How popular isTower Insurance?
In September 2026, people searched for Tower Insurance by name about 55,100 times in New Zealand, a 22.7% increase from the previous year. These searches made up 17.5% of all New Zealand car and home insurer searches, placing Tower Insurance third out of 11 insurers. When we asked both ChatGPT and Google AI Overviews about car and home insurers, Tower Insurance appeared in all answers and was the most recommended of the 11.
Tower Insurance is the third most searched of 11 competitors and the most recommended in AI answers.
AA InsuranceShare of searches 34.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
AMI InsuranceShare of searches 21.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
Tower InsuranceShare of searches 17.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
State InsuranceShare of searches 14.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
FMG InsuranceShare of searches 3.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
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Top car and home insurers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Tower Insurance appeared in all five answers. Tower Insurance is the most recommended of the 11.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Tower Insurance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- AA Insurance4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- State Insurance4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
MAS4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers- AMI Insurance3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Cove Insurance3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- FMG Insurance1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Initio Insurance1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Vero Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Trade Me Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about car and home insurers
5 answers
Asked ChatGPT
“Which car and home insurer should I switch to in New Zealand?”
Asked ChatGPT
“What are the best car and home insurers in New Zealand?”
Asked ChatGPT
“What's the best car and home insurer in New Zealand for house and car cover?”
Searched Google, AI Overview
“best car insurance nz”
Searched Google, AI Overview
“house insurance nz”
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 car and home insurers compete with Tower Insurance?
Share of searches by month for AA Insurance, AMI Insurance, Tower Insurance, State Insurance, FMG Insurance, Vero Insurance. The figures are in the table below the chart.
View monthly share of searches table
| Month | AA Insurance | AMI Insurance | Tower Insurance | State Insurance | FMG Insurance | Vero Insurance | Cove Insurance | Trade Me Insurance | MAS | Star Insure | Initio Insurance |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.7% | 21.9% | 14.7% | 14.8% | 3.6% | 2.5% | 1.7% | 2.4% | 0.91% | 1.1% | 0.74% |
| Nov 2025 | 34.7% | 21.2% | 17.2% | 14.2% | 3.4% | 2.4% | 1.6% | 2.3% | 1.1% | 1% | 0.72% |
| Dec 2025 | 34.7% | 21.7% | 17.6% | 14.5% | 2.9% | 2.5% | 1.6% | 2% | 0.9% | 1.1% | 0.65% |
| Jan 2026 | 37.2% | 19.2% | 15.6% | 15.7% | 3.8% | 2.2% | 1.8% | 2.1% | 0.82% | 0.93% | 0.67% |
| Feb 2026 | 38.4% | 19.8% | 16.1% | 13.4% | 3.9% | 2.3% | 1.8% | 1.8% | 0.82% | 0.97% | 0.84% |
| Mar 2026 | 35.4% | 22.2% | 14.9% | 14.9% | 3.6% | 2.5% | 1.7% | 2% | 0.9% | 1.1% | 0.78% |
| Apr 2026 | 34.1% | 21.2% | 17.3% | 14.3% | 3.4% | 2.9% | 2% | 1.9% | 0.88% | 1% | 0.91% |
| May 2026 | 34.1% | 21.2% | 17.4% | 14.3% | 3.4% | 2.4% | 2% | 1.9% | 1.1% | 1.3% | 0.9% |
| Jun 2026 | 34.3% | 21% | 17.2% | 14.2% | 4.1% | 2.4% | 2% | 1.9% | 1.1% | 1% | 0.87% |
| Jul 2026 | 34.7% | 21.1% | 17.4% | 14.2% | 3.4% | 2.4% | 2% | 1.9% | 1.1% | 1% | 0.69% |
| Aug 2026 | 34.6% | 21.2% | 17.5% | 14.2% | 3.4% | 2.4% | 2% | 1.9% | 1.1% | 1% | 0.7% |
| Sep 2026 | 34.5% | 21.7% | 17.5% | 14.6% | 3.4% | 2.4% | 1.6% | 1.6% | 1.1% | 1% | 0.69% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 34.5% | 105K | +0.47% | -0.1 points | |
| 2, held 2nd | 21.7% | 65.8K | +3% | +0.5 points | |
| 3, held 3rd | 17.5% | 53.2K | +1.1% | 0 points | |
| 4, held 4th | 14.6% | 44.2K | +3.2% | +0.3 points | |
| 5, held 5th | 3.4% | 10.4K | +1.1% | 0 points | |
| 6, held 6th | 2.4% | 7.3K | +0.69% | 0 points | |
| 7, held 7th | 1.6% | 5K | -16.8% | -0.3 points | |
| 8, held 8th | 1.6% | 4.8K | -16.8% | -0.3 points | |
| 9, held 9th | 1.1% | 3.3K | 0% | 0 points | |
| 10, held 10th | 1% | 3.1K | 0% | 0 points | |
| 11, held 11th | 0.69% | 2.1K | +0.48% | 0 points |
34.5%
Held 1st. 105K estimated branded searches, +0.47% vs prior month. Share -0.1 points.
21.7%
Held 2nd. 65.8K estimated branded searches, +3% vs prior month. Share +0.5 points.
17.5%
Held 3rd. 53.2K estimated branded searches, +1.1% vs prior month. Share 0 points.
14.6%
Held 4th. 44.2K estimated branded searches, +3.2% vs prior month. Share +0.3 points.
3.4%
Held 5th. 10.4K estimated branded searches, +1.1% vs prior month. Share 0 points.
2.4%
Held 6th. 7.3K estimated branded searches, +0.69% vs prior month. Share 0 points.
1.6%
Held 7th. 5K estimated branded searches, -16.8% vs prior month. Share -0.3 points.
1.6%
Held 8th. 4.8K estimated branded searches, -16.8% vs prior month. Share -0.3 points.
9.
MAS1.1%
Held 9th. 3.3K estimated branded searches, 0% vs prior month. Share 0 points.
10.
Star Insure1%
Held 10th. 3.1K estimated branded searches, 0% vs prior month. Share 0 points.
0.69%
Held 11th. 2.1K estimated branded searches, +0.48% vs prior month. Share 0 points.
Compare popularity between Tower Insurance and its closest rivals
- Tower Insurance vs AA Insurance: compare popularity
- Tower Insurance vs AMI Insurance: compare popularity
- Tower Insurance vs State Insurance: compare popularity
- Tower Insurance vs FMG Insurance: compare popularity
- Tower Insurance vs Vero Insurance: compare popularity
- Compare Tower Insurance with any brand
Every comparison with Tower Insurance
16 comparisons
- AA Insurance vs Tower Insurance
- AMI Insurance vs Tower Insurance
- State Insurance vs Tower Insurance
- Southern Cross Travel Insurance vs Tower Insurance
- FMG Insurance vs Tower Insurance
- Tower Insurance vs Vero Insurance
- 1Cover vs Tower Insurance
- AA Travel Insurance vs Tower Insurance
- Cove Insurance vs Tower Insurance
- Tower Insurance vs Trade Me Insurance
- Cover-More vs Tower Insurance
- MAS vs Tower Insurance
- Star Insure vs Tower Insurance
- Allianz Travel vs Tower Insurance
- Initio Insurance vs Tower Insurance
- Tower Insurance vs World Nomads
How has branded search demand for Tower Insurance changed in New Zealand over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Tower Insurance in New Zealand rose from 44.9K to 55.1K.
- Across the 12 months ending September 2026, Tower Insurance’s share of searches among car and home insurers in New Zealand increased from 14.7% to 17.5%.
- Across the 12 months ending September 2026, Tower Insurance’s share of searches among car and home insurers in New Zealand peaked at 17.6% in December 2025 and was lowest at 14.7% in October 2025.
- Across the 12 months ending September 2026, Tower Insurance rose from 4th to 3rd among car and home insurers in New Zealand.
How did search popularity change for New Zealand car and home insurers in September 2026?
4 changes
AMI Insurance’s share of searches among car and home insurers in New Zealand has gained ground for 3 months in a row, from 21% to 21.7% in September 2026.
Estimated monthly branded searches for MAS in New Zealand rose 23.7% over 12 measured months, from 2.7K to 3.3K in September 2026.
Estimated monthly branded searches for Tower Insurance in New Zealand rose 23.7% over 12 measured months, from 43K to 53.2K in September 2026.
Estimated monthly branded searches for Trade Me Insurance in New Zealand fell 32.2% over 12 measured months, from 7.1K to 4.8K in September 2026.
How are Tower Insurance’s branded searches counted?
17 search terms
Brandwave collects information about searches that people make online using Tower Insurance’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.
- car insurance tower
- contents insurance tower
- home insurance tower
- tower boat insurance
- tower car insurance
- tower contents insurance
- tower home insurance
- tower house insurance
- tower insurance car
- tower insurance house
- tower insurance travel
- tower insurance travel insurance
- tower landlord insurance
- tower travel insurance
- tower vehicle insurance
- towerinsurance
- travel insurance tower
Who owns Tower Insurance?
Tower Insurance is owned by Tower. Brandwave does not track any other brands owned by Tower.
Do you work for Tower Insurance? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Tower Insurance compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| car and home insurers | 3rd of 11 | 17.5% | Shown above |
| travel insurers | 1st of 9 | 46.5% | Show ranking |
Is Tower Insurance 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.