--- title: "Hargreaves Lansdown vs Trading 212: Which is searched more in the United Kingdom?" description: "Is Hargreaves Lansdown or Trading 212 more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Share dealing platforms 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-trading-212" publisher: "Brandwave" --- # Hargreaves Lansdown vs Trading 212: Which is searched more in the United Kingdom? Is Hargreaves Lansdown or Trading 212 more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Share dealing platforms 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 Trading 212 - **Competitive set**: Share dealing platforms - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Hargreaves Lansdown Share of Search**: 54.5% - **Trading 212 Share of Search**: 16.3% ## Is Hargreaves Lansdown or Trading 212 more popular in search? - In September 2026, Hargreaves Lansdown had more branded searches than Trading 212 among share dealing platforms in the United Kingdom. Hargreaves Lansdown had about 550,000 branded searches, while Trading 212 had 165,000. Hargreaves Lansdown made up 54.5% of all share dealing platform searches we track, and Trading 212 accounted for 16.3%. - Hargreaves Lansdown was ahead of Trading 212 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 share dealing platforms in the United Kingdom moved from 49.9% to 54.5%, and its estimated monthly branded searches moved from 673K to 550K. - Across the 12 months ending September 2026, Trading 212’s share of searches among share dealing platforms in the United Kingdom moved from 22.3% to 16.3%, and its estimated monthly branded searches moved from 301K to 165K. ## Top share dealing platforms in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Trading 212 was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Hargreaves Lansdown did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Trading 212 | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Vanguard | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | InvestEngine | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | AJ Bell | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Hargreaves Lansdown | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | eToro | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Freetrade | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about share dealing platforms - Asked ChatGPT "Which share dealing platform should I use in the UK?": 1. Trading 212, 2. AJ Bell, 3. InvestEngine - Asked ChatGPT "What are the best investment platforms in the UK?": 1. Trading 212, 2. Vanguard, 3. InvestEngine, 4. AJ Bell - Asked ChatGPT "What's the best stocks and shares ISA platform in the UK for beginners?": 1. Trading 212, 2. Vanguard, 3. InvestEngine, 4. AJ Bell - Searched Google, AI Overview "stocks and shares isa": named none of the brands we track - Searched Google, AI Overview "share dealing": named none of the brands we track Not named in any answer: Hargreaves Lansdown, eToro and Freetrade. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How did search popularity change for United Kingdom share dealing platforms in September 2026? - 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%. - 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. ## Month by month | Month | Hargreaves Lansdown estimated searches | Hargreaves Lansdown Share of Search | Hargreaves Lansdown rank | Trading 212 estimated searches | Trading 212 Share of Search | Trading 212 rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 673K | 49.9% | 1 | 301K | 22.3% | 2 | | Nov 2025 | 550K | 52.9% | 1 | 201K | 19.3% | 2 | | Dec 2025 | 550K | 53.9% | 1 | 201K | 19.7% | 2 | | Jan 2026 | 673K | 52.4% | 1 | 246K | 19.1% | 2 | | Feb 2026 | 550K | 50.7% | 1 | 201K | 18.5% | 2 | | Mar 2026 | 673K | 53.6% | 1 | 246K | 19.6% | 2 | | Apr 2026 | 673K | 54.5% | 1 | 246K | 19.9% | 2 | | May 2026 | 550K | 51.7% | 1 | 201K | 18.9% | 2 | | Jun 2026 | 550K | 51.3% | 1 | 201K | 18.7% | 2 | | Jul 2026 | 450K | 51.5% | 1 | 165K | 18.9% | 2 | | Aug 2026 | 550K | 56% | 1 | 165K | 16.8% | 2 | | Sep 2026 | 550K | 54.5% | 1 | 165K | 16.3% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Hargreaves Lansdown’s and Trading 212’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”. - **Trading 212**: Measured on the search term “trading 212”. - [Hargreaves Lansdown profile](/demand/uk/brands/hargreaves-lansdown) - [Trading 212 profile](/demand/uk/brands/trading-212) - [All share dealing platforms in the United Kingdom](/demand/uk/categories/uk-share-dealing-platforms): 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 Trading 212 more popular in search? In September 2026, Hargreaves Lansdown had more branded searches than Trading 212 among share dealing platforms in the United Kingdom. Hargreaves Lansdown had about 550,000 branded searches, while Trading 212 had 165,000. Hargreaves Lansdown made up 54.5% of all share dealing platform searches we track, and Trading 212 accounted for 16.3%. ## Cite this page Brandwave. "Hargreaves Lansdown vs Trading 212: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/hargreaves-lansdown-vs-trading-212 This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/hargreaves-lansdown-vs-trading-212. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.