---
title: "Fidelity vs Vanguard: Which is more popular by branded search?"
description: "Which is more popular in search, Fidelity or Vanguard? Compare estimated monthly branded-search demand and Share of Search inside the Investment platforms set worldwide. 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/compare/fidelity-investments-vs-vanguard"
publisher: "Brandwave"
---

# Fidelity vs Vanguard: Which is more popular by branded search?

Which is more popular in search, Fidelity or Vanguard? Compare estimated monthly branded-search demand and Share of Search inside the Investment platforms set worldwide. 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

- **Compared**: Fidelity and Vanguard
- **Competitive set**: Investment platforms
- **Market**: Global
- **Month measured**: Aug 2026
- **Fidelity Share of Search**: 16%
- **Vanguard Share of Search**: 65.1%

## Which is more popular in search, Fidelity or Vanguard?

- 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%.
- 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?

- 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%.

## Month by month

| Month | Fidelity estimated searches | Fidelity Share of Search | Fidelity rank | Vanguard estimated searches | Vanguard Share of Search | Vanguard rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 673K | 14.8% | 3 | 2.7M | 60.4% | 1 |
| Nov 2025 | 673K | 17.6% | 3 | 2.2M | 58.5% | 1 |
| Dec 2025 | 673K | 15.9% | 2 | 2.7M | 64.7% | 1 |
| Jan 2026 | 823K | 15.8% | 2 | 3.4M | 64.3% | 1 |
| Feb 2026 | 673K | 15.5% | 2 | 2.7M | 63.3% | 1 |
| Mar 2026 | 673K | 15.5% | 2 | 2.7M | 63.3% | 1 |
| Apr 2026 | 823K | 15.8% | 2 | 3.4M | 64.3% | 1 |
| May 2026 | 673K | 16% | 2 | 2.7M | 65.1% | 1 |
| Jun 2026 | 673K | 16.4% | 2 | 2.7M | 66.7% | 1 |
| Jul 2026 | 673K | 18.1% | 2 | 2.2M | 60.4% | 1 |
| Aug 2026 | 673K | 16% | 2 | 2.7M | 65.1% | 1 |
| Sep 2026 | — | — | — | — | — | — |

## 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.

- **Fidelity**: Measured on the search term “fidelity investments”.
- **Vanguard**: Measured on the search term “vanguard”.

- [Fidelity profile](/demand/global-en/brands/fidelity-investments)
- [Vanguard profile](/demand/global-en/brands/vanguard)
- [All investment platforms worldwide](/demand/global-en/categories/investment-platforms): The set both shares are measured inside, 5 brands.

## 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 is more popular in search, Fidelity or Vanguard?

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%.

## Cite this page

Brandwave. "Fidelity vs Vanguard: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/categories/investment-platforms/compare/fidelity-investments-vs-vanguard

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/investment-platforms/compare/fidelity-investments-vs-vanguard. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.