Vanguard's top 10 nearest neighbors span business news publishers, financial magazines, and a handful of cross-category outliers — with scores compressed into a narrow band from 0.96 down to 0.94, the hallmark of a flat shape.

The cluster is dominated by professional media. CNBC (0.96) and CNN Business (0.96) sit at the top, followed closely by Entrepreneur (0.96) and Fortune (0.95) — all Marketing Channels, split between News Publishers and Magazines. WomenWorking.com (0.95) and Inc. (0.95) extend that professional-media cluster. The pattern is consistent: Vanguard's audience shape most closely resembles the audiences of business and financial media properties, not other finance brands. Only one Finance-subcategory neighbor appears in the top 10 — BlackRock at 0.95 — making it the lone direct peer in the set. Yahoo Finance (0.95) and American Management Association (0.94) round out the group alongside Hootsuite (0.94), a Technology brand whose presence is the most structurally unexpected entry in the top 10.

The flat shape and the dominance of business media subcategories together suggest an audience defined less by financial-product loyalty and more by a broad professional-information orientation.