fell 18.2% over 11 measured months, from 165K to 135K in August 2026.

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