Brandwave

How popular isVanguard in search?

In September 2026, there were an estimated 9.9K branded searches for Vanguard in United States which is down 33.1% over the last 12 months. Vanguard holds 0.25% estimated Share of Search among United States financial advisers and is ranked 4th of 4 competitors for search popularity.

Share of Search, September 2026
  1. Charles Schwab69%
  2. Edward Jones16.9%
  3. Fidelity13.8%
  4. Vanguard0.25%
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Which financial advisers compete with Vanguard?

Vanguard against financial advisers in United States, by month

Share of Search by month for Charles Schwab, Edward Jones, Fidelity, Vanguard. The figures are in the table below the chart.

View monthly share of search table
MonthCharles SchwabEdward JonesFidelityVanguard
Oct 202570.8%17.3%11.6%0.26%
Nov 202570.7%17.4%11.6%0.26%
Dec 202570.7%17.4%11.6%0.31%
Jan 202670.7%17.3%11.6%0.31%
Feb 202666.5%19.8%13.4%0.29%
Mar 202666.5%19.8%13.4%0.36%
Apr 202670.8%17.3%11.6%0.26%
May 202673.1%14.7%12%0.22%
Jun 202673.1%14.7%12%0.22%
Jul 202670.7%17.4%11.6%0.26%
Aug 202670.7%17.4%11.6%0.26%
Sep 202669%16.9%13.8%0.25%

  1. 1.Charles Schwab

    69%

    Held 1st. 2.7M estimated branded searches, -18.2% vs prior month. Share -1.8 points.

  2. 2.Edward Jones

    16.9%

    Held 2nd. 673K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  3. 3.Fidelity

    13.8%

    Held 3rd. 550K estimated branded searches, 0% vs prior month. Share +2.2 points.

  4. 4.Vanguard

    0.25%

    Held 4th. 9.9K estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare search popularity between Vanguard and its closest rivals

Every comparison with Vanguard

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%.

How did search popularity change for United States financial advisers in September 2026?

  1. In September 2026, Fidelity gained estimated Share of Search among financial advisers in United States, from 11.6% to 13.8%.

  2. In September 2026, Charles Schwab lost estimated Share of Search among financial advisers in United States, from 70.7% to 69%.

  3. 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.

  4. Estimated monthly branded searches for Edward Jones in United States fell 32.7% over 12 measured months, from 1M to 673K in September 2026.

Where does Vanguard compete?

Vanguard is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Financial advisers4th of 40.25%Shown above
Investment platforms5th of 51.2%Show ranking

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.

1 branded search term

  • vanguard investments

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How the Brand Demand Index is measured

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