Fidelity vs Vanguard:Which is searched more in United States?
In September 2026, Fidelity had more branded searches than Vanguard among financial advisers in United States. Fidelity was estimated to have 550K branded searches compared to Vanguard’s 9.9K, and held a 13.8% Share of Search versus Vanguard’s 0.25%.
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Which is more popular in search, Fidelity or Vanguard?
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 by month for Fidelity, Vanguard. The figures are in the table below the chart.
View monthly share of search table
| Month | Charles Schwab | Edward Jones | Fidelity | Vanguard |
|---|---|---|---|---|
| Oct 2025 | 70.8% | 17.3% | 11.6% | 0.26% |
| Nov 2025 | 70.7% | 17.4% | 11.6% | 0.26% |
| Dec 2025 | 70.7% | 17.4% | 11.6% | 0.31% |
| Jan 2026 | 70.7% | 17.3% | 11.6% | 0.31% |
| Feb 2026 | 66.5% | 19.8% | 13.4% | 0.29% |
| Mar 2026 | 66.5% | 19.8% | 13.4% | 0.36% |
| Apr 2026 | 70.8% | 17.3% | 11.6% | 0.26% |
| May 2026 | 73.1% | 14.7% | 12% | 0.22% |
| Jun 2026 | 73.1% | 14.7% | 12% | 0.22% |
| Jul 2026 | 70.7% | 17.4% | 11.6% | 0.26% |
| Aug 2026 | 70.7% | 17.4% | 11.6% | 0.26% |
| Sep 2026 | 69% | 16.9% | 13.8% | 0.25% |
How has the Fidelity and Vanguard comparison changed over the last 12 months?
3 findings
- Fidelity was ahead of Vanguard in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Fidelity’s estimated Share of Search among financial advisers in United States moved from 11.6% to 13.8%, and its estimated monthly branded searches moved from 673K to 550K.
- Across the 12 months ending September 2026, Vanguard’s estimated Share of Search among financial advisers in United States moved from 0.26% to 0.25%, and its estimated monthly branded searches moved from 14.8K to 9.9K.
How did search popularity change for United States financial advisers in September 2026?
2 changes
In September 2026, Fidelity gained estimated Share of Search among financial advisers in United States, from 11.6% to 13.8%.
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.
Other head-to-heads among financial advisers
How each brand is measured
Brandwave collects information about searches that people make online using Fidelity’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.
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