---
title: "Accounting and advisory firms in New Zealand: Which brands are most popular in search?"
description: "Compare accounting, audit, tax, and business advisory firms serving New Zealand organisations, using New Zealand-qualified branded searches made in New Zealand. Share of Search among KPMG, Deloitte, PwC, BDO, Baker Tilly Staples Rodway, Grant Thornton, EY, Moore Markhams, RSM and Crowe, the accounting and advisory firms Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-accounting-and-advisory-firms"
publisher: "Brandwave"
---

# Accounting and advisory firms in New Zealand: Which brands are most popular in search?

Compare accounting, audit, tax, and business advisory firms serving New Zealand organisations, using New Zealand-qualified branded searches made in New Zealand. Share of Search among KPMG, Deloitte, PwC, BDO, Baker Tilly Staples Rodway, Grant Thornton, EY, Moore Markhams, RSM and Crowe, the accounting and advisory firms Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: accounting and advisory firms
- **Market**: New Zealand
- **Brands compared**: 10
- **Month measured**: Aug 2026
- **Highest Share of Search**: KPMG, 34.8%

## Which brand is most popular in search among accounting and advisory firms in New Zealand?

- In August 2026, KPMG was the most searched among accounting and advisory firms in New Zealand, with an estimated 13.4K branded searches and 34.8% estimated Share of Search within this set.
- Deloitte is in 2nd place, 13.2 percentage points behind at 21.6% Share of Search.
- Across the 11 months ending August 2026, KPMG’s estimated Share of Search among accounting and advisory firms in New Zealand increased from 31.3% to 34.8%.
- Across the 11 months ending August 2026, Deloitte’s estimated Share of Search among accounting and advisory firms in New Zealand decreased from 22.2% to 21.6%.
- Across the 11 months ending August 2026, BDO’s estimated Share of Search among accounting and advisory firms in New Zealand decreased from 10.3% to 9.7%.
- Across the 11 months ending August 2026, Grant Thornton’s estimated Share of Search among accounting and advisory firms in New Zealand increased from 4.9% to 5.4%.
- Across the 11 months ending August 2026, Moore Markhams’ estimated Share of Search among accounting and advisory firms in New Zealand decreased from 2.2% to 1.6%.
- Across the 11 months ending August 2026, RSM’s estimated Share of Search among accounting and advisory firms in New Zealand decreased from 2.6% to 1.1%.
- Across the 11 months ending August 2026, KPMG’s estimated Share of Search among accounting and advisory firms in New Zealand peaked at 39.7% in July 2026 and was lowest at 28.2% in January 2026.
- Across the 11 months ending August 2026, Deloitte’s estimated Share of Search among accounting and advisory firms in New Zealand peaked at 24% in January 2026 and was lowest at 20.5% in July 2026.
- Across the 11 months ending August 2026, PwC’s estimated Share of Search among accounting and advisory firms in New Zealand peaked at 15.5% in October 2025 and was lowest at 10.8% in July 2026.
- Across the 11 months ending August 2026, BDO’s estimated Share of Search among accounting and advisory firms in New Zealand peaked at 11% in December 2025 and was lowest at 8.7% in July 2026.
- Across the 11 months ending August 2026, Baker Tilly Staples Rodway’s estimated Share of Search among accounting and advisory firms in New Zealand peaked at 7.1% in April 2026 and was lowest at 5.9% in February 2026.
- Across the 11 months ending August 2026, Grant Thornton’s estimated Share of Search among accounting and advisory firms in New Zealand peaked at 6.5% in November 2025 and was lowest at 4.5% in April 2026.
- Across the 11 months ending August 2026, EY’s estimated Share of Search among accounting and advisory firms in New Zealand peaked at 6.4% in March 2026 and was lowest at 4.1% in August 2026.
- Across the 11 months ending August 2026, RSM’s estimated Share of Search among accounting and advisory firms in New Zealand peaked at 3% in November 2025 and was lowest at 1.1% in August 2026.
- Across the 11 months ending August 2026, Moore Markhams rose from 9th to 8th among accounting and advisory firms in New Zealand.
- Across the 11 months ending August 2026, RSM fell from 8th to 9th among accounting and advisory firms in New Zealand.
- Across the 11 months ending August 2026, PwC, Baker Tilly Staples Rodway, EY and Crowe held steady: their estimated Share of Search among accounting and advisory firms in New Zealand each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [KPMG vs Deloitte: compare search popularity](/demand/nz/compare/deloitte-new-zealand-vs-kpmg-new-zealand): 34.8% against 21.6% Share of Search.
- [KPMG vs PwC: compare search popularity](/demand/nz/compare/kpmg-new-zealand-vs-pwc-new-zealand): 34.8% against 15.2% Share of Search.
- [KPMG vs BDO: compare search popularity](/demand/nz/compare/bdo-new-zealand-vs-kpmg-new-zealand): 34.8% against 9.7% Share of Search.
- [KPMG vs Baker Tilly Staples Rodway: compare search popularity](/demand/nz/compare/baker-tilly-staples-rodway-vs-kpmg-new-zealand): 34.8% against 6.3% Share of Search.
- [Deloitte vs PwC: compare search popularity](/demand/nz/compare/deloitte-new-zealand-vs-pwc-new-zealand): 21.6% against 15.2% Share of Search.
- [Deloitte vs BDO: compare search popularity](/demand/nz/compare/bdo-new-zealand-vs-deloitte-new-zealand): 21.6% against 9.7% Share of Search.
- [Deloitte vs Baker Tilly Staples Rodway: compare search popularity](/demand/nz/compare/baker-tilly-staples-rodway-vs-deloitte-new-zealand): 21.6% against 6.3% Share of Search.
- [PwC vs BDO: compare search popularity](/demand/nz/compare/bdo-new-zealand-vs-pwc-new-zealand): 15.2% against 9.7% Share of Search.
- [PwC vs Baker Tilly Staples Rodway: compare search popularity](/demand/nz/compare/baker-tilly-staples-rodway-vs-pwc-new-zealand): 15.2% against 6.3% Share of Search.
- [BDO vs Baker Tilly Staples Rodway: compare search popularity](/demand/nz/compare/baker-tilly-staples-rodway-vs-bdo-new-zealand): 9.7% against 6.3% Share of Search.

## How did search popularity change for New Zealand accounting and advisory firms in August 2026?

- In August 2026, PwC gained estimated Share of Search among accounting and advisory firms in New Zealand, from 10.8% to 15.2%.
- In August 2026, Deloitte gained estimated Share of Search among accounting and advisory firms in New Zealand, from 20.5% to 21.6%.
- In August 2026, BDO gained estimated Share of Search among accounting and advisory firms in New Zealand, from 8.7% to 9.7%.
- In August 2026, KPMG lost estimated Share of Search among accounting and advisory firms in New Zealand, from 39.7% to 34.8%.
- In August 2026, RSM lost estimated Share of Search among accounting and advisory firms in New Zealand, from 1.8% to 1.1%.
- In August 2026, Baker Tilly Staples Rodway lost estimated Share of Search among accounting and advisory firms in New Zealand, from 6.8% to 6.3%.
- EY’s estimated Share of Search among accounting and advisory firms in New Zealand has lost ground for 3 months in a row, from 4.9% to 4.1% in August 2026.
- Estimated monthly branded searches for Grant Thornton in New Zealand rose 25.9% over 11 measured months, from 1.7K to 2.1K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | KPMG | 34.8% | 13.4K | -14.8% | KPMG |
| 2 | Deloitte | 21.6% | 8.3K | +2.2% | Deloitte |
| 3 | PwC | 15.2% | 5.8K | +35.9% | PwC |
| 4 | BDO | 9.7% | 3.7K | +8.4% | BDO |
| 5 | Baker Tilly Staples Rodway | 6.3% | 2.4K | -10.4% | Baker Tilly Staples Rodway |
| 6 | Grant Thornton | 5.4% | 2.1K | -2.3% | Grant Thornton |
| 7 | EY | 4.1% | 1.6K | -3.6% | EY |
| 8 | Moore Markhams | 1.6% | 630 | -18.2% | Moore Markhams |
| 9 | RSM | 1.1% | 430 | -38.6% | RSM |
| 10 | Crowe | 0.13% | 50 | 0.0% | Crowe |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | KPMG | 10.6K | 31.3% | 1 |
| Oct 2025 | Deloitte | 7.5K | 22.2% | 2 |
| Oct 2025 | PwC | 5.3K | 15.5% | 3 |
| Oct 2025 | BDO | 3.5K | 10.3% | 4 |
| Oct 2025 | Baker Tilly Staples Rodway | 2.2K | 6.6% | 5 |
| Oct 2025 | Grant Thornton | 1.7K | 4.9% | 6 |
| Oct 2025 | EY | 1.4K | 4.2% | 7 |
| Oct 2025 | RSM | 890 | 2.6% | 8 |
| Oct 2025 | Moore Markhams | 740 | 2.2% | 9 |
| Oct 2025 | Crowe | 90 | 0.27% | 10 |
| Nov 2025 | KPMG | 10.7K | 30.7% | 1 |
| Nov 2025 | Deloitte | 7.4K | 21.1% | 2 |
| Nov 2025 | PwC | 5.3K | 15.2% | 3 |
| Nov 2025 | BDO | 3.6K | 10.5% | 4 |
| Nov 2025 | Grant Thornton | 2.3K | 6.5% | 5 |
| Nov 2025 | Baker Tilly Staples Rodway | 2.2K | 6.4% | 6 |
| Nov 2025 | EY | 1.6K | 4.6% | 7 |
| Nov 2025 | RSM | 1K | 3% | 8 |
| Nov 2025 | Moore Markhams | 610 | 1.8% | 9 |
| Nov 2025 | Crowe | 80 | 0.23% | 10 |
| Dec 2025 | KPMG | 8.3K | 31.3% | 1 |
| Dec 2025 | Deloitte | 5.9K | 22.2% | 2 |
| Dec 2025 | PwC | 3.7K | 14% | 3 |
| Dec 2025 | BDO | 2.9K | 11% | 4 |
| Dec 2025 | Baker Tilly Staples Rodway | 1.8K | 6.9% | 5 |
| Dec 2025 | Grant Thornton | 1.4K | 5.1% | 6 |
| Dec 2025 | EY | 1.1K | 4.3% | 7 |
| Dec 2025 | RSM | 720 | 2.7% | 8 |
| Dec 2025 | Moore Markhams | 610 | 2.3% | 9 |
| Dec 2025 | Crowe | 60 | 0.23% | 10 |
| Jan 2026 | KPMG | 7.9K | 28.2% | 1 |
| Jan 2026 | Deloitte | 6.7K | 24% | 2 |
| Jan 2026 | PwC | 4.2K | 15.1% | 3 |
| Jan 2026 | BDO | 2.9K | 10.3% | 4 |
| Jan 2026 | Baker Tilly Staples Rodway | 1.9K | 6.7% | 5 |
| Jan 2026 | Grant Thornton | 1.8K | 6.3% | 6 |
| Jan 2026 | EY | 1.3K | 4.6% | 7 |
| Jan 2026 | RSM | 680 | 2.4% | 8 |
| Jan 2026 | Moore Markhams | 610 | 2.2% | 9 |
| Jan 2026 | Crowe | 60 | 0.22% | 10 |
| Feb 2026 | KPMG | 11.7K | 31.8% | 1 |
| Feb 2026 | Deloitte | 8.3K | 22.6% | 2 |
| Feb 2026 | PwC | 5.3K | 14.3% | 3 |
| Feb 2026 | BDO | 3.6K | 10% | 4 |
| Feb 2026 | Baker Tilly Staples Rodway | 2.2K | 5.9% | 5 |
| Feb 2026 | Grant Thornton | 2.1K | 5.8% | 6 |
| Feb 2026 | EY | 1.7K | 4.7% | 7 |
| Feb 2026 | RSM | 910 | 2.5% | 8 |
| Feb 2026 | Moore Markhams | 860 | 2.3% | 9 |
| Feb 2026 | Crowe | 70 | 0.19% | 10 |
| Mar 2026 | KPMG | 16.3K | 32% | 1 |
| Mar 2026 | Deloitte | 11.2K | 21.9% | 2 |
| Mar 2026 | PwC | 7K | 13.7% | 3 |
| Mar 2026 | BDO | 5.1K | 10% | 4 |
| Mar 2026 | Baker Tilly Staples Rodway | 3.3K | 6.4% | 5 |
| Mar 2026 | EY | 3.3K | 6.4% | 6 |
| Mar 2026 | Grant Thornton | 2.4K | 4.8% | 7 |
| Mar 2026 | RSM | 1.3K | 2.5% | 8 |
| Mar 2026 | Moore Markhams | 950 | 1.9% | 9 |
| Mar 2026 | Crowe | 160 | 0.31% | 10 |
| Apr 2026 | KPMG | 10.9K | 33.5% | 1 |
| Apr 2026 | Deloitte | 7.3K | 22.4% | 2 |
| Apr 2026 | PwC | 4.2K | 12.8% | 3 |
| Apr 2026 | BDO | 3.3K | 10.1% | 4 |
| Apr 2026 | Baker Tilly Staples Rodway | 2.3K | 7.1% | 5 |
| Apr 2026 | EY | 1.6K | 5% | 6 |
| Apr 2026 | Grant Thornton | 1.5K | 4.5% | 7 |
| Apr 2026 | RSM | 880 | 2.7% | 8 |
| Apr 2026 | Moore Markhams | 560 | 1.7% | 9 |
| Apr 2026 | Crowe | 60 | 0.18% | 10 |
| May 2026 | KPMG | 11.1K | 32.3% | 1 |
| May 2026 | Deloitte | 7.9K | 23.1% | 2 |
| May 2026 | PwC | 4.3K | 12.5% | 3 |
| May 2026 | BDO | 3.7K | 10.7% | 4 |
| May 2026 | Baker Tilly Staples Rodway | 2.3K | 6.8% | 5 |
| May 2026 | Grant Thornton | 1.8K | 5.1% | 6 |
| May 2026 | EY | 1.7K | 4.9% | 7 |
| May 2026 | RSM | 770 | 2.3% | 8 |
| May 2026 | Moore Markhams | 700 | 2% | 9 |
| May 2026 | Crowe | 50 | 0.15% | 10 |
| Jun 2026 | KPMG | 15.1K | 39.4% | 1 |
| Jun 2026 | Deloitte | 7.9K | 20.6% | 2 |
| Jun 2026 | PwC | 4.2K | 11% | 3 |
| Jun 2026 | BDO | 3.5K | 9.1% | 4 |
| Jun 2026 | Baker Tilly Staples Rodway | 2.5K | 6.5% | 5 |
| Jun 2026 | Grant Thornton | 1.7K | 4.5% | 6 |
| Jun 2026 | EY | 1.7K | 4.4% | 7 |
| Jun 2026 | RSM | 900 | 2.4% | 8 |
| Jun 2026 | Moore Markhams | 720 | 1.9% | 9 |
| Jun 2026 | Crowe | 60 | 0.16% | 10 |
| Jul 2026 | KPMG | 15.7K | 39.7% | 1 |
| Jul 2026 | Deloitte | 8.1K | 20.5% | 2 |
| Jul 2026 | PwC | 4.3K | 10.8% | 3 |
| Jul 2026 | BDO | 3.5K | 8.7% | 4 |
| Jul 2026 | Baker Tilly Staples Rodway | 2.7K | 6.8% | 5 |
| Jul 2026 | Grant Thornton | 2.1K | 5.4% | 6 |
| Jul 2026 | EY | 1.6K | 4.2% | 7 |
| Jul 2026 | Moore Markhams | 770 | 1.9% | 8 |
| Jul 2026 | RSM | 700 | 1.8% | 9 |
| Jul 2026 | Crowe | 50 | 0.13% | 10 |
| Aug 2026 | KPMG | 13.4K | 34.8% | 1 |
| Aug 2026 | Deloitte | 8.3K | 21.6% | 2 |
| Aug 2026 | PwC | 5.8K | 15.2% | 3 |
| Aug 2026 | BDO | 3.7K | 9.7% | 4 |
| Aug 2026 | Baker Tilly Staples Rodway | 2.4K | 6.3% | 5 |
| Aug 2026 | Grant Thornton | 2.1K | 5.4% | 6 |
| Aug 2026 | EY | 1.6K | 4.1% | 7 |
| Aug 2026 | Moore Markhams | 630 | 1.6% | 8 |
| Aug 2026 | RSM | 430 | 1.1% | 9 |
| Aug 2026 | Crowe | 50 | 0.13% | 10 |
| Sep 2026 | Baker Tilly Staples Rodway | — | — | — |
| Sep 2026 | BDO | — | — | — |
| Sep 2026 | Crowe | — | — | — |
| Sep 2026 | Deloitte | — | — | — |
| Sep 2026 | EY | — | — | — |
| Sep 2026 | Grant Thornton | — | — | — |
| Sep 2026 | KPMG | — | — | — |
| Sep 2026 | Moore Markhams | — | — | — |
| Sep 2026 | PwC | — | — | — |
| Sep 2026 | RSM | — | — | — |

## What is being compared

- **Baker Tilly Staples Rodway**: Measured on the search terms “baker tilly auckland”, “baker tilly christchurch”, “baker tilly hamilton”, “baker tilly new plymouth”, “baker tilly new zealand”, “baker tilly nz”, “baker tilly staples”, “Baker Tilly Staples Rodway”, “baker tilly staples rodway auckland”, “baker tilly staples rodway christchurch”, “baker tilly staples rodway hamilton”, “baker tilly staples rodway new plymouth”, “baker tilly staples rodway tauranga”, “baker tilly staples rodway wellington”, “baker tilly taranaki”, “baker tilly tauranga”, “baker tilly wellington” and “Staples Rodway”, summed into one figure.
- **BDO**: Measured on the search terms “bdo accountants”, “BDO Auckland”, “bdo chartered accountants”, “BDO Christchurch”, “BDO Hamilton”, “bdo napier”, “bdo near me”, “bdo new plymouth”, “BDO New Zealand”, “BDO Northland”, “BDO NZ”, “bdo palmerston north”, “BDO Tauranga”, “BDO Wellington” and “bdo.nz”, summed into one figure.
- **Crowe**: Measured on the search terms “Crowe Auckland”, “crowe horwath nz”, “Crowe New Zealand” and “Crowe NZ”, summed into one figure.
- **Deloitte**: Measured on the search terms “Deloitte Auckland”, “deloitte auckland new zealand”, “deloitte chch”, “Deloitte Christchurch”, “Deloitte Dunedin”, “Deloitte Hamilton”, “deloitte near me”, “Deloitte New Zealand”, “Deloitte NZ”, “Deloitte Tauranga” and “Deloitte Wellington”, summed into one figure.
- **EY**: Measured on the search terms “ernst & young nz”, “ernst and young auckland”, “ernst and young new zealand”, “ernst and young nz”, “ernst and young wellington”, “EY Auckland”, “EY Christchurch”, “ey near me”, “ey new zealand”, “EY NZ” and “EY Wellington”, summed into one figure.
- **Grant Thornton**: Measured on the search terms “Grant Thornton Auckland”, “grant thornton chch”, “Grant Thornton Christchurch”, “grant thornton near me”, “grant thornton new zealand”, “Grant Thornton NZ” and “Grant Thornton Wellington”, summed into one figure.
- **KPMG**: Measured on the search terms “kpmg”, “kpmg accountants”, “kpmg accounting”, “kpmg ashburton”, “KPMG Auckland”, “kpmg auckland jobs”, “kpmg chartered accountants”, “KPMG Christchurch”, “KPMG Hamilton”, “kpmg near me”, “KPMG New Zealand”, “KPMG NZ”, “KPMG Tauranga”, “kpmg timaru” and “KPMG Wellington”, summed into one figure.
- **Moore Markhams**: Measured on the search terms “Moore Markhams”, “moore markhams new zealand”, “moore markhams wellington” and “moore markhams whanganui”, summed into one figure.
- **PwC**: Measured on the search terms “PwC Auckland”, “PwC Canterbury”, “pwc chch”, “PwC Christchurch”, “PwC Hamilton”, “PwC New Zealand”, “PwC NZ”, “PwC Tauranga”, “PwC Waikato” and “PwC Wellington”, summed into one figure.
- **RSM**: Measured on the search terms “RSM Auckland”, “RSM New Zealand”, “rsm new zealand auckland” and “RSM NZ”, summed into one figure.

- [Baker Tilly Staples Rodway](/demand/nz/brands/baker-tilly-staples-rodway)
- [BDO](/demand/nz/brands/bdo-new-zealand)
- [Crowe](/demand/nz/brands/crowe-new-zealand)
- [Deloitte](/demand/nz/brands/deloitte-new-zealand)
- [EY](/demand/nz/brands/ey-new-zealand)
- [Grant Thornton](/demand/nz/brands/grant-thornton-new-zealand)
- [KPMG](/demand/nz/brands/kpmg-new-zealand)
- [Moore Markhams](/demand/nz/brands/moore-markhams)
- [PwC](/demand/nz/brands/pwc-new-zealand)
- [RSM](/demand/nz/brands/rsm-new-zealand)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among accounting and advisory firms in New Zealand?

In August 2026, KPMG was the most searched among accounting and advisory firms in New Zealand, with an estimated 13.4K branded searches and 34.8% estimated Share of Search within this set.

## Cite this page

Brandwave. "Accounting and advisory firms in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-accounting-and-advisory-firms

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-accounting-and-advisory-firms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.