Brandwave

How popular isMilford in search?

In August 2026, there were an estimated 32.5K branded searches for Milford in New Zealand which is down 29% over the last 11 months. Milford holds 83.8% estimated Share of Search among New Zealand fund managers and is ranked 1st of 6 competitors for search popularity.

Share of Search, August 2026
  1. Milford83.8%
  2. Pie Funds11.9%
  3. Harbour Asset Management2.7%
  4. Salt Funds0.83%
  5. Devon Funds0.54%
  6. Castle Point Funds0.18%
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Which fund managers compete with Milford?

Milford against fund managers in New Zealand, by month

Share of Search by month for Milford, Pie Funds, Harbour Asset Management. The figures are in the table below the chart.

View monthly share of search table
MonthMilfordPie FundsHarbour Asset ManagementSalt FundsDevon FundsCastle Point Funds
Oct 202584.2%13.1%1.6%0.39%0.59%0.09%
Nov 202584.2%12.6%1.9%0.47%0.59%0.16%
Dec 202582.7%13.8%2%0.61%0.61%0.32%
Jan 202684.2%13%1.6%0.39%0.6%0.12%
Feb 202683.7%12.8%2%0.46%0.86%0.13%
Mar 202684.1%12.2%2.2%0.44%0.82%0.23%
Apr 202683.4%13.2%2%0.38%0.71%0.19%
May 202683.8%13%2.2%0.39%0.48%0.16%
Jun 202683.7%13.1%2%0.32%0.59%0.25%
Jul 202684.2%12.1%2.2%0.55%0.69%0.18%
Aug 202683.8%11.9%2.7%0.83%0.54%0.18%
Sep 2026——————

  1. 1.Milford

    83.8%

    held 1st · 32.5K estimated branded searches · +1.8% vs prior month · -0.4 points

  2. 2.Pie Funds

    11.9%

    held 2nd · 4.6K estimated branded searches · +0.44% vs prior month · -0.2 points

  3. 3.Harbour Asset Management

    2.7%

    held 3rd · 1.1K estimated branded searches · +24.7% vs prior month · +0.5 points

  4. 4.Salt Funds

    0.83%

    moved from 5th to 4th · 320 estimated branded searches · +52.4% vs prior month · +0.3 points

  5. 5.Devon Funds

    0.54%

    moved from 4th to 5th · 210 estimated branded searches · -19.2% vs prior month · -0.1 points

  6. 6.Castle Point Funds

    0.18%

    held 6th · 70 estimated branded searches · 0% vs prior month · 0 points

Compare search popularity between Milford and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Milford in New Zealand fell from 45.7K to 32.5K.
  • Across the 11 months ending August 2026, Milford’s estimated Share of Search among fund managers in New Zealand peaked at 84.2% in October 2025 and was lowest at 82.7% in December 2025.

How did search popularity change for New Zealand fund managers in August 2026?

  1. In August 2026, Salt Funds rose from 5th to 4th among fund managers in New Zealand.

  2. In August 2026, Devon Funds fell from 4th to 5th among fund managers in New Zealand.

  3. Estimated monthly branded searches for Castle Point Funds in New Zealand rose 40% over 11 measured months, from 50 to 70 in August 2026.

  4. Estimated monthly branded searches for Harbour Asset Management in New Zealand rose 24.7% over 11 measured months, from 850 to 1.1K in August 2026.

  5. Estimated monthly branded searches for Pie Funds in New Zealand fell 35.3% over 11 measured months, from 7.1K to 4.6K 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.

Which KiwiSaver providers compete with Milford?

Milford against KiwiSaver providers in New Zealand, by month

Share of Search by month for ANZ, ASB, Westpac, BNZ, Fisher Funds, Milford. 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 Milford and its closest rivals

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

  • Across the 11 months ending August 2026, Milford’s estimated Share of Search among KiwiSaver providers in New Zealand held steady, from 1.9% to 1.6%.

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 Milford measured?

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

31 branded search terms

  • kiwisaver milford
  • milford active growth
  • milford active growth kiwisaver
  • milford asset
  • milford asset kiwisaver
  • milford asset management
  • milford asset management app
  • milford asset management fees
  • milford asset management funds
  • milford asset management kiwisaver
  • milford asset management near me
  • milford asset management nz
  • milford asset management portal
  • milford asset management review
  • milford asset management unit prices
  • milford asset mgmt
  • milford assets kiwisaver
  • milford funds
  • milford funds kiwisaver
  • milford funds limited
  • milford investment
  • milford investment funds
  • milford investment kiwisaver
  • milford investments
  • milford kiwisaver
  • milford kiwisaver active growth fund
  • milford kiwisaver aggressive fund
  • milford kiwisaver nz
  • milford kiwisaver plan
  • milford managed funds
  • www milford asset management

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