Brandwave

How popular isASB?

In September 2026, people searched for ASB by name about 513,000 times in New Zealand, about the same as the previous year. These searches made up 1.9% of all New Zealand KiwiSaver provider searches, placing ASB tenth out of 15 providers. When we asked both ChatGPT and Google AI Overviews about KiwiSaver providers, ASB appeared in one of the five answers and was the sixth most recommended of the 15.

Search and AI answers in September 2026

ASB is the tenth most searched of 15 competitors and the sixth most recommended in AI answers.

  1. Fisher FundsShare of searches 22.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  2. KernelShare of searches 16%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. MilfordShare of searches 15%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. Generate KiwiSaverShare of searches 11.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
  5. ASBShare of searches 1.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

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Top KiwiSaver providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ASB was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. ASB is the sixth most recommended of the 15.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Simplicity1st
  2. Kernel2nd
  3. Milford3rd
  4. InvestNow4th
  5. ANZ5th
  6. ASB6th
  7. Fisher Funds7th
  8. Booster8th
  9. Generate KiwiSaver9th
  10. Westpac10th
  11. +5 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Kernel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Simplicity4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Milford3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • InvestNow3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Generate KiwiSaver2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fisher Funds1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Booster1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ASB1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ANZ1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Westpac1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+5 more

See every answer about KiwiSaver providers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which KiwiSaver providers compete with ASB?

ASB against KiwiSaver providers in New Zealand, by month

Share of searches by month for Fisher Funds, Kernel, Milford, Generate KiwiSaver, InvestNow, SuperLife, Simplicity, Booster, AMP, ASB. The figures are in the table below the chart.

View monthly share of searches table
MonthFisher FundsKernelMilfordGenerate KiwiSaverInvestNowSuperLifeSimplicityBoosterAMPASBMercer KiwiSaverANZWestpacBNZJuno KiwiSaver
Oct 202521.3%10.1%22.1%11%9.9%7%5%3.4%2.2%1.5%2%2.1%1%0.84%0.52%
Nov 202523.8%9.2%20%12%9%6.3%5.3%3.7%2.4%1.6%2.2%2%1.2%0.96%0.47%
Dec 202523.6%10.8%18.4%12%10.9%6.2%4.4%3.6%2.4%1.3%2.2%1.9%0.96%0.79%0.47%
Jan 202623.1%11.1%18.4%11.9%10.7%6.1%5.2%3.5%2.4%1.3%2.2%1.9%0.95%0.9%0.44%
Feb 202625.8%10.1%18.1%10.9%9.8%5.6%4.8%4.1%2.2%1.4%2.4%2.2%1.1%1%0.43%
Mar 202623.2%10.5%17.3%14.2%8.8%5.9%4.3%4.4%2.8%1.6%2.2%2.2%1.1%1.1%0.49%
Apr 202623.6%12%16.5%12.1%11.2%6.1%4.4%3.7%2.4%1.3%2.2%1.9%0.99%0.95%0.39%
May 202620.4%14.3%17.1%12.6%11.6%5.4%4.6%3.8%2.5%1.4%2.3%1.7%0.84%0.97%0.34%
Jun 202620.3%14.3%17.1%12.7%11.6%5.4%4.6%3.9%2.5%1.4%2.3%2%0.84%0.78%0.28%
Jul 202619.3%16.7%17.4%12.1%11%5.2%4.5%3.7%2.4%1.4%2.2%1.9%0.98%0.95%0.27%
Aug 202619.4%16.7%17.3%12%10.8%6%4.4%3.6%2.4%1.3%2.2%1.9%0.95%0.92%0.31%
Sep 202622.7%16%15%11.8%10.6%6%4.4%3.5%2.3%1.9%1.7%1.6%1.1%1.1%0.25%

  1. 1.Fisher Funds

    22.7%

    Held 1st. 38.6K estimated branded searches, +18.5% vs prior month. Share +3.3 points.

  2. 2.Kernel

    16%

    Moved from 3rd to 2nd. 27.2K estimated branded searches, -3% vs prior month. Share -0.7 points.

  3. 3.Milford

    15%

    Moved from 2nd to 3rd. 25.5K estimated branded searches, -12.1% vs prior month. Share -2.3 points.

  4. 4.Generate KiwiSaver

    11.8%

    Held 4th. 20.2K estimated branded searches, +0.15% vs prior month. Share -0.1 points.

  5. 5.InvestNow

    10.6%

    Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.SuperLife

    6%

    Held 6th. 10.2K estimated branded searches, +2.1% vs prior month. Share 0 points.

  7. 7.Simplicity

    4.4%

    Held 7th. 7.4K estimated branded searches, 0% vs prior month. Share -0.1 points.

  8. 8.Booster

    3.5%

    Held 8th. 6K estimated branded searches, -2.3% vs prior month. Share -0.1 points.

  9. 9.AMP

    2.3%

    Held 9th. 4K estimated branded searches, -0.5% vs prior month. Share 0 points.

  10. 10.ASB

    1.9%

    Moved from 12th to 10th. 3.2K estimated branded searches, +43.2% vs prior month. Share +0.5 points.

  11. 11.Mercer KiwiSaver

    1.7%

    Moved from 10th to 11th. 3K estimated branded searches, -19.2% vs prior month. Share -0.4 points.

  12. 12.ANZ

    1.6%

    Moved from 11th to 12th. 2.7K estimated branded searches, -13.6% vs prior month. Share -0.3 points.

  13. 13.Westpac

    1.1%

    Held 13th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.2 points.

  14. 14.BNZ

    1.1%

    Held 14th. 1.9K estimated branded searches, +21.3% vs prior month. Share +0.2 points.

  15. 15.Juno KiwiSaver

    0.25%

    Held 15th. 430 estimated branded searches, -17.3% vs prior month. Share -0.1 points.

Compare popularity between ASB and its closest rivals

Every comparison with ASB

24 comparisons

How has branded search demand for ASB changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for ASB in New Zealand held steady, from 514K to 513K.
  • Across the 12 months ending September 2026, ASB rose from 12th to 10th among KiwiSaver providers in New Zealand.

How did search popularity change for New Zealand KiwiSaver providers in September 2026?

6 changes

  1. In September 2026, ASB overtook Mercer KiwiSaver and ANZ to rank 10th among KiwiSaver providers in New Zealand, with 1.9% of the searches.

  2. In September 2026, Fisher Funds gained share of searches among KiwiSaver providers in New Zealand, from 19.4% to 22.7%.

  3. In September 2026, Milford lost share of searches among KiwiSaver providers in New Zealand, from 17.3% to 15%.

  4. In September 2026, Kernel lost share of searches among KiwiSaver providers in New Zealand, from 16.7% to 16%.

  5. InvestNow’s share of searches among KiwiSaver providers in New Zealand has lost ground for 3 months in a row, from 11.6% to 10.6% in September 2026.

  6. Generate KiwiSaver’s share of searches among KiwiSaver providers in New Zealand has lost ground for 3 months in a row, from 12.7% to 11.8% in September 2026.

How are ASB’s branded searches counted?

15 search terms

Brandwave collects information about searches that people make online using ASB’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • asb
  • ASB Bank
  • asb banking
  • asb credit card
  • asb home loan
  • asb home loans
  • asb investments
  • asb kiwisaver
  • asb kiwisaver fund
  • asb mortgage
  • asb mortgages
  • asb personal loan
  • asb savings
  • asb term deposit
  • kiwisaver asb

Do you work for ASB? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does ASB compete?

ASB is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
retail banks2nd of 1022.6%Show ranking
KiwiSaver providers10th of 151.9%Shown above
Credit card providers5th of 102.5%Show ranking
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