Every category where a model named Fidelity Investments for a mid-market B2B company. Share is first choices across the direct, paraphrase, budget and scale prompts; rank is within every product named in that category.

Category	Function	Share	Rank	Negative rate	Labels	Quadrant	Since September 2026
401(k) providers	Compensation and total rewards	13%	4 of 78	4%	23	accepted challenger

Movement

This is the first edition on this tier, so no move can be computed for Fidelity Investments yet. From the next edition this section shows, per buyer segment and per category, whether its share moved by more than the measured noise floor.

By model

How each model treated Fidelity Investments across every prompt where it was named for a mid-market B2B company. Fourteen models, six prompts per category.

ShowHide

Model	First choice	Alternative	Mention	Negative	Labels
Claude Haiku 4.5	1	1	1	1	4
GPT-5.4 mini	0	0	0	0	0
Gemini 3.5 Flash	1	2	1	0	4
Perplexity Sonar	0	0	0	0	0
Grok 4.1 Fast	0	0	0	0	0
Mistral Small	0	0	1	0	1
DeepSeek V4 Flash	1	0	1	0	2
Llama 4 Maverick	0	0	0	0	0
Qwen 3.7 Flash	3	0	0	0	3
Kimi K2	1	0	1	0	2
GLM 4.7 FlashX	2	1	0	0	3
MiniMax M2.5	0	0	1	0	1
GPT-6 Luna	0	0	0	0	0
Muse Glimmer 30B	2	1	0	0	3

By framing

Which of the six questions produced the naming. By model says how often; this says asked what. The first-choice count on the right carries the marks of the models that produced it.

FramingLabels by classFirst choices

Direct15 labels10

Paraphrase14 labels12

Comparative20 labels9not counted in share

Budget-constrained3 labels3

Scale-constrained0 labelsNone

Negative2 labels1not counted in share

First choiceAlternativeMentionNegative54 labels in all, every segment counted; 25 of the 35 first choices count toward share, since the comparative and negative framings do not. The bar is one segment per label class, to scale within the framing.

What the models said for it

Verbatim evidence the judge attached to positive labels.

“Fidelity is widely considered the leader in the 401(k) space due to its aggressive price cuts and massive selection of funds.” Qwen 3.7 Flash · 401(k) providers · comparative prompt · first choice

“Principal or Fidelity if you want comprehensive features, broad investment options, and strong institutional support” Claude Haiku 4.5 · 401(k) providers · paraphrase prompt · first choice

“Vanguard, Fidelity Investments, and Charles Schwab are renowned for offering excellent low-cost institutional index funds.” Gemini 3.5 Flash · 401(k) providers · negative prompt · first choice

“Fidelity Investments leads current rankings with zero-expense-ratio index funds and the industry's best mobile app.” Muse Glimmer 30B · 401(k) providers · comparative prompt · first choice

And against it

Verbatim evidence attached to negative labels. A warning on a product with few labels is a warning; on a product with many, it is one voice among them.

“Fidelity Investments agreed to a multi-million dollar settlement after allegations that it charged excessive fees” Claude Haiku 4.5 · 401(k) providers · negative prompt · hard negative

Named alongside

The products named in the same answers as Fidelity Investments, over the 54 answers that named it. Took the first choice instead counts the answers where the other product was the first choice and Fidelity Investments was named but was not.

ShowHide

ProductSame answerTook the first choice insteadHead to head

Vanguard43 of 541Compare →

ADP Retirement Services37 of 541Compare →

Empower Retirement36 of 541Compare →

Charles Schwab23 of 540Not among the top eight

Human Interest22 of 547Compare →

Guideline15 of 543Compare →

T. Rowe Price12 of 540Not among the top eight

Principal Financial Group11 of 540Not among the top eight

Paychex9 of 540Not among the top eight

Principal8 of 540Compare →

A head-to-head page exists where both products are among a category's top eight. The other rows are the same fact without a page behind them, so they link to the product instead.

What carried it into the answer

The sites and pages cited by the answers that named Fidelity Investments. A fact about retrieval, not a lever on the model.

Citations exist only for the models that return a source list, five of the fourteen in this edition, so these counts come from 51 of the 54 answers that named Fidelity Investments and are not a share of its labels.

Domains cited

spotsaas.com37

adp.com28

forbes.com26

betterment.com23

myshortlister.com21

goldenwealthcapital.com20

uschamber.com20

worldmetrics.org19

aol.com18

zipdo.co18

230 of the 230 domain citations in answers naming Fidelity Investments came from somebody else's page.

Pages cited

adp.com/what-we-offer/benefits/retirement/401k.aspx26

spotsaas.com/blog/10-best-401k-providers-202625

forbes.com/advisor/retirement/best-401k-plans24

spotsaas.com/blog/how-to-choose-the-best-401k-provider24

myshortlister.com/401-k-plan/vendor-list20

uschamber.com/co/run/human-resources/employee-retirement-providers20

aol.com/finance/best-401-k-plans-2023-215234539.html18

goldenwealthcapital.com/blog/the-top-401k-providers-proven-list-from-a-401-k-expert16

Pages are listed as the models cited them.

Search and answers

fidelity.com is not in Google's top ten for any of the category's searches. In the answers, Fidelity Investments takes 13% of first choices and Human Interest takes 20%.

ShowHide

In search

Google, US estimates

Position for “401(k) provider”

–

not in the top ten

Position for “401(k) providers”

–

not in the top ten

Searches for its name, Google: 673,000 a month (“fidelity investments”)
AI search demand for its name, est.: 10,126 a month
Organic visits to its site: about 54,604,127 a month
Searches its site ranks for: 446,335 · 120,420 in the top three
Sites linking to it: 55,203
Paid Google search: 20 searches its ads show for, about 187 clicks and $1,174 a month (estimate)

Ads on GoogleDetailLess

84+ ads · 84 text · 84 shown in the last 30 days

First shown October 2021, as Fidelity Investments, verified. Ads started 2025-11 to 2026-10: 38 in the year, 46 before. 36 more by other advertisers linking to it.

On Google's pages: 1 2 3 4

In answers

This edition

Share of first choices

13%

rank 4 of 78 in 401(k) providers

Segment leader

20%

Human Interest

First choices: 25 across its categories
Named in: 54 answers
Its own site cited: in 51 of the answers that named it

Search figures are US estimates from DataForSEO, read October 5, 2026; AI search demand is its modeled, directional estimate, not a count of queries to any assistant. The answers are this edition's. Two measurements side by side: neither is read as the cause of the other.

What it publishes

ShowHide

Addresses on fidelity.com

4,271

subdomains included

Content

400

counted in the table below

Documentation

116

Product · Integration

1 · 1

Kind	Pages	Last 90 days	Latest
Glossary or explainer	123	undated
Comparison	75	0	2024-08-27
Report or ebook	68	undated
News or press	53	undated
Blog	32	undated
Template or tool	26	undated
Conference or event	10	undated
Podcast or video	7	0	2024-01-23
Webinar or virtual event	5	0	2026-05-14
Case study	1	undated

Most recent

2026-05-14Insights live on demand webinar or virtual event
2024-08-27Term life vs whole life insurance comparison
2024-01-23Podcast preview podcast or video
2022-09-26Fresh invest podcast actively seeking passive income podcast or video
2020-09-02Options 101 webinar series recording webinar or virtual event

How it is countedHide how it is counted

Every page fidelity.com exposes, subdomains included. Kind is read from the address and title. The last 90 days, the latest date and the twelve months count pages by when they were published, from the site's feeds, a date in the address, or the page's own publication date, read from up to a hundred of its most recently changed pages; a page that says only when it last changed is counted in its kind but not in when, so the recent counts are a floor, and a kind none of whose pages gives a publication date reads undated. An event counts as online when its address or title says so (webinar, on demand, virtual or online summit); a conference, summit, trade show, expo or roadshow that does not say so is counted as a conference or event, which on a vendor's site is mostly in person. Read September 29, 2026.

Follow Fidelity Investments

An email the morning each edition publishes: where this product moved, where it held, and by how much against the noise floor. One address, confirmed by a click; a stop link in every email.

Already following? Everything you follow, with a stop for each.

The company

Fidelity Investments is its own company.

ShowHide

In its own words

Stated by the vendor, not checked

Positioning: one of the largest financial services companies in the United States, offering retirement accounts, brokerage, mutual funds, ETFs, wealth management, and financial planning
fidelity.com
For: US only
fidelity.com
Price stated: $0 account fees2; $0 commissions; $1 fidelity.com
Starting price: 1 fidelity.com
Free plan or trial: Open an account fidelity.com
Certifications: SEC Registered Investment AdvisorFINRA MemberSIPC Member
Not stated on the pages read: Integrations, hosting, customers

What Fidelity Investments's own pages state, read October 5, 2026: fidelity.com, fidelity.com/why-fidelity/pricing-fees, fidelity.com/security/overview, fidelity.com/options-trading/platforms. A claimed page can correct any of them.

Is this your product?

Claim this page

Claiming is free and changes nothing in the data. A claimed page shows a verified contact who is told when each edition publishes and when Fidelity Investments's standing changes by more than the noise floor; the right to propose corrections to the vendor table, meaning names the judge wrote that should or should not read as Fidelity Investments, applied by version and listed in the change log; and a one-line description supplied by the vendor and marked as such.

What a new claim receivesHide what a new claim receives

A new claim receives the current edition's vendor brief for Fidelity Investments by email, built from the raw record of the edition. It shows:

where Fidelity Investments is named, by buyer and by framing, and which cells hold its first choices;
the claims the models make when they name it, ranked, with the strongest and the weakest quoted;
its vocabulary against the segment leader's, and the pages the models cited;
who was chosen in the answers that did not name Fidelity Investments, and every reason the record gives;
a battlecard for each top rival: the head-to-head split, why they win, and the reservation quoted against them;
one page of published figures cleared to show a buyer.