--- title: "Employer of record platforms in New Zealand: Which are searched most?" description: "Compare employer of record and global payroll platforms used to hire and pay staff in other countries, measured through worldwide English-language branded search demand. Share of Search among Employment Hero, G-P, Deel, Multiplier, Pebl, Oyster HR, Remote, Atlas HXM, Papaya Global and RemoFirst, the employer of record platforms 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-employer-of-record-platforms" publisher: "Brandwave" --- # Employer of record platforms in New Zealand: Which are searched most? Compare employer of record and global payroll platforms used to hire and pay staff in other countries, measured through worldwide English-language branded search demand. Share of Search among Employment Hero, G-P, Deel, Multiplier, Pebl, Oyster HR, Remote, Atlas HXM, Papaya Global and RemoFirst, the employer of record platforms 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**: Employer of record platforms - **Market**: New Zealand - **Brands compared**: 10 - **Month measured**: Sep 2026 - **Highest Share of Search**: Employment Hero, 60.5% ## Which brand is most popular in search among employer of record platforms in New Zealand? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Deel | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Remote | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Employment Hero | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | Multiplier | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | RemoFirst | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Oyster HR | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | G-P | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Pebl | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Atlas HXM | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Papaya Global | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about employer of record platforms - Asked ChatGPT "Which employer of record platform should I use in New Zealand?": 1. Employment Hero, 2. Deel, 3. Remote, 4. RemoFirst - Asked ChatGPT "What are the best employer of record platforms in New Zealand?": 1. Employment Hero, 2. Deel, 3. Remote, 4. RemoFirst, 5. Multiplier, 6. Oyster HR - Asked ChatGPT "What's the best employer of record platform in New Zealand for hiring staff overseas?": 1. Deel, 2. Remote, 3. Multiplier, 4. RemoFirst - Searched Google, AI Overview "employer of record platform": 1. Employment Hero, 2. Deel, 3. Multiplier, 4. Remote - Searched Google, AI Overview "global hiring platform": 1. Remote, 2. Deel Not named in any answer: G-P, Pebl, Atlas HXM and Papaya Global. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## Compare search popularity between leading brands - [Employment Hero vs G-P: compare search popularity](/demand/nz/compare/employment-hero-vs-g-p): 60.5% against 33% Share of Search. - [Employment Hero vs Deel: compare search popularity](/demand/nz/compare/deel-vs-employment-hero): 60.5% against 4.4% Share of Search. - [G-P vs Deel: compare search popularity](/demand/nz/compare/deel-vs-g-p): 33% against 4.4% Share of Search. ## How did search popularity change for New Zealand employer of record platforms in September 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Employment Hero | 60.5% | 9.9K | 0.0% | Employment Hero | | 2 | G-P | 33% | 5.4K | 0.0% | G-P | | 3 | Deel | 4.4% | 720 | 0.0% | Deel | | 4 | Multiplier | 1.3% | 220 | +22.2% | Multiplier | | 5 | Pebl | 0.31% | 50 | +66.7% | Pebl | | 6 | Oyster HR | 0.12% | 20 | 0.0% | Oyster HR | | 7 | Remote | 0.12% | 20 | 0.0% | Remote | | 8 | Atlas HXM | 0.06% | 10 | 0.0% | Atlas HXM | | 9 | Papaya Global | 0.06% | 10 | 0.0% | Papaya Global | | 10 | RemoFirst | 0.06% | 10 | -50.0% | RemoFirst | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Employment Hero | 9.9K | 52.5% | 1 | | Oct 2025 | G-P | 8.1K | 42.9% | 2 | | Oct 2025 | Deel | 590 | 3.1% | 3 | | Oct 2025 | Multiplier | 150 | 0.8% | 4 | | Oct 2025 | RemoFirst | 30 | 0.16% | 5 | | Oct 2025 | Oyster HR | 20 | 0.11% | 6 | | Oct 2025 | Papaya Global | 20 | 0.11% | 7 | | Oct 2025 | Pebl | 20 | 0.11% | 8 | | Oct 2025 | Remote | 20 | 0.11% | 9 | | Oct 2025 | Atlas HXM | 10 | 0.05% | 10 | | Nov 2025 | Employment Hero | 9.9K | 52.1% | 1 | | Nov 2025 | G-P | 8.1K | 42.6% | 2 | | Nov 2025 | Deel | 720 | 3.8% | 3 | | Nov 2025 | Multiplier | 180 | 0.95% | 4 | | Nov 2025 | RemoFirst | 30 | 0.16% | 5 | | Nov 2025 | Oyster HR | 20 | 0.11% | 6 | | Nov 2025 | Pebl | 20 | 0.11% | 7 | | Nov 2025 | Remote | 20 | 0.11% | 8 | | Nov 2025 | Papaya Global | 10 | 0.05% | 9 | | Nov 2025 | Atlas HXM | 0 | 0% | 10 | | Dec 2025 | Employment Hero | 8.1K | 56.6% | 1 | | Dec 2025 | G-P | 5.4K | 37.7% | 2 | | Dec 2025 | Deel | 590 | 4.1% | 3 | | Dec 2025 | Multiplier | 150 | 1% | 4 | | Dec 2025 | Oyster HR | 20 | 0.14% | 5 | | Dec 2025 | Remote | 20 | 0.14% | 6 | | Dec 2025 | Atlas HXM | 10 | 0.07% | 7 | | Dec 2025 | Papaya Global | 10 | 0.07% | 8 | | Dec 2025 | Pebl | 10 | 0.07% | 9 | | Dec 2025 | RemoFirst | 10 | 0.07% | 10 | | Jan 2026 | Employment Hero | 8.1K | 51.5% | 1 | | Jan 2026 | G-P | 6.6K | 42% | 2 | | Jan 2026 | Deel | 720 | 4.6% | 3 | | Jan 2026 | Multiplier | 190 | 1.2% | 4 | | Jan 2026 | Pebl | 30 | 0.19% | 5 | | Jan 2026 | RemoFirst | 30 | 0.19% | 6 | | Jan 2026 | Oyster HR | 20 | 0.13% | 7 | | Jan 2026 | Remote | 20 | 0.13% | 8 | | Jan 2026 | Atlas HXM | 10 | 0.06% | 9 | | Jan 2026 | Papaya Global | 10 | 0.06% | 10 | | Feb 2026 | Employment Hero | 8.1K | 52% | 1 | | Feb 2026 | G-P | 6.6K | 42.4% | 2 | | Feb 2026 | Deel | 590 | 3.8% | 3 | | Feb 2026 | Multiplier | 180 | 1.2% | 4 | | Feb 2026 | Oyster HR | 30 | 0.19% | 5 | | Feb 2026 | Remote | 30 | 0.19% | 6 | | Feb 2026 | Pebl | 20 | 0.13% | 7 | | Feb 2026 | Atlas HXM | 10 | 0.06% | 8 | | Feb 2026 | Papaya Global | 10 | 0.06% | 9 | | Feb 2026 | RemoFirst | 10 | 0.06% | 10 | | Mar 2026 | Employment Hero | 9.9K | 56.4% | 1 | | Mar 2026 | G-P | 6.6K | 37.6% | 2 | | Mar 2026 | Deel | 720 | 4.1% | 3 | | Mar 2026 | Multiplier | 220 | 1.3% | 4 | | Mar 2026 | RemoFirst | 30 | 0.17% | 5 | | Mar 2026 | Pebl | 20 | 0.11% | 6 | | Mar 2026 | Remote | 20 | 0.11% | 7 | | Mar 2026 | Atlas HXM | 10 | 0.06% | 8 | | Mar 2026 | Oyster HR | 10 | 0.06% | 9 | | Mar 2026 | Papaya Global | 10 | 0.06% | 10 | | Apr 2026 | Employment Hero | 8.1K | 56.1% | 1 | | Apr 2026 | G-P | 5.4K | 37.4% | 2 | | Apr 2026 | Deel | 590 | 4.1% | 3 | | Apr 2026 | Multiplier | 220 | 1.5% | 4 | | Apr 2026 | RemoFirst | 40 | 0.28% | 5 | | Apr 2026 | Pebl | 30 | 0.21% | 6 | | Apr 2026 | Remote | 30 | 0.21% | 7 | | Apr 2026 | Oyster HR | 20 | 0.14% | 8 | | Apr 2026 | Atlas HXM | 10 | 0.07% | 9 | | Apr 2026 | Papaya Global | 10 | 0.07% | 10 | | May 2026 | Employment Hero | 9.9K | 59.6% | 1 | | May 2026 | G-P | 5.4K | 32.5% | 2 | | May 2026 | Deel | 1K | 6% | 3 | | May 2026 | Multiplier | 220 | 1.3% | 4 | | May 2026 | Pebl | 20 | 0.12% | 5 | | May 2026 | RemoFirst | 20 | 0.12% | 6 | | May 2026 | Remote | 20 | 0.12% | 7 | | May 2026 | Atlas HXM | 10 | 0.06% | 8 | | May 2026 | Oyster HR | 10 | 0.06% | 9 | | May 2026 | Papaya Global | 10 | 0.06% | 10 | | Jun 2026 | Employment Hero | 9.9K | 60.6% | 1 | | Jun 2026 | G-P | 5.4K | 33.1% | 2 | | Jun 2026 | Deel | 720 | 4.4% | 3 | | Jun 2026 | Multiplier | 230 | 1.4% | 4 | | Jun 2026 | RemoFirst | 20 | 0.12% | 5 | | Jun 2026 | Remote | 20 | 0.12% | 6 | | Jun 2026 | Atlas HXM | 10 | 0.06% | 7 | | Jun 2026 | Oyster HR | 10 | 0.06% | 8 | | Jun 2026 | Papaya Global | 10 | 0.06% | 9 | | Jun 2026 | Pebl | 10 | 0.06% | 10 | | Jul 2026 | Employment Hero | 9.9K | 61.3% | 1 | | Jul 2026 | G-P | 5.4K | 33.4% | 2 | | Jul 2026 | Deel | 590 | 3.7% | 3 | | Jul 2026 | Multiplier | 180 | 1.1% | 4 | | Jul 2026 | Pebl | 20 | 0.12% | 5 | | Jul 2026 | RemoFirst | 20 | 0.12% | 6 | | Jul 2026 | Remote | 20 | 0.12% | 7 | | Jul 2026 | Atlas HXM | 10 | 0.06% | 8 | | Jul 2026 | Oyster HR | 10 | 0.06% | 9 | | Jul 2026 | Papaya Global | 10 | 0.06% | 10 | | Aug 2026 | Employment Hero | 9.9K | 60.7% | 1 | | Aug 2026 | G-P | 5.4K | 33.1% | 2 | | Aug 2026 | Deel | 720 | 4.4% | 3 | | Aug 2026 | Multiplier | 180 | 1.1% | 4 | | Aug 2026 | Pebl | 30 | 0.18% | 5 | | Aug 2026 | Oyster HR | 20 | 0.12% | 6 | | Aug 2026 | RemoFirst | 20 | 0.12% | 7 | | Aug 2026 | Remote | 20 | 0.12% | 8 | | Aug 2026 | Atlas HXM | 10 | 0.06% | 9 | | Aug 2026 | Papaya Global | 10 | 0.06% | 10 | | Sep 2026 | Employment Hero | 9.9K | 60.5% | 1 | | Sep 2026 | G-P | 5.4K | 33% | 2 | | Sep 2026 | Deel | 720 | 4.4% | 3 | | Sep 2026 | Multiplier | 220 | 1.3% | 4 | | Sep 2026 | Pebl | 50 | 0.31% | 5 | | Sep 2026 | Oyster HR | 20 | 0.12% | 6 | | Sep 2026 | Remote | 20 | 0.12% | 7 | | Sep 2026 | Atlas HXM | 10 | 0.06% | 8 | | Sep 2026 | Papaya Global | 10 | 0.06% | 9 | | Sep 2026 | RemoFirst | 10 | 0.06% | 10 | ## What is being compared - **Atlas HXM**: Measured on the search term “atlas hxm”. - **Deel**: Measured on the search term “deel”. - **Employment Hero**: Measured on the search term “employment hero”. - **G-P**: Measured on the search term “g-p”. - **Multiplier**: Measured on the search terms “multiplier eor” and “multiplier hr”, summed into one figure. - **Oyster HR**: Measured on the search terms “oyster hr” and “oysterhr”, summed into one figure. - **Papaya Global**: Measured on the search term “papaya global”. - **Pebl**: Measured on the search term “pebl”. - **RemoFirst**: Measured on the search term “remofirst”. - **Remote**: Measured on the search terms “remote global” and “remote payroll”, summed into one figure. - [Atlas HXM](/demand/nz/brands/atlas-hxm) - [Deel](/demand/nz/brands/deel) - [Employment Hero](/demand/nz/brands/employment-hero) - [G-P](/demand/nz/brands/g-p) - [Multiplier](/demand/nz/brands/multiplier) - [Oyster HR](/demand/nz/brands/oyster-hr) - [Papaya Global](/demand/nz/brands/papaya-global) - [Pebl](/demand/nz/brands/pebl) - [RemoFirst](/demand/nz/brands/remofirst) - [Remote](/demand/nz/brands/remote) ## Methodology - [How is the Brand Demand Index 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 employer of record platforms in New Zealand? 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. ## Cite this page Brandwave. "Employer of record platforms in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-employer-of-record-platforms This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-employer-of-record-platforms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.