Brandwave

Hargreaves Lansdown vs Quilter:Which is more popular?

In September 2026, Hargreaves Lansdown had more branded searches than Quilter among financial advisers in the United Kingdom. Hargreaves Lansdown had about 550,000 branded searches, while Quilter had 1,240. Hargreaves Lansdown made up 83.5% of all financial adviser searches we track, and Quilter accounted for 0.19%. When we asked ChatGPT and Google AI Overviews about financial advisers, Hargreaves Lansdown appeared in two of the five answers and Quilter in one.

Among financial advisers in the United Kingdom in September 2026

Who do people search for more?

Hargreaves Lansdown, about 444 searches for every 1 for Quilter

Hargreaves Lansdown 550K searchesQuilter 1.2K searches

Who does AI mention more?

Hargreaves Lansdown, mentioned in 2 of 5 answers, Quilter in 1

Hargreaves Lansdown in 2 of 5Quilter in 1 of 5

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Top financial advisers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hargreaves Lansdown was mentioned in two out of five: in one of the three ChatGPT answers and in one of the 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.

        Is Hargreaves Lansdown or Quilter more popular in search?

        This chart shows how often people search Google for Hargreaves Lansdown and Quilter by name. Each line represents a brand's share of searches for all seven financial advisers we track, month by month, from searches in United Kingdom.

        Hargreaves Lansdown and Quilter among financial advisers in the United Kingdom, by month

        Share of searches by month for Hargreaves Lansdown, 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%

        How has the Hargreaves Lansdown and Quilter comparison changed over the last 12 months?

        3 findings

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

        2 changes

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

        2. 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.

        How are branded searches counted?

        4 search terms

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

        Hargreaves Lansdown

        1 branded search term

        • hargreaves lansdown

        Quilter

        3 branded search terms

        • quilter adviser
        • quilter financial
        • quilter financial planning

        How the Brand Demand Index is measured

        Other head-to-heads among financial advisers

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