Brandwave

How popular isQuilter?

In September 2026, people searched for Quilter by name about 1,240 times in the United Kingdom, a 34.4% decrease from the previous year. These searches made up 0.19% of all United Kingdom financial adviser searches, placing Quilter seventh out of seven advisers. When we asked both ChatGPT and Google AI Overviews about financial advisers, Quilter appeared in one of the five answers.

Search and AI answers in September 2026

Quilter is the seventh most searched of 7 competitors.

  1. Hargreaves LansdownShare of searches 83.5%Mentioned in 2 of 5 AI answers
  2. St James's PlaceShare of searches 9.2%Mentioned in 0 of 5 AI answers
  3. RathbonesShare of searches 4.2%Mentioned in 1 of 5 AI answers
  4. Evelyn PartnersShare of searches 1.8%Mentioned in 1 of 5 AI answers
  5. QuilterShare of searches 0.19%Mentioned in 1 of 5 AI answers

+2 more

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Top financial advisers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Quilter was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Hargreaves Lansdown2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Rathbones1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Evelyn Partners1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Chase de Vere1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Quilter1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • St James's Place0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vanguard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about financial advisers

5 answers

  • Asked ChatGPT

    “Which financial adviser should I hire in the UK?”

    1. Asked ChatGPT

      “What are the best financial advisers in the UK?”

      1. 1Evelyn Partners
      2. 2Rathbones
      3. 3Chase de Vere
      4. 4Quilter
      5. 5Hargreaves Lansdown

    2. Asked ChatGPT

      “What's the best financial adviser in the UK for a growing business?”

      1. Searched Google, AI Overview

        “financial advisers uk”

        1. Searched Google, AI Overview

          “investment advice uk”

          1. 1Hargreaves Lansdown

        Not named in any answer:

        Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.

        Which financial advisers compete with Quilter?

        Quilter against financial advisers in the United Kingdom, by month

        Share of searches by month for Hargreaves Lansdown, St James's Place, Rathbones, Quilter. The figures are in the table below the chart.

        View monthly share of searches table
        MonthHargreaves LansdownSt James's PlaceRathbonesEvelyn PartnersChase de VereVanguardQuilter
        Oct 202584.7%9.3%2.3%2.3%0.55%0.55%0.24%
        Nov 202585.6%7.7%2.4%2.8%0.68%0.56%0.26%
        Dec 202587.4%6.4%2%2.9%0.57%0.57%0.18%
        Jan 202686.1%7.7%2.4%2.3%0.56%0.69%0.19%
        Feb 202681.8%9%2.8%4.9%0.65%0.65%0.22%
        Mar 202687.8%6.5%2.4%1.9%0.57%0.57%0.2%
        Apr 202687.5%6.4%2.9%1.9%0.57%0.47%0.18%
        May 202685.5%7.7%3.5%1.9%0.68%0.56%0.19%
        Jun 202683.1%7.5%6.3%1.8%0.67%0.44%0.2%
        Jul 202682.6%9.1%4.1%2.7%0.66%0.53%0.25%
        Aug 202687.1%6.4%3.6%1.6%0.57%0.57%0.22%
        Sep 202683.5%9.2%4.2%1.8%0.55%0.55%0.19%

        1. 1.Hargreaves Lansdown

          83.5%

          Held 1st. 550K estimated branded searches, 0% vs prior month. Share -3.6 points.

        2. 2.St James's Place

          9.2%

          Held 2nd. 60.5K estimated branded searches, +49.4% vs prior month. Share +2.8 points.

        3. 3.Rathbones

          4.2%

          Held 3rd. 27.6K estimated branded searches, +21.6% vs prior month. Share +0.6 points.

        4. 4.Evelyn Partners

          1.8%

          Held 4th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.3 points.

        5. 5.Chase de Vere

          0.55%

          Held 5th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

        6. 6.Vanguard

          0.55%

          Held 6th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

        7. 7.Quilter

          0.19%

          Held 7th. 1.2K estimated branded searches, -9.5% vs prior month. Share 0 points.

        Compare popularity between Quilter and its closest rivals

        Every comparison with Quilter

        6 comparisons

        How has branded search demand for Quilter changed in the United Kingdom over the last 12 months?

        2 findings
        • Across the 12 months ending September 2026, estimated monthly branded searches for Quilter in the United Kingdom fell from 1.9K to 1.2K.
        • Across the 12 months ending September 2026, Quilter’s share of searches among financial advisers in the United Kingdom held steady, from 0.24% to 0.19%.

        How did search popularity change for United Kingdom financial advisers in September 2026?

        6 changes

        1. In September 2026, St James's Place gained share of searches among financial advisers in the United Kingdom, from 6.4% to 9.2%.

        2. In September 2026, Rathbones gained share of searches among financial advisers in the United Kingdom, from 3.6% to 4.2%.

        3. In September 2026, Hargreaves Lansdown lost share of searches among financial advisers in the United Kingdom, from 87.1% to 83.5%.

        4. Estimated monthly branded searches for Quilter in the United Kingdom fell 34.4% over 12 measured months, from 1.9K to 1.2K in September 2026.

        5. Estimated monthly branded searches for Evelyn Partners in the United Kingdom fell 33.1% over 12 measured months, from 18.1K to 12.1K in September 2026.

        6. Estimated monthly branded searches for Chase de Vere in the United Kingdom fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026.

        How are Quilter’s branded searches counted?

        3 search terms

        Brandwave collects information about searches that people make online using Quilter’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

        • quilter adviser
        • quilter financial
        • quilter financial planning

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        How the Brand Demand Index is measured

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