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 1.2% estimated Share of Search among United States investment platforms and is ranked 5th of 5 competitors for search popularity.

Share of Search, September 2026
  1. Fidelity68.7%
  2. Wealthfront16.9%
  3. Betterment11.3%
  4. Acorns1.9%
  5. Vanguard1.2%
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Which investment platforms compete with Vanguard?

Vanguard against investment platforms in United States, by month

Share of Search by month for Fidelity, Wealthfront, Betterment, Vanguard. The figures are in the table below the chart.

View monthly share of search table
MonthFidelityWealthfrontBettermentAcornsVanguard
Oct 202571%14.2%11.6%1.6%1.6%
Nov 202570.7%14.1%11.6%1.9%1.6%
Dec 202568.3%16.8%11.2%1.8%1.8%
Jan 202664.2%15.7%15.7%2.6%1.7%
Feb 202666.9%16.4%13.4%1.8%1.5%
Mar 202664.6%19.3%13%1.4%1.7%
Apr 202667.1%16.5%13.5%1.5%1.5%
May 202672.7%14.6%9.8%1.6%1.3%
Jun 202672.7%14.6%9.8%1.6%1.3%
Jul 202671%14.2%11.7%1.6%1.6%
Aug 202668.5%16.8%11.3%1.8%1.5%
Sep 202668.7%16.9%11.3%1.9%1.2%

  1. 1.Fidelity

    68.7%

    Held 1st. 550K estimated branded searches, 0% vs prior month. Share +0.2 points.

  2. 2.Wealthfront

    16.9%

    Held 2nd. 135K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Betterment

    11.3%

    Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Acorns

    1.9%

    Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Vanguard

    1.2%

    Held 5th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.3 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 investment platforms in United States held steady, from 1.6% to 1.2%.

How did search popularity change for United States investment platforms in September 2026?

  1. 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.

  2. Estimated monthly branded searches for Fidelity in United States fell 18.3% over 12 measured months, from 673K to 550K in September 2026.

  3. Estimated monthly branded searches for Betterment in United States fell 17.7% over 12 measured months, from 110K to 90.5K 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%Show ranking
Investment platforms5th of 51.2%Shown above

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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