eToro vs Vanguard:Which is more popular?
In September 2026, eToro had more branded searches than Vanguard among share dealing platforms in the United Kingdom. eToro had about 74,000 branded searches, while Vanguard had 30,700. eToro made up 7.3% of all share dealing platform searches we track, and Vanguard accounted for 3%. When we asked ChatGPT and Google AI Overviews about share dealing platforms, Vanguard appeared in two of the five answers and eToro in none.
Who do people search for more?
eToro, about 2 searches for every 1 for Vanguard
Who does AI mention more?
Vanguard, mentioned in 2 of 5 answers, eToro in 0
Who does AI recommend more?
Vanguard, the only one of the two named
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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. 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.
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.
Is eToro or Vanguard more popular in search?
This chart shows how often people search Google for eToro and Vanguard by name. Each line represents a brand's share of searches for all seven share dealing platforms we track, month by month, from searches in United Kingdom.
Share of searches by month for 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% |
How has the eToro and Vanguard comparison changed over the last 12 months?
3 findings
- eToro was ahead of Vanguard in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, eToro’s share of searches among share dealing platforms in the United Kingdom moved from 10% to 7.3%, and its estimated monthly branded searches moved from 135K to 74K.
- Across the 12 months ending September 2026, Vanguard’s share of searches among share dealing platforms in the United Kingdom moved from 3.3% to 3%, and its estimated monthly branded searches moved from 44.9K to 30.7K.
How did search popularity change for United Kingdom share dealing platforms in September 2026?
2 changes
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.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using eToro’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.
Other head-to-heads among share dealing platforms
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