Brandwave

How popular isWordfence?

In September 2026, people searched for Wordfence by name about 170 times in New Zealand, a 6.3% increase from the previous year. These searches made up 34.1% of all New Zealand firewall brand searches, placing Wordfence first out of four brands. When we asked both ChatGPT and Google AI Overviews about firewall brands, Wordfence appeared in three of the five answers and was the most recommended of the four.

Search and AI answers in September 2026

Wordfence is the most searched of 4 competitors and the most recommended in AI answers.

  1. WordfenceShare of searches 34.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. SucuriShare of searches 31.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. AWS WAFShare of searches 25%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. MalCareShare of searches 9.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top firewall brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Wordfence was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Wordfence is the most recommended of the four.

Most recommended by AI

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

  1. Wordfence1st
  2. Sucuri2nd
  3. AWS WAF2nd
  4. MalCare–

Mentioned by AI

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

  • AWS WAF4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Wordfence3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sucuri3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MalCare0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about firewall brands

5 answers

  • Asked ChatGPT

    “Which website firewall should I use in New Zealand?”

    1. 1Wordfence
    2. 2Sucuri
    3. 3AWS WAF

  • Asked ChatGPT

    “What are the best website firewall tools in New Zealand?”

    1. 1AWS WAF
    2. 2Wordfence

  • Asked ChatGPT

    “What's the best website firewall in New Zealand for website security?”

    1. 1Sucuri
    2. 2Wordfence
    3. 3AWS WAF

  • Searched Google, AI Overview

    “web application firewall”

    1. 1AWS WAF

  • Searched Google, AI Overview

    “website security tools”

    1. 1Sucuri

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 firewall brands compete with Wordfence?

Wordfence against firewall brands in New Zealand, by month

Share of searches by month for Wordfence, Sucuri, AWS WAF, MalCare. The figures are in the table below the chart.

View monthly share of searches table
MonthWordfenceSucuriAWS WAFMalCare
Oct 202532.6%32.6%25.6%9.3%
Nov 202533.3%33.3%24.4%8.9%
Dec 202529.7%48.6%18.9%2.7%
Jan 202638.9%38.9%19.4%2.8%
Feb 202637.8%35.1%24.3%2.7%
Mar 202639.5%34.9%20.9%4.7%
Apr 202635.9%35.9%23.1%5.1%
May 202627.5%51%17.6%3.9%
Jun 202622.8%52.6%19.3%5.3%
Jul 202629.5%43.2%20.5%6.8%
Aug 202635.4%41.7%18.8%4.2%
Sep 202634.1%31.8%25%9.1%

  1. 1.Wordfence

    34.1%

    Moved from 2nd to 1st. 150 estimated branded searches, -11.8% vs prior month. Share -1.3 points.

  2. 2.Sucuri

    31.8%

    Moved from 1st to 2nd. 140 estimated branded searches, -30% vs prior month. Share -9.8 points.

  3. 3.AWS WAF

    25%

    Held 3rd. 110 estimated branded searches, +22.2% vs prior month. Share +6.3 points.

  4. 4.MalCare

    9.1%

    Held 4th. 40 estimated branded searches, +100% vs prior month. Share +4.9 points.

Compare popularity between Wordfence and its closest rivals

Every comparison with Wordfence

2 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Wordfence in New Zealand rose from 160 to 170.
  • Across the 12 months ending September 2026, Wordfence’s share of searches among firewall brands in New Zealand increased from 32.6% to 34.1%.
  • Across the 12 months ending September 2026, Wordfence’s share of searches among firewall brands in New Zealand peaked at 39.5% in March 2026 and was lowest at 22.8% in June 2026.
  • Across the 12 months ending September 2026, Wordfence rose from 2nd to 1st among firewall brands in New Zealand.

How did search popularity change for New Zealand firewall brands in September 2026?

4 changes

  1. In September 2026, AWS WAF gained share of searches among firewall brands in New Zealand, from 18.8% to 25%.

  2. In September 2026, MalCare gained share of searches among firewall brands in New Zealand, from 4.2% to 9.1%.

  3. In September 2026, Sucuri lost share of searches among firewall brands in New Zealand, from 41.7% to 31.8%.

  4. In September 2026, Wordfence lost share of searches among firewall brands in New Zealand, from 35.4% to 34.1%.

How are Wordfence’s branded searches counted?

24 search terms

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

  • 2fa wordfence
  • plugin wordfence
  • word fence
  • wordfence
  • wordfence 2fa
  • wordfence assistant
  • wordfence assistant plugin
  • wordfence care
  • wordfence central
  • wordfence elementor
  • wordfence features
  • wordfence firewall
  • wordfence multiple sites
  • wordfence plugin
  • wordfence pro
  • wordfence response
  • wordfence security plugin
  • wordfence waf
  • wordfence woocommerce
  • wordfence wordpress
  • wordfence wordpress plugin
  • wordfence wp
  • wordfence wp plugin
  • wordpress plugin wordfence

Do you work for Wordfence? 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 Wordfence compete?

Wordfence 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
Firewall brands1st of 434.1%Shown above
WordPress security plugins1st of 542.5%Show ranking
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Is Wordfence 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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