Brandwave

Quilter vs St James's Place:Which is more popular?

In September 2026, St James's Place had more branded searches than Quilter among financial advisers in the United Kingdom. St James's Place had about 60,500 branded searches, while Quilter had 1,240. St James's Place made up 9.2% of all financial adviser searches we track, and Quilter accounted for 0.19%. When we asked ChatGPT and Google AI Overviews about financial advisers, Quilter appeared in one of the five answers and St James's Place in none.

Among financial advisers in the United Kingdom in September 2026

Who do people search for more?

St James's Place, about 49 searches for every 1 for Quilter

St James's Place 60.5K searchesQuilter 1.2K searches

Who does AI mention more?

Quilter, mentioned in 1 of 5 answers, St James's Place in 0

Quilter in 1 of 5St James's Place in 0 of 5

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Top financial advisers in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. St James's Place did not appear in any of the five answers.

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 Quilter or St James's Place more popular in search?

        This chart shows how often people search Google for Quilter and St James's Place 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.

        Quilter and St James's Place among financial advisers in the United Kingdom, by month

        Share of searches by month for St James's Place, 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 Quilter and St James's Place 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, St James's Place gained share of searches among financial advisers in the United Kingdom, from 6.4% to 9.2%.

        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 Quilter’s and St James's Place’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.

        Quilter

        3 branded search terms

        • quilter adviser
        • quilter financial
        • quilter financial planning

        St James's Place

        1 branded search term

        • stjamessplace

        How the Brand Demand Index is measured

        Other head-to-heads among financial advisers

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