Brandwave

How popular isGee & Hickton?

In September 2026, people searched for Gee & Hickton by name about 1,600 times in New Zealand, a 23.1% increase from the previous year. These searches made up 14.4% of all New Zealand Wellington funeral director searches, placing Gee & Hickton second out of six directors. When we asked both ChatGPT and Google AI Overviews about Wellington funeral directors, Gee & Hickton did not appear in any of the answers.

Search and AI answers in September 2026

Gee & Hickton is the second most searched of 6 competitors and not listed in any AI answer.

  1. Harbour City Funeral HomeShare of searches 58.6%Mentioned in 3 of 3 AI answersPlace in AI recommendations 4th
  2. Gee & HicktonShare of searches 14.4%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  3. The Wilson Funeral HomeShare of searches 9.5%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  4. Wellington City FuneralsShare of searches 7.7%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  5. Lychgate FuneralsShare of searches 6.8%Mentioned in 2 of 3 AI answersPlace in AI recommendations 3rd

+1 more

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Top Wellington funeral directors in ChatGPT and Google AI Overviews

In three ChatGPT questions, Gee & Hickton did not appear in any of the three answers.

Most recommended by AI

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

  1. Wellington City Funerals1st
  2. The Wilson Funeral Home2nd
  3. Lychgate Funerals3rd
  4. Harbour City Funeral Home4th
  5. Guardian Funeral Home5th
  6. Gee & Hickton–

Mentioned by AI

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

See every answer about Wellington funeral directors

3 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 Wellington funeral directors compete with Gee & Hickton?

Gee & Hickton against Wellington funeral directors in New Zealand, by month

Share of searches by month for Harbour City Funeral Home, Gee & Hickton, The Wilson Funeral Home, Wellington City Funerals, Lychgate Funerals, Guardian Funeral Home. The figures are in the table below the chart.

View monthly share of searches table
MonthHarbour City Funeral HomeGee & HicktonThe Wilson Funeral HomeWellington City FuneralsLychgate FuneralsGuardian Funeral Home
Oct 202542.9%23.2%12.5%0%18.8%2.7%
Nov 202544.9%15.9%13.1%0%24.3%1.9%
Dec 202545.3%19.8%10.4%0%19.8%4.7%
Jan 202634%12.1%7.8%22.7%21.3%2.1%
Feb 202631.8%11.3%13.9%17.2%23.2%2.6%
Mar 202640.1%14.3%14.3%6.1%22.4%2.7%
Apr 202645.7%20.2%5.4%8.5%17.8%2.3%
May 202648%17.3%4.7%14%14%2%
Jun 202655.2%14.4%5%7.7%13.8%3.9%
Jul 202654.7%19.9%10.6%3.1%9.9%1.9%
Aug 202653.5%11.2%17.1%9.1%7.5%1.6%
Sep 202658.6%14.4%9.5%7.7%6.8%3.2%

  1. 1.Harbour City Funeral Home

    58.6%

    Held 1st. 1.3K estimated branded searches, +30% vs prior month. Share +5.1 points.

  2. 2.Gee & Hickton

    14.4%

    Moved from 3rd to 2nd. 320 estimated branded searches, +52.4% vs prior month. Share +3.2 points.

  3. 3.The Wilson Funeral Home

    9.5%

    Moved from 2nd to 3rd. 210 estimated branded searches, -34.4% vs prior month. Share -7.7 points.

  4. 4.Wellington City Funerals

    7.7%

    Held 4th. 170 estimated branded searches, 0% vs prior month. Share -1.4 points.

  5. 5.Lychgate Funerals

    6.8%

    Held 5th. 150 estimated branded searches, +7.1% vs prior month. Share -0.7 points.

  6. 6.Guardian Funeral Home

    3.2%

    Held 6th. 70 estimated branded searches, +133.3% vs prior month. Share +1.5 points.

Compare popularity between Gee & Hickton and its closest rivals

Every comparison with Gee & Hickton

4 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Gee & Hickton in New Zealand rose from 1.3K to 1.6K.
  • Across the 12 months ending September 2026, Gee & Hickton’s share of searches among Wellington funeral directors in New Zealand decreased from 23.2% to 14.4%.
  • Across the 12 months ending September 2026, Gee & Hickton’s share of searches among Wellington funeral directors in New Zealand peaked at 23.2% in October 2025 and was lowest at 11.2% in August 2026.

How did search popularity change for New Zealand Wellington funeral directors in September 2026?

6 changes

  1. In September 2026, Gee & Hickton overtook The Wilson Funeral Home to rank 2nd among Wellington funeral directors in New Zealand, with 14.4% of the searches.

  2. In September 2026, Harbour City Funeral Home gained share of searches among Wellington funeral directors in New Zealand, from 53.5% to 58.6%.

  3. In September 2026, Guardian Funeral Home gained share of searches among Wellington funeral directors in New Zealand, from 1.6% to 3.2%.

  4. In September 2026, The Wilson Funeral Home lost share of searches among Wellington funeral directors in New Zealand, from 17.1% to 9.5%.

  5. In September 2026, Wellington City Funerals lost share of searches among Wellington funeral directors in New Zealand, from 9.1% to 7.7%.

  6. In September 2026, Lychgate Funerals lost share of searches among Wellington funeral directors in New Zealand, from 7.5% to 6.8%.

How are Gee & Hickton’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Gee & Hickton’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.

  • gee & hickton
  • gee hickton

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How the Brand Demand Index is measured

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