St James's Place vs Vanguard:Which is searched more in United Kingdom?
In September 2026, St James's Place had more branded searches than Vanguard among financial advisers in United Kingdom. St James's Place was estimated to have 60.5K branded searches compared to Vanguard’s 3.6K, and held a 9.9% Share of Search versus Vanguard’s 0.59%.
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Which is more popular in search, St James's Place or Vanguard?
Compare the financial advisers businesses choose between. 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.
Share of Search by month for St James's Place, Vanguard. The figures are in the table below the chart.
View monthly share of search table
| Month | Hargreaves Lansdown | St James's Place | Vanguard |
|---|---|---|---|
| Oct 2025 | 89.6% | 9.8% | 0.59% |
| Nov 2025 | 91.2% | 8.2% | 0.6% |
| Dec 2025 | 92.6% | 6.8% | 0.61% |
| Jan 2026 | 91.1% | 8.2% | 0.73% |
| Feb 2026 | 89.4% | 9.8% | 0.72% |
| Mar 2026 | 92.6% | 6.8% | 0.61% |
| Apr 2026 | 92.7% | 6.8% | 0.5% |
| May 2026 | 91.2% | 8.2% | 0.6% |
| Jun 2026 | 91.3% | 8.2% | 0.48% |
| Jul 2026 | 89.6% | 9.9% | 0.58% |
| Aug 2026 | 92.6% | 6.8% | 0.61% |
| Sep 2026 | 89.6% | 9.9% | 0.59% |
How has the St James's Place and Vanguard comparison changed over the last 12 months?
3 findings
- St James's Place was ahead of Vanguard in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, St James's Place’s estimated Share of Search among financial advisers in United Kingdom moved from 9.8% to 9.9%, and its estimated monthly branded searches moved from 74K to 60.5K.
- Across the 12 months ending September 2026, Vanguard’s estimated Share of Search among financial advisers in United Kingdom held steady at 0.59%, 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, St James's Place gained estimated Share of Search among financial advisers in United Kingdom, from 6.8% to 9.9%.
Estimated monthly branded searches for Vanguard in United Kingdom fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026.
Other head-to-heads among financial advisers
How each brand is measured
Brandwave collects information about searches that people make online using St James's Place’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.
St James's Place
1 branded search term
- stjamessplace
Vanguard
1 branded search term
- vanguard investments
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