Grant Thornton vs PwC:Which is more popular?
In September 2026, PwC had more branded searches than Grant Thornton among accounting and advisory firms in New Zealand. PwC had about 2,580 branded searches, while Grant Thornton had 1,600. PwC made up 25.2% of all accounting and advisory firm searches we track, and Grant Thornton accounted for 15.7%. When we asked ChatGPT and Google AI Overviews about accounting and advisory firms, PwC appeared in two of the five answers and Grant Thornton in one. PwC was mentioned before Grant Thornton in every answer that named either.
Who do people search for more?
PwC, about 61% more searches than Grant Thornton
Who does AI mention more?
PwC, mentioned in 2 of 5 answers, Grant Thornton in 1
Who does AI recommend more?
PwC, named ahead of Grant Thornton in 2 of 2 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, PwC was mentioned in two out of five: in one 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. PwC 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 Grant Thornton or PwC more popular in search?
This chart shows how often people search Google for Grant Thornton and PwC 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 PwC, Grant Thornton. 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 Grant Thornton and PwC comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: PwC took it in February 2026, Grant Thornton took it in March 2026, PwC took it in August 2026.
- 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.
- Across the 12 months ending September 2026, PwC’s share of searches among accounting and advisory firms in New Zealand moved from 16.7% to 25.2%, and its estimated monthly branded searches moved from 1.5K to 2.6K.
How did search popularity change for New Zealand accounting and advisory firms in September 2026?
2 changes
In September 2026, PwC gained share of searches among accounting and advisory firms in New Zealand, from 20.4% to 25.2%.
In September 2026, Grant Thornton lost share of searches among accounting and advisory firms in New Zealand, from 18.2% to 15.7%.
How are branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Grant Thornton’s and PwC’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.
Grant Thornton
1 branded search term
- grant thornton
PwC
5 branded search terms
- PwC Canterbury
- PwC Hamilton
- PwC New Zealand
- PwC Tauranga
- PwC Waikato
Other head-to-heads among accounting and advisory firms
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