Baker Tilly Staples Rodway vs Grant Thornton:Which is more popular?
In September 2026, Grant Thornton had more branded searches than Baker Tilly Staples Rodway among accounting and advisory firms in New Zealand. Grant Thornton had about 1,600 branded searches, while Baker Tilly Staples Rodway had 1,100. Grant Thornton made up 15.7% of all accounting and advisory firm searches we track, and Baker Tilly Staples Rodway accounted for 10.8%. When we asked ChatGPT and Google AI Overviews about accounting and advisory firms, Baker Tilly Staples Rodway appeared in three of the five answers and Grant Thornton in one. Baker Tilly Staples Rodway was mentioned before Grant Thornton in every answer that named either.
Who do people search for more?
Grant Thornton, about 45% more searches than Baker Tilly Staples Rodway
Who does AI mention more?
Baker Tilly Staples Rodway, mentioned in 3 of 5 answers, Grant Thornton in 1
Who does AI recommend more?
Baker Tilly Staples Rodway, named ahead of Grant Thornton in 3 of 3 answers
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Top accounting and advisory firms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Baker Tilly Staples Rodway was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Grant Thornton was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Baker Tilly Staples Rodway was listed before Grant Thornton in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
nextAdvisory1st
BDO2nd
PwC3rd
KPMG4th
Deloitte5th
Moore Markhams6th
EY7th- Baker Tilly Staples Rodway8th
- Grant Thornton9th
RSM10th- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- BDO4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Moore Markhams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Baker Tilly Staples Rodway3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- KPMG3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- nextAdvisory3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- PwC2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- EY2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Deloitte2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Grant Thornton1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- RSM1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about accounting and advisory firms
5 answers
Asked ChatGPT
“Which New Zealand accounting and advisory firm should I hire in New Zealand?”
Asked ChatGPT
“What are the best New Zealand accounting and advisory firms in New Zealand?”
Asked ChatGPT
“What's the best New Zealand accounting and advisory firm in New Zealand for business advisory support?”
Searched Google, AI Overview
“accounting and advisory firms nz”
Searched Google, AI Overview
“best accounting firm 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 20, 2026.
Is Baker Tilly Staples Rodway or Grant Thornton more popular in search?
This chart shows how often people search Google for Baker Tilly Staples Rodway and Grant Thornton by name. Each line represents a brand's share of searches for all 11 accounting and advisory firms we track, month by month, from searches in New Zealand.
Share of searches by month for Grant Thornton, Baker Tilly Staples Rodway. The figures are in the table below the chart.
View monthly share of searches table
| Month | PwC | Grant Thornton | EY | Baker Tilly Staples Rodway | KPMG | BDO | Deloitte | Moore Markhams | nextAdvisory | RSM | Crowe |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 16.7% | 17.8% | 15.7% | 13.1% | 9.5% | 8% | 7.8% | 6.6% | 3.6% | 1.2% | 0.11% |
| Nov 2025 | 16.7% | 17.5% | 17.4% | 12.8% | 10% | 8.2% | 7.9% | 5.3% | 2.9% | 1.2% | 0.11% |
| Dec 2025 | 16.3% | 18.4% | 16.3% | 13.5% | 8.5% | 7.5% | 8.5% | 6.8% | 3% | 0.99% | 0.14% |
| Jan 2026 | 16.1% | 17.4% | 17.2% | 12.8% | 8.9% | 7.9% | 7.7% | 6.4% | 4.3% | 1.2% | 0.13% |
| Feb 2026 | 17.1% | 16.9% | 18.1% | 12% | 9.2% | 7.5% | 7% | 7.6% | 3.4% | 1.2% | 0.11% |
| Mar 2026 | 14.7% | 19.8% | 22.4% | 11.3% | 9.2% | 6.4% | 6.7% | 4.9% | 2.7% | 1.8% | 0.2% |
| Apr 2026 | 14.2% | 17.9% | 18.1% | 12.4% | 11.4% | 7.3% | 6.4% | 5.4% | 5.4% | 1.6% | 0.11% |
| May 2026 | 13.7% | 17.5% | 18.5% | 12.7% | 11.7% | 7.7% | 6.7% | 6.5% | 4.3% | 0.77% | 0.11% |
| Jun 2026 | 13.6% | 17.4% | 18.4% | 12.6% | 13.3% | 6.7% | 6.8% | 6.4% | 3.5% | 1.2% | 0.11% |
| Jul 2026 | 12.9% | 24.4% | 16.8% | 12.7% | 9.2% | 7.4% | 6.2% | 6% | 3.2% | 1.1% | 0.1% |
| Aug 2026 | 20.4% | 18.2% | 15.3% | 12.1% | 10.3% | 7.3% | 7.6% | 4.6% | 3.1% | 1.1% | 0.1% |
| Sep 2026 | 25.2% | 15.7% | 15.6% | 10.8% | 9.8% | 7% | 6.7% | 5.8% | 2.5% | 0.88% | 0.1% |
How has the Baker Tilly Staples Rodway and Grant Thornton comparison changed over the last 12 months?
3 findings
- Grant Thornton was ahead of Baker Tilly Staples Rodway in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Baker Tilly Staples Rodway’s share of searches among accounting and advisory firms in New Zealand moved from 13.1% to 10.8%, and its estimated monthly branded searches moved from 1.2K to 1.1K.
- Across the 12 months ending September 2026, Grant Thornton’s share of searches among accounting and advisory firms in New Zealand moved from 17.8% to 15.7%, and its estimated monthly branded searches held steady at 1.6K.
How did search popularity change for New Zealand accounting and advisory firms in September 2026?
2 changes
In September 2026, Grant Thornton lost share of searches among accounting and advisory firms in New Zealand, from 18.2% to 15.7%.
In September 2026, Baker Tilly Staples Rodway lost share of searches among accounting and advisory firms in New Zealand, from 12.1% to 10.8%.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Baker Tilly Staples Rodway’s and Grant Thornton’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Baker Tilly Staples Rodway
6 branded search terms
- baker tilly hamilton
- baker tilly staples
- Baker Tilly Staples Rodway
- baker tilly taranaki
- baker tilly tauranga
- Staples Rodway
Grant Thornton
1 branded search term
- grant thornton
Other head-to-heads among accounting and advisory firms
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