--- title: "Investment platforms: Which brands are most popular in search?" description: "Compare the platforms people invest through. Share of Search among Vanguard, Fidelity, Acorns, Wealthfront and Betterment, the investment platforms 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/investment-platforms" publisher: "Brandwave" --- # Investment platforms: Which brands are most popular in search? Compare the platforms people invest through. Share of Search among Vanguard, Fidelity, Acorns, Wealthfront and Betterment, the investment platforms 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**: Investment platforms - **Market**: Global - **Brands compared**: 5 - **Month measured**: Aug 2026 - **Highest Share of Search**: Vanguard, 65.1% ## 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. - 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. ## Compare search popularity between leading brands - [Vanguard vs Fidelity: compare search popularity](/demand/global-en/compare/fidelity-investments-vs-vanguard): 65.1% against 16% Share of Search. - [Vanguard vs Acorns: compare search popularity](/demand/global-en/compare/acorns-vs-vanguard): 65.1% against 13.1% Share of Search. - [Vanguard vs Wealthfront: compare search popularity](/demand/global-en/compare/vanguard-vs-wealthfront): 65.1% against 3.2% Share of Search. - [Vanguard vs Betterment: compare search popularity](/demand/global-en/compare/betterment-vs-vanguard): 65.1% against 2.6% Share of Search. - [Fidelity vs Acorns: compare search popularity](/demand/global-en/compare/acorns-vs-fidelity-investments): 16% against 13.1% Share of Search. - [Fidelity vs Wealthfront: compare search popularity](/demand/global-en/compare/fidelity-investments-vs-wealthfront): 16% against 3.2% Share of Search. - [Fidelity vs Betterment: compare search popularity](/demand/global-en/compare/betterment-vs-fidelity-investments): 16% against 2.6% Share of Search. - [Acorns vs Wealthfront: compare search popularity](/demand/global-en/compare/acorns-vs-wealthfront): 13.1% against 3.2% Share of Search. - [Acorns vs Betterment: compare search popularity](/demand/global-en/compare/acorns-vs-betterment): 13.1% against 2.6% Share of Search. - [Wealthfront vs Betterment: compare search popularity](/demand/global-en/compare/betterment-vs-wealthfront): 3.2% against 2.6% Share of Search. ## How did search popularity change for investment platforms worldwide in August 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Vanguard | 65.1% | 2.7M | +22.3% | Vanguard | | 2 | Fidelity | 16% | 673K | 0.0% | Fidelity | | 3 | Acorns | 13.1% | 550K | 0.0% | Acorns | | 4 | Wealthfront | 3.2% | 135K | 0.0% | Wealthfront | | 5 | Betterment | 2.6% | 110K | 0.0% | Betterment | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Vanguard | 2.7M | 60.4% | 1 | | Oct 2025 | Acorns | 823K | 18.1% | 2 | | Oct 2025 | Fidelity | 673K | 14.8% | 3 | | Oct 2025 | Wealthfront | 165K | 3.6% | 4 | | Oct 2025 | Betterment | 135K | 3% | 5 | | Nov 2025 | Vanguard | 2.2M | 58.5% | 1 | | Nov 2025 | Acorns | 673K | 17.6% | 2 | | Nov 2025 | Fidelity | 673K | 17.6% | 3 | | Nov 2025 | Wealthfront | 135K | 3.5% | 4 | | Nov 2025 | Betterment | 110K | 2.9% | 5 | | Dec 2025 | Vanguard | 2.7M | 64.7% | 1 | | Dec 2025 | Fidelity | 673K | 15.9% | 2 | | Dec 2025 | Acorns | 550K | 13% | 3 | | Dec 2025 | Wealthfront | 165K | 3.9% | 4 | | Dec 2025 | Betterment | 110K | 2.6% | 5 | | Jan 2026 | Vanguard | 3.4M | 64.3% | 1 | | Jan 2026 | Fidelity | 823K | 15.8% | 2 | | Jan 2026 | Acorns | 673K | 12.9% | 3 | | Jan 2026 | Wealthfront | 201K | 3.9% | 4 | | Jan 2026 | Betterment | 165K | 3.2% | 5 | | Feb 2026 | Vanguard | 2.7M | 63.3% | 1 | | Feb 2026 | Fidelity | 673K | 15.5% | 2 | | Feb 2026 | Acorns | 550K | 12.7% | 3 | | Feb 2026 | Wealthfront | 201K | 4.6% | 4 | | Feb 2026 | Betterment | 165K | 3.8% | 5 | | Mar 2026 | Vanguard | 2.7M | 63.3% | 1 | | Mar 2026 | Fidelity | 673K | 15.5% | 2 | | Mar 2026 | Acorns | 550K | 12.7% | 3 | | Mar 2026 | Wealthfront | 201K | 4.6% | 4 | | Mar 2026 | Betterment | 165K | 3.8% | 5 | | Apr 2026 | Vanguard | 3.4M | 64.3% | 1 | | Apr 2026 | Fidelity | 823K | 15.8% | 2 | | Apr 2026 | Acorns | 673K | 12.9% | 3 | | Apr 2026 | Wealthfront | 201K | 3.9% | 4 | | Apr 2026 | Betterment | 165K | 3.2% | 5 | | May 2026 | Vanguard | 2.7M | 65.1% | 1 | | May 2026 | Fidelity | 673K | 16% | 2 | | May 2026 | Acorns | 550K | 13.1% | 3 | | May 2026 | Wealthfront | 135K | 3.2% | 4 | | May 2026 | Betterment | 110K | 2.6% | 5 | | Jun 2026 | Vanguard | 2.7M | 66.7% | 1 | | Jun 2026 | Fidelity | 673K | 16.4% | 2 | | Jun 2026 | Acorns | 450K | 11% | 3 | | Jun 2026 | Wealthfront | 135K | 3.3% | 4 | | Jun 2026 | Betterment | 110K | 2.7% | 5 | | Jul 2026 | Vanguard | 2.2M | 60.4% | 1 | | Jul 2026 | Fidelity | 673K | 18.1% | 2 | | Jul 2026 | Acorns | 550K | 14.8% | 3 | | Jul 2026 | Wealthfront | 135K | 3.6% | 4 | | Jul 2026 | Betterment | 110K | 3% | 5 | | Aug 2026 | Vanguard | 2.7M | 65.1% | 1 | | Aug 2026 | Fidelity | 673K | 16% | 2 | | Aug 2026 | Acorns | 550K | 13.1% | 3 | | Aug 2026 | Wealthfront | 135K | 3.2% | 4 | | Aug 2026 | Betterment | 110K | 2.6% | 5 | | Sep 2026 | Acorns | — | — | — | | Sep 2026 | Betterment | — | — | — | | Sep 2026 | Fidelity | — | — | — | | Sep 2026 | Vanguard | — | — | — | | Sep 2026 | Wealthfront | — | — | — | ## What is being compared - **Acorns**: Measured on the search term “acorns”. - **Betterment**: Measured on the search term “betterment”. - **Fidelity**: Measured on the search term “fidelity investments”. - **Vanguard**: Measured on the search term “vanguard”. - **Wealthfront**: Measured on the search term “wealthfront”. - [Acorns](/demand/global-en/brands/acorns) - [Betterment](/demand/global-en/brands/betterment) - [Fidelity](/demand/global-en/brands/fidelity-investments) - [Vanguard](/demand/global-en/brands/vanguard) - [Wealthfront](/demand/global-en/brands/wealthfront) ## 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 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Investment platforms: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/investment-platforms This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/investment-platforms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.