Brandwave

How popular isPie Funds in search?

In August 2026, there were an estimated 4.6K branded searches for Pie Funds in New Zealand which is down 35.3% over the last 11 months. Pie Funds holds 11.9% estimated Share of Search among New Zealand fund managers and is ranked 2nd 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 Pie Funds?

Pie Funds 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 Pie Funds and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Pie Funds in New Zealand fell from 7.1K to 4.6K.
  • Across the 11 months ending August 2026, Pie Funds’ estimated Share of Search among fund managers in New Zealand decreased from 13.1% to 11.9%.
  • Across the 11 months ending August 2026, Pie Funds’ estimated Share of Search among fund managers in New Zealand peaked at 13.8% in December 2025 and was lowest at 11.9% in August 2026.

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.

How is Pie Funds measured?

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

8 branded search terms

  • pie funds
  • pie funds kiwisaver
  • pie funds nz
  • pie funds performance
  • pie funds review
  • piefunds
  • piefunds co nz
  • piefunds nz

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How the Brand Demand Index is measured

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