Fidelity vs Vanguard:Which is more popular by branded search?
In August 2026, Vanguard had more branded searches than Fidelity among investment platforms worldwide. Vanguard was estimated to have 2.7M branded searches compared to Fidelity’s 673K, and held a 65.1% Share of Search versus Fidelity’s 16%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Fidelity or Vanguard?
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 by month for Vanguard, Fidelity. The figures are in the table below the chart.
View monthly share of search table
| Month | Vanguard | Fidelity | Acorns | Wealthfront | Betterment |
|---|---|---|---|---|---|
| Oct 2025 | 60.4% | 14.8% | 18.1% | 3.6% | 3% |
| Nov 2025 | 58.5% | 17.6% | 17.6% | 3.5% | 2.9% |
| Dec 2025 | 64.7% | 15.9% | 13% | 3.9% | 2.6% |
| Jan 2026 | 64.3% | 15.8% | 12.9% | 3.9% | 3.2% |
| Feb 2026 | 63.3% | 15.5% | 12.7% | 4.6% | 3.8% |
| Mar 2026 | 63.3% | 15.5% | 12.7% | 4.6% | 3.8% |
| Apr 2026 | 64.3% | 15.8% | 12.9% | 3.9% | 3.2% |
| May 2026 | 65.1% | 16% | 13.1% | 3.2% | 2.6% |
| Jun 2026 | 66.7% | 16.4% | 11% | 3.3% | 2.7% |
| Jul 2026 | 60.4% | 18.1% | 14.8% | 3.6% | 3% |
| Aug 2026 | 65.1% | 16% | 13.1% | 3.2% | 2.6% |
| Sep 2026 | — | — | — | — | — |
How has the Fidelity and Vanguard comparison changed over the last 12 months?
3 findings
- Vanguard was ahead of Fidelity in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Fidelity’s estimated Share of Search among investment platforms worldwide moved from 14.8% to 16%, and its estimated monthly branded searches held steady at 673K.
- Across the 11 months ending August 2026, Vanguard’s estimated Share of Search among investment platforms worldwide moved from 60.4% to 65.1%, and its estimated monthly branded searches held steady at 2.7M.
How did search popularity change for investment platforms worldwide in August 2026?
2 changes
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%.
How each brand is measured
Brandwave collects information about searches that people make online using Fidelity’s and Vanguard’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Put your own brand in this comparison
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