Sence
Vanguard Australia againstFund managersinAU + NZ

Vanguard Australia

1,170 mentions in Australia and New Zealand, 2nd of 35 in Fund managers for share of voice. Net sentiment sits 14 points above the peer median.

Markets
AU
Part of
Vanguard Group
Compare Vanguard Australia with other Fund managers

Vanguard Australia among Fund managers

-100-500+50+100
More negativeNet sentimentMore positive

Across: net sentiment. Size: share of voice. Ring: its sentiment mix. 6 brands with a single mention left off.

  • Positive
  • Neutral
  • Negative
  • Mixed
Share of voice
25%
2nd of 35, 1,170 mentions
Net sentiment
+14
Peer median 0
Net advocacy
+8
Peer median 0
Rejection
2%
23 of 1,169 staged mentions
  • 2nd of 35 for share of voice
  • 7th of 15 for net sentiment
  • 7th of 15 for net advocacy
  • 6th of 15 for past awareness
  • 6th of 15 for rejection

Vanguard Australia against its peers

The share of Vanguard Australia's mentions at each stage, against the median of the other brands in Fund managers mentioned in this view (34 of them).

Every staged mention of Vanguard Australia, 100%Rejection, the exit

  1. Awareness

    36%

    -12 pts on peers (48%)

    Names the brand in passing or in the news.

  2. Consideration

    30%

    +9 pts on peers (21%)

    Weighing it up, asking about it, comparing.

  3. Usage

    22%

    +3 pts on peers (19%)

    Says they bank, invest or are insured with it.

  4. Preference

    4%

    +4 pts on peers (0%)

    Chooses it over the alternatives.

  5. Advocacy

    6%

    +6 pts on peers (0%)

    Recommends it to others.

  6. Rejection

    2%

    +2 pts on peers (0%)

    Left it, refuses it or warns others off.

Mentions by week

  • Positive
  • Neutral
  • Negative
  • Mixed
7 AugWeek of 6 Nov

Where the conversation happens

Mentions by source in Australia and New Zealand; the figure beside each count is net sentiment.

  • Reddit
    1,057+18
  • News
    59-44
  • Reviewers and creators
    46+4
  • Brand pages
    8-25

What the posts were about

Sence tags each finance post with what it covers. These are the topics of the posts Vanguard Australia was named under; brand page posts are not tagged, so they sit under "Not tagged".

  • Investing
    801+14
  • Not tagged
    165+19
  • Money Advice
    143+20
  • KiwiSaver and Super
    102+4
  • Credit and BNPL
    21-5
  • Home Loans
    13-8
  • Banking
    12-42
  • Payments and Fintech
    3-33
  • Scams and Fraud
    20
  • Insurance
    2-50

Who they leave for, and who they leave

Comments that reject one brand and name another they use, prefer or are weighing up.

Losing customers to

Rejects Vanguard Australia, names this brand instead.

Winning customers from

Rejects this brand, names Vanguard Australia instead.

What people actually say

A spread of comments at each stage, as written. Comments that tag or name another commenter are left out.

  • “Most of Australia's super funds are invested heavily into investment hedge funds like Blackrock & Vangard ALP are dying to get their hands on Aussie super so they can spend the rest of our money on immigrants and refugees for more votes.”
    neutral

    Also mentionsBlackRock, neutral sentimentAustralian Labor Party, negative sentiment

    News, Australia, Facebook, 20 Aug 2026

  • “I don’t why people want to make it complicated… choose 1 ETFs or 2 (DHHF, VGS, etc), DCA every week/fortnight/month, live your life and forget about it (well, check every now and then). It’s should be this simple.”
    neutral

    Also mentionsBetashares, neutral sentiment

    Reddit, Australia, 12 Sep 2026

  • “Super is not an asset class. If you have it all in Australian index for instance, then it best goes into the VAS pile.”
    neutral

    Reddit, Australia, 6 Oct 2026

  • “I think Kernel’s comparison is out of date. Simplicity fixed this in 2023 by replacing the Australian Vanguard structure with its own NZ-domiciled PIE funds managed by DWS. So they aren’t wrapping an offshore ETF.”
    neutral

    Also mentionsKernel, negative sentimentSimplicity, positive sentimentDWS Group, neutral sentiment

    Reddit, New Zealand, 27 Oct 2026

The posts that got Vanguard Australia talked about

  1. 22F, kind of clueless and wanting some advice

    r/fiaustralia on Reddit, 28 Oct 2026

    21mentions

  2. What’s everyone investing in?

    r/fiaustralia on Reddit, 23 Sep 2026 · Investing

    15mentions

  3. What ETF should I must add to this portfolio to diversify more

    r/fiaustralia on Reddit, 22 Oct 2026 · Investing

    14mentions

  4. Put numbers on the overlap in common Aussie ETF combos. VGS + IVV is ~99% the same companies

    r/fiaustralia on Reddit, 23 Oct 2026 · Investing

    13mentions

Every brand in Fund managers

Every brand in this view, sortable
Weekly
BetasharesAU1,58634%+2568%2%+10
Vanguard AustraliaAU1,17025%+1462%2%+8
iShares AustraliaAU48010%+1567%1%+10
SimplicityNZ3748%+4364%<1%+16
InvestNowNZ3548%+2971%1%+16
MilfordNZ1744%-5137%14%-11
Fisher FundsNZ1283%-6920%28%-27
VanEck AustraliaAU732%+2661%0%+10
SmartsharesNZ561%057%5%+2
Global X AustraliaAU42<1%+1467%2%+10
AFICAU32<1%+947%6%-3
Argo InvestmentsAU31<1%+3258%3%-3
NZ FundsNZ23<1%-789%26%-26
BoosterNZ20<1%+555%0%+5
GQG PartnersAU20<1%-540%5%0
GenerateNZ18<1%-2244%0%0
Craigs Investment PartnersNZ12<1%+3333%8%0
Wilson Asset ManagementAU10<1%-2030%0%0
PathfinderNZ5<1%+2080%0%0
Platinum Asset ManagementAU5<1%-4020%0%0
ChallengerAU5<1%020%0%0
Forsyth BarrNZ4<1%-2550%0%0
Harbour Asset ManagementNZ3<1%067%33%-33
Te AhumairangiNZ3<1%067%0%0
Magellan Financial GroupAU3<1%-3333%0%0
Pie FundsNZ2<1%0100%0%0
FundRock NZNZ2<1%050%0%0
JBWere NZNZ2<1%-500%0%0
Fidelity AustraliaAU2<1%+10050%0%0
Quay StreetNZ1<1%+100100%0%+100
Mint Asset ManagementNZ1<1%+100100%0%+100
Devon FundsNZ1<1%-1000%0%0
Castle Point FundsNZ1<1%-100100%0%0
PerpetualAU1<1%-1000%0%0
Forager FundsAU1<1%00%0%0