Employer of record platforms in New Zealand:Which are most popular?
In September 2026, Employment Hero was the most searched employer of record platform in New Zealand, accounting for 60.5% of all searches among the ten platforms we track. When we checked with ChatGPT and Google AI Overviews, Deel and Remote showed up in every answer. Deel was recommended most often, coming first in one out of five responses.
Employment HeroShare of searches 60.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
G-PShare of searches 33%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
DeelShare of searches 4.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
MultiplierShare of searches 1.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
PeblShare of searches 0.31%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top employer of record platforms in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Deel and Remote appeared every time. Deel was recommended most often, coming first in one out of five answers. Remote was second, and Employment Hero was third. G-P, which ranked second in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Deel1st
Remote2nd- Employment Hero3rd
- Multiplier4th
RemoFirst5th
Oyster HR6th- G-P–
- Pebl–
Atlas HXM–
Papaya Global–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Deel5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Remote5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Employment Hero3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Multiplier3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- RemoFirst3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Oyster HR1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- G-P0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Pebl0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Atlas HXM0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Papaya Global0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about employer of record platforms
5 answers
Asked ChatGPT
“Which employer of record platform should I use in New Zealand?”
Asked ChatGPT
“What are the best employer of record platforms in New Zealand?”
Asked ChatGPT
“What's the best employer of record platform in New Zealand for hiring staff overseas?”
Searched Google, AI Overview
“employer of record platform”
Searched Google, AI Overview
“global hiring platform”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which employer of record platforms do people search for most?
This chart shows how often people search Google for each employer of record platform by name. Each line represents a brand's share of searches for all ten employer of record platforms we track, month by month, from searches in New Zealand.
Share of searches by month for Employment Hero, G-P, Deel. The figures are in the table below the chart.
View monthly share of searches table
| Month | Employment Hero | G-P | Deel | Multiplier | Pebl | Oyster HR | Remote | Atlas HXM | Papaya Global | RemoFirst |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 52.5% | 42.9% | 3.1% | 0.8% | 0.11% | 0.11% | 0.11% | 0.05% | 0.11% | 0.16% |
| Nov 2025 | 52.1% | 42.6% | 3.8% | 0.95% | 0.11% | 0.11% | 0.11% | 0% | 0.05% | 0.16% |
| Dec 2025 | 56.6% | 37.7% | 4.1% | 1% | 0.07% | 0.14% | 0.14% | 0.07% | 0.07% | 0.07% |
| Jan 2026 | 51.5% | 42% | 4.6% | 1.2% | 0.19% | 0.13% | 0.13% | 0.06% | 0.06% | 0.19% |
| Feb 2026 | 52% | 42.4% | 3.8% | 1.2% | 0.13% | 0.19% | 0.19% | 0.06% | 0.06% | 0.06% |
| Mar 2026 | 56.4% | 37.6% | 4.1% | 1.3% | 0.11% | 0.06% | 0.11% | 0.06% | 0.06% | 0.17% |
| Apr 2026 | 56.1% | 37.4% | 4.1% | 1.5% | 0.21% | 0.14% | 0.21% | 0.07% | 0.07% | 0.28% |
| May 2026 | 59.6% | 32.5% | 6% | 1.3% | 0.12% | 0.06% | 0.12% | 0.06% | 0.06% | 0.12% |
| Jun 2026 | 60.6% | 33.1% | 4.4% | 1.4% | 0.06% | 0.06% | 0.12% | 0.06% | 0.06% | 0.12% |
| Jul 2026 | 61.3% | 33.4% | 3.7% | 1.1% | 0.12% | 0.06% | 0.12% | 0.06% | 0.06% | 0.12% |
| Aug 2026 | 60.7% | 33.1% | 4.4% | 1.1% | 0.18% | 0.12% | 0.12% | 0.06% | 0.06% | 0.12% |
| Sep 2026 | 60.5% | 33% | 4.4% | 1.3% | 0.31% | 0.12% | 0.12% | 0.06% | 0.06% | 0.06% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 60.5% | 9.9K | 0% | -0.2 points | |
| 2, held 2nd | 33% | 5.4K | 0% | -0.1 points | |
| 3, held 3rd | 4.4% | 720 | 0% | 0 points | |
| 4, held 4th | 1.3% | 220 | +22.2% | +0.2 points | |
| 5, held 5th | 0.31% | 50 | +66.7% | +0.1 points | |
| 6, held 6th | 0.12% | 20 | 0% | 0 points | |
| 7, moved from 8th to 7th | 0.12% | 20 | 0% | 0 pointsmoved from 8th to 7th | |
| 8, moved from 9th to 8th | 0.06% | 10 | 0% | 0 pointsmoved from 9th to 8th | |
| 9, moved from 10th to 9th | 0.06% | 10 | 0% | 0 pointsmoved from 10th to 9th | |
| 10, moved from 7th to 10th | 0.06% | 10 | -50% | -0.1 pointsmoved from 7th to 10th |
60.5%
Held 1st. 9.9K estimated branded searches, 0% vs prior month. Share -0.2 points.
2.
G-P33%
Held 2nd. 5.4K estimated branded searches, 0% vs prior month. Share -0.1 points.
3.
Deel4.4%
Held 3rd. 720 estimated branded searches, 0% vs prior month. Share 0 points.
1.3%
Held 4th. 220 estimated branded searches, +22.2% vs prior month. Share +0.2 points.
5.
Pebl0.31%
Held 5th. 50 estimated branded searches, +66.7% vs prior month. Share +0.1 points.
0.12%
Held 6th. 20 estimated branded searches, 0% vs prior month. Share 0 points.
7.
Remote0.12%
Moved from 8th to 7th. 20 estimated branded searches, 0% vs prior month. Share 0 points.
0.06%
Moved from 9th to 8th. 10 estimated branded searches, 0% vs prior month. Share 0 points.
0.06%
Moved from 10th to 9th. 10 estimated branded searches, 0% vs prior month. Share 0 points.
10.
RemoFirst0.06%
Moved from 7th to 10th. 10 estimated branded searches, -50% vs prior month. Share -0.1 points.
Which brand is most popular in search among employer of record platforms in New Zealand?
10 brands
In September 2026, Employment Hero was the most searched among employer of record platforms in New Zealand, with an estimated 9.9K branded searches, 60.5% of all searches for the ten we track. G-P is in 2nd place, 27.5 percentage points behind at 33%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Employment Hero | 52.5% → 60.5% | 61.3%Jul 2026 | 51.5%Jan 2026 | 1st |
| G-P | 42.9% → 33% | 42.9%Oct 2025 | 32.5%May 2026 | 2nd |
| Deel | 3.1% → 4.4% | 6%May 2026 | 3.1%Oct 2025 | 3rd |
| Multiplier | 0.8% → 1.3% | 1.5%Apr 2026 | 0.8%Oct 2025 | 4th |
| Pebl | 0.11% → 0.31% | 0.31%Sep 2026 | 0.06%Jun 2026 | 8th → 5th |
| Oyster HR | 0.11% → 0.12% | 0.19%Feb 2026 | 0.06%Mar 2026 | 6th |
| Remote | 0.11% → 0.12% | 0.21%Apr 2026 | 0.11%Nov 2025 | 9th → 7th |
| Atlas HXM | 0.05% → 0.06% | 0.07%Dec 2025 | 0%Nov 2025 | 10th → 8th |
| Papaya Global | 0.11% → 0.06% | 0.11%Oct 2025 | 0.05%Nov 2025 | 7th → 9th |
| RemoFirst | 0.16% → 0.06% | 0.28%Apr 2026 | 0.06%Sep 2026 | 5th → 10th |
Each finding as a sentence
- Across the 12 months ending September 2026, Employment Hero’s share of searches among employer of record platforms in New Zealand increased from 52.5% to 60.5%.
- Across the 12 months ending September 2026, G-P’s share of searches among employer of record platforms in New Zealand decreased from 42.9% to 33%.
- Across the 12 months ending September 2026, Deel’s share of searches among employer of record platforms in New Zealand increased from 3.1% to 4.4%.
- Across the 12 months ending September 2026, Multiplier’s share of searches among employer of record platforms in New Zealand increased from 0.8% to 1.3%.
- Across the 12 months ending September 2026, Employment Hero’s share of searches among employer of record platforms in New Zealand peaked at 61.3% in July 2026 and was lowest at 51.5% in January 2026.
- Across the 12 months ending September 2026, G-P’s share of searches among employer of record platforms in New Zealand peaked at 42.9% in October 2025 and was lowest at 32.5% in May 2026.
- Across the 12 months ending September 2026, Deel’s share of searches among employer of record platforms in New Zealand peaked at 6% in May 2026 and was lowest at 3.1% in October 2025.
- Across the 12 months ending September 2026, Pebl rose from 8th to 5th among employer of record platforms in New Zealand.
- Across the 12 months ending September 2026, Remote rose from 9th to 7th among employer of record platforms in New Zealand.
- Across the 12 months ending September 2026, Atlas HXM rose from 10th to 8th among employer of record platforms in New Zealand.
- Across the 12 months ending September 2026, Papaya Global fell from 7th to 9th among employer of record platforms in New Zealand.
- Across the 12 months ending September 2026, RemoFirst fell from 5th to 10th among employer of record platforms in New Zealand.
- Across the 12 months ending September 2026, Oyster HR held steady: its share of searches among employer of record platforms in New Zealand moved less than 0.5 percentage points.
How did search popularity change for New Zealand employer of record platforms in September 2026?
8 changes
In September 2026, Atlas HXM rose from 9th to 8th among employer of record platforms in New Zealand.
In September 2026, Papaya Global rose from 10th to 9th among employer of record platforms in New Zealand.
In September 2026, Remote rose from 8th to 7th among employer of record platforms in New Zealand.
In September 2026, RemoFirst fell from 7th to 10th among employer of record platforms in New Zealand.
Estimated monthly branded searches for Pebl in New Zealand rose 150% over 12 measured months, from 20 to 50 in September 2026.
Estimated monthly branded searches for Multiplier in New Zealand rose 46.7% over 12 measured months, from 150 to 220 in September 2026.
Estimated monthly branded searches for Deel in New Zealand rose 22% over 12 measured months, from 590 to 720 in September 2026.
Estimated monthly branded searches for G-P in New Zealand fell 33.3% over 12 measured months, from 8.1K to 5.4K in September 2026.
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