Brandwave

How popular isPerpetual Guardian?

In September 2026, people searched for Perpetual Guardian by name about 2,530 times in New Zealand, about the same as the previous year. These searches made up 28.3% of all New Zealand will and estate service searches, placing Perpetual Guardian second out of four services. When we asked both ChatGPT and Google AI Overviews about will and estate services, Perpetual Guardian appeared in two of the five answers and was the second most recommended of the four.

Search and AI answers in September 2026

Perpetual Guardian is the second most searched of 4 competitors and the second most recommended in AI answers.

  1. Public TrustShare of searches 61.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Perpetual GuardianShare of searches 28.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  3. FootprintShare of searches 7.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. Stainton ChellewShare of searches 2.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
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Top will and estate services in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Public Trust1st
  2. Perpetual Guardian2nd
  3. Stainton Chellew3rd
  4. Footprint4th

Mentioned by AI

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

  • Public Trust5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Perpetual Guardian2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Footprint2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Stainton Chellew2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about will and estate services

5 answers

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

Which will and estate services compete with Perpetual Guardian?

Perpetual Guardian against will and estate services in New Zealand, by month

Share of searches by month for Public Trust, Perpetual Guardian, Footprint, Stainton Chellew. The figures are in the table below the chart.

View monthly share of searches table
MonthPublic TrustPerpetual GuardianFootprintStainton Chellew
Oct 202588.3%9.9%1.2%0.65%
Nov 202567.2%26.9%3.2%2.7%
Dec 202571.7%23.3%2.1%2.9%
Jan 202668%25.4%3.9%2.7%
Feb 202666.5%27.2%3.5%2.8%
Mar 202666%26.6%4%3.3%
Apr 202678.2%17.7%2.7%1.5%
May 202666.8%26.6%4%2.7%
Jun 202666.6%26.4%4.2%2.7%
Jul 202662.4%29.5%5%3%
Aug 202666.5%26.7%4.6%2.2%
Sep 202661.2%28.3%7.6%2.9%

  1. 1.Public Trust

    61.2%

    Held 1st. 5.5K estimated branded searches, -13.7% vs prior month. Share -5.3 points.

  2. 2.Perpetual Guardian

    28.3%

    Held 2nd. 2.5K estimated branded searches, -0.78% vs prior month. Share +1.6 points.

  3. 3.Footprint

    7.6%

    Held 3rd. 680 estimated branded searches, +54.5% vs prior month. Share +3 points.

  4. 4.Stainton Chellew

    2.9%

    Held 4th. 260 estimated branded searches, +23.8% vs prior month. Share +0.7 points.

Compare popularity between Perpetual Guardian and its closest rivals

Every comparison with Perpetual Guardian

3 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Perpetual Guardian in New Zealand held steady, from 2.6K to 2.5K.
  • Across the 12 months ending September 2026, Perpetual Guardian’s share of searches among will and estate services in New Zealand increased from 9.9% to 28.3%.
  • Across the 12 months ending September 2026, Perpetual Guardian’s share of searches among will and estate services in New Zealand peaked at 29.5% in July 2026 and was lowest at 9.9% in October 2025.

How did search popularity change for New Zealand will and estate services in September 2026?

4 changes

  1. In September 2026, Footprint gained share of searches among will and estate services in New Zealand, from 4.6% to 7.6%.

  2. In September 2026, Perpetual Guardian gained share of searches among will and estate services in New Zealand, from 26.7% to 28.3%.

  3. In September 2026, Stainton Chellew gained share of searches among will and estate services in New Zealand, from 2.2% to 2.9%.

  4. In September 2026, Public Trust lost share of searches among will and estate services in New Zealand, from 66.5% to 61.2%.

How are Perpetual Guardian’s branded searches counted?

6 search terms

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

  • perpetual guardian
  • perpetual guardian grants
  • perpetual guardian trust
  • perpetual guardian will
  • perpetual guardian wills
  • perpetualguardian

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How the Brand Demand Index is measured

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