Brandwave

How popular isKernel in search?

In August 2026, there were an estimated 30.8K branded searches for Kernel in New Zealand which is up 50% over the last 11 months. Kernel holds 1.5% estimated Share of Search among New Zealand KiwiSaver providers and is ranked 7th of 14 competitors for search popularity.

Share of Search, August 2026
  1. ANZ35.6%
  2. ASB24.9%
  3. Westpac22.7%
  4. BNZ7.4%
  5. Fisher Funds2.9%
  6. Milford1.6%
  7. Kernel1.5%
  8. Simplicity1%
  9. Generate KiwiSaver1%
  10. SuperLife0.54%
  11. +4 more
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Which KiwiSaver providers compete with Kernel?

Kernel against KiwiSaver providers in New Zealand, by month

Share of Search by month for ANZ, ASB, Westpac, BNZ, Fisher Funds, Kernel. The figures are in the table below the chart.

View monthly share of search table
MonthANZASBWestpacBNZFisher FundsMilfordKernelSimplicityGenerate KiwiSaverSuperLifeBoosterAMPMercer KiwiSaverJuno KiwiSaver
Oct 202544.1%21.2%19.3%6.6%3%1.9%0.84%1%0.84%0.59%0.25%0.19%0.15%0.04%
Nov 202539.8%23.1%21%7.2%3.3%1.7%0.76%1.1%0.91%0.51%0.27%0.2%0.16%0.03%
Dec 202540.5%23.5%21.4%7.1%2.7%1.3%0.74%0.87%0.76%0.43%0.22%0.17%0.14%0.03%
Jan 202639.6%23.2%21.1%7.1%3.3%1.6%0.94%1.1%0.93%0.51%0.27%0.21%0.16%0.03%
Feb 202636.9%26.1%19.6%7.9%3.7%1.6%0.85%1.2%0.86%0.47%0.31%0.2%0.19%0.03%
Mar 202639%23.2%20.7%8.3%3.2%1.4%0.85%1%1.1%0.48%0.33%0.24%0.16%0.04%
Apr 202639.7%23.3%21.2%7%3.3%1.4%0.98%1.1%0.91%0.49%0.27%0.2%0.17%0.03%
May 202639.4%22.9%20.9%7%3.3%1.7%1.4%1.1%1.1%0.5%0.33%0.25%0.2%0.03%
Jun 202639.6%23%20.8%6.9%3.3%1.6%1.4%1%1.1%0.51%0.33%0.24%0.2%0.02%
Jul 202637.3%26%19.5%7.8%3%1.6%1.5%1.1%1%0.48%0.31%0.23%0.19%0.02%
Aug 202635.6%24.9%22.7%7.4%2.9%1.6%1.5%1%1%0.54%0.3%0.22%0.18%0.03%
Sep 2026——————————————

  1. 1.ANZ

    35.6%

    held 1st · 731K estimated branded searches · -0.47% vs prior month · -1.7 points

  2. 2.ASB

    24.9%

    held 2nd · 512K estimated branded searches · -0.04% vs prior month · -1.1 points

  3. 3.Westpac

    22.7%

    held 3rd · 467K estimated branded searches · +21.8% vs prior month · +3.3 points

  4. 4.BNZ

    7.4%

    held 4th · 153K estimated branded searches · +0.08% vs prior month · -0.3 points

  5. 5.Fisher Funds

    2.9%

    held 5th · 60.3K estimated branded searches · +1.7% vs prior month · -0.1 points

  6. 6.Milford

    1.6%

    held 6th · 32.5K estimated branded searches · +1.8% vs prior month · 0 points

  7. 7.Kernel

    1.5%

    held 7th · 30.8K estimated branded searches · +3.3% vs prior month · 0 points

  8. 8.Simplicity

    1%

    held 8th · 21.1K estimated branded searches · +1.7% vs prior month · 0 points

  9. 9.Generate KiwiSaver

    1%

    held 9th · 20.7K estimated branded searches · +1.1% vs prior month · 0 points

  10. 10.SuperLife

    0.54%

    held 10th · 11K estimated branded searches · +17.1% vs prior month · +0.1 points

  11. 11.Booster

    0.3%

    held 11th · 6.1K estimated branded searches · +0.49% vs prior month · 0 points

  12. 12.AMP

    0.22%

    held 12th · 4.5K estimated branded searches · +0.45% vs prior month · 0 points

  13. 13.Mercer KiwiSaver

    0.18%

    held 13th · 3.7K estimated branded searches · +0.55% vs prior month · 0 points

  14. 14.Juno KiwiSaver

    0.03%

    held 14th · 520 estimated branded searches · +18.2% vs prior month · 0 points

Compare search popularity between Kernel and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Kernel in New Zealand rose from 20.5K to 30.8K.
  • Across the 11 months ending August 2026, Kernel’s estimated Share of Search among KiwiSaver providers in New Zealand increased from 0.84% to 1.5%.
  • Across the 11 months ending August 2026, Kernel rose from 8th to 7th among KiwiSaver providers in New Zealand.

How did search popularity change for New Zealand KiwiSaver providers in August 2026?

  1. In August 2026, Westpac gained estimated Share of Search among KiwiSaver providers in New Zealand, from 19.5% to 22.7%.

  2. In August 2026, ANZ lost estimated Share of Search among KiwiSaver providers in New Zealand, from 37.3% to 35.6%.

  3. In August 2026, ASB lost estimated Share of Search among KiwiSaver providers in New Zealand, from 26% to 24.9%.

  4. Estimated monthly branded searches for Kernel in New Zealand rose 50% over 11 measured months, from 20.5K to 30.8K in August 2026.

  5. Estimated monthly branded searches for Juno KiwiSaver in New Zealand fell 44.7% over 11 measured months, from 940 to 520 in August 2026.

  6. Estimated monthly branded searches for Milford in New Zealand fell 29% over 11 measured months, from 45.7K to 32.5K in August 2026.

How is Kernel measured?

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

18 branded search terms

  • kernel cash fund
  • kernel cash plus fund
  • kernel fund
  • kernel funds
  • kernel global 100
  • kernel high growth fund
  • kernel invest
  • kernel investment funds
  • kernel kiwisaver
  • kernel kiwisaver funds
  • kernel nz
  • kernel savings account
  • kernel total world fund
  • kernel wealth
  • kernel wealth funds
  • kernel wealth kiwisaver
  • kernel wealth nz
  • kiwisaver kernel

Do you work for Kernel? 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

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