--- title: "Investment platforms in United States: Which are searched most?" description: "Compare the platforms people invest through. Share of Search among Fidelity, Wealthfront, Betterment, Acorns and Vanguard, the investment platforms Brandwave compares in United States, using the same methodology, market, and reporting period. 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/categories/us-investment-platforms" publisher: "Brandwave" --- # Investment platforms in United States: Which are searched most? Compare the platforms people invest through. Share of Search among Fidelity, Wealthfront, Betterment, Acorns and Vanguard, the investment platforms Brandwave compares in United States, using the same methodology, market, and reporting period. 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 - **Competitive set**: Investment platforms - **Market**: United States - **Brands compared**: 5 - **Month measured**: Sep 2026 - **Highest Share of Search**: Fidelity, 68.7% ## Which brand is most popular in search among investment platforms in United States? - 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. - 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. ## Compare search popularity between leading brands - [Fidelity vs Wealthfront: compare search popularity](/demand/us/compare/fidelity-investments-vs-wealthfront): 68.7% against 16.9% Share of Search. - [Fidelity vs Betterment: compare search popularity](/demand/us/compare/betterment-vs-fidelity-investments): 68.7% against 11.3% Share of Search. - [Wealthfront vs Betterment: compare search popularity](/demand/us/compare/betterment-vs-wealthfront): 16.9% against 11.3% Share of Search. ## 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Fidelity | 68.7% | 550K | 0.0% | Fidelity | | 2 | Wealthfront | 16.9% | 135K | 0.0% | Wealthfront | | 3 | Betterment | 11.3% | 90.5K | 0.0% | Betterment | | 4 | Acorns | 1.9% | 14.8K | 0.0% | Acorns | | 5 | Vanguard | 1.2% | 9.9K | -18.2% | Vanguard | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Fidelity | 673K | 71% | 1 | | Oct 2025 | Wealthfront | 135K | 14.2% | 2 | | Oct 2025 | Betterment | 110K | 11.6% | 3 | | Oct 2025 | Acorns | 14.8K | 1.6% | 4 | | Oct 2025 | Vanguard | 14.8K | 1.6% | 5 | | Nov 2025 | Fidelity | 550K | 70.7% | 1 | | Nov 2025 | Wealthfront | 110K | 14.1% | 2 | | Nov 2025 | Betterment | 90.5K | 11.6% | 3 | | Nov 2025 | Acorns | 14.8K | 1.9% | 4 | | Nov 2025 | Vanguard | 12.1K | 1.6% | 5 | | Dec 2025 | Fidelity | 550K | 68.3% | 1 | | Dec 2025 | Wealthfront | 135K | 16.8% | 2 | | Dec 2025 | Betterment | 90.5K | 11.2% | 3 | | Dec 2025 | Acorns | 14.8K | 1.8% | 4 | | Dec 2025 | Vanguard | 14.8K | 1.8% | 5 | | Jan 2026 | Fidelity | 673K | 64.2% | 1 | | Jan 2026 | Betterment | 165K | 15.7% | 2 | | Jan 2026 | Wealthfront | 165K | 15.7% | 3 | | Jan 2026 | Acorns | 27.1K | 2.6% | 4 | | Jan 2026 | Vanguard | 18.1K | 1.7% | 5 | | Feb 2026 | Fidelity | 673K | 66.9% | 1 | | Feb 2026 | Wealthfront | 165K | 16.4% | 2 | | Feb 2026 | Betterment | 135K | 13.4% | 3 | | Feb 2026 | Acorns | 18.1K | 1.8% | 4 | | Feb 2026 | Vanguard | 14.8K | 1.5% | 5 | | Mar 2026 | Fidelity | 673K | 64.6% | 1 | | Mar 2026 | Wealthfront | 201K | 19.3% | 2 | | Mar 2026 | Betterment | 135K | 13% | 3 | | Mar 2026 | Vanguard | 18.1K | 1.7% | 4 | | Mar 2026 | Acorns | 14.8K | 1.4% | 5 | | Apr 2026 | Fidelity | 673K | 67.1% | 1 | | Apr 2026 | Wealthfront | 165K | 16.5% | 2 | | Apr 2026 | Betterment | 135K | 13.5% | 3 | | Apr 2026 | Acorns | 14.8K | 1.5% | 4 | | Apr 2026 | Vanguard | 14.8K | 1.5% | 5 | | May 2026 | Fidelity | 673K | 72.7% | 1 | | May 2026 | Wealthfront | 135K | 14.6% | 2 | | May 2026 | Betterment | 90.5K | 9.8% | 3 | | May 2026 | Acorns | 14.8K | 1.6% | 4 | | May 2026 | Vanguard | 12.1K | 1.3% | 5 | | Jun 2026 | Fidelity | 673K | 72.7% | 1 | | Jun 2026 | Wealthfront | 135K | 14.6% | 2 | | Jun 2026 | Betterment | 90.5K | 9.8% | 3 | | Jun 2026 | Acorns | 14.8K | 1.6% | 4 | | Jun 2026 | Vanguard | 12.1K | 1.3% | 5 | | Jul 2026 | Fidelity | 550K | 71% | 1 | | Jul 2026 | Wealthfront | 110K | 14.2% | 2 | | Jul 2026 | Betterment | 90.5K | 11.7% | 3 | | Jul 2026 | Acorns | 12.1K | 1.6% | 4 | | Jul 2026 | Vanguard | 12.1K | 1.6% | 5 | | Aug 2026 | Fidelity | 550K | 68.5% | 1 | | Aug 2026 | Wealthfront | 135K | 16.8% | 2 | | Aug 2026 | Betterment | 90.5K | 11.3% | 3 | | Aug 2026 | Acorns | 14.8K | 1.8% | 4 | | Aug 2026 | Vanguard | 12.1K | 1.5% | 5 | | Sep 2026 | Fidelity | 550K | 68.7% | 1 | | Sep 2026 | Wealthfront | 135K | 16.9% | 2 | | Sep 2026 | Betterment | 90.5K | 11.3% | 3 | | Sep 2026 | Acorns | 14.8K | 1.9% | 4 | | Sep 2026 | Vanguard | 9.9K | 1.2% | 5 | ## What is being compared - **Acorns**: Measured on the search terms “acorns advisers” and “acorns investment”, summed into one figure. - **Betterment**: Measured on the search term “betterment”. - **Fidelity**: Measured on the search term “fidelity investments”. - **Vanguard**: Measured on the search term “vanguard investments”. - **Wealthfront**: Measured on the search term “wealthfront”. - [Acorns](/demand/us/brands/acorns) - [Betterment](/demand/us/brands/betterment) - [Fidelity](/demand/us/brands/fidelity-investments) - [Vanguard](/demand/us/brands/vanguard) - [Wealthfront](/demand/us/brands/wealthfront) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among investment platforms in United States? 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. ## Cite this page Brandwave. "Investment platforms in United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-investment-platforms This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-investment-platforms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.