Brandwave

How popular isInitio Insurance?

In September 2026, people searched for Initio Insurance by name about 2,110 times in New Zealand, about the same as the previous year. These searches made up 0.69% of all New Zealand car and home insurer searches, placing Initio Insurance 11th out of 11 insurers. When we asked both ChatGPT and Google AI Overviews about car and home insurers, Initio Insurance appeared in one of the five answers and was the eighth most recommended of the 11.

Search and AI answers in September 2026

Initio Insurance is the 11th most searched of 11 competitors and the eighth most recommended in AI answers.

  1. AA InsuranceShare of searches 34.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. AMI InsuranceShare of searches 21.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  3. Tower InsuranceShare of searches 17.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. State InsuranceShare of searches 14.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  5. Initio InsuranceShare of searches 0.69%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th

+6 more

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Top car and home insurers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Initio Insurance was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Initio Insurance is the eighth most recommended of the 11.

Most recommended by AI

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

  1. Tower Insurance1st
  2. AA Insurance2nd
  3. MAS3rd
  4. State Insurance4th
  5. Cove Insurance5th
  6. AMI Insurance6th
  7. FMG Insurance7th
  8. Initio Insurance8th
  9. Vero Insurance–
  10. Trade Me Insurance–
  11. +1 more

Mentioned by AI

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

  • Tower Insurance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AA Insurance4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • State Insurance4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MAS4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AMI Insurance3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cove Insurance3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • FMG Insurance1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Initio Insurance1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vero Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Trade Me Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about car and home insurers

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 car and home insurers compete with Initio Insurance?

Initio Insurance against car and home insurers in New Zealand, by month

Share of searches by month for AA Insurance, AMI Insurance, Tower Insurance, State Insurance, FMG Insurance, Vero Insurance, Initio Insurance. The figures are in the table below the chart.

View monthly share of searches table
MonthAA InsuranceAMI InsuranceTower InsuranceState InsuranceFMG InsuranceVero InsuranceCove InsuranceTrade Me InsuranceMASStar InsureInitio Insurance
Oct 202535.7%21.9%14.7%14.8%3.6%2.5%1.7%2.4%0.91%1.1%0.74%
Nov 202534.7%21.2%17.2%14.2%3.4%2.4%1.6%2.3%1.1%1%0.72%
Dec 202534.7%21.7%17.6%14.5%2.9%2.5%1.6%2%0.9%1.1%0.65%
Jan 202637.2%19.2%15.6%15.7%3.8%2.2%1.8%2.1%0.82%0.93%0.67%
Feb 202638.4%19.8%16.1%13.4%3.9%2.3%1.8%1.8%0.82%0.97%0.84%
Mar 202635.4%22.2%14.9%14.9%3.6%2.5%1.7%2%0.9%1.1%0.78%
Apr 202634.1%21.2%17.3%14.3%3.4%2.9%2%1.9%0.88%1%0.91%
May 202634.1%21.2%17.4%14.3%3.4%2.4%2%1.9%1.1%1.3%0.9%
Jun 202634.3%21%17.2%14.2%4.1%2.4%2%1.9%1.1%1%0.87%
Jul 202634.7%21.1%17.4%14.2%3.4%2.4%2%1.9%1.1%1%0.69%
Aug 202634.6%21.2%17.5%14.2%3.4%2.4%2%1.9%1.1%1%0.7%
Sep 202634.5%21.7%17.5%14.6%3.4%2.4%1.6%1.6%1.1%1%0.69%

  1. 1.AA Insurance

    34.5%

    Held 1st. 105K estimated branded searches, +0.47% vs prior month. Share -0.1 points.

  2. 2.AMI Insurance

    21.7%

    Held 2nd. 65.8K estimated branded searches, +3% vs prior month. Share +0.5 points.

  3. 3.Tower Insurance

    17.5%

    Held 3rd. 53.2K estimated branded searches, +1.1% vs prior month. Share 0 points.

  4. 4.State Insurance

    14.6%

    Held 4th. 44.2K estimated branded searches, +3.2% vs prior month. Share +0.3 points.

  5. 5.FMG Insurance

    3.4%

    Held 5th. 10.4K estimated branded searches, +1.1% vs prior month. Share 0 points.

  6. 6.Vero Insurance

    2.4%

    Held 6th. 7.3K estimated branded searches, +0.69% vs prior month. Share 0 points.

  7. 7.Cove Insurance

    1.6%

    Held 7th. 5K estimated branded searches, -16.8% vs prior month. Share -0.3 points.

  8. 8.Trade Me Insurance

    1.6%

    Held 8th. 4.8K estimated branded searches, -16.8% vs prior month. Share -0.3 points.

  9. 9.MAS

    1.1%

    Held 9th. 3.3K estimated branded searches, 0% vs prior month. Share 0 points.

  10. 10.Star Insure

    1%

    Held 10th. 3.1K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.Initio Insurance

    0.69%

    Held 11th. 2.1K estimated branded searches, +0.48% vs prior month. Share 0 points.

Compare popularity between Initio Insurance and its closest rivals

Every comparison with Initio Insurance

10 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Initio Insurance in New Zealand held steady, from 2.2K to 2.1K.
  • Across the 12 months ending September 2026, Initio Insurance’s share of searches among car and home insurers in New Zealand held steady, from 0.74% to 0.69%.

How did search popularity change for New Zealand car and home insurers in September 2026?

4 changes

  1. AMI Insurance’s share of searches among car and home insurers in New Zealand has gained ground for 3 months in a row, from 21% to 21.7% in September 2026.

  2. Estimated monthly branded searches for MAS in New Zealand rose 23.7% over 12 measured months, from 2.7K to 3.3K in September 2026.

  3. Estimated monthly branded searches for Tower Insurance in New Zealand rose 23.7% over 12 measured months, from 43K to 53.2K in September 2026.

  4. Estimated monthly branded searches for Trade Me Insurance in New Zealand fell 32.2% over 12 measured months, from 7.1K to 4.8K in September 2026.

How are Initio Insurance’s branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Initio Insurance’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.

  • initio car insurance
  • initio contents insurance
  • initio home insurance
  • initio house insurance
  • Initio Insurance
  • initio landlord insurance

How the Brand Demand Index is measured

Who owns Initio Insurance?

Initio Insurance is owned by Initio. Brandwave does not track any other brands owned by Initio.

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

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