Brandwave

How popular isPIC Insurance Brokers?

In October 2026, people searched for PIC Insurance Brokers by name about 720 times in New Zealand, a 22% increase from the previous year. These searches made up 17% of all New Zealand insurance broker searches, placing PIC Insurance Brokers third out of eight brokers. When we asked both ChatGPT and Google AI Overviews about insurance brokers, PIC Insurance Brokers appeared in two of the five answers and was the third most recommended of the eight.

Search and AI answers in October 2026

PIC Insurance Brokers is the third most searched of 8 competitors and the third most recommended in the AI answers we collected.

  1. RothburyShare of searches 31.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. AonShare of searches 25.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. PIC Insurance BrokersShare of searches 17%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. MarshShare of searches 11.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. Crombie LockwoodShare of searches 10.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+3 more

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Top insurance brokers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, PIC Insurance Brokers was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. PIC Insurance Brokers is the third most recommended of the eight.

Most recommended by AI

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

  1. Rothbury1st
  2. Aon2nd
  3. PIC Insurance Brokers3rd
  4. Gallagher Insurance4th
  5. Marsh5th
  6. NZbrokers6th
  7. Insurance Advisernet7th
  8. Crombie Lockwood–

Mentioned by AI

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

  • Rothbury4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Aon3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • PIC Insurance Brokers2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Marsh2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Insurance Advisernet2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NZbrokers2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Gallagher Insurance1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Crombie Lockwood0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about insurance brokers

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.

How often do people search for PIC Insurance Brokers compared with other New Zealand insurance brokers?

PIC Insurance Brokers against insurance brokers in New Zealand, by month

Share of searches by month for Rothbury, Aon, PIC Insurance Brokers, Marsh, Crombie Lockwood, Insurance Advisernet. The figures are in the table below the chart.

View monthly share of searches table
MonthRothburyAonPIC Insurance BrokersMarshCrombie LockwoodInsurance AdvisernetNZbrokersGallagher Insurance
Nov 202532.2%27.3%11.6%8%14.9%2.7%3.3%0%
Dec 202535.5%28.2%10.5%8.3%14.2%1.9%1.3%0%
Jan 202632.6%33.4%9.7%8.5%13.1%1.4%1.4%0%
Feb 202632.9%27.9%14.5%8.3%13.1%1.8%1.4%0%
Mar 202633.9%29.3%12.7%8.8%12.1%1.9%1.2%0%
Apr 202632.9%27.6%14.6%8.1%13.2%2.2%1.4%0%
May 202632.9%27.8%14.5%9.9%11.3%2.2%1.4%0%
Jun 202633.1%27.6%12%11.6%11.4%2.2%1.4%0.81%
Jul 202632%32%11.5%9.7%10.9%2.7%0.97%0.19%
Aug 202631.5%32.2%14%9.3%9.5%1.7%1.4%0.39%
Sep 202633.5%28.4%12.1%12.1%9.5%2.9%1%0.41%
Oct 202631.2%25.5%17%11.6%10.9%2.1%1.2%0.47%

  1. 1.Rothbury

    31.2%

    Held 1st. 1.3K estimated branded searches, -19% vs prior month. Share -2.3 points.

  2. 2.Aon

    25.5%

    Held 2nd. 1.1K estimated branded searches, -21.7% vs prior month. Share -2.9 points.

  3. 3.PIC Insurance Brokers

    17%

    Moved from 4th to 3rd. 720 estimated branded searches, +22% vs prior month. Share +4.9 points.

  4. 4.Marsh

    11.6%

    Moved from 3rd to 4th. 490 estimated branded searches, -16.9% vs prior month. Share -0.6 points.

  5. 5.Crombie Lockwood

    10.9%

    Held 5th. 460 estimated branded searches, 0% vs prior month. Share +1.4 points.

  6. 6.Insurance Advisernet

    2.1%

    Held 6th. 90 estimated branded searches, -35.7% vs prior month. Share -0.8 points.

  7. 7.NZbrokers

    1.2%

    Held 7th. 50 estimated branded searches, 0% vs prior month. Share +0.2 points.

  8. 8.Gallagher Insurance

    0.47%

    Held 8th. 20 estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between PIC Insurance Brokers and its closest rivals

Every comparison with PIC Insurance Brokers

14 comparisons

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

4 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for PIC Insurance Brokers in New Zealand rose from 590 to 720.
  • Across the 12 months ending October 2026, PIC Insurance Brokers’ share of searches among insurance brokers in New Zealand increased from 11.6% to 17%.
  • Across the 12 months ending October 2026, PIC Insurance Brokers’ share of searches among insurance brokers in New Zealand peaked at 17% in October 2026 and was lowest at 9.7% in January 2026.
  • Across the 12 months ending October 2026, PIC Insurance Brokers rose from 4th to 3rd among insurance brokers in New Zealand.

How did search popularity change for New Zealand insurance brokers in October 2026?

6 changes

  1. In October 2026, PIC Insurance Brokers overtook Marsh to rank 3rd among insurance brokers in New Zealand, with 17% of the searches.

  2. In October 2026, Crombie Lockwood gained share of searches among insurance brokers in New Zealand, from 9.5% to 10.9%.

  3. In October 2026, Aon lost share of searches among insurance brokers in New Zealand, from 28.4% to 25.5%.

  4. In October 2026, Rothbury lost share of searches among insurance brokers in New Zealand, from 33.5% to 31.2%.

  5. In October 2026, Insurance Advisernet lost share of searches among insurance brokers in New Zealand, from 2.9% to 2.1%.

  6. In October 2026, Marsh lost share of searches among insurance brokers in New Zealand, from 12.1% to 11.6%.

How are PIC Insurance Brokers’ branded searches counted?

1 search term

Brandwave collects information about searches that people make online using PIC Insurance Brokers’ name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • pic insurance brokers

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How the Brand Demand Index is measured

Where does PIC Insurance Brokers compete?

PIC Insurance Brokers is ranked by how often people search for it 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
Insurance brokers3rd of 817%Shown above
Auckland insurance brokers2nd of 1018%Show ranking
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