--- title: "Financial advisers in United Kingdom: Which are searched most?" description: "Compare the financial advisers businesses choose between. Share of Search among Hargreaves Lansdown, St James's Place and Vanguard, the financial advisers Brandwave compares in United Kingdom, using the same methodology, market, and reporting period. 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." canonical: "https://gobrandwave.com/demand/uk/categories/uk-financial-advisers" publisher: "Brandwave" --- # Financial advisers in United Kingdom: Which are searched most? Compare the financial advisers businesses choose between. Share of Search among Hargreaves Lansdown, St James's Place and Vanguard, the financial advisers Brandwave compares in United Kingdom, using the same methodology, market, and reporting period. 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. ## Key facts - **Competitive set**: Financial advisers - **Market**: United Kingdom - **Brands compared**: 3 - **Month measured**: Sep 2026 - **Highest Share of Search**: Hargreaves Lansdown, 89.6% ## Which brand is most popular in search among financial advisers in United Kingdom? - In September 2026, Hargreaves Lansdown was the most searched among financial advisers in United Kingdom, with an estimated 550K branded searches and 89.6% estimated Share of Search within this set. - St James's Place is in 2nd place, 79.7 percentage points behind at 9.9% Share of Search. - Across the 12 months ending September 2026, Hargreaves Lansdown’s estimated Share of Search among financial advisers in United Kingdom peaked at 92.7% in April 2026 and was lowest at 89.4% in February 2026. - Across the 12 months ending September 2026, St James's Place’s estimated Share of Search among financial advisers in United Kingdom peaked at 9.9% in July 2026 and was lowest at 6.8% in March 2026. - Across the 12 months ending September 2026, Hargreaves Lansdown, St James's Place and Vanguard held steady: their estimated Share of Search among financial advisers in United Kingdom each moved less than 0.5 percentage points. ## Compare search popularity between leading brands - [Hargreaves Lansdown vs St James's Place: compare search popularity](/demand/uk/compare/hargreaves-lansdown-vs-st-james-s-place): 89.6% against 9.9% Share of Search. ## How did search popularity change for United Kingdom financial advisers in September 2026? - In September 2026, St James's Place gained estimated Share of Search among financial advisers in United Kingdom, from 6.8% to 9.9%. - In September 2026, Hargreaves Lansdown lost estimated Share of Search among financial advisers in United Kingdom, from 92.6% to 89.6%. - Estimated monthly branded searches for Vanguard in United Kingdom fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Hargreaves Lansdown | 89.6% | 550K | 0.0% | Hargreaves Lansdown | | 2 | St James's Place | 9.9% | 60.5K | +49.4% | St James's Place | | 3 | Vanguard | 0.59% | 3.6K | 0.0% | Vanguard | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Hargreaves Lansdown | 673K | 89.6% | 1 | | Oct 2025 | St James's Place | 74K | 9.8% | 2 | | Oct 2025 | Vanguard | 4.4K | 0.59% | 3 | | Nov 2025 | Hargreaves Lansdown | 550K | 91.2% | 1 | | Nov 2025 | St James's Place | 49.5K | 8.2% | 2 | | Nov 2025 | Vanguard | 3.6K | 0.6% | 3 | | Dec 2025 | Hargreaves Lansdown | 550K | 92.6% | 1 | | Dec 2025 | St James's Place | 40.5K | 6.8% | 2 | | Dec 2025 | Vanguard | 3.6K | 0.61% | 3 | | Jan 2026 | Hargreaves Lansdown | 673K | 91.1% | 1 | | Jan 2026 | St James's Place | 60.5K | 8.2% | 2 | | Jan 2026 | Vanguard | 5.4K | 0.73% | 3 | | Feb 2026 | Hargreaves Lansdown | 550K | 89.4% | 1 | | Feb 2026 | St James's Place | 60.5K | 9.8% | 2 | | Feb 2026 | Vanguard | 4.4K | 0.72% | 3 | | Mar 2026 | Hargreaves Lansdown | 673K | 92.6% | 1 | | Mar 2026 | St James's Place | 49.5K | 6.8% | 2 | | Mar 2026 | Vanguard | 4.4K | 0.61% | 3 | | Apr 2026 | Hargreaves Lansdown | 673K | 92.7% | 1 | | Apr 2026 | St James's Place | 49.5K | 6.8% | 2 | | Apr 2026 | Vanguard | 3.6K | 0.5% | 3 | | May 2026 | Hargreaves Lansdown | 550K | 91.2% | 1 | | May 2026 | St James's Place | 49.5K | 8.2% | 2 | | May 2026 | Vanguard | 3.6K | 0.6% | 3 | | Jun 2026 | Hargreaves Lansdown | 550K | 91.3% | 1 | | Jun 2026 | St James's Place | 49.5K | 8.2% | 2 | | Jun 2026 | Vanguard | 2.9K | 0.48% | 3 | | Jul 2026 | Hargreaves Lansdown | 450K | 89.6% | 1 | | Jul 2026 | St James's Place | 49.5K | 9.9% | 2 | | Jul 2026 | Vanguard | 2.9K | 0.58% | 3 | | Aug 2026 | Hargreaves Lansdown | 550K | 92.6% | 1 | | Aug 2026 | St James's Place | 40.5K | 6.8% | 2 | | Aug 2026 | Vanguard | 3.6K | 0.61% | 3 | | Sep 2026 | Hargreaves Lansdown | 550K | 89.6% | 1 | | Sep 2026 | St James's Place | 60.5K | 9.9% | 2 | | Sep 2026 | Vanguard | 3.6K | 0.59% | 3 | ## What is being compared - **Hargreaves Lansdown**: Measured on the search term “hargreaves lansdown”. - **St James's Place**: Measured on the search term “stjamessplace”. - **Vanguard**: Measured on the search term “vanguard investments”. - [Hargreaves Lansdown](/demand/uk/brands/hargreaves-lansdown) - [St James's Place](/demand/uk/brands/st-james-s-place) - [Vanguard](/demand/uk/brands/vanguard) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among financial advisers in United Kingdom? In September 2026, Hargreaves Lansdown was the most searched among financial advisers in United Kingdom, with an estimated 550K branded searches and 89.6% estimated Share of Search within this set. ## Cite this page Brandwave. "Financial advisers in United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-financial-advisers This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-financial-advisers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.