Brandwave

How popular isPKF?

In September 2026, people searched for PKF by name about 320 times in New Zealand, a 17.9% decrease from the previous year. These searches made up 40.5% of all New Zealand Hamilton accounting firm searches, placing PKF first out of seven firms. When we asked both ChatGPT and Google AI Overviews about Hamilton accounting firms, PKF appeared in two of the three answers and was the sixth most recommended of the seven.

Search and AI answers in September 2026

PKF is the most searched of 7 competitors and the sixth most recommended in AI answers.

  1. PKFShare of searches 40.5%Mentioned in 2 of 3 AI answersPlace in AI recommendations 6th
  2. SBAShare of searches 19%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  3. Maisey Harris & CoShare of searches 16.7%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  4. AuctusShare of searches 14.3%Mentioned in 1 of 3 AI answersPlace in AI recommendations 5th
  5. Hayward & CoShare of searches 4.8%Mentioned in 0 of 3 AI answersPlace in AI recommendations –

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Top Hamilton accounting firms in ChatGPT and Google AI Overviews

In three ChatGPT questions, PKF was mentioned in two out of three: in two of the three ChatGPT answers. PKF is the sixth most recommended of the seven.

Most recommended by AI

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

  1. Maisey Harris & Co1st
  2. SBA2nd
  3. Slater Chartered Accountants3rd
  4. Coombe Smith4th
  5. Auctus5th
  6. PKF6th
  7. Hayward & Co–

Mentioned by AI

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

See every answer about Hamilton accounting firms

3 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 Hamilton accounting firms compete with PKF?

PKF against Hamilton accounting firms in New Zealand, by month

Share of searches by month for PKF, SBA, Maisey Harris & Co, Auctus, Hayward & Co, Coombe Smith, Slater Chartered Accountants. The figures are in the table below the chart.

View monthly share of searches table
MonthPKFSBAMaisey Harris & CoAuctusHayward & CoCoombe SmithSlater Chartered Accountants
Oct 202546.7%17.8%15.6%11.1%4.4%2.2%2.2%
Nov 202551.2%17.1%17.1%7.3%4.9%0%2.4%
Dec 202560.7%10.7%10.7%10.7%3.6%0%3.6%
Jan 202650%14.7%11.8%11.8%5.9%2.9%2.9%
Feb 202660.5%9.3%11.6%9.3%4.7%2.3%2.3%
Mar 202652.5%9.8%11.5%18%3.3%1.6%3.3%
Apr 202653.1%8.2%22.4%8.2%4.1%2%2%
May 202656.5%8.7%15.2%6.5%4.3%2.2%6.5%
Jun 202657.8%13.3%15.6%6.7%2.2%2.2%2.2%
Jul 202652.5%15%17.5%7.5%2.5%2.5%2.5%
Aug 202630.9%16.4%16.4%25.5%5.5%1.8%3.6%
Sep 202640.5%19%16.7%14.3%4.8%2.4%2.4%

  1. 1.PKF

    40.5%

    Held 1st. 170 estimated branded searches, 0% vs prior month. Share +9.6 points.

  2. 2.SBA

    19%

    Moved from 4th to 2nd. 80 estimated branded searches, -11.1% vs prior month. Share +2.7 points.

  3. 3.Maisey Harris & Co

    16.7%

    Held 3rd. 70 estimated branded searches, -22.2% vs prior month. Share +0.3 points.

  4. 4.Auctus

    14.3%

    Moved from 2nd to 4th. 60 estimated branded searches, -57.1% vs prior month. Share -11.2 points.

  5. 5.Hayward & Co

    4.8%

    Held 5th. 20 estimated branded searches, -33.3% vs prior month. Share -0.7 points.

  6. 6.Coombe Smith

    2.4%

    Moved from 7th to 6th. 10 estimated branded searches, 0% vs prior month. Share +0.6 points.

  7. 7.Slater Chartered Accountants

    2.4%

    Moved from 6th to 7th. 10 estimated branded searches, -50% vs prior month. Share -1.3 points.

Compare popularity between PKF and its closest rivals

Every comparison with PKF

3 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for PKF in New Zealand fell from 390 to 320.
  • Across the 12 months ending September 2026, PKF’s share of searches among Hamilton accounting firms in New Zealand decreased from 46.7% to 40.5%.
  • Across the 12 months ending September 2026, PKF’s share of searches among Hamilton accounting firms in New Zealand peaked at 60.7% in December 2025 and was lowest at 30.9% in August 2026.

How did search popularity change for New Zealand Hamilton accounting firms in September 2026?

6 changes

  1. In September 2026, SBA overtook Auctus and Maisey Harris & Co to rank 2nd among Hamilton accounting firms in New Zealand, with 19% of the searches.

  2. In September 2026, Coombe Smith overtook Slater Chartered Accountants to rank 6th among Hamilton accounting firms in New Zealand, with 2.4% of the searches.

  3. In September 2026, PKF gained share of searches among Hamilton accounting firms in New Zealand, from 30.9% to 40.5%.

  4. In September 2026, Auctus lost share of searches among Hamilton accounting firms in New Zealand, from 25.5% to 14.3%.

  5. In September 2026, Slater Chartered Accountants lost share of searches among Hamilton accounting firms in New Zealand, from 3.6% to 2.4%.

  6. In September 2026, Hayward & Co lost share of searches among Hamilton accounting firms in New Zealand, from 5.5% to 4.8%.

How are PKF’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using PKF’s 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.

  • pkf hamilton

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How the Brand Demand Index is measured

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