Brandwave

How popular isMcCulloch & Partners?

In September 2026, people searched for McCulloch & Partners by name about 300 times in New Zealand, about the same as the previous year. These searches made up 30.4% of all New Zealand Invercargill accounting firm searches, placing McCulloch & Partners second out of five firms. When we asked both ChatGPT and Google AI Overviews about Invercargill accounting firms, McCulloch & Partners appeared in one of the three answers and was the joint fourth most recommended of the five.

Search and AI answers in September 2026

McCulloch & Partners is the second most searched of 5 competitors and the joint fourth most recommended in AI answers.

  1. Malloch McClean +MOREShare of searches 43.5%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  2. McCulloch & PartnersShare of searches 30.4%Mentioned in 1 of 3 AI answersPlace in AI recommendations 4th
  3. BDOShare of searches 8.7%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  4. Simpsons Chartered AccountantsShare of searches 8.7%Mentioned in 2 of 3 AI answersPlace in AI recommendations 4th
  5. Tax LinkShare of searches 8.7%Mentioned in 1 of 3 AI answersPlace in AI recommendations 3rd
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Top Invercargill accounting firms in ChatGPT and Google AI Overviews

In three ChatGPT questions, McCulloch & Partners was mentioned in one out of three: in one of the three ChatGPT answers. McCulloch & Partners is the joint fourth most recommended of the five.

Most recommended by AI

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

  1. Malloch McClean +MORE1st
  2. BDO2nd
  3. Tax Link3rd
  4. McCulloch & Partners4th
  5. Simpsons Chartered Accountants4th

Mentioned by AI

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

See every answer about Invercargill accounting firms

3 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which Invercargill accounting firms compete with McCulloch & Partners?

McCulloch & Partners against Invercargill accounting firms in New Zealand, by month

Share of searches by month for Malloch McClean +MORE, McCulloch & Partners, BDO, Simpsons Chartered Accountants, Tax Link. The figures are in the table below the chart.

View monthly share of searches table
MonthMalloch McClean +MOREMcCulloch & PartnersBDOSimpsons Chartered AccountantsTax Link
Oct 202534.5%44.8%3.4%10.3%6.9%
Nov 202540%40%3.3%10%6.7%
Dec 202534.8%39.1%8.7%13%4.3%
Jan 202633.3%37.5%8.3%12.5%8.3%
Feb 202625.9%48.1%7.4%11.1%7.4%
Mar 202635.7%39.3%7.1%10.7%7.1%
Apr 202637.9%37.9%6.9%10.3%6.9%
May 202638.7%38.7%6.5%9.7%6.5%
Jun 202644.1%35.3%5.9%8.8%5.9%
Jul 202641.7%37.5%4.2%12.5%4.2%
Aug 202637.5%34.4%9.4%9.4%9.4%
Sep 202643.5%30.4%8.7%8.7%8.7%

  1. 1.Malloch McClean +MORE

    43.5%

    Held 1st. 100 estimated branded searches, -16.7% vs prior month. Share +6 points.

  2. 2.McCulloch & Partners

    30.4%

    Held 2nd. 70 estimated branded searches, -36.4% vs prior month. Share -3.9 points.

  3. 3.BDO

    8.7%

    Held 3rd. 20 estimated branded searches, -33.3% vs prior month. Share -0.7 points.

  4. 4.Simpsons Chartered Accountants

    8.7%

    Held 4th. 20 estimated branded searches, -33.3% vs prior month. Share -0.7 points.

  5. 5.Tax Link

    8.7%

    Held 5th. 20 estimated branded searches, -33.3% vs prior month. Share -0.7 points.

Compare popularity between McCulloch & Partners and its closest rivals

Every comparison with McCulloch & Partners

1 comparison

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for McCulloch & Partners in New Zealand held steady, from 310 to 300.
  • Across the 12 months ending September 2026, McCulloch & Partners’ share of searches among Invercargill accounting firms in New Zealand decreased from 44.8% to 30.4%.
  • Across the 12 months ending September 2026, McCulloch & Partners’ share of searches among Invercargill accounting firms in New Zealand peaked at 48.1% in February 2026 and was lowest at 30.4% in September 2026.
  • Across the 12 months ending September 2026, McCulloch & Partners fell from 1st to 2nd among Invercargill accounting firms in New Zealand.

How did search popularity change for New Zealand Invercargill accounting firms in September 2026?

5 changes

  1. In September 2026, Malloch McClean +MORE gained share of searches among Invercargill accounting firms in New Zealand, from 37.5% to 43.5%.

  2. In September 2026, McCulloch & Partners lost share of searches among Invercargill accounting firms in New Zealand, from 34.4% to 30.4%.

  3. In September 2026, BDO lost share of searches among Invercargill accounting firms in New Zealand, from 9.4% to 8.7%.

  4. In September 2026, Simpsons Chartered Accountants lost share of searches among Invercargill accounting firms in New Zealand, from 9.4% to 8.7%.

  5. In September 2026, Tax Link lost share of searches among Invercargill accounting firms in New Zealand, from 9.4% to 8.7%.

How are McCulloch & Partners’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using McCulloch & Partners’ 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.

  • mcculloch & partners
  • mcculloch and partners

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How the Brand Demand Index is measured

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