Brandwave

How popular isDeel?

In September 2026, people searched for Deel by name about 720 times in New Zealand, a 22% increase from the previous year. These searches made up 4.4% of all New Zealand employer of record platform searches, placing Deel third out of ten platforms. When we asked both ChatGPT and Google AI Overviews about employer of record platforms, Deel appeared in all answers and was the most recommended of the ten.

Search and AI answers in September 2026

Deel is the third most searched of 10 competitors and the most recommended in AI answers.

  1. Employment HeroShare of searches 60.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. G-PShare of searches 33%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. DeelShare of searches 4.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. MultiplierShare of searches 1.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. PeblShare of searches 0.31%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top employer of record platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Deel appeared in all five answers. Deel is the most recommended of the ten.

Most recommended by AI

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

  1. Deel1st
  2. Remote2nd
  3. Employment Hero3rd
  4. Multiplier4th
  5. RemoFirst5th
  6. Oyster HR6th
  7. G-P–
  8. Pebl–
  9. Atlas HXM–
  10. Papaya Global–

Mentioned by AI

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

  • Deel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Remote5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Employment Hero3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Multiplier3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • RemoFirst3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Oyster HR1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • G-P0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pebl0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Atlas HXM0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Papaya Global0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about employer of record platforms

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 21, 2026.

Which employer of record platforms compete with Deel?

Deel against employer of record platforms in New Zealand, by month

Share of searches by month for Employment Hero, G-P, Deel. The figures are in the table below the chart.

View monthly share of searches table
MonthEmployment HeroG-PDeelMultiplierPeblOyster HRRemoteAtlas HXMPapaya GlobalRemoFirst
Oct 202552.5%42.9%3.1%0.8%0.11%0.11%0.11%0.05%0.11%0.16%
Nov 202552.1%42.6%3.8%0.95%0.11%0.11%0.11%0%0.05%0.16%
Dec 202556.6%37.7%4.1%1%0.07%0.14%0.14%0.07%0.07%0.07%
Jan 202651.5%42%4.6%1.2%0.19%0.13%0.13%0.06%0.06%0.19%
Feb 202652%42.4%3.8%1.2%0.13%0.19%0.19%0.06%0.06%0.06%
Mar 202656.4%37.6%4.1%1.3%0.11%0.06%0.11%0.06%0.06%0.17%
Apr 202656.1%37.4%4.1%1.5%0.21%0.14%0.21%0.07%0.07%0.28%
May 202659.6%32.5%6%1.3%0.12%0.06%0.12%0.06%0.06%0.12%
Jun 202660.6%33.1%4.4%1.4%0.06%0.06%0.12%0.06%0.06%0.12%
Jul 202661.3%33.4%3.7%1.1%0.12%0.06%0.12%0.06%0.06%0.12%
Aug 202660.7%33.1%4.4%1.1%0.18%0.12%0.12%0.06%0.06%0.12%
Sep 202660.5%33%4.4%1.3%0.31%0.12%0.12%0.06%0.06%0.06%

  1. 1.Employment Hero

    60.5%

    Held 1st. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.

  2. 2.G-P

    33%

    Held 2nd. 5.4K estimated branded searches, 0% vs prior month. Share -0.1 points.

  3. 3.Deel

    4.4%

    Held 3rd. 720 estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Multiplier

    1.3%

    Held 4th. 220 estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  5. 5.Pebl

    0.31%

    Held 5th. 50 estimated branded searches, +66.7% vs prior month. Share +0.1 points.

  6. 6.Oyster HR

    0.12%

    Held 6th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Remote

    0.12%

    Moved from 8th to 7th. 20 estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.Atlas HXM

    0.06%

    Moved from 9th to 8th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Papaya Global

    0.06%

    Moved from 10th to 9th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.RemoFirst

    0.06%

    Moved from 7th to 10th. 10 estimated branded searches, -50% vs prior month. Share -0.1 points.

Compare popularity between Deel and its closest rivals

Every comparison with Deel

9 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Deel in New Zealand rose from 590 to 720.
  • Across the 12 months ending September 2026, Deel’s share of searches among employer of record platforms in New Zealand increased from 3.1% to 4.4%.
  • Across the 12 months ending September 2026, Deel’s share of searches among employer of record platforms in New Zealand peaked at 6% in May 2026 and was lowest at 3.1% in October 2025.

How did search popularity change for New Zealand employer of record platforms in September 2026?

6 changes

  1. In September 2026, Atlas HXM rose from 9th to 8th among employer of record platforms in New Zealand.

  2. In September 2026, Papaya Global rose from 10th to 9th among employer of record platforms in New Zealand.

  3. In September 2026, Remote rose from 8th to 7th among employer of record platforms in New Zealand.

  4. In September 2026, RemoFirst fell from 7th to 10th among employer of record platforms in New Zealand.

  5. Estimated monthly branded searches for Pebl in New Zealand rose 150% over 12 measured months, from 20 to 50 in September 2026.

  6. Estimated monthly branded searches for Multiplier in New Zealand rose 46.7% over 12 measured months, from 150 to 220 in September 2026.

How are Deel’s branded searches counted?

1 search term

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

  • deel

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How the Brand Demand Index is measured

Where does Deel compete?

Deel is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Employer of record platforms3rd of 104.4%Shown above
Contractor management platforms3rd of 1011.5%Show ranking
Creator with pink hair and a pink jacket

Is Deel your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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