---
title: "Car and home insurers in New Zealand: Which brands are most popular in search?"
description: "Compare insurers selling car, home, and contents cover to New Zealand households, using branded searches made in New Zealand. Share of Search among AA Insurance, AMI Insurance, Tower Insurance, State Insurance, FMG Insurance, Vero Insurance, Cove Insurance, Trade Me Insurance, Star Insure and Initio Insurance, the car and home insurers 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-car-and-home-insurers"
publisher: "Brandwave"
---

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

Compare insurers selling car, home, and contents cover to New Zealand households, using branded searches made in New Zealand. Share of Search among AA Insurance, AMI Insurance, Tower Insurance, State Insurance, FMG Insurance, Vero Insurance, Cove Insurance, Trade Me Insurance, Star Insure and Initio Insurance, the car and home insurers 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**: car and home insurers
- **Market**: New Zealand
- **Brands compared**: 10
- **Month measured**: Aug 2026
- **Highest Share of Search**: AA Insurance, 34%

## 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.
- 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.

## Compare search popularity between leading brands

- [AA Insurance vs AMI Insurance: compare search popularity](/demand/nz/compare/aa-insurance-vs-ami-insurance): 34% against 20.7% Share of Search.
- [AA Insurance vs Tower Insurance: compare search popularity](/demand/nz/compare/aa-insurance-vs-tower-insurance): 34% against 18.6% Share of Search.
- [AA Insurance vs State Insurance: compare search popularity](/demand/nz/compare/aa-insurance-vs-state-insurance): 34% against 14.9% Share of Search.
- [AA Insurance vs FMG Insurance: compare search popularity](/demand/nz/compare/aa-insurance-vs-fmg-insurance): 34% against 3.2% Share of Search.
- [AMI Insurance vs Tower Insurance: compare search popularity](/demand/nz/compare/ami-insurance-vs-tower-insurance): 20.7% against 18.6% Share of Search.
- [AMI Insurance vs State Insurance: compare search popularity](/demand/nz/compare/ami-insurance-vs-state-insurance): 20.7% against 14.9% Share of Search.
- [AMI Insurance vs FMG Insurance: compare search popularity](/demand/nz/compare/ami-insurance-vs-fmg-insurance): 20.7% against 3.2% Share of Search.
- [Tower Insurance vs State Insurance: compare search popularity](/demand/nz/compare/state-insurance-vs-tower-insurance): 18.6% against 14.9% Share of Search.
- [Tower Insurance vs FMG Insurance: compare search popularity](/demand/nz/compare/fmg-insurance-vs-tower-insurance): 18.6% against 3.2% Share of Search.
- [State Insurance vs FMG Insurance: compare search popularity](/demand/nz/compare/fmg-insurance-vs-state-insurance): 14.9% against 3.2% Share of Search.

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

- 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.
- 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.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | AA Insurance | 34% | 112K | -1.2% | AA Insurance |
| 2 | AMI Insurance | 20.7% | 67.8K | +0.5% | IAG New Zealand |
| 3 | Tower Insurance | 18.6% | 61.2K | +2.7% | Tower |
| 4 | State Insurance | 14.9% | 49.1K | +0.9% | IAG New Zealand |
| 5 | FMG Insurance | 3.2% | 10.6K | -0.6% | FMG |
| 6 | Vero Insurance | 2.5% | 8.2K | -2.0% | Vero |
| 7 | Cove Insurance | 2.3% | 7.7K | -0.5% | Cove Insurance |
| 8 | Trade Me Insurance | 1.8% | 5.8K | -1.2% | Trade Me Limited |
| 9 | Star Insure | 1.3% | 4.2K | +0.2% | Star Insurance Specialists |
| 10 | Initio Insurance | 0.67% | 2.2K | +0.9% | Initio |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | AA Insurance | 111K | 34.8% | 1 |
| Oct 2025 | AMI Insurance | 67.9K | 21.3% | 2 |
| Oct 2025 | Tower Insurance | 50.8K | 15.9% | 3 |
| Oct 2025 | State Insurance | 48.9K | 15.3% | 4 |
| Oct 2025 | FMG Insurance | 11K | 3.5% | 5 |
| Oct 2025 | Vero Insurance | 9K | 2.8% | 6 |
| Oct 2025 | Trade Me Insurance | 7.1K | 2.2% | 7 |
| Oct 2025 | Cove Insurance | 6.3K | 2% | 8 |
| Oct 2025 | Star Insure | 4.5K | 1.4% | 9 |
| Oct 2025 | Initio Insurance | 2.2K | 0.7% | 10 |
| Nov 2025 | AA Insurance | 113K | 34.3% | 1 |
| Nov 2025 | AMI Insurance | 67.7K | 20.6% | 2 |
| Nov 2025 | Tower Insurance | 59.9K | 18.2% | 3 |
| Nov 2025 | State Insurance | 48.4K | 14.7% | 4 |
| Nov 2025 | FMG Insurance | 10.9K | 3.3% | 5 |
| Nov 2025 | Vero Insurance | 9K | 2.7% | 6 |
| Nov 2025 | Trade Me Insurance | 7.1K | 2.1% | 7 |
| Nov 2025 | Cove Insurance | 6.2K | 1.9% | 8 |
| Nov 2025 | Star Insure | 4.5K | 1.4% | 9 |
| Nov 2025 | Initio Insurance | 2.2K | 0.68% | 10 |
| Dec 2025 | AA Insurance | 110K | 34.3% | 1 |
| Dec 2025 | AMI Insurance | 67.3K | 21% | 2 |
| Dec 2025 | Tower Insurance | 59.3K | 18.5% | 3 |
| Dec 2025 | State Insurance | 48.2K | 15% | 4 |
| Dec 2025 | FMG Insurance | 9K | 2.8% | 5 |
| Dec 2025 | Vero Insurance | 8.7K | 2.7% | 6 |
| Dec 2025 | Cove Insurance | 6.2K | 1.9% | 7 |
| Dec 2025 | Trade Me Insurance | 5.8K | 1.8% | 8 |
| Dec 2025 | Star Insure | 4.5K | 1.4% | 9 |
| Dec 2025 | Initio Insurance | 1.9K | 0.61% | 10 |
| Jan 2026 | AA Insurance | 137K | 37.1% | 1 |
| Jan 2026 | AMI Insurance | 68.6K | 18.6% | 2 |
| Jan 2026 | Tower Insurance | 59.9K | 16.2% | 3 |
| Jan 2026 | State Insurance | 59.3K | 16.1% | 4 |
| Jan 2026 | FMG Insurance | 13.4K | 3.6% | 5 |
| Jan 2026 | Vero Insurance | 8.8K | 2.4% | 6 |
| Jan 2026 | Cove Insurance | 7.8K | 2.1% | 7 |
| Jan 2026 | Trade Me Insurance | 7.2K | 1.9% | 8 |
| Jan 2026 | Star Insure | 4.5K | 1.2% | 9 |
| Jan 2026 | Initio Insurance | 2.3K | 0.62% | 10 |
| Feb 2026 | AA Insurance | 135K | 37.9% | 1 |
| Feb 2026 | AMI Insurance | 68.3K | 19.2% | 2 |
| Feb 2026 | Tower Insurance | 59.9K | 16.9% | 3 |
| Feb 2026 | State Insurance | 48.8K | 13.7% | 4 |
| Feb 2026 | FMG Insurance | 13.2K | 3.7% | 5 |
| Feb 2026 | Vero Insurance | 8.8K | 2.5% | 6 |
| Feb 2026 | Cove Insurance | 7.7K | 2.2% | 7 |
| Feb 2026 | Trade Me Insurance | 6K | 1.7% | 8 |
| Feb 2026 | Star Insure | 4.8K | 1.4% | 9 |
| Feb 2026 | Initio Insurance | 2.8K | 0.78% | 10 |
| Mar 2026 | AA Insurance | 135K | 35.1% | 1 |
| Mar 2026 | AMI Insurance | 82.7K | 21.4% | 2 |
| Mar 2026 | Tower Insurance | 61.7K | 16% | 3 |
| Mar 2026 | State Insurance | 59.2K | 15.4% | 4 |
| Mar 2026 | FMG Insurance | 13.3K | 3.4% | 5 |
| Mar 2026 | Vero Insurance | 10.3K | 2.7% | 6 |
| Mar 2026 | Cove Insurance | 7.8K | 2% | 7 |
| Mar 2026 | Trade Me Insurance | 7.1K | 1.8% | 8 |
| Mar 2026 | Star Insure | 5.2K | 1.4% | 9 |
| Mar 2026 | Initio Insurance | 2.9K | 0.74% | 10 |
| Apr 2026 | AA Insurance | 111K | 33.7% | 1 |
| Apr 2026 | AMI Insurance | 67.7K | 20.6% | 2 |
| Apr 2026 | Tower Insurance | 60.5K | 18.4% | 3 |
| Apr 2026 | State Insurance | 48.5K | 14.7% | 4 |
| Apr 2026 | FMG Insurance | 10.7K | 3.3% | 5 |
| Apr 2026 | Vero Insurance | 10.2K | 3.1% | 6 |
| Apr 2026 | Cove Insurance | 7.6K | 2.3% | 7 |
| Apr 2026 | Trade Me Insurance | 5.9K | 1.8% | 8 |
| Apr 2026 | Star Insure | 4.2K | 1.3% | 9 |
| Apr 2026 | Initio Insurance | 2.8K | 0.86% | 10 |
| May 2026 | AA Insurance | 111K | 33.9% | 1 |
| May 2026 | AMI Insurance | 67.5K | 20.6% | 2 |
| May 2026 | Tower Insurance | 59.7K | 18.2% | 3 |
| May 2026 | State Insurance | 48.8K | 14.9% | 4 |
| May 2026 | FMG Insurance | 10.8K | 3.3% | 5 |
| May 2026 | Vero Insurance | 8.4K | 2.6% | 6 |
| May 2026 | Cove Insurance | 7.7K | 2.3% | 7 |
| May 2026 | Trade Me Insurance | 5.9K | 1.8% | 8 |
| May 2026 | Star Insure | 4.9K | 1.5% | 9 |
| May 2026 | Initio Insurance | 2.8K | 0.86% | 10 |
| Jun 2026 | AA Insurance | 113K | 34.1% | 1 |
| Jun 2026 | AMI Insurance | 67.7K | 20.4% | 2 |
| Jun 2026 | Tower Insurance | 59.6K | 17.9% | 3 |
| Jun 2026 | State Insurance | 49.9K | 15% | 4 |
| Jun 2026 | FMG Insurance | 13K | 3.9% | 5 |
| Jun 2026 | Vero Insurance | 8.4K | 2.5% | 6 |
| Jun 2026 | Cove Insurance | 7.8K | 2.3% | 7 |
| Jun 2026 | Trade Me Insurance | 5.8K | 1.8% | 8 |
| Jun 2026 | Star Insure | 4.2K | 1.3% | 9 |
| Jun 2026 | Initio Insurance | 2.8K | 0.84% | 10 |
| Jul 2026 | AA Insurance | 113K | 34.5% | 1 |
| Jul 2026 | AMI Insurance | 67.5K | 20.6% | 2 |
| Jul 2026 | Tower Insurance | 59.6K | 18.2% | 3 |
| Jul 2026 | State Insurance | 48.6K | 14.8% | 4 |
| Jul 2026 | FMG Insurance | 10.7K | 3.3% | 5 |
| Jul 2026 | Vero Insurance | 8.3K | 2.5% | 6 |
| Jul 2026 | Cove Insurance | 7.7K | 2.4% | 7 |
| Jul 2026 | Trade Me Insurance | 5.9K | 1.8% | 8 |
| Jul 2026 | Star Insure | 4.2K | 1.3% | 9 |
| Jul 2026 | Initio Insurance | 2.2K | 0.67% | 10 |
| Aug 2026 | AA Insurance | 112K | 34% | 1 |
| Aug 2026 | AMI Insurance | 67.8K | 20.7% | 2 |
| Aug 2026 | Tower Insurance | 61.2K | 18.6% | 3 |
| Aug 2026 | State Insurance | 49.1K | 14.9% | 4 |
| Aug 2026 | FMG Insurance | 10.6K | 3.2% | 5 |
| Aug 2026 | Vero Insurance | 8.2K | 2.5% | 6 |
| Aug 2026 | Cove Insurance | 7.7K | 2.3% | 7 |
| Aug 2026 | Trade Me Insurance | 5.8K | 1.8% | 8 |
| Aug 2026 | Star Insure | 4.2K | 1.3% | 9 |
| Aug 2026 | Initio Insurance | 2.2K | 0.67% | 10 |
| Sep 2026 | AA Insurance | — | — | — |
| Sep 2026 | AMI Insurance | — | — | — |
| Sep 2026 | Cove Insurance | — | — | — |
| Sep 2026 | FMG Insurance | — | — | — |
| Sep 2026 | Initio Insurance | — | — | — |
| Sep 2026 | Star Insure | — | — | — |
| Sep 2026 | State Insurance | — | — | — |
| Sep 2026 | Tower Insurance | — | — | — |
| Sep 2026 | Trade Me Insurance | — | — | — |
| Sep 2026 | Vero Insurance | — | — | — |

## What is being compared

- **AA Insurance**: Measured on the search terms “aa auto insurance”, “aa car insurance”, “aa car insurance nz”, “aa contents insurance”, “aa home insurance”, “aa house insurance”, “aa household insurance”, “AA Insurance”, “aa insurance auckland”, “aa insurance car”, “aa insurance new zealand”, “aa insurance nz”, “aa landlord insurance”, “aa motor vehicle insurance”, “aa vehicle insurance”, “aainsurance”, “car insurance aa”, “contents insurance aa”, “home insurance aa”, “house insurance aa” and “nz aa insurance”, summed into one figure.
- **AMI Insurance**: Measured on the search terms “ami car insurance”, “ami car insurance new zealand”, “ami car insurance nz”, “ami comprehensive car insurance”, “ami content insurance”, “ami contents insurance”, “ami home and contents insurance”, “ami home insurance”, “ami house insurance”, “AMI Insurance”, “ami insurance auckland”, “ami insurance car”, “ami insurance christchurch”, “ami insurance contents”, “ami insurance hornby”, “ami insurance near me”, “ami insurance new zealand”, “ami insurance nz”, “ami insurance travel”, “ami insurance wellington”, “ami landlord insurance”, “ami nz car insurance”, “ami travel insurance”, “ami travel insurance nz”, “car insurance ami”, “home insurance ami”, “house insurance ami”, “insurance ami”, “travel insurance ami” and “travel insurance nz ami”, summed into one figure.
- **Cove Insurance**: Measured on the search terms “cove car insurance”, “cove car insurance nz”, “cove home insurance”, “Cove Insurance”, “cove insurance car”, “cove insurance near me”, “cove insurance new zealand”, “cove insurance nz”, “cove insurance reviews” and “coveinsurance”, summed into one figure.
- **FMG Insurance**: Measured on the search terms “fmg car insurance”, “fmg contents insurance”, “fmg home insurance”, “fmg house insurance”, “FMG Insurance”, “fmg insurance new zealand”, “fmg insurance nz” and “insurance fmg”, summed into one figure.
- **Initio Insurance**: Measured on the search terms “initio car insurance”, “initio contents insurance”, “initio home insurance”, “initio house insurance”, “Initio Insurance”, “initio insurance nz” and “initio landlord insurance”, summed into one figure.
- **Star Insure**: Measured on the search terms “Star Insurance”, “star insurance new zealand”, “star insurance nz”, “star insurance specialists” and “star insure”, summed into one figure.
- **State Insurance**: Measured on the search terms “car insurance by state”, “contents insurance state”, “home insurance state”, “house insurance state”, “state car insurance”, “state car insurance nz”, “state contents insurance”, “state home insurance”, “state house insurance”, “State Insurance”, “state insurance car”, “state insurance contents”, “state insurance home insurance”, “state insurance house insurance”, “state insurance new zealand”, “state insurance nz”, “state insurance travel”, “state insurance travel insurance”, “state landlord insurance”, “state travel insurance”, “state travel insurance nz”, “state vehicle insurance” and “travel insurance state”, summed into one figure.
- **Tower Insurance**: Measured on the search terms “car insurance tower”, “contents insurance tower”, “home insurance tower”, “tower boat insurance”, “tower car insurance”, “tower car insurance nz”, “tower contents insurance”, “tower home and contents insurance”, “tower home insurance”, “tower house insurance”, “Tower Insurance”, “tower insurance auckland”, “tower insurance car”, “tower insurance company new zealand”, “tower insurance house”, “tower insurance new zealand”, “tower insurance nz”, “tower insurance travel”, “tower insurance travel insurance”, “tower landlord insurance”, “tower travel insurance”, “tower travel insurance nz”, “tower vehicle insurance” and “travel insurance tower”, summed into one figure.
- **Trade Me Insurance**: Measured on the search terms “trade me car insurance”, “trade me car insurance nz”, “trade me contents insurance”, “trade me home insurance”, “trade me house insurance”, “Trade Me Insurance”, “trade me insurance car”, “trade me insurance nz”, “trademe car insurance” and “trademe insurance”, summed into one figure.
- **Vero Insurance**: Measured on the search terms “car insurance vero”, “insurance vero”, “vero car insurance”, “vero car insurance nz”, “vero contents insurance”, “vero home insurance”, “vero house insurance”, “Vero Insurance”, “vero insurance car”, “vero insurance new zealand”, “vero insurance nz” and “vero motor vehicle insurance”, summed into one figure.

- [AA Insurance](/demand/nz/brands/aa-insurance)
- [AMI Insurance](/demand/nz/brands/ami-insurance)
- [Cove Insurance](/demand/nz/brands/cove-insurance)
- [FMG Insurance](/demand/nz/brands/fmg-insurance)
- [Initio Insurance](/demand/nz/brands/initio-insurance)
- [Star Insure](/demand/nz/brands/star-insure)
- [State Insurance](/demand/nz/brands/state-insurance)
- [Tower Insurance](/demand/nz/brands/tower-insurance)
- [Trade Me Insurance](/demand/nz/brands/trade-me-insurance)
- [Vero Insurance](/demand/nz/brands/vero-insurance)

## 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 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.

## Cite this page

Brandwave. "Car and home insurers in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-car-and-home-insurers

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