Betterment vs Vanguard:Which is searched more in United States?
In September 2026, Betterment had more branded searches than Vanguard among investment platforms in United States. Betterment was estimated to have 90.5K branded searches compared to Vanguard’s 9.9K, and held an 11.3% Share of Search versus Vanguard’s 1.2%.
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Which is more popular in search, Betterment or Vanguard?
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 Betterment, Vanguard. 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% |
How has the Betterment and Vanguard comparison changed over the last 12 months?
3 findings
- Betterment was ahead of Vanguard in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Betterment’s estimated Share of Search among investment platforms in United States moved from 11.6% to 11.3%, and its estimated monthly branded searches moved from 110K to 90.5K.
- Across the 12 months ending September 2026, Vanguard’s estimated Share of Search among investment platforms in United States moved from 1.6% to 1.2%, and its estimated monthly branded searches moved from 14.8K to 9.9K.
How did search popularity change for United States investment platforms in September 2026?
2 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 Betterment in United States fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.
Other head-to-heads among investment platforms
How each brand is measured
Brandwave collects information about searches that people make online using Betterment’s and Vanguard’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Betterment
1 branded search term
- betterment
Vanguard
1 branded search term
- vanguard investments
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