Rathbones vs Vanguard:Which is more popular?
In September 2026, Rathbones had more branded searches than Vanguard among financial advisers in the United Kingdom. Rathbones had about 27,600 branded searches, while Vanguard had 3,600. Rathbones made up 4.2% of all financial adviser searches we track, and Vanguard accounted for 0.55%. When we asked ChatGPT and Google AI Overviews about financial advisers, Rathbones appeared in one of the five answers and Vanguard in none.
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Top financial advisers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Rathbones 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.
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?”
Asked ChatGPT
“What are the best financial advisers in the UK?”
Asked ChatGPT
“What's the best financial adviser in the UK for a growing business?”
Searched Google, AI Overview
“financial advisers uk”
Searched Google, AI Overview
“investment advice uk”
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 Rathbones or Vanguard more popular in search?
This chart shows how often people search Google for Rathbones and Vanguard 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.
Share of searches by month for Rathbones, Vanguard. The figures are in the table below the chart.
View monthly share of searches table
| Month | Hargreaves Lansdown | St James's Place | Rathbones | Evelyn Partners | Chase de Vere | Vanguard | Quilter |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 84.7% | 9.3% | 2.3% | 2.3% | 0.55% | 0.55% | 0.24% |
| Nov 2025 | 85.6% | 7.7% | 2.4% | 2.8% | 0.68% | 0.56% | 0.26% |
| Dec 2025 | 87.4% | 6.4% | 2% | 2.9% | 0.57% | 0.57% | 0.18% |
| Jan 2026 | 86.1% | 7.7% | 2.4% | 2.3% | 0.56% | 0.69% | 0.19% |
| Feb 2026 | 81.8% | 9% | 2.8% | 4.9% | 0.65% | 0.65% | 0.22% |
| Mar 2026 | 87.8% | 6.5% | 2.4% | 1.9% | 0.57% | 0.57% | 0.2% |
| Apr 2026 | 87.5% | 6.4% | 2.9% | 1.9% | 0.57% | 0.47% | 0.18% |
| May 2026 | 85.5% | 7.7% | 3.5% | 1.9% | 0.68% | 0.56% | 0.19% |
| Jun 2026 | 83.1% | 7.5% | 6.3% | 1.8% | 0.67% | 0.44% | 0.2% |
| Jul 2026 | 82.6% | 9.1% | 4.1% | 2.7% | 0.66% | 0.53% | 0.25% |
| Aug 2026 | 87.1% | 6.4% | 3.6% | 1.6% | 0.57% | 0.57% | 0.22% |
| Sep 2026 | 83.5% | 9.2% | 4.2% | 1.8% | 0.55% | 0.55% | 0.19% |
How has the Rathbones and Vanguard comparison changed over the last 12 months?
3 findings
- Rathbones was ahead of Vanguard in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Rathbones’ share of searches among financial advisers in the United Kingdom moved from 2.3% to 4.2%, and its estimated monthly branded searches moved from 18.6K to 27.6K.
- 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.
How did search popularity change for United Kingdom financial advisers in September 2026?
2 changes
In September 2026, Rathbones gained share of searches among financial advisers in the United Kingdom, from 3.6% to 4.2%.
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.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Rathbones’ 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.
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