--- title: "Quilter vs Vanguard: Which is searched more in the United Kingdom?" description: "Is Quilter or Vanguard 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/quilter-vs-vanguard" publisher: "Brandwave" --- # Quilter vs Vanguard: Which is searched more in the United Kingdom? Is Quilter or Vanguard 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**: Quilter and Vanguard - **Competitive set**: Financial advisers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Quilter Share of Search**: 0.19% - **Vanguard Share of Search**: 0.55% ## Is Quilter or Vanguard more popular in search? - In September 2026, Vanguard had more branded searches than Quilter among financial advisers in the United Kingdom. Vanguard had about 3,600 branded searches, while Quilter had 1,240. Vanguard made up 0.55% of all financial adviser searches we track, and Quilter accounted for 0.19%. - Vanguard was ahead of Quilter in every measured month of the 12 months ending September 2026. - 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. - Across the 12 months ending September 2026, Vanguard’s share of searches among financial advisers in the United Kingdom held steady at 0.55%, and its estimated monthly branded searches moved from 4.4K to 3.6K. ## 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. Vanguard did not appear in any of the five answers. 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? - 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. - Estimated monthly branded searches for Vanguard in the United Kingdom fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026. ## Month by month | Month | Quilter estimated searches | Quilter Share of Search | Quilter rank | Vanguard estimated searches | Vanguard Share of Search | Vanguard rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.9K | 0.24% | 7 | 4.4K | 0.55% | 6 | | Nov 2025 | 1.7K | 0.26% | 7 | 3.6K | 0.56% | 6 | | Dec 2025 | 1.1K | 0.18% | 7 | 3.6K | 0.57% | 6 | | Jan 2026 | 1.5K | 0.19% | 7 | 5.4K | 0.69% | 5 | | Feb 2026 | 1.5K | 0.22% | 7 | 4.4K | 0.65% | 6 | | Mar 2026 | 1.5K | 0.2% | 7 | 4.4K | 0.57% | 6 | | Apr 2026 | 1.4K | 0.18% | 7 | 3.6K | 0.47% | 6 | | May 2026 | 1.2K | 0.19% | 7 | 3.6K | 0.56% | 6 | | Jun 2026 | 1.3K | 0.2% | 7 | 2.9K | 0.44% | 6 | | Jul 2026 | 1.3K | 0.25% | 7 | 2.9K | 0.53% | 6 | | Aug 2026 | 1.4K | 0.22% | 7 | 3.6K | 0.57% | 6 | | Sep 2026 | 1.2K | 0.19% | 7 | 3.6K | 0.55% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using Quilter’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. - **Quilter**: Measured on the search terms “quilter adviser”, “quilter financial” and “quilter financial planning”, summed into one figure. - **Vanguard**: Measured on the search term “vanguard investments”. - [Quilter profile](/demand/uk/brands/quilter) - [Vanguard profile](/demand/uk/brands/vanguard) - [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 Quilter or Vanguard more popular in search? In September 2026, Vanguard had more branded searches than Quilter among financial advisers in the United Kingdom. Vanguard had about 3,600 branded searches, while Quilter had 1,240. Vanguard made up 0.55% of all financial adviser searches we track, and Quilter accounted for 0.19%. ## Cite this page Brandwave. "Quilter vs Vanguard: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/quilter-vs-vanguard This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/quilter-vs-vanguard. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.