Brandwave

Financial advisers in United States:Which are searched most?

In September 2026, Charles Schwab was the most searched among financial advisers in United States, with an estimated 2.7M branded searches and 69% estimated Share of Search within this set.

Share of Search, September 2026
  1. Charles Schwab69%
  2. Edward Jones16.9%
  3. Fidelity13.8%
  4. Vanguard0.25%

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Share of SearchLeaderboard

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 among financial advisers in United States, by month

Share of Search by month for Charles Schwab, Edward Jones, Fidelity. 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%

This month’s ranking, September 2026

  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 leading brands

Which brand is most popular in search among financial advisers in United States?

In September 2026, Charles Schwab was the most searched among financial advisers in United States, with an estimated 2.7M branded searches and 69% estimated Share of Search within this set. Edward Jones is in 2nd place, 52 percentage points behind at 16.9% Share of Search.

United States financial advisers, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Charles Schwab70.8% → 69%73.1%May 202666.5%Mar 20261st
Edward Jones17.3% → 16.9%19.8%Feb 202614.7%May 20262nd
Fidelity11.6% → 13.8%13.8%Sep 202611.6%Dec 20253rd
Vanguard0.26% → 0.25%0.36%Mar 20260.22%May 20264th

Each finding as a sentence

  • Across the 12 months ending September 2026, Charles Schwab’s estimated Share of Search among financial advisers in United States decreased from 70.8% to 69%.
  • Across the 12 months ending September 2026, Fidelity’s estimated Share of Search among financial advisers in United States increased from 11.6% to 13.8%.
  • Across the 12 months ending September 2026, Charles Schwab’s estimated Share of Search among financial advisers in United States peaked at 73.1% in May 2026 and was lowest at 66.5% in March 2026.
  • Across the 12 months ending September 2026, Edward Jones’ estimated Share of Search among financial advisers in United States peaked at 19.8% in February 2026 and was lowest at 14.7% in May 2026.
  • Across the 12 months ending September 2026, Fidelity’s estimated Share of Search among financial advisers in United States peaked at 13.8% in September 2026 and was lowest at 11.6% in December 2025.
  • Across the 12 months ending September 2026, Edward Jones and Vanguard held steady: their estimated Share of Search among financial advisers in United States each moved less than 0.5 percentage points.

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.

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