Vanguard
Low-cost index fund and retirement investment provider.
Vanguard at a glance
Vanguard is a finance & banking website and one of the most visited sites in United States, currently ranked #49 in the country. It was founded in 1975 by John C. Bogle and is headquartered in Malvern, Pennsylvania, United States. Today Vanguard is owned by The Vanguard Group. Our estimates put its audience at ≈ 150 million visits per month. The business earns money mainly through fund expense ratios, advisory fees. Its closest rivals include fidelity.com, schwab.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 141 million / month | +2% |
| Q2 | ≈ 146 million / month | +3% |
| Q3 | ≈ 150 million / month | +3% |
| Q4 | ≈ 159 million / month | +6% |
Traffic sources
- Direct72%
- Organic search18%
- Referral5%
- Paid3%
- Social2%
Audience & demographics
- Men53%
- Women47%
- Age 25-3429%
- Age 35-4426%
- Age 45-5422%
The audience is concentrated in United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 45 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| vanguard | 1 | Very high | Dominant |
| online banking login | Top 10 | High | — |
| money transfer | Top 10 | High | — |
| loan rates | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United States web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 82% mobile
- Position in country
- Among the leading finance & banking apps in United States
Company information
- Website
- vanguard.com
- Sector
- Finance & Banking
- Owner
- The Vanguard Group
- Owner type
- Private company
- Founders
- John C. Bogle
- Founded
- 1975
- Headquarters
- Malvern, Pennsylvania, United States
- Employees
- 18,000+
- Ownership
- The Vanguard Group controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $7B annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $7B annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Vanguard operates a bank and digital financial platform focused on United States. Low-cost index fund and retirement investment provider. Revenue comes mainly from fund expense ratios, supported by the other lines listed below.
- Fund expense ratios
- Advisory fees
Products & services
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #49 in this index
- Sector rank
- Leading finance & banking site in United States
- Global rank
- 260
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| fidelity.com | ≈ 90 million / month | #50 class competitor | — |
| schwab.com | ≈ 67.5 million / month | #51 class competitor | — |
What is Vanguard?
Vanguard (vanguard.com) is a bank and digital financial platform serving users in United States. Low-cost index fund and retirement investment provider. It ranks #49 among the most visited websites in the country in this index, within the finance & banking category.
Who owns Vanguard?
The site is operated by The Vanguard Group, founded by John C. Bogle. The company was established in 1975 and is headquartered in Malvern, Pennsylvania, United States. It employs around 18,000+.
Traffic and audience
Traffic estimates place Vanguard at roughly 150 million visits per month, about 5 million per day. Around 82% mobile of sessions come from mobile devices, and visitors view about 6.3 pages per visit with an average session of 6 min.
How Vanguard makes money
Revenue comes primarily from fund expense ratios, alongside advisory fees.
Competitors in United States
Its closest rivals include fidelity.com, schwab.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1975
Vanguard is founded in Malvern, Pennsylvania, United States.
- Growth phase
Expands its finance & banking offering and moves to a mobile-first product.
- Today
Ranks #49 among the most visited websites in United States.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Full account management without branch visits
- Instant local transfers and bill payments
- Strong authentication and fraud monitoring
- Wide ATM and branch network behind the app
Cons
- Occasional downtime during peak load
- Fee structure is hard to compare
- Customer support wait times
- Older interface areas outside the mobile app
Key statistics
Frequently asked questions
Who owns Vanguard?
Vanguard is operated by The Vanguard Group. Private company structure, based on public filings and press reporting.
Where is Vanguard headquartered?
Vanguard is headquartered in Malvern, Pennsylvania, United States.
When was Vanguard founded?
Vanguard was founded in 1975 by John C. Bogle.
How many employees does Vanguard have?
Vanguard employs approximately 18,000+ people.
What is Vanguard's revenue?
Vanguard's revenue: ≈ $7B annual revenue (est.).
Who are Vanguard's competitors?
Main competitors in United States include fidelity.com, schwab.com.
How does Vanguard make money?
Mainly fund expense ratios, advisory fees.
Is Vanguard publicly traded?
No — Vanguard is not listed as an independent public company; it is operated by The Vanguard Group.
How many visitors does Vanguard get?
Third-party estimates place Vanguard at roughly 150 million visits per month, mostly from United States, with 82% mobile traffic.
Is Vanguard safe?
Vanguard is an established finance & banking site founded in 1975 and ranked #49 in United States; use the official domain vanguard.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsvanguard.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos