Brandwave

How popular isSquirrel?

In September 2026, people searched for Squirrel by name about 3,470 times in New Zealand, an 18.9% decrease from the previous year. These searches made up 25.6% of all New Zealand mortgage adviser searches, placing Squirrel first out of 22 advisers. When we asked both ChatGPT and Google AI Overviews about mortgage advisers, Squirrel appeared in four of the five answers and was the second most recommended of the 22.

Search and AI answers in September 2026

Squirrel is the most searched of 22 competitors and the second most recommended in AI answers.

  1. SquirrelShare of searches 25.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. NZHLShare of searches 19.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Loan MarketShare of searches 8.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. Lighthouse FinancialShare of searches 7.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Mike PeroShare of searches 7.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+17 more

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Top mortgage advisers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Squirrel was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Squirrel is the second most recommended of the 22.

Most recommended by AI

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

  1. Loan Market1st
  2. Squirrel2nd
  3. Mortgage HQ3rd
  4. Kris Pedersen Mortgages4th
  5. Twine4th
  6. Global Finance6th
  7. NZHL–
  8. Lighthouse Financial–
  9. Mike Pero–
  10. Float Mortgages–
  11. +12 more

Mentioned by AI

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

  • Loan Market5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Squirrel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mortgage HQ3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Global Finance1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kris Pedersen Mortgages1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Twine1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • NZHL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lighthouse Financial0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mike Pero0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Float Mortgages0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+12 more

See every answer about mortgage advisers

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 mortgage advisers compete with Squirrel?

Squirrel against mortgage advisers in New Zealand, by month

Share of searches by month for Squirrel, NZHL, Loan Market, Lighthouse Financial, Mike Pero, Mortgage HQ, Global Finance, Float Mortgages, Tony Mounce Mortgages, The Mortgage Supply Co, Star Mortgage. The figures are in the table below the chart.

View monthly share of searches table
MonthSquirrelNZHLLoan MarketLighthouse FinancialMike PeroMortgage HQGlobal FinanceFloat MortgagesTony Mounce MortgagesThe Mortgage Supply CoStar MortgageKris Pedersen MortgagesKiwi MortgagesMortgage LabOpes MortgagesMortgage ExpressMortgage LinkVegaStephanie Murray MortgagesMortgage ManagersTwineRoost
Oct 202525.7%23%7.9%5.6%8.8%7%4.3%1.9%2.1%1.6%0.84%1.3%0.66%1.6%1.3%1%1.6%1.3%0.66%1%0.54%0.42%
Nov 202524.4%24.1%7.8%5.7%10%7%3.7%2%2.7%1.7%1.3%1%0.56%1%1.3%1.1%1.4%1%0.68%0.68%0.5%0.56%
Dec 202526.1%22.5%8%6.5%10.4%5.3%5.1%2.3%2.2%1.4%1.2%1.2%0.35%0.95%1.8%0.78%0.95%0.61%0.78%0.78%0.43%0.35%
Jan 202626.5%25.2%7.6%6.1%8.7%5.5%3.9%1.7%2.3%1.5%1.4%1.4%0.47%0.93%1.1%1.1%1.4%0.8%0.6%0.93%0.47%0.27%
Feb 202625.1%23.1%8.3%6.3%10.9%5.9%3.6%2.4%2.1%2%1.3%0.98%0.85%0.92%1%1%1.3%0.85%0.67%0.67%0.49%0.31%
Mar 202627.1%19.1%8.8%8.2%8.3%5.2%3.6%2.4%2.6%2.2%1.6%1.2%1.3%1.3%1.3%1%1.3%1.1%0.55%1%0.67%0.3%
Apr 202626.7%21.5%8.8%7.3%6.9%5.7%4.1%1.8%2.7%1.7%1.8%1.5%1.5%1.5%0.98%0.98%1.2%0.98%0.98%0.77%0.49%0.21%
May 202625.3%24.1%8.7%6.5%7.7%5%3.8%1.7%2.4%1.9%1.3%1.5%1.3%1.3%1.7%1.1%1.3%0.89%0.89%0.89%0.45%0.19%
Jun 202625.8%21.3%8.7%7.2%7.4%5.6%4.1%1.8%2.6%2.3%2.2%1.5%1.2%1%1.2%1.2%1.2%1.1%0.76%0.97%0.69%0.28%
Jul 202621.6%27.5%9.1%6.5%7%5.3%4.2%1.9%2.2%1.9%1.9%1.5%1.5%1%1.2%1%1.2%1.2%0.65%0.5%0.79%0.29%
Aug 202621.1%25.7%8.6%6.8%8.4%5%3.2%2.6%3.2%2.2%3.2%1.5%1.4%0.92%1.1%0.73%1.1%0.92%0.73%0.73%0.73%0.26%
Sep 202625.6%19.4%8.4%7.7%7.2%5.3%4.4%2.9%2.8%2.7%2.4%1.6%1.6%1.3%1.3%1%1%1%0.81%0.67%0.67%0.22%

  1. 1.Squirrel

    25.6%

    Moved from 2nd to 1st. 3.5K estimated branded searches, +8.4% vs prior month. Share +4.5 points.

  2. 2.NZHL

    19.4%

    Moved from 1st to 2nd. 2.6K estimated branded searches, -32.6% vs prior month. Share -6.3 points.

  3. 3.Loan Market

    8.4%

    Held 3rd. 1.1K estimated branded searches, -13% vs prior month. Share -0.2 points.

  4. 4.Lighthouse Financial

    7.7%

    Moved from 5th to 4th. 1K estimated branded searches, +0.97% vs prior month. Share +0.9 points.

  5. 5.Mike Pero

    7.2%

    Moved from 4th to 5th. 980 estimated branded searches, -22.8% vs prior month. Share -1.1 points.

  6. 6.Mortgage HQ

    5.3%

    Held 6th. 720 estimated branded searches, -5.3% vs prior month. Share +0.3 points.

  7. 7.Global Finance

    4.4%

    Moved from 8th to 7th. 590 estimated branded searches, +22.9% vs prior month. Share +1.2 points.

  8. 8.Float Mortgages

    2.9%

    Moved from 10th to 8th. 390 estimated branded searches, 0% vs prior month. Share +0.3 points.

  9. 9.Tony Mounce Mortgages

    2.8%

    Moved from 7th to 9th. 380 estimated branded searches, -22.4% vs prior month. Share -0.4 points.

  10. 10.The Mortgage Supply Co

    2.7%

    Moved from 11th to 10th. 360 estimated branded searches, +9.1% vs prior month. Share +0.5 points.

  11. 11.Star Mortgage

    2.4%

    Moved from 9th to 11th. 320 estimated branded searches, -33.3% vs prior month. Share -0.8 points.

  12. 12.Kris Pedersen Mortgages

    1.6%

    Held 12th. 220 estimated branded searches, 0% vs prior month. Share +0.2 points.

  13. 13.Kiwi Mortgages

    1.6%

    Held 13th. 210 estimated branded searches, 0% vs prior month. Share +0.2 points.

  14. 14.Mortgage Lab

    1.3%

    Moved from 16th to 14th. 180 estimated branded searches, +28.6% vs prior month. Share +0.4 points.

  15. 15.Opes Mortgages

    1.3%

    Held 15th. 170 estimated branded searches, 0% vs prior month. Share +0.1 points.

  16. 16.Mortgage Express

    1%

    Moved from 18th to 16th. 140 estimated branded searches, +27.3% vs prior month. Share +0.3 points.

  17. 17.Mortgage Link

    1%

    Moved from 14th to 17th. 140 estimated branded searches, -17.6% vs prior month. Share -0.1 points.

  18. 18.Vega

    1%

    Moved from 17th to 18th. 140 estimated branded searches, 0% vs prior month. Share +0.1 points.

  19. 19.Stephanie Murray Mortgages

    0.81%

    Moved from 20th to 19th. 110 estimated branded searches, 0% vs prior month. Share +0.1 points.

  20. 20.Mortgage Managers

    0.67%

    Moved from 19th to 20th. 90 estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  21. 21.Twine

    0.67%

    Held 21st. 90 estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  22. 22.Roost

    0.22%

    Held 22nd. 30 estimated branded searches, -25% vs prior month. Share 0 points.

Compare popularity between Squirrel and its closest rivals

Every comparison with Squirrel

20 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Squirrel in New Zealand fell from 4.3K to 3.5K.
  • Across the 12 months ending September 2026, Squirrel’s share of searches among mortgage advisers in New Zealand peaked at 27.1% in March 2026 and was lowest at 21.1% in August 2026.

How did search popularity change for New Zealand mortgage advisers in September 2026?

6 changes

  1. In September 2026, Squirrel overtook NZHL to become the leader among mortgage advisers in New Zealand, with 25.6% of the searches.

  2. In September 2026, Global Finance overtook Tony Mounce Mortgages to rank 7th among mortgage advisers in New Zealand, with 4.4% of the searches.

  3. In September 2026, Lighthouse Financial overtook Mike Pero to rank 4th among mortgage advisers in New Zealand, with 7.7% of the searches.

  4. In September 2026, NZHL lost share of searches among mortgage advisers in New Zealand, from 25.7% to 19.4%.

  5. In September 2026, Mike Pero lost share of searches among mortgage advisers in New Zealand, from 8.4% to 7.2%.

  6. In September 2026, Star Mortgage lost share of searches among mortgage advisers in New Zealand, from 3.2% to 2.4%.

How are Squirrel’s branded searches counted?

9 search terms

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

  • squirrel home loans
  • squirrel investment
  • squirrel investments
  • squirrel lending
  • squirrel money
  • squirrel mortgage
  • squirrel mortgage broker
  • squirrel mortgage brokers
  • squirrel mortgages

Do you work for Squirrel? 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 Squirrel compete?

Squirrel is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
mortgage advisers1st of 2225.6%Shown above
Auckland mortgage advisers1st of 756%Show ranking
Christchurch mortgage advisers1st of 829.9%Show ranking
Creator with pink hair and a pink jacket

Is Squirrel your brand?

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