Overview Leaderboard Methodology
Industry Report

Retail Brokerages

Online platforms that provide individual investors with self-directed trading of stocks, ETFs, options, and sometimes cryptocurrencies through user-friendly web and mobile apps.

Brands tracked: 33
Brands analyzed: 33
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 263
Total responses: 1,330
Top Brand Overall?
Fidelity
98/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Fidelity
93

Highest score on the LBA metric in this industry.

Authority Leader?
Fidelity
100

Highest score on the Authority metric in this industry.

TOM Leader?
Fidelity
100

Highest score on the TOM metric in this industry.

Fidelity is the default answer in AI responses for Retail Brokerages

Fidelity and Charles Schwab together dominate AI responses for Retail Brokerages. Both brands consistently surface unprompted, with the model treating them as the default answers for most category queries. Brands outside the top two face a structural disadvantage: users are usually given these two before the model even considers alternatives.

Brand Leaderboard All 33 Retail Brokerages brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Fidelity
fidelity.com
 93
100
100
98
2
Charles Schwab
schwab.com
 88
100
95
94
3
Interactive Brokers
interactivebrokers.com
 81
47
79
67
4
Robinhood
robinhood.com
 75
42
65
59
5
E*TRADE
etrade.com
 76
28
61
51
6
Vanguard
vanguard.com
 85
31
47
50
7
Thinkorswim
thinkorswim.com
 90
12
36
36
8
tastytrade
tastytrade.com
 71
7
36
28
9
Merrill Edge
merrilledge.com
 70
7
31
27
10
Webull
webull.com
 71
15
15
26
11
SoFi
sofi.com
 71
7
20
23
12
TradeStation
tradestation.com
 73
7
11
20
13
Zerodha
zerodha.com
 83
8
8
20
14
M1
m1.com
 68
7
10
19
15
Betterment
betterment.com
 74
7
7
18
16
Groww
groww.in
 74
7
7
18
17
moomoo
moomoo.com
 73
7
7
18
18
TD Ameritrade
tdameritrade.com
 74
7
7
18
19
Ally
ally.com
 70
7
7
17
20
Public
public.com
 69
7
7
17
21
Questrade
questrade.com
 71
7
7
17
22
Saxo
saxo.com
 71
7
7
17
23
T
Tiger Brokers
tigerbrokers.com
 70
7
7
17
24
eToro
etoro.com
 67
7
7
16
25
Kotak Securities
kotaksecurities.com
 67
7
7
16
26
Trading 212
trading212.com
 67
7
7
16
27
Upstox
upstox.com
 67
7
7
16
28
DEGIRO
degiro.com
 62
6
6
15
29
5paisa
5paisa.com
 55
6
6
14
30
Freetrade
freetrade.io
 58
6
6
14
31
Stake
hellostake.com
 57
6
6
14
32
Firstrade
firstrade.com
 53
5
5
13
33
Lightyear
lightyear.ai
 29
3
3
8

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 263 shared Retail Brokerages prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 263 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →