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 4.4% of all New Zealand KiwiSaver provider searches, placing Simplicity seventh out of 15 providers. When we asked both ChatGPT and Google AI Overviews about KiwiSaver providers, Simplicity appeared in four of the five answers and was the most recommended of the 15.
Simplicity is the seventh most searched of 15 competitors and the most recommended in AI answers.
Fisher FundsShare of searches 22.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
KernelShare of searches 16%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
MilfordShare of searches 15%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
Generate KiwiSaverShare of searches 11.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
SimplicityShare of searches 4.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
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Top KiwiSaver providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Simplicity was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Simplicity is the most recommended of the 15.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Simplicity1st
- Kernel2nd
- Milford3rd
InvestNow4th
ANZ5th
ASB6th- Fisher Funds7th
Booster8th- Generate KiwiSaver9th
Westpac10th- +5 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Kernel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Simplicity4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Milford3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- InvestNow3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Generate KiwiSaver2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Fisher Funds1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Booster1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- ASB1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- ANZ1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Westpac1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about KiwiSaver providers
5 answers
Asked ChatGPT
“Which KiwiSaver provider should I switch to in New Zealand?”
Asked ChatGPT
“What are the best KiwiSaver providers in New Zealand?”
Asked ChatGPT
“What's the best KiwiSaver provider in New Zealand for low fees?”
Searched Google, AI Overview
“kiwisaver providers”
Searched Google, AI Overview
“switch kiwisaver provider”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which KiwiSaver providers compete with Simplicity?
Share of searches by month for Fisher Funds, Kernel, Milford, Generate KiwiSaver, InvestNow, SuperLife, Simplicity, Booster, AMP. The figures are in the table below the chart.
View monthly share of searches table
| Month | Fisher Funds | Kernel | Milford | Generate KiwiSaver | InvestNow | SuperLife | Simplicity | Booster | AMP | ASB | Mercer KiwiSaver | ANZ | Westpac | BNZ | Juno KiwiSaver |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.3% | 10.1% | 22.1% | 11% | 9.9% | 7% | 5% | 3.4% | 2.2% | 1.5% | 2% | 2.1% | 1% | 0.84% | 0.52% |
| Nov 2025 | 23.8% | 9.2% | 20% | 12% | 9% | 6.3% | 5.3% | 3.7% | 2.4% | 1.6% | 2.2% | 2% | 1.2% | 0.96% | 0.47% |
| Dec 2025 | 23.6% | 10.8% | 18.4% | 12% | 10.9% | 6.2% | 4.4% | 3.6% | 2.4% | 1.3% | 2.2% | 1.9% | 0.96% | 0.79% | 0.47% |
| Jan 2026 | 23.1% | 11.1% | 18.4% | 11.9% | 10.7% | 6.1% | 5.2% | 3.5% | 2.4% | 1.3% | 2.2% | 1.9% | 0.95% | 0.9% | 0.44% |
| Feb 2026 | 25.8% | 10.1% | 18.1% | 10.9% | 9.8% | 5.6% | 4.8% | 4.1% | 2.2% | 1.4% | 2.4% | 2.2% | 1.1% | 1% | 0.43% |
| Mar 2026 | 23.2% | 10.5% | 17.3% | 14.2% | 8.8% | 5.9% | 4.3% | 4.4% | 2.8% | 1.6% | 2.2% | 2.2% | 1.1% | 1.1% | 0.49% |
| Apr 2026 | 23.6% | 12% | 16.5% | 12.1% | 11.2% | 6.1% | 4.4% | 3.7% | 2.4% | 1.3% | 2.2% | 1.9% | 0.99% | 0.95% | 0.39% |
| May 2026 | 20.4% | 14.3% | 17.1% | 12.6% | 11.6% | 5.4% | 4.6% | 3.8% | 2.5% | 1.4% | 2.3% | 1.7% | 0.84% | 0.97% | 0.34% |
| Jun 2026 | 20.3% | 14.3% | 17.1% | 12.7% | 11.6% | 5.4% | 4.6% | 3.9% | 2.5% | 1.4% | 2.3% | 2% | 0.84% | 0.78% | 0.28% |
| Jul 2026 | 19.3% | 16.7% | 17.4% | 12.1% | 11% | 5.2% | 4.5% | 3.7% | 2.4% | 1.4% | 2.2% | 1.9% | 0.98% | 0.95% | 0.27% |
| Aug 2026 | 19.4% | 16.7% | 17.3% | 12% | 10.8% | 6% | 4.4% | 3.6% | 2.4% | 1.3% | 2.2% | 1.9% | 0.95% | 0.92% | 0.31% |
| Sep 2026 | 22.7% | 16% | 15% | 11.8% | 10.6% | 6% | 4.4% | 3.5% | 2.3% | 1.9% | 1.7% | 1.6% | 1.1% | 1.1% | 0.25% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 22.7% | 38.6K | +18.5% | +3.3 points | |
| 2, moved from 3rd to 2nd | 16% | 27.2K | -3% | -0.7 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 15% | 25.5K | -12.1% | -2.3 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 11.8% | 20.2K | +0.15% | -0.1 points | |
| 5, held 5th | 10.6% | 18.1K | 0% | -0.1 points | |
| 6, held 6th | 6% | 10.2K | +2.1% | 0 points | |
| 7, held 7th | 4.4% | 7.4K | 0% | -0.1 points | |
| 8, held 8th | 3.5% | 6K | -2.3% | -0.1 points | |
| 9, held 9th | 2.3% | 4K | -0.5% | 0 points | |
| 10, moved from 12th to 10th | 1.9% | 3.2K | +43.2% | +0.5 pointsmoved from 12th to 10th | |
| 11, moved from 10th to 11th | 1.7% | 3K | -19.2% | -0.4 pointsmoved from 10th to 11th | |
| 12, moved from 11th to 12th | 1.6% | 2.7K | -13.6% | -0.3 pointsmoved from 11th to 12th | |
| 13, held 13th | 1.1% | 1.9K | +18.8% | +0.2 points | |
| 14, held 14th | 1.1% | 1.9K | +21.3% | +0.2 points | |
| 15, held 15th | 0.25% | 430 | -17.3% | -0.1 points |
22.7%
Held 1st. 38.6K estimated branded searches, +18.5% vs prior month. Share +3.3 points.
2.
Kernel16%
Moved from 3rd to 2nd. 27.2K estimated branded searches, -3% vs prior month. Share -0.7 points.
3.
Milford15%
Moved from 2nd to 3rd. 25.5K estimated branded searches, -12.1% vs prior month. Share -2.3 points.
11.8%
Held 4th. 20.2K estimated branded searches, +0.15% vs prior month. Share -0.1 points.
10.6%
Held 5th. 18.1K estimated branded searches, 0% vs prior month. Share -0.1 points.
6%
Held 6th. 10.2K estimated branded searches, +2.1% vs prior month. Share 0 points.
4.4%
Held 7th. 7.4K estimated branded searches, 0% vs prior month. Share -0.1 points.
8.
Booster3.5%
Held 8th. 6K estimated branded searches, -2.3% vs prior month. Share -0.1 points.
9.
AMP2.3%
Held 9th. 4K estimated branded searches, -0.5% vs prior month. Share 0 points.
10.
ASB1.9%
Moved from 12th to 10th. 3.2K estimated branded searches, +43.2% vs prior month. Share +0.5 points.
1.7%
Moved from 10th to 11th. 3K estimated branded searches, -19.2% vs prior month. Share -0.4 points.
12.
ANZ1.6%
Moved from 11th to 12th. 2.7K estimated branded searches, -13.6% vs prior month. Share -0.3 points.
13.
Westpac1.1%
Held 13th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.2 points.
14.
BNZ1.1%
Held 14th. 1.9K estimated branded searches, +21.3% vs prior month. Share +0.2 points.
0.25%
Held 15th. 430 estimated branded searches, -17.3% vs prior month. Share -0.1 points.
Compare popularity between Simplicity and its closest rivals
Every comparison with Simplicity
19 comparisons
- Fisher Funds vs Simplicity
- Generate KiwiSaver vs Simplicity
- InvestNow vs Simplicity
- Kernel vs Simplicity
- Milford vs Simplicity
- Simplicity vs SuperLife
- Booster vs Simplicity
- AMP vs Simplicity
- ASB vs Simplicity
- Mercer KiwiSaver vs Simplicity
- ANZ vs Simplicity
- Simplicity vs Westpac
- BNZ vs Simplicity
- Pie Funds vs Simplicity
- Harbour Asset Management vs Simplicity
- Juno KiwiSaver vs Simplicity
- Devon Funds vs Simplicity
- Salt Funds vs Simplicity
- Castle Point Funds vs Simplicity
How has branded search demand for Simplicity changed in New Zealand over the last 12 months?
3 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 KiwiSaver providers in New Zealand decreased from 5% to 4.4%.
- Across the 12 months ending September 2026, Simplicity’s share of searches among KiwiSaver providers in New Zealand peaked at 5.3% in November 2025 and was lowest at 4.3% in March 2026.
How did search popularity change for New Zealand KiwiSaver providers in September 2026?
6 changes
In September 2026, ASB overtook Mercer KiwiSaver and ANZ to rank 10th among KiwiSaver providers in New Zealand, with 1.9% of the searches.
In September 2026, Fisher Funds gained share of searches among KiwiSaver providers in New Zealand, from 19.4% to 22.7%.
In September 2026, Milford lost share of searches among KiwiSaver providers in New Zealand, from 17.3% to 15%.
In September 2026, Kernel lost share of searches among KiwiSaver providers in New Zealand, from 16.7% to 16%.
InvestNow’s share of searches among KiwiSaver providers in New Zealand has lost ground for 3 months in a row, from 11.6% to 10.6% in September 2026.
Generate KiwiSaver’s share of searches among KiwiSaver providers in New Zealand has lost ground for 3 months in a row, from 12.7% to 11.8% in September 2026.
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.
Where does Simplicity compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| KiwiSaver providers | 7th of 15 | 4.4% | Shown above |
| Fund managers | 6th of 10 | 1.7% | Show ranking |
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.