Brandwave

How popular isFirst Security?

In September 2026, people searched for First Security by name about 1,300 times in New Zealand, about the same as the previous year. These searches made up 20% of all New Zealand security company searches, placing First Security third out of six companies. When we asked both ChatGPT and Google AI Overviews about security companies, First Security appeared in three of the four answers and was the most recommended of the six.

Search and AI answers in September 2026

First Security is the third most searched of 6 competitors and the most recommended in AI answers.

  1. Allied SecurityShare of searches 24.6%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  2. ArmourguardShare of searches 21.8%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  3. First SecurityShare of searches 20%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  4. Red BadgeShare of searches 20%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  5. ADTShare of searches 7.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th

+1 more

First Security website (opens in a new tab)

Follow First Security and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top security companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, First Security was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. First Security is the most recommended of the six.

Most recommended by AI

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

  1. First Security1st
  2. Armourguard2nd
  3. Red Badge3rd
  4. Allied Security4th
  5. ADT5th
  6. Chubb Security–

Mentioned by AI

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

  • First Security3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Allied Security2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Armourguard2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Red Badge2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ADT2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Chubb Security1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about security companies

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which security companies compete with First Security?

First Security against security companies in New Zealand, by month

Share of searches by month for Allied Security, Armourguard, First Security, Red Badge, ADT, Chubb Security. The figures are in the table below the chart.

View monthly share of searches table
MonthAllied SecurityArmourguardFirst SecurityRed BadgeADTChubb Security
Oct 202522.3%26.1%18.1%18.1%9.9%5.4%
Nov 202522.3%25.8%13.9%22.3%10.2%5.4%
Dec 202526.9%25.6%16.8%16.8%8.4%5.4%
Jan 202623.9%27.7%14.9%19.4%9.3%4.8%
Feb 202615.5%28.4%15.5%20.2%13%7.4%
Mar 202616.9%25.3%16.9%20.9%13.7%6.3%
Apr 202619.5%21.9%19.5%19.5%15%4.8%
May 202619%20.8%23.3%19%12.2%5.7%
Jun 202620.6%24.5%20.6%15.8%12.3%6.2%
Jul 202622.5%26.4%17.3%17.3%11.1%5.5%
Aug 202624.4%21.8%19.8%19.8%9.4%4.9%
Sep 202624.6%21.8%20%20%7.7%6%

  1. 1.Allied Security

    24.6%

    Held 1st. 1.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

  2. 2.Armourguard

    21.8%

    Held 2nd. 1.4K estimated branded searches, -0.7% vs prior month. Share 0 points.

  3. 3.First Security

    20%

    Held 3rd. 1.3K estimated branded searches, 0% vs prior month. Share +0.2 points.

  4. 4.Red Badge

    20%

    Held 4th. 1.3K estimated branded searches, 0% vs prior month. Share +0.2 points.

  5. 5.ADT

    7.7%

    Held 5th. 500 estimated branded searches, -19.4% vs prior month. Share -1.8 points.

  6. 6.Chubb Security

    6%

    Held 6th. 390 estimated branded searches, +21.9% vs prior month. Share +1.1 points.

Compare popularity between First Security and its closest rivals

Every comparison with First Security

5 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for First Security in New Zealand held steady at 1.3K.
  • Across the 12 months ending September 2026, First Security’s share of searches among security companies in New Zealand increased from 18.1% to 20%.
  • Across the 12 months ending September 2026, First Security’s share of searches among security companies in New Zealand peaked at 23.3% in May 2026 and was lowest at 13.9% in November 2025.

How did search popularity change for New Zealand security companies in September 2026?

5 changes

  1. In September 2026, Chubb Security gained share of searches among security companies in New Zealand, from 4.9% to 6%.

  2. In September 2026, ADT lost share of searches among security companies in New Zealand, from 9.4% to 7.7%.

  3. Red Badge’s share of searches among security companies in New Zealand has gained ground for 3 months in a row, from 15.8% to 20% in September 2026.

  4. Allied Security’s share of searches among security companies in New Zealand has gained ground for 3 months in a row, from 20.6% to 24.6% in September 2026.

  5. Estimated monthly branded searches for Armourguard in New Zealand fell 24.1% over 12 measured months, from 1.9K to 1.4K in September 2026.

How are First Security’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using First Security’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.

  • first security
  • firstsecurity

Do you work for First Security? 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

Creator with pink hair and a pink jacket

Is First Security 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.

Start free