Brandwave

How popular isSimplicity?

In September 2026, people searched for Simplicity by name about 8,420 times in New Zealand, a 16.5% decrease from the previous year. These searches made up 1.7% of all New Zealand fund manager searches, placing Simplicity sixth out of ten managers. When we asked both ChatGPT and Google AI Overviews about fund managers, Simplicity appeared in all answers and was the most recommended of the ten.

Search and AI answers in September 2026

Simplicity is the sixth most searched of 10 competitors and the most recommended in AI answers.

  1. Fisher FundsShare of searches 33.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. KernelShare of searches 24.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. InvestNowShare of searches 18.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  4. MilfordShare of searches 17.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. SimplicityShare of searches 1.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st

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Top fund managers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Simplicity appeared in all five answers. Simplicity is the most recommended of the ten.

Most recommended by AI

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

  1. Simplicity1st
  2. Milford2nd
  3. Kernel3rd
  4. Fisher Funds4th
  5. InvestNow5th
  6. Pie Funds–
  7. Harbour Asset Management–
  8. Devon Funds–
  9. Salt Funds–
  10. Castle Point Funds–

Mentioned by AI

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

  • Simplicity5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kernel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • InvestNow4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Milford4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fisher Funds3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pie Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harbour Asset Management0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Devon Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Salt Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Castle Point Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about fund managers

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.

Which fund managers compete with Simplicity?

Simplicity against fund managers in New Zealand, by month

Share of searches by month for Fisher Funds, Kernel, InvestNow, Milford, Pie Funds, Simplicity. The figures are in the table below the chart.

View monthly share of searches table
MonthFisher FundsKernelInvestNowMilfordPie FundsSimplicityHarbour Asset ManagementDevon FundsSalt FundsCastle Point Funds
Oct 202531.4%15.2%16.7%28.3%5.3%1.8%0.73%0.3%0.19%0.05%
Nov 202535.7%14.2%15.6%26.5%4.9%1.7%0.83%0.27%0.22%0.07%
Dec 202534.5%16.3%18.5%23.1%4.8%1.5%0.8%0.26%0.26%0.14%
Jan 202633.9%16.4%18.1%24.1%4.7%1.7%0.66%0.26%0.17%0.05%
Feb 202637.7%15%16.5%23.5%4.3%1.7%0.74%0.36%0.19%0.06%
Mar 202636.6%17.5%16.1%22.7%4.1%1.5%0.87%0.35%0.18%0.1%
Apr 202635.2%17.9%18.9%21.3%4.1%1.5%0.69%0.27%0.15%0.07%
May 202629.8%21.8%19.6%22.1%4.2%1.4%0.76%0.19%0.15%0.06%
Jun 202630.3%22.2%20%20.4%4.3%1.5%0.73%0.23%0.13%0.1%
Jul 202628.3%25.3%18.6%20.9%3.9%1.6%0.82%0.27%0.22%0.07%
Aug 202627.8%25.3%18.3%21.1%3.9%2%0.98%0.21%0.32%0.07%
Sep 202633.6%24.6%18.1%17.3%3.1%1.7%1%0.21%0.14%0.09%

  1. 1.Fisher Funds

    33.6%

    Held 1st. 33.6K estimated branded searches, +21.8% vs prior month. Share +5.8 points.

  2. 2.Kernel

    24.6%

    Held 2nd. 24.6K estimated branded searches, -2% vs prior month. Share -0.7 points.

  3. 3.InvestNow

    18.1%

    Moved from 4th to 3rd. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  4. 4.Milford

    17.3%

    Moved from 3rd to 4th. 17.3K estimated branded searches, -17.1% vs prior month. Share -3.7 points.

  5. 5.Pie Funds

    3.1%

    Held 5th. 3.1K estimated branded searches, -18.4% vs prior month. Share -0.7 points.

  6. 6.Simplicity

    1.7%

    Held 6th. 1.7K estimated branded searches, -14.8% vs prior month. Share -0.3 points.

  7. 7.Harbour Asset Management

    1%

    Held 7th. 1K estimated branded searches, +3.1% vs prior month. Share 0 points.

  8. 8.Devon Funds

    0.21%

    Moved from 9th to 8th. 210 estimated branded searches, 0% vs prior month. Share 0 points.

  9. 9.Salt Funds

    0.14%

    Moved from 8th to 9th. 140 estimated branded searches, -56.3% vs prior month. Share -0.2 points.

  10. 10.Castle Point Funds

    0.09%

    Held 10th. 90 estimated branded searches, +28.6% vs prior month. Share 0 points.

Compare popularity between Simplicity and its closest rivals

Every comparison with Simplicity

19 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Simplicity in New Zealand fell from 10.1K to 8.4K.
  • Across the 12 months ending September 2026, Simplicity’s share of searches among fund managers in New Zealand held steady, from 1.8% to 1.7%.

How did search popularity change for New Zealand fund managers in September 2026?

6 changes

  1. In September 2026, Fisher Funds gained share of searches among fund managers in New Zealand, from 27.8% to 33.6%.

  2. In September 2026, Milford lost share of searches among fund managers in New Zealand, from 21.1% to 17.3%.

  3. In September 2026, Pie Funds lost share of searches among fund managers in New Zealand, from 3.9% to 3.1%.

  4. In September 2026, Kernel lost share of searches among fund managers in New Zealand, from 25.3% to 24.6%.

  5. InvestNow’s share of searches among fund managers in New Zealand has lost ground for 3 months in a row, from 20% to 18.1% in September 2026.

  6. In September 2026, Devon Funds rose from 9th to 8th among fund managers in New Zealand.

How are Simplicity’s branded searches counted?

10 search terms

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

  • kiwisaver simplicity
  • simplicity fund
  • simplicity funds
  • simplicity home loans
  • simplicity investment
  • simplicity investments
  • simplicity kiwisaver
  • simplicity kiwisaver fund
  • simplicity kiwisaver funds
  • simplicity kiwisaver scheme

Do you work for Simplicity? 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 Simplicity compete?

Simplicity is ranked 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
KiwiSaver providers7th of 154.4%Show ranking
Fund managers6th of 101.7%Shown above
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Is Simplicity your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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