Edward Jones vs Vanguard:Which is more popular by branded search?
In August 2026, Vanguard had more branded searches than Edward Jones among financial advisers worldwide. Vanguard was estimated to have 2.7M branded searches compared to Edward Jones’ 823K, and held a 33.4% Share of Search versus Edward Jones’ 10%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Edward Jones or Vanguard?
Compare the financial advisers businesses choose between. 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, Edward Jones. The figures are in the table below the chart.
View monthly share of search table
| Month | Charles Schwab | Vanguard | Edward Jones | Fidelity | Hargreaves Lansdown | St James's Place |
|---|---|---|---|---|---|---|
| Oct 2025 | 44.1% | 29.6% | 10.8% | 7.3% | 7.3% | 0.98% |
| Nov 2025 | 42.8% | 28.6% | 10.5% | 8.6% | 8.6% | 0.94% |
| Dec 2025 | 40% | 32.7% | 11.9% | 8% | 6.6% | 0.72% |
| Jan 2026 | 40.3% | 33% | 9.8% | 8.1% | 8.1% | 0.73% |
| Feb 2026 | 44.2% | 29.6% | 10.8% | 7.3% | 7.3% | 0.8% |
| Mar 2026 | 44.2% | 29.6% | 10.8% | 7.3% | 7.3% | 0.8% |
| Apr 2026 | 40.9% | 33.5% | 10% | 8.2% | 6.7% | 0.61% |
| May 2026 | 44.9% | 30.1% | 11% | 7.4% | 6% | 0.66% |
| Jun 2026 | 44.3% | 29.7% | 10.8% | 7.3% | 7.3% | 0.66% |
| Jul 2026 | 43.4% | 29% | 10.7% | 8.7% | 7.1% | 1.2% |
| Aug 2026 | 40.9% | 33.4% | 10% | 8.2% | 6.7% | 0.74% |
| Sep 2026 | — | — | — | — | — | — |
How has the Edward Jones and Vanguard comparison changed over the last 12 months?
3 findings
- Vanguard was ahead of Edward Jones in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Edward Jones’ estimated Share of Search among financial advisers worldwide moved from 10.8% to 10%, and its estimated monthly branded searches moved from 1M to 823K.
- Across the 11 months ending August 2026, Vanguard’s estimated Share of Search among financial advisers worldwide moved from 29.6% to 33.4%, and its estimated monthly branded searches held steady at 2.7M.
How did search popularity change for financial advisers worldwide in August 2026?
2 changes
In August 2026, Vanguard gained estimated Share of Search among financial advisers worldwide, from 29% to 33.4%.
In August 2026, Edward Jones lost estimated Share of Search among financial advisers worldwide, from 10.7% to 10%.
How each brand is measured
Brandwave collects information about searches that people make online using Edward Jones’ 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.
Edward Jones
1 branded search term
- edward jones
Vanguard
1 branded search term
- vanguard
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.