Brandwave

How popular isSBA?

In September 2026, people searched for SBA by name about 1,000 times in New Zealand, a 17.4% decrease from the previous year. These searches made up 19% of all New Zealand Hamilton accounting firm searches, placing SBA second out of seven firms. When we asked both ChatGPT and Google AI Overviews about Hamilton accounting firms, SBA appeared in all answers and was the second most recommended of the seven.

Search and AI answers in September 2026

SBA is the second most searched of 7 competitors and the second 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 –

+2 more

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Top Hamilton accounting firms in ChatGPT and Google AI Overviews

In three ChatGPT questions, SBA appeared in all three answers. SBA is the second 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 SBA?

SBA 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 SBA and its closest rivals

Every comparison with SBA

7 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for SBA in New Zealand fell from 1.2K to 1K.
  • Across the 12 months ending September 2026, SBA’s share of searches among Hamilton accounting firms in New Zealand increased from 17.8% to 19%.
  • Across the 12 months ending September 2026, SBA’s share of searches among Hamilton accounting firms in New Zealand peaked at 19% in September 2026 and was lowest at 8.2% in April 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 SBA’s branded searches counted?

16 search terms

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

  • sba accounting
  • sba avondale
  • sba ellerslie
  • sba hamilton
  • sba hawera
  • sba hornby
  • sba lower hutt
  • sba opawa
  • sba panmure
  • sba papanui
  • sba petone
  • sba pukekohe
  • sba riccarton
  • sba taranaki
  • sba thames
  • sba wanganui

Do you work for SBA? 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 SBA compete?

SBA is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Christchurch accounting firms3rd of 719.8%Show ranking
Hamilton accounting firms2nd of 719%Shown above
New Plymouth accounting firms5th of 87.3%Show ranking
Ashburton accounting firms8th of 82.7%Show ranking
Napier accounting firms5th of 109.1%Show ranking
Tauranga accounting firms3rd of 66.1%Show ranking
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