Brandwave

How popular isMilford?

In September 2026, people searched for Milford by name about 27,300 times in New Zealand, a 36.5% decrease from the previous year. These searches made up 17.3% of all New Zealand fund manager searches, placing Milford fourth out of ten managers. When we asked both ChatGPT and Google AI Overviews about fund managers, Milford appeared in four of the five answers and was the second most recommended of the ten.

Search and AI answers in September 2026

Milford is the fourth most searched of 10 competitors and the second most recommended in AI answers.

  1. Fisher FundsShare of searches 33.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. KernelShare of searches 24.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. InvestNowShare of searches 18.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  4. MilfordShare of searches 17.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. Pie FundsShare of searches 3.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

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Top fund managers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Milford was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Milford is the second most recommended of the ten.

Most recommended by AI

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

  1. Simplicity1st
  2. Milford2nd
  3. Kernel3rd
  4. Fisher Funds4th
  5. InvestNow5th
  6. Pie Funds–
  7. Harbour Asset Management–
  8. Devon Funds–
  9. Salt Funds–
  10. Castle Point Funds–

Mentioned by AI

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

  • Simplicity5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kernel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • InvestNow4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Milford4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fisher Funds3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pie Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harbour Asset Management0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Devon Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Salt Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Castle Point Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about fund managers

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.

Which fund managers compete with Milford?

Milford against fund managers in New Zealand, by month

Share of searches by month for Fisher Funds, Kernel, InvestNow, Milford, Pie Funds. The figures are in the table below the chart.

View monthly share of searches table
MonthFisher FundsKernelInvestNowMilfordPie FundsSimplicityHarbour Asset ManagementDevon FundsSalt FundsCastle Point Funds
Oct 202531.4%15.2%16.7%28.3%5.3%1.8%0.73%0.3%0.19%0.05%
Nov 202535.7%14.2%15.6%26.5%4.9%1.7%0.83%0.27%0.22%0.07%
Dec 202534.5%16.3%18.5%23.1%4.8%1.5%0.8%0.26%0.26%0.14%
Jan 202633.9%16.4%18.1%24.1%4.7%1.7%0.66%0.26%0.17%0.05%
Feb 202637.7%15%16.5%23.5%4.3%1.7%0.74%0.36%0.19%0.06%
Mar 202636.6%17.5%16.1%22.7%4.1%1.5%0.87%0.35%0.18%0.1%
Apr 202635.2%17.9%18.9%21.3%4.1%1.5%0.69%0.27%0.15%0.07%
May 202629.8%21.8%19.6%22.1%4.2%1.4%0.76%0.19%0.15%0.06%
Jun 202630.3%22.2%20%20.4%4.3%1.5%0.73%0.23%0.13%0.1%
Jul 202628.3%25.3%18.6%20.9%3.9%1.6%0.82%0.27%0.22%0.07%
Aug 202627.8%25.3%18.3%21.1%3.9%2%0.98%0.21%0.32%0.07%
Sep 202633.6%24.6%18.1%17.3%3.1%1.7%1%0.21%0.14%0.09%

  1. 1.Fisher Funds

    33.6%

    Held 1st. 33.6K estimated branded searches, +21.8% vs prior month. Share +5.8 points.

  2. 2.Kernel

    24.6%

    Held 2nd. 24.6K estimated branded searches, -2% vs prior month. Share -0.7 points.

  3. 3.InvestNow

    18.1%

    Moved from 4th to 3rd. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.Milford

    17.3%

    Moved from 3rd to 4th. 17.3K estimated branded searches, -17.1% vs prior month. Share -3.7 points.

  5. 5.Pie Funds

    3.1%

    Held 5th. 3.1K estimated branded searches, -18.4% vs prior month. Share -0.7 points.

  6. 6.Simplicity

    1.7%

    Held 6th. 1.7K estimated branded searches, -14.8% vs prior month. Share -0.3 points.

  7. 7.Harbour Asset Management

    1%

    Held 7th. 1K estimated branded searches, +3.1% vs prior month. Share 0 points.

  8. 8.Devon Funds

    0.21%

    Moved from 9th to 8th. 210 estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Salt Funds

    0.14%

    Moved from 8th to 9th. 140 estimated branded searches, -56.3% vs prior month. Share -0.2 points.

  10. 10.Castle Point Funds

    0.09%

    Held 10th. 90 estimated branded searches, +28.6% vs prior month. Share 0 points.

Compare popularity between Milford and its closest rivals

Every comparison with Milford

19 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Milford in New Zealand fell from 43K to 27.3K.
  • Across the 12 months ending September 2026, Milford’s share of searches among fund managers in New Zealand decreased from 28.3% to 17.3%.
  • Across the 12 months ending September 2026, Milford fell from 2nd to 4th among fund managers in New Zealand.

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

6 changes

  1. In September 2026, Fisher Funds gained share of searches among fund managers in New Zealand, from 27.8% to 33.6%.

  2. In September 2026, Milford lost share of searches among fund managers in New Zealand, from 21.1% to 17.3%.

  3. In September 2026, Pie Funds lost share of searches among fund managers in New Zealand, from 3.9% to 3.1%.

  4. In September 2026, Kernel lost share of searches among fund managers in New Zealand, from 25.3% to 24.6%.

  5. InvestNow’s share of searches among fund managers in New Zealand has lost ground for 3 months in a row, from 20% to 18.1% in September 2026.

  6. In September 2026, Devon Funds rose from 9th to 8th among fund managers in New Zealand.

How are Milford’s branded searches counted?

15 search terms

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 asset
  • milford asset kiwisaver
  • milford asset management
  • milford asset mgmt
  • milford assets kiwisaver
  • milford funds
  • milford funds kiwisaver
  • milford funds limited
  • milford investment
  • milford investment funds
  • milford investments
  • milford kiwisaver
  • milford managed funds

Do you work for Milford? 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

Where does Milford compete?

Milford is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
KiwiSaver providers3rd of 1515%Show ranking
Fund managers4th of 1017.3%Shown above
Creator with pink hair and a pink jacket

Is Milford your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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