Hargreaves Lansdown vs Vanguard:Which is more popular by branded search?

Name: Hargreaves Lansdown vs Vanguard: Which is more popular by branded search?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In August 2026, Vanguard had more branded searches than Hargreaves Lansdown among financial advisers worldwide. Vanguard was estimated to have 2.7M branded searches compared to Hargreaves Lansdown’s 550K, and held a 33.4% Share of Search versus Hargreaves Lansdown’s 6.7%. These are worldwide searches for English-language branded terms.

Share of Search among financial advisers worldwide in August 2026Which is more popular in search, Hargreaves Lansdown or Vanguard?

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Which is more popular in search, Hargreaves Lansdown 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.

Hargreaves Lansdown and Vanguard among financial advisers worldwide, by month

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 Hargreaves Lansdown and Vanguard comparison changed over the last 12 months?

3 findings

Vanguard was ahead of Hargreaves Lansdown in every measured month of the 11 months ending August 2026.
Across the 11 months ending August 2026, Hargreaves Lansdown’s estimated Share of Search among financial advisers worldwide moved from 7.3% to 6.7%, and its estimated monthly branded searches moved from 673K to 550K.
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%.
Estimated monthly branded searches for Hargreaves Lansdown worldwide fell 18.3% over 11 measured months, from 673K to 550K in August 2026.

How each brand is measured

Brandwave collects information about searches that people make online using Hargreaves Lansdown’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.