--- title: "Milford: search popularity and Share of Search in New Zealand" description: "A New Zealand fund manager offering KiwiSaver, managed investment funds, and wealth management. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/nz/brands/milford" publisher: "Brandwave" --- # Milford: search popularity and Share of Search in New Zealand A New Zealand fund manager offering KiwiSaver, managed investment funds, and wealth management. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Milford - **Market**: New Zealand - **Measured month**: Aug 2026 - **Share of Search among fund managers**: 83.8% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Fund managers | 1 | 83.8% | 32.5K | | KiwiSaver providers | 6 | 1.6% | 32.5K | - [Fund managers](/demand/nz/categories/nz-fund-managers) - [New Zealand KiwiSaver providers](/demand/nz/categories/nz-kiwisaver-providers) ## 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. - 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 fund managers in August 2026? - In August 2026, Salt Funds rose from 5th to 4th among fund managers in New Zealand. - In August 2026, Devon Funds fell from 4th to 5th among fund managers in New Zealand. - Estimated monthly branded searches for Castle Point Funds in New Zealand rose 40% over 11 measured months, from 50 to 70 in August 2026. - 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. - 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. - 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 did search popularity change for New Zealand KiwiSaver providers in August 2026? - In August 2026, Westpac gained estimated Share of Search among KiwiSaver providers in New Zealand, from 19.5% to 22.7%. - In August 2026, ANZ lost estimated Share of Search among KiwiSaver providers in New Zealand, from 37.3% to 35.6%. - In August 2026, ASB lost estimated Share of Search among KiwiSaver providers in New Zealand, from 26% to 24.9%. - Estimated monthly branded searches for Kernel in New Zealand rose 50% over 11 measured months, from 20.5K to 30.8K in August 2026. - Estimated monthly branded searches for Juno KiwiSaver in New Zealand fell 44.7% over 11 measured months, from 940 to 520 in August 2026. - Estimated monthly branded searches for Milford in New Zealand fell 29% over 11 measured months, from 45.7K to 32.5K in August 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Fund managers | 45.7K | 84.2% | 1 | | Nov 2025 | Fund managers | 37.4K | 84.2% | 1 | | Dec 2025 | Fund managers | 28.3K | 82.7% | 1 | | Jan 2026 | Fund managers | 36.3K | 84.2% | 1 | | Feb 2026 | Fund managers | 31.2K | 83.7% | 1 | | Mar 2026 | Fund managers | 32.6K | 84.1% | 1 | | Apr 2026 | Fund managers | 30.4K | 83.4% | 1 | | May 2026 | Fund managers | 36.9K | 83.8% | 1 | | Jun 2026 | Fund managers | 36.6K | 83.7% | 1 | | Jul 2026 | Fund managers | 31.9K | 84.2% | 1 | | Aug 2026 | Fund managers | 32.5K | 83.8% | 1 | | Sep 2026 | Fund managers | — | — | — | | Oct 2025 | KiwiSaver providers | 45.7K | 1.9% | 6 | | Nov 2025 | KiwiSaver providers | 37.4K | 1.7% | 6 | | Dec 2025 | KiwiSaver providers | 28.3K | 1.3% | 6 | | Jan 2026 | KiwiSaver providers | 36.3K | 1.6% | 6 | | Feb 2026 | KiwiSaver providers | 31.2K | 1.6% | 6 | | Mar 2026 | KiwiSaver providers | 32.6K | 1.4% | 6 | | Apr 2026 | KiwiSaver providers | 30.4K | 1.4% | 6 | | May 2026 | KiwiSaver providers | 36.9K | 1.7% | 6 | | Jun 2026 | KiwiSaver providers | 36.6K | 1.6% | 6 | | Jul 2026 | KiwiSaver providers | 31.9K | 1.6% | 6 | | Aug 2026 | KiwiSaver providers | 32.5K | 1.6% | 6 | | Sep 2026 | KiwiSaver providers | — | — | — | ## 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. - “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” ## Which fund managers compete with Milford? - [Pie Funds](/demand/nz/brands/pie-funds): Head-to-head: /demand/nz/compare/milford-vs-pie-funds - [Harbour Asset Management](/demand/nz/brands/harbour-asset-management): Head-to-head: /demand/nz/compare/harbour-asset-management-vs-milford - [Salt Funds](/demand/nz/brands/salt-funds): Head-to-head: /demand/nz/compare/milford-vs-salt-funds - [Devon Funds](/demand/nz/brands/devon-funds): Head-to-head: /demand/nz/compare/devon-funds-vs-milford - [Castle Point Funds](/demand/nz/brands/castle-point-funds): Head-to-head: /demand/nz/compare/castle-point-funds-vs-milford ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Milford: search popularity and Share of Search in New Zealand". https://gobrandwave.com/demand/nz/brands/milford This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/milford. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.