How popular isVanguard?
In September 2026, people searched for Vanguard by name about 36,500 times in the United Kingdom, a 31% decrease from the previous year. These searches made up 3% of all United Kingdom share dealing platform searches, placing Vanguard fifth out of seven platforms. When we asked both ChatGPT and Google AI Overviews about share dealing platforms, Vanguard appeared in two of the five answers and was the second most recommended of the seven.
Vanguard is the fifth most searched of 7 competitors and the second most recommended in AI answers.
Hargreaves LansdownShare of searches 54.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
AJ BellShare of searches 16.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
Trading 212Share of searches 16.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
eToroShare of searches 7.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
VanguardShare of searches 3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
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Top share dealing platforms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Vanguard was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Vanguard is the second most recommended of the seven.
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.
- AJ Bell3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Trading 2123 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
InvestEngine3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Vanguard2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hargreaves Lansdown0 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 share dealing platforms
5 answers
Asked ChatGPT
“Which share dealing platform should I use in the UK?”
Asked ChatGPT
“What are the best investment platforms in the UK?”
Asked ChatGPT
“What's the best stocks and shares ISA platform in the UK for beginners?”
Searched Google, AI Overview
“stocks and shares isa”
Searched Google, AI Overview
“share dealing”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which share dealing platforms compete with Vanguard?
Share of searches by month for Hargreaves Lansdown, AJ Bell, Trading 212, eToro, Vanguard. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hargreaves Lansdown | AJ Bell | Trading 212 | eToro | Vanguard | Freetrade | InvestEngine |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 49.9% | 12.2% | 22.3% | 10% | 3.3% | 1.3% | 0.9% |
| Nov 2025 | 52.9% | 13% | 19.3% | 8.7% | 3.5% | 1.4% | 1.2% |
| Dec 2025 | 53.9% | 13.2% | 19.7% | 7.2% | 3.6% | 1.2% | 1.2% |
| Jan 2026 | 52.4% | 12.8% | 19.1% | 8.6% | 3.6% | 2.1% | 1.4% |
| Feb 2026 | 50.7% | 15.2% | 18.5% | 8.3% | 4.1% | 2% | 1.1% |
| Mar 2026 | 53.6% | 13.1% | 19.6% | 7.2% | 3.6% | 1.8% | 1.2% |
| Apr 2026 | 54.5% | 13.4% | 19.9% | 6% | 3.6% | 1.5% | 1.2% |
| May 2026 | 51.7% | 15.5% | 18.9% | 7% | 4.1% | 1.7% | 1.1% |
| Jun 2026 | 51.3% | 15.4% | 18.7% | 8.4% | 3.4% | 1.7% | 1.1% |
| Jul 2026 | 51.5% | 15.4% | 18.9% | 8.5% | 3.4% | 1.4% | 0.93% |
| Aug 2026 | 56% | 13.7% | 16.8% | 7.5% | 3.7% | 1.2% | 1% |
| Sep 2026 | 54.5% | 16.3% | 16.3% | 7.3% | 3% | 1.5% | 0.98% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 54.5% | 550K | 0% | -1.5 points | |
| 2, moved from 3rd to 2nd | 16.3% | 165K | +22.2% | +2.6 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 16.3% | 165K | 0% | -0.4 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 7.3% | 74K | 0% | -0.2 points | |
| 5, held 5th | 3% | 30.7K | -16.3% | -0.7 points | |
| 6, held 6th | 1.5% | 14.8K | +22.3% | +0.2 points | |
| 7, held 7th | 0.98% | 9.9K | 0% | 0 points |
54.5%
Held 1st. 550K estimated branded searches, 0% vs prior month. Share -1.5 points.
2.
AJ Bell16.3%
Moved from 3rd to 2nd. 165K estimated branded searches, +22.2% vs prior month. Share +2.6 points.
16.3%
Moved from 2nd to 3rd. 165K estimated branded searches, 0% vs prior month. Share -0.4 points.
4.
eToro7.3%
Held 4th. 74K estimated branded searches, 0% vs prior month. Share -0.2 points.
5.
Vanguard3%
Held 5th. 30.7K estimated branded searches, -16.3% vs prior month. Share -0.7 points.
1.5%
Held 6th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.2 points.
0.98%
Held 7th. 9.9K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Vanguard and its closest rivals
Every comparison with Vanguard
15 comparisons
- AJ Bell vs Vanguard
- eToro vs Vanguard
- Hargreaves Lansdown vs Vanguard
- Trading 212 vs Vanguard
- Freetrade vs Vanguard
- InvestEngine vs Vanguard
- Aviva vs Vanguard
- Nest vs Vanguard
- PensionBee vs Vanguard
- Chase de Vere vs Vanguard
- Evelyn Partners vs Vanguard
- Rathbones vs Vanguard
- St James's Place vs Vanguard
- Penfold vs Vanguard
- Quilter vs Vanguard
How has branded search demand for Vanguard changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Vanguard in the United Kingdom fell from 52.9K to 36.5K.
- Across the 12 months ending September 2026, Vanguard’s share of searches among share dealing platforms in the United Kingdom peaked at 4.1% in May 2026 and was lowest at 3% in September 2026.
How did search popularity change for United Kingdom share dealing platforms in September 2026?
6 changes
In September 2026, AJ Bell overtook Trading 212 to rank 2nd among share dealing platforms in the United Kingdom, with 16.3% of the searches.
In September 2026, Hargreaves Lansdown lost share of searches among share dealing platforms in the United Kingdom, from 56% to 54.5%.
In September 2026, Vanguard lost share of searches among share dealing platforms in the United Kingdom, from 3.7% to 3%.
Estimated monthly branded searches for eToro in the United Kingdom fell 45.2% over 12 measured months, from 135K to 74K in September 2026.
Estimated monthly branded searches for Trading 212 in the United Kingdom fell 45.2% over 12 measured months, from 301K to 165K in September 2026.
Estimated monthly branded searches for Freetrade in the United Kingdom fell 18.2% over 12 measured months, from 18.1K to 14.8K in September 2026.
How are Vanguard’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Vanguard’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.
- vanguard investments
- vanguard pension
- vanguard sipp
- vanguard uk
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Where does Vanguard compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Share dealing platforms | 5th of 7 | 3% | Shown above |
| Pension providers | 4th of 6 | 0.84% | Show ranking |
| Financial advisers | 6th of 7 | 0.55% | Show ranking |
Is Vanguard your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.