--- title: "Vanguard: search popularity in United States" description: "Vanguard is an investment company. 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/us/brands/vanguard" publisher: "Brandwave" --- # Vanguard: search popularity in United States Vanguard is an investment company. 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 - **Brand**: Vanguard - **Market**: United States - **Measured month**: Sep 2026 - **Share of Search among financial advisers**: 0.25% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Financial advisers | 4 | 0.25% | 9.9K | | Investment platforms | 5 | 1.2% | 9.9K | - [Financial advisers](/demand/us/categories/us-financial-advisers) - [Investment platforms](/demand/us/categories/us-investment-platforms) ## How has branded search demand for Vanguard changed in United States over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Vanguard in United States fell from 14.8K to 9.9K. - Across the 12 months ending September 2026, Vanguard’s estimated Share of Search among financial advisers in United States held steady, from 0.26% to 0.25%. - Across the 12 months ending September 2026, Vanguard’s estimated Share of Search among investment platforms in United States held steady, from 1.6% to 1.2%. ## How did search popularity change for United States financial advisers in September 2026? - In September 2026, Fidelity gained estimated Share of Search among financial advisers in United States, from 11.6% to 13.8%. - In September 2026, Charles Schwab lost estimated Share of Search among financial advisers in United States, from 70.7% to 69%. - Estimated monthly branded searches for Vanguard in United States fell 33.1% over 12 measured months, from 14.8K to 9.9K in September 2026. - Estimated monthly branded searches for Edward Jones in United States fell 32.7% over 12 measured months, from 1M to 673K in September 2026. ## How did search popularity change for United States investment platforms in September 2026? - Estimated monthly branded searches for Vanguard in United States fell 33.1% over 12 measured months, from 14.8K to 9.9K in September 2026. - Estimated monthly branded searches for Fidelity in United States fell 18.3% over 12 measured months, from 673K to 550K in September 2026. - Estimated monthly branded searches for Betterment in United States fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Financial advisers | 14.8K | 0.26% | 4 | | Nov 2025 | Financial advisers | 12.1K | 0.26% | 4 | | Dec 2025 | Financial advisers | 14.8K | 0.31% | 4 | | Jan 2026 | Financial advisers | 18.1K | 0.31% | 4 | | Feb 2026 | Financial advisers | 14.8K | 0.29% | 4 | | Mar 2026 | Financial advisers | 18.1K | 0.36% | 4 | | Apr 2026 | Financial advisers | 14.8K | 0.26% | 4 | | May 2026 | Financial advisers | 12.1K | 0.22% | 4 | | Jun 2026 | Financial advisers | 12.1K | 0.22% | 4 | | Jul 2026 | Financial advisers | 12.1K | 0.26% | 4 | | Aug 2026 | Financial advisers | 12.1K | 0.26% | 4 | | Sep 2026 | Financial advisers | 9.9K | 0.25% | 4 | | Oct 2025 | Investment platforms | 14.8K | 1.6% | 5 | | Nov 2025 | Investment platforms | 12.1K | 1.6% | 5 | | Dec 2025 | Investment platforms | 14.8K | 1.8% | 5 | | Jan 2026 | Investment platforms | 18.1K | 1.7% | 5 | | Feb 2026 | Investment platforms | 14.8K | 1.5% | 5 | | Mar 2026 | Investment platforms | 18.1K | 1.7% | 4 | | Apr 2026 | Investment platforms | 14.8K | 1.5% | 5 | | May 2026 | Investment platforms | 12.1K | 1.3% | 5 | | Jun 2026 | Investment platforms | 12.1K | 1.3% | 5 | | Jul 2026 | Investment platforms | 12.1K | 1.6% | 5 | | Aug 2026 | Investment platforms | 12.1K | 1.5% | 5 | | Sep 2026 | Investment platforms | 9.9K | 1.2% | 5 | ## How is Vanguard measured? Brandwave collects information about searches that people make online using Vanguard’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “vanguard investments” ## Which financial advisers compete with Vanguard? - [Charles Schwab](/demand/us/brands/charles-schwab): Head-to-head: /demand/us/compare/charles-schwab-vs-vanguard - [Edward Jones](/demand/us/brands/edward-jones): Head-to-head: /demand/us/compare/edward-jones-vs-vanguard - [Fidelity](/demand/us/brands/fidelity-investments): Head-to-head: /demand/us/compare/fidelity-investments-vs-vanguard ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Vanguard: search popularity in United States". https://gobrandwave.com/demand/us/brands/vanguard This page is also available as HTML at https://gobrandwave.com/demand/us/brands/vanguard. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.