KPMG vs PwC:Which is more popular?
In September 2026, PwC had more branded searches than KPMG among accounting and advisory firms in New Zealand. PwC had about 2,580 branded searches, while KPMG had 1,000. PwC made up 25.2% of all accounting and advisory firm searches we track, and KPMG accounted for 9.8%. When we asked ChatGPT and Google AI Overviews about accounting and advisory firms, KPMG appeared in three of the five answers and PwC in two. PwC was mentioned before KPMG in two out of three answers that named either.
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Top accounting and advisory firms in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, KPMG was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. PwC was listed before KPMG in two out of three answers 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 KPMG or PwC more popular in search?
This chart shows how often people search Google for KPMG 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, KPMG. 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 KPMG and PwC comparison changed over the last 12 months?
3 findings
- PwC was ahead of KPMG in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, KPMG’s share of searches among accounting and advisory firms in New Zealand moved from 9.5% to 9.8%, and its estimated monthly branded searches moved from 850 to 1K.
- 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%.
Estimated monthly branded searches for KPMG in New Zealand rose 17.6% over 12 measured months, from 850 to 1K in September 2026.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using KPMG’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.
Other head-to-heads among accounting and advisory firms
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