Brandwave

Car and home insurers in New Zealand:Which brands are most popular in search?

In August 2026, AA Insurance was the most searched among car and home insurers in New Zealand, with an estimated 112K branded searches and 34% estimated Share of Search within this set.

Share of Search, August 2026
  1. AA Insurance34%
  2. AMI Insurance20.7%
  3. Tower Insurance18.6%
  4. State Insurance14.9%
  5. FMG Insurance3.2%
  6. Vero Insurance2.5%
  7. Cove Insurance2.3%
  8. Trade Me Insurance1.8%
  9. Star Insure1.3%
  10. Initio Insurance0.67%

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Share of SearchLeaderboard

Compare insurers selling car, home, and contents cover to New Zealand households, using branded searches made in New Zealand. 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.

Share of Search among car and home insurers in New Zealand, by month

Share of Search by month for AA Insurance, AMI Insurance, Tower Insurance, State Insurance, FMG Insurance, Vero Insurance, Cove Insurance. The figures are in the table below the chart.

View monthly share of search table
MonthAA InsuranceAMI InsuranceTower InsuranceState InsuranceFMG InsuranceVero InsuranceCove InsuranceTrade Me InsuranceStar InsureInitio Insurance
Oct 202534.8%21.3%15.9%15.3%3.5%2.8%2%2.2%1.4%0.7%
Nov 202534.3%20.6%18.2%14.7%3.3%2.7%1.9%2.1%1.4%0.68%
Dec 202534.3%21%18.5%15%2.8%2.7%1.9%1.8%1.4%0.61%
Jan 202637.1%18.6%16.2%16.1%3.6%2.4%2.1%1.9%1.2%0.62%
Feb 202637.9%19.2%16.9%13.7%3.7%2.5%2.2%1.7%1.4%0.78%
Mar 202635.1%21.4%16%15.4%3.4%2.7%2%1.8%1.4%0.74%
Apr 202633.7%20.6%18.4%14.7%3.3%3.1%2.3%1.8%1.3%0.86%
May 202633.9%20.6%18.2%14.9%3.3%2.6%2.3%1.8%1.5%0.86%
Jun 202634.1%20.4%17.9%15%3.9%2.5%2.3%1.8%1.3%0.84%
Jul 202634.5%20.6%18.2%14.8%3.3%2.5%2.4%1.8%1.3%0.67%
Aug 202634%20.7%18.6%14.9%3.2%2.5%2.3%1.8%1.3%0.67%
Sep 2026——————————

This month’s ranking, August 2026

  1. 1.AA Insurance

    34%

    held 1st · 112K estimated branded searches · -1.2% vs prior month · -0.5 points

  2. 2.AMI Insurance

    20.7%

    held 2nd · 67.8K estimated branded searches · +0.53% vs prior month · +0.1 points

  3. 3.Tower Insurance

    18.6%

    held 3rd · 61.2K estimated branded searches · +2.7% vs prior month · +0.5 points

  4. 4.State Insurance

    14.9%

    held 4th · 49.1K estimated branded searches · +0.86% vs prior month · +0.1 points

  5. 5.FMG Insurance

    3.2%

    held 5th · 10.6K estimated branded searches · -0.56% vs prior month · 0 points

  6. 6.Vero Insurance

    2.5%

    held 6th · 8.2K estimated branded searches · -2% vs prior month · -0.1 points

  7. 7.Cove Insurance

    2.3%

    held 7th · 7.7K estimated branded searches · -0.52% vs prior month · 0 points

  8. 8.Trade Me Insurance

    1.8%

    held 8th · 5.8K estimated branded searches · -1.2% vs prior month · 0 points

  9. 9.Star Insure

    1.3%

    held 9th · 4.2K estimated branded searches · +0.24% vs prior month · 0 points

  10. 10.Initio Insurance

    0.67%

    held 10th · 2.2K estimated branded searches · +0.91% vs prior month · 0 points

Compare search popularity between leading brands

Which brand is most popular in search among car and home insurers in New Zealand?

In August 2026, AA Insurance was the most searched among car and home insurers in New Zealand, with an estimated 112K branded searches and 34% estimated Share of Search within this set. AMI Insurance is in 2nd place, 13.3 percentage points behind at 20.7% Share of Search.

New Zealand car and home insurers, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
AA Insurance34.8% → 34%37.9%Feb 202633.7%Apr 20261st
AMI Insurance21.3% → 20.7%21.4%Mar 202618.6%Jan 20262nd
Tower Insurance15.9% → 18.6%18.6%Aug 202615.9%Oct 20253rd
State Insurance15.3% → 14.9%16.1%Jan 202613.7%Feb 20264th
FMG Insurance3.5% → 3.2%3.9%Jun 20262.8%Dec 20255th
Vero Insurance2.8% → 2.5%3.1%Apr 20262.4%Jan 20266th
Cove Insurance2% → 2.3%2.4%Jul 20261.9%Nov 20258th → 7th
Trade Me Insurance2.2% → 1.8%2.2%Oct 20251.7%Feb 20267th → 8th
Star Insure1.4% → 1.3%1.5%May 20261.2%Jan 20269th
Initio Insurance0.7% → 0.67%0.86%Apr 20260.61%Dec 202510th

Each finding as a sentence

  • Across the 11 months ending August 2026, AA Insurance’s estimated Share of Search among car and home insurers in New Zealand decreased from 34.8% to 34%.
  • Across the 11 months ending August 2026, AMI Insurance’s estimated Share of Search among car and home insurers in New Zealand decreased from 21.3% to 20.7%.
  • Across the 11 months ending August 2026, Tower Insurance’s estimated Share of Search among car and home insurers in New Zealand increased from 15.9% to 18.6%.
  • Across the 11 months ending August 2026, AA Insurance’s estimated Share of Search among car and home insurers in New Zealand peaked at 37.9% in February 2026 and was lowest at 33.7% in April 2026.
  • Across the 11 months ending August 2026, AMI Insurance’s estimated Share of Search among car and home insurers in New Zealand peaked at 21.4% in March 2026 and was lowest at 18.6% in January 2026.
  • Across the 11 months ending August 2026, State Insurance’s estimated Share of Search among car and home insurers in New Zealand peaked at 16.1% in January 2026 and was lowest at 13.7% in February 2026.
  • Across the 11 months ending August 2026, FMG Insurance’s estimated Share of Search among car and home insurers in New Zealand peaked at 3.9% in June 2026 and was lowest at 2.8% in December 2025.
  • Across the 11 months ending August 2026, Cove Insurance rose from 8th to 7th among car and home insurers in New Zealand.
  • Across the 11 months ending August 2026, Trade Me Insurance fell from 7th to 8th among car and home insurers in New Zealand.
  • Across the 11 months ending August 2026, State Insurance, FMG Insurance, Vero Insurance, Star Insure and Initio Insurance held steady: their estimated Share of Search among car and home insurers in New Zealand each moved less than 0.5 percentage points.

How did search popularity change for New Zealand car and home insurers in August 2026?

  1. Estimated monthly branded searches for Cove Insurance in New Zealand rose 21.1% over 11 measured months, from 6.3K to 7.7K in August 2026.

  2. Estimated monthly branded searches for Tower Insurance in New Zealand rose 20.5% over 11 measured months, from 50.8K to 61.2K in August 2026.

  3. Estimated monthly branded searches for Trade Me Insurance in New Zealand fell 18.6% over 11 measured months, from 7.1K to 5.8K in August 2026.

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