Investment platforms in United States:Which are searched most?
In September 2026, Fidelity was the most searched among investment platforms in United States, with an estimated 550K branded searches and 68.7% estimated Share of Search within this set.
Fidelity68.7%
Wealthfront16.9%
Betterment11.3%
Acorns1.9%
Vanguard1.2%
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Share of SearchLeaderboard
Compare the platforms people invest through. 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 Fidelity, Wealthfront, Betterment. The figures are in the table below the chart.
View monthly share of search table
| Month | Fidelity | Wealthfront | Betterment | Acorns | Vanguard |
|---|---|---|---|---|---|
| Oct 2025 | 71% | 14.2% | 11.6% | 1.6% | 1.6% |
| Nov 2025 | 70.7% | 14.1% | 11.6% | 1.9% | 1.6% |
| Dec 2025 | 68.3% | 16.8% | 11.2% | 1.8% | 1.8% |
| Jan 2026 | 64.2% | 15.7% | 15.7% | 2.6% | 1.7% |
| Feb 2026 | 66.9% | 16.4% | 13.4% | 1.8% | 1.5% |
| Mar 2026 | 64.6% | 19.3% | 13% | 1.4% | 1.7% |
| Apr 2026 | 67.1% | 16.5% | 13.5% | 1.5% | 1.5% |
| May 2026 | 72.7% | 14.6% | 9.8% | 1.6% | 1.3% |
| Jun 2026 | 72.7% | 14.6% | 9.8% | 1.6% | 1.3% |
| Jul 2026 | 71% | 14.2% | 11.7% | 1.6% | 1.6% |
| Aug 2026 | 68.5% | 16.8% | 11.3% | 1.8% | 1.5% |
| Sep 2026 | 68.7% | 16.9% | 11.3% | 1.9% | 1.2% |
This month’s ranking, September 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 68.7% | 550K | 0% | +0.2 points | |
| 2, held 2nd | 16.9% | 135K | 0% | 0 points | |
| 3, held 3rd | 11.3% | 90.5K | 0% | 0 points | |
| 4, held 4th | 1.9% | 14.8K | 0% | 0 points | |
| 5, held 5th | 1.2% | 9.9K | -18.2% | -0.3 points |
1.
Fidelity68.7%
Held 1st. 550K estimated branded searches, 0% vs prior month. Share +0.2 points.
16.9%
Held 2nd. 135K estimated branded searches, 0% vs prior month. Share 0 points.
11.3%
Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.
4.
Acorns1.9%
Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share 0 points.
5.
Vanguard1.2%
Held 5th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.3 points.
Compare search popularity between leading brands
Which brand is most popular in search among investment platforms in United States?
5 brands
In September 2026, Fidelity was the most searched among investment platforms in United States, with an estimated 550K branded searches and 68.7% estimated Share of Search within this set. Wealthfront is in 2nd place, 51.9 percentage points behind at 16.9% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Fidelity | 71% → 68.7% | 72.7%May 2026 | 64.2%Jan 2026 | 1st |
| Wealthfront | 14.2% → 16.9% | 19.3%Mar 2026 | 14.1%Nov 2025 | 2nd |
| Betterment | 11.6% → 11.3% | 15.7%Jan 2026 | 9.8%May 2026 | 3rd |
| Acorns | 1.6% → 1.9% | 2.6%Jan 2026 | 1.4%Mar 2026 | 4th |
| Vanguard | 1.6% → 1.2% | 1.8%Dec 2025 | 1.2%Sep 2026 | 5th |
Each finding as a sentence
- Across the 12 months ending September 2026, Fidelity’s estimated Share of Search among investment platforms in United States decreased from 71% to 68.7%.
- Across the 12 months ending September 2026, Wealthfront’s estimated Share of Search among investment platforms in United States increased from 14.2% to 16.9%.
- Across the 12 months ending September 2026, Fidelity’s estimated Share of Search among investment platforms in United States peaked at 72.7% in May 2026 and was lowest at 64.2% in January 2026.
- Across the 12 months ending September 2026, Wealthfront’s estimated Share of Search among investment platforms in United States peaked at 19.3% in March 2026 and was lowest at 14.1% in November 2025.
- Across the 12 months ending September 2026, Betterment’s estimated Share of Search among investment platforms in United States peaked at 15.7% in January 2026 and was lowest at 9.8% in May 2026.
- Across the 12 months ending September 2026, Acorns’ estimated Share of Search among investment platforms in United States peaked at 2.6% in January 2026 and was lowest at 1.4% in March 2026.
- Across the 12 months ending September 2026, Betterment, Acorns and Vanguard held steady: their estimated Share of Search among investment platforms in United States each moved less than 0.5 percentage points.
How did search popularity change for United States investment platforms in September 2026?
3 changes
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.
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