eToro vs Fidelity:Which is more popular?
In September 2026, Fidelity had more branded searches than eToro among retail investing and trading apps worldwide. Fidelity had about 565,000 branded searches, while eToro had 471,000. Fidelity made up 6.3% of all retail investing and trading app searches we track, and eToro accounted for 5.2%. When we asked ChatGPT and Google AI Overviews about retail investing and trading apps, Fidelity appeared in all five answers and eToro in none.
Who do people search for more?
Fidelity, about 20% more searches than eToro
Who does AI mention more?
Fidelity, mentioned in every answer we collected
Who does AI recommend more?
Fidelity, the only one of the two named
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Top retail investing and trading apps in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Fidelity appeared in all five answers. eToro did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Charles Schwab5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Robinhood5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Fidelity5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Interactive Brokers4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Webull3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Trade Republic0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Wealthsimple0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Trading 2120 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
eToro0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Freetrade0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about retail investing and trading apps
5 answers
Asked ChatGPT
“Which retail investing and trading app should I use?”
Asked ChatGPT
“What are the best retail investing and trading apps?”
Asked ChatGPT
“What's the best retail investing and trading app for individual investors?”
Searched Google, AI Overview
“best investing app”
Searched Google, AI Overview
“trading app for beginners”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is eToro or Fidelity more popular in search?
This chart shows how often people search Google for eToro and Fidelity by name. Each line represents a brand's share of searches for all 11 retail investing and trading apps we track, month by month, from English-language searches worldwide.
Share of searches by month for Fidelity, eToro. The figures are in the table below the chart.
View monthly share of searches table
| Month | Charles Schwab | Robinhood | Trade Republic | Interactive Brokers | Fidelity | Wealthsimple | Trading 212 | eToro | Webull | Freetrade | Public |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.5% | 20.1% | 8.8% | 7.3% | 6% | 5.2% | 5.1% | 7.4% | 4.1% | 0.48% | 0.05% |
| Nov 2025 | 33.8% | 23.3% | 8.4% | 7% | 7% | 5% | 4.8% | 7% | 3.2% | 0.45% | 0.05% |
| Dec 2025 | 35.3% | 20.1% | 10.6% | 7.3% | 7.3% | 5.2% | 4.2% | 6.1% | 3.4% | 0.4% | 0.06% |
| Jan 2026 | 35.5% | 16.7% | 10.7% | 7.3% | 7.5% | 5.5% | 5.4% | 7.4% | 3.4% | 0.59% | 0.05% |
| Feb 2026 | 37.4% | 17.6% | 9.2% | 6.3% | 6.5% | 8.6% | 4.4% | 6.4% | 3% | 0.51% | 0.05% |
| Mar 2026 | 34.9% | 16.6% | 8.6% | 5.9% | 6% | 13.5% | 5.1% | 6% | 2.8% | 0.48% | 0.05% |
| Apr 2026 | 35.5% | 16.8% | 8.7% | 6% | 7.4% | 12.8% | 4.4% | 5% | 2.8% | 0.48% | 0.06% |
| May 2026 | 38.6% | 15.3% | 11.6% | 7.9% | 6.7% | 6.1% | 4.7% | 5.4% | 3.1% | 0.43% | 0.06% |
| Jun 2026 | 37% | 17.9% | 13.6% | 6.2% | 6.4% | 5.7% | 4.5% | 5.2% | 2.9% | 0.35% | 0.05% |
| Jul 2026 | 35.9% | 17.6% | 13.2% | 7.4% | 7.6% | 5.6% | 4.4% | 5.1% | 2.9% | 0.28% | 0.05% |
| Aug 2026 | 34.8% | 20.2% | 12.8% | 7.2% | 7.3% | 5.3% | 4.3% | 4.9% | 2.8% | 0.33% | 0.05% |
| Sep 2026 | 37.4% | 17.8% | 11.2% | 7.7% | 6.3% | 5.6% | 5.3% | 5.2% | 2.9% | 0.51% | 0.05% |
How has the eToro and Fidelity comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Fidelity took it in December 2025.
- Across the 12 months ending September 2026, eToro’s share of searches among retail investing and trading apps worldwide moved from 7.4% to 5.2%, and its estimated monthly branded searches moved from 857K to 471K.
- Across the 12 months ending September 2026, Fidelity’s share of searches among retail investing and trading apps worldwide moved from 6% to 6.3%, and its estimated monthly branded searches moved from 691K to 565K.
How did search popularity change for retail investing and trading apps worldwide in September 2026?
3 changes
In September 2026, Trading 212 overtook eToro to rank 7th among retail investing and trading apps worldwide, with 5.3% of the searches.
In September 2026, Fidelity lost share of searches among retail investing and trading apps worldwide, from 7.3% to 6.3%.
Estimated monthly branded searches for eToro worldwide fell 45.1% over 12 measured months, from 857K to 471K in September 2026.
How are branded searches counted?
20 search terms
Brandwave collects information about searches that people make online using eToro’s and Fidelity’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.
Other head-to-heads among retail investing and trading apps
- Charles Schwab vs Robinhood: compare popularity
- Charles Schwab vs Trade Republic: compare popularity
- Charles Schwab vs Interactive Brokers: compare popularity
- Charles Schwab vs Fidelity: compare popularity
- Robinhood vs Trade Republic: compare popularity
- Robinhood vs Interactive Brokers: compare popularity
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