How popular isFootprint?
In September 2026, people searched for Footprint by name about 680 times in New Zealand, an 119.4% increase from the previous year. These searches made up 7.6% of all New Zealand will and estate service searches, placing Footprint third out of four services. When we asked both ChatGPT and Google AI Overviews about will and estate services, Footprint appeared in two of the five answers and was the fourth most recommended of the four.
Footprint is the third most searched of 4 competitors and the fourth most recommended in AI answers.
Public TrustShare of searches 61.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
Perpetual GuardianShare of searches 28.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
FootprintShare of searches 7.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
Stainton ChellewShare of searches 2.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top will and estate services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Footprint was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Footprint is the fourth most recommended of the four.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Public Trust5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Perpetual Guardian2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Footprint2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Stainton Chellew2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about will and estate services
5 answers
Asked ChatGPT
“Which will and estate service should I use in New Zealand?”
Asked ChatGPT
“What are the best will and estate services in New Zealand?”
Asked ChatGPT
“What's the best will and estate service in New Zealand for a family estate?”
Searched Google, AI Overview
“make a will nz”
Searched Google, AI Overview
“estate planning nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which will and estate services compete with Footprint?
Share of searches by month for Public Trust, Perpetual Guardian, Footprint, Stainton Chellew. The figures are in the table below the chart.
View monthly share of searches table
| Month | Public Trust | Perpetual Guardian | Footprint | Stainton Chellew |
|---|---|---|---|---|
| Oct 2025 | 88.3% | 9.9% | 1.2% | 0.65% |
| Nov 2025 | 67.2% | 26.9% | 3.2% | 2.7% |
| Dec 2025 | 71.7% | 23.3% | 2.1% | 2.9% |
| Jan 2026 | 68% | 25.4% | 3.9% | 2.7% |
| Feb 2026 | 66.5% | 27.2% | 3.5% | 2.8% |
| Mar 2026 | 66% | 26.6% | 4% | 3.3% |
| Apr 2026 | 78.2% | 17.7% | 2.7% | 1.5% |
| May 2026 | 66.8% | 26.6% | 4% | 2.7% |
| Jun 2026 | 66.6% | 26.4% | 4.2% | 2.7% |
| Jul 2026 | 62.4% | 29.5% | 5% | 3% |
| Aug 2026 | 66.5% | 26.7% | 4.6% | 2.2% |
| Sep 2026 | 61.2% | 28.3% | 7.6% | 2.9% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 61.2% | 5.5K | -13.7% | -5.3 points | |
| 2, held 2nd | 28.3% | 2.5K | -0.78% | +1.6 points | |
| 3, held 3rd | 7.6% | 680 | +54.5% | +3 points | |
| 4, held 4th | 2.9% | 260 | +23.8% | +0.7 points |
61.2%
Held 1st. 5.5K estimated branded searches, -13.7% vs prior month. Share -5.3 points.
28.3%
Held 2nd. 2.5K estimated branded searches, -0.78% vs prior month. Share +1.6 points.
7.6%
Held 3rd. 680 estimated branded searches, +54.5% vs prior month. Share +3 points.
2.9%
Held 4th. 260 estimated branded searches, +23.8% vs prior month. Share +0.7 points.
Compare popularity between Footprint and its closest rivals
Every comparison with Footprint
3 comparisons
How has branded search demand for Footprint changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Footprint in New Zealand rose from 310 to 680.
- Across the 12 months ending September 2026, Footprint’s share of searches among will and estate services in New Zealand increased from 1.2% to 7.6%.
How did search popularity change for New Zealand will and estate services in September 2026?
4 changes
In September 2026, Footprint gained share of searches among will and estate services in New Zealand, from 4.6% to 7.6%.
In September 2026, Perpetual Guardian gained share of searches among will and estate services in New Zealand, from 26.7% to 28.3%.
In September 2026, Stainton Chellew gained share of searches among will and estate services in New Zealand, from 2.2% to 2.9%.
In September 2026, Public Trust lost share of searches among will and estate services in New Zealand, from 66.5% to 61.2%.
How are Footprint’s branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Footprint’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.
- footprint trust
- footprint will
- myfootprint
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