--- title: "Hargreaves Lansdown vs Quilter: Which is searched more in the United Kingdom?" description: "Is Hargreaves Lansdown or Quilter more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Financial advisers set in the United Kingdom. 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/compare/hargreaves-lansdown-vs-quilter" publisher: "Brandwave" --- # Hargreaves Lansdown vs Quilter: Which is searched more in the United Kingdom? Is Hargreaves Lansdown or Quilter more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Financial advisers set in the United Kingdom. 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 - **Compared**: Hargreaves Lansdown and Quilter - **Competitive set**: Financial advisers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Hargreaves Lansdown Share of Search**: 83.5% - **Quilter Share of Search**: 0.19% ## Is Hargreaves Lansdown or Quilter more popular in search? - 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%. - Hargreaves Lansdown was ahead of Quilter in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Hargreaves Lansdown’s share of searches among financial advisers in the United Kingdom moved from 84.7% to 83.5%, and its estimated monthly branded searches moved from 673K to 550K. - Across the 12 months ending September 2026, Quilter’s share of searches among financial advisers in the United Kingdom moved from 0.24% to 0.19%, and its estimated monthly branded searches moved from 1.9K to 1.2K. ## 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. Too few answers listed options to rank the brands, so only mentions are counted. | Brand | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | | Hargreaves Lansdown | 1 of 3 | 1 of 2 | 2 of 5 | | St James's Place | 0 of 3 | 0 of 2 | 0 of 5 | | Rathbones | 1 of 3 | 0 of 2 | 1 of 5 | | Evelyn Partners | 1 of 3 | 0 of 2 | 1 of 5 | | Chase de Vere | 1 of 3 | 0 of 2 | 1 of 5 | | Vanguard | 0 of 3 | 0 of 2 | 0 of 5 | | Quilter | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about financial advisers - Asked ChatGPT "Which financial adviser should I hire in the UK?": named none of the brands we track - Asked ChatGPT "What are the best financial advisers in the UK?": 1. Evelyn Partners, 2. Rathbones, 3. Chase de Vere, 4. Quilter, 5. Hargreaves Lansdown - Asked ChatGPT "What's the best financial adviser in the UK for a growing business?": named none of the brands we track - Searched Google, AI Overview "financial advisers uk": named none of the brands we track - Searched Google, AI Overview "investment advice uk": 1. Hargreaves Lansdown Not named in any answer: St James's Place and Vanguard. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 19, 2026. ## How did search popularity change for United Kingdom financial advisers in September 2026? - In September 2026, Hargreaves Lansdown lost share of searches among financial advisers in the United Kingdom, from 87.1% to 83.5%. - 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. ## Month by month | Month | Hargreaves Lansdown estimated searches | Hargreaves Lansdown Share of Search | Hargreaves Lansdown rank | Quilter estimated searches | Quilter Share of Search | Quilter rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 673K | 84.7% | 1 | 1.9K | 0.24% | 7 | | Nov 2025 | 550K | 85.6% | 1 | 1.7K | 0.26% | 7 | | Dec 2025 | 550K | 87.4% | 1 | 1.1K | 0.18% | 7 | | Jan 2026 | 673K | 86.1% | 1 | 1.5K | 0.19% | 7 | | Feb 2026 | 550K | 81.8% | 1 | 1.5K | 0.22% | 7 | | Mar 2026 | 673K | 87.8% | 1 | 1.5K | 0.2% | 7 | | Apr 2026 | 673K | 87.5% | 1 | 1.4K | 0.18% | 7 | | May 2026 | 550K | 85.5% | 1 | 1.2K | 0.19% | 7 | | Jun 2026 | 550K | 83.1% | 1 | 1.3K | 0.2% | 7 | | Jul 2026 | 450K | 82.6% | 1 | 1.3K | 0.25% | 7 | | Aug 2026 | 550K | 87.1% | 1 | 1.4K | 0.22% | 7 | | Sep 2026 | 550K | 83.5% | 1 | 1.2K | 0.19% | 7 | ## How each brand is measured 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**: Measured on the search term “hargreaves lansdown”. - **Quilter**: Measured on the search terms “quilter adviser”, “quilter financial” and “quilter financial planning”, summed into one figure. - [Hargreaves Lansdown profile](/demand/uk/brands/hargreaves-lansdown) - [Quilter profile](/demand/uk/brands/quilter) - [All financial advisers in the United Kingdom](/demand/uk/categories/uk-financial-advisers): The set both shares are measured inside, 7 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Hargreaves Lansdown or Quilter more popular in search? 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%. ## Cite this page Brandwave. "Hargreaves Lansdown vs Quilter: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/hargreaves-lansdown-vs-quilter This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/hargreaves-lansdown-vs-quilter. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.