Brandwave

How popular isKnowBe4?

In October 2026, people searched for KnowBe4 by name about 590 times in New Zealand, about the same as the previous year. These searches made up 64.8% of all New Zealand security awareness training platform searches, placing KnowBe4 first out of six platforms. When we asked both ChatGPT and Google AI Overviews about security awareness training platforms, KnowBe4 appeared in all answers and was the most recommended of the six.

Search and AI answers in October 2026

KnowBe4 is the most searched of 6 competitors and the most recommended in the AI answers we collected.

  1. KnowBe4Share of searches 64.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. ProofpointShare of searches 18.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  3. usecureShare of searches 9.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. HoxhuntShare of searches 4.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. SecureAZShare of searches 1.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

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Top security awareness training platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, KnowBe4 appeared in all five answers. KnowBe4 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. KnowBe41st
  2. SecureAZ2nd
  3. Hoxhunt3rd
  4. Proofpoint4th
  5. usecure5th
  6. SoSafe–

Mentioned by AI

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

  • KnowBe45 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Proofpoint4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hoxhunt4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SecureAZ4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • usecure1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SoSafe0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about security awareness training platforms

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 21, 2026.

How often do people search for KnowBe4 compared with other New Zealand security awareness training platforms?

KnowBe4 against security awareness training platforms in New Zealand, by month

Share of searches by month for KnowBe4, Proofpoint, usecure, Hoxhunt. The figures are in the table below the chart.

View monthly share of searches table
MonthKnowBe4ProofpointusecureHoxhuntSecureAZSoSafe
Nov 202557.3%25.2%10.7%3.9%0.97%1.9%
Dec 202558.2%25.5%9.1%3.6%1.8%1.8%
Jan 202660%21.5%10.8%3.1%3.1%1.5%
Feb 202661.5%21.8%11.5%2.6%1.3%1.3%
Mar 202661.5%21.9%11.5%3.1%1%1%
Apr 202665.8%15.1%12.3%2.7%2.7%1.4%
May 202659.3%21%13.6%2.5%2.5%1.2%
Jun 202661.5%21.9%9.4%2.1%4.2%1%
Jul 202661.5%21.8%11.5%2.6%1.3%1.3%
Aug 202660.8%21.5%11.4%2.5%2.5%1.3%
Sep 202659.3%21%13.6%3.7%1.2%1.2%
Oct 202664.8%18.7%9.9%4.4%1.1%1.1%

  1. 1.KnowBe4

    64.8%

    Held 1st. 590 estimated branded searches, +22.9% vs prior month. Share +5.6 points.

  2. 2.Proofpoint

    18.7%

    Held 2nd. 170 estimated branded searches, 0% vs prior month. Share -2.3 points.

  3. 3.usecure

    9.9%

    Held 3rd. 90 estimated branded searches, -18.2% vs prior month. Share -3.7 points.

  4. 4.Hoxhunt

    4.4%

    Held 4th. 40 estimated branded searches, +33.3% vs prior month. Share +0.7 points.

  5. 5.SecureAZ

    1.1%

    Held 5th. 10 estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.SoSafe

    1.1%

    Held 6th. 10 estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between KnowBe4 and its closest rivals

Every comparison with KnowBe4

5 comparisons

How has branded search demand for KnowBe4 changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for KnowBe4 in New Zealand held steady at 590.
  • Across the 12 months ending October 2026, KnowBe4’s share of searches among security awareness training platforms in New Zealand increased from 57.3% to 64.8%.
  • Across the 12 months ending October 2026, KnowBe4’s share of searches among security awareness training platforms in New Zealand peaked at 65.8% in April 2026 and was lowest at 57.3% in November 2025.

How did search popularity change for New Zealand security awareness training platforms in October 2026?

5 changes

  1. In October 2026, KnowBe4 gained share of searches among security awareness training platforms in New Zealand, from 59.3% to 64.8%.

  2. In October 2026, Hoxhunt gained share of searches among security awareness training platforms in New Zealand, from 3.7% to 4.4%.

  3. In October 2026, usecure lost share of searches among security awareness training platforms in New Zealand, from 13.6% to 9.9%.

  4. In October 2026, Proofpoint lost share of searches among security awareness training platforms in New Zealand, from 21% to 18.7%.

  5. Estimated monthly branded searches for SoSafe in New Zealand fell 50% over 12 measured months, from 20 to 10 in October 2026.

How are KnowBe4’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using KnowBe4’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • knowbe4

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How the Brand Demand Index is measured

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