Brandwave

Fund managers in New Zealand:Which brands are most popular in search?

In August 2026, Milford was the most searched among fund managers in New Zealand, with an estimated 32.5K branded searches and 83.8% estimated Share of Search within this set.

Share of Search, August 2026
  1. Milford83.8%
  2. Pie Funds11.9%
  3. Harbour Asset Management2.7%
  4. Salt Funds0.83%
  5. Devon Funds0.54%
  6. Castle Point Funds0.18%

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Share of SearchLeaderboard

Compare the New Zealand fund managers investors and KiwiSaver members invest with. 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 fund managers in New Zealand, by month

Share of Search by month for Milford, Pie Funds, Harbour Asset Management. The figures are in the table below the chart.

View monthly share of search table
MonthMilfordPie FundsHarbour Asset ManagementSalt FundsDevon FundsCastle Point Funds
Oct 202584.2%13.1%1.6%0.39%0.59%0.09%
Nov 202584.2%12.6%1.9%0.47%0.59%0.16%
Dec 202582.7%13.8%2%0.61%0.61%0.32%
Jan 202684.2%13%1.6%0.39%0.6%0.12%
Feb 202683.7%12.8%2%0.46%0.86%0.13%
Mar 202684.1%12.2%2.2%0.44%0.82%0.23%
Apr 202683.4%13.2%2%0.38%0.71%0.19%
May 202683.8%13%2.2%0.39%0.48%0.16%
Jun 202683.7%13.1%2%0.32%0.59%0.25%
Jul 202684.2%12.1%2.2%0.55%0.69%0.18%
Aug 202683.8%11.9%2.7%0.83%0.54%0.18%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Milford

    83.8%

    held 1st · 32.5K estimated branded searches · +1.8% vs prior month · -0.4 points

  2. 2.Pie Funds

    11.9%

    held 2nd · 4.6K estimated branded searches · +0.44% vs prior month · -0.2 points

  3. 3.Harbour Asset Management

    2.7%

    held 3rd · 1.1K estimated branded searches · +24.7% vs prior month · +0.5 points

  4. 4.Salt Funds

    0.83%

    moved from 5th to 4th · 320 estimated branded searches · +52.4% vs prior month · +0.3 points

  5. 5.Devon Funds

    0.54%

    moved from 4th to 5th · 210 estimated branded searches · -19.2% vs prior month · -0.1 points

  6. 6.Castle Point Funds

    0.18%

    held 6th · 70 estimated branded searches · 0% vs prior month · 0 points

Compare search popularity between leading brands

Which brand is most popular in search among fund managers in New Zealand?

In August 2026, Milford was the most searched among fund managers in New Zealand, with an estimated 32.5K branded searches and 83.8% estimated Share of Search within this set. Pie Funds is in 2nd place, 71.9 percentage points behind at 11.9% Share of Search.

New Zealand fund managers, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Milford84.2% → 83.8%84.2%Oct 202582.7%Dec 20251st
Pie Funds13.1% → 11.9%13.8%Dec 202511.9%Aug 20262nd
Harbour Asset Management1.6% → 2.7%2.7%Aug 20261.6%Oct 20253rd
Salt Funds0.39% → 0.83%0.83%Aug 20260.32%Jun 20265th → 4th
Devon Funds0.59% → 0.54%0.86%Feb 20260.48%May 20264th → 5th
Castle Point Funds0.09% → 0.18%0.32%Dec 20250.09%Oct 20256th

Each finding as a sentence

  • Across the 11 months ending August 2026, Pie Funds’ estimated Share of Search among fund managers in New Zealand decreased from 13.1% to 11.9%.
  • Across the 11 months ending August 2026, Harbour Asset Management’s estimated Share of Search among fund managers in New Zealand increased from 1.6% to 2.7%.
  • Across the 11 months ending August 2026, Milford’s estimated Share of Search among fund managers in New Zealand peaked at 84.2% in October 2025 and was lowest at 82.7% in December 2025.
  • Across the 11 months ending August 2026, Pie Funds’ estimated Share of Search among fund managers in New Zealand peaked at 13.8% in December 2025 and was lowest at 11.9% in August 2026.
  • Across the 11 months ending August 2026, Salt Funds rose from 5th to 4th among fund managers in New Zealand.
  • Across the 11 months ending August 2026, Devon Funds fell from 4th to 5th among fund managers in New Zealand.
  • Across the 11 months ending August 2026, Milford and Castle Point Funds held steady: their estimated Share of Search among fund managers in New Zealand each moved less than 0.5 percentage points.

How did search popularity change for New Zealand fund managers in August 2026?

  1. In August 2026, Salt Funds rose from 5th to 4th among fund managers in New Zealand.

  2. In August 2026, Devon Funds fell from 4th to 5th among fund managers in New Zealand.

  3. Estimated monthly branded searches for Castle Point Funds in New Zealand rose 40% over 11 measured months, from 50 to 70 in August 2026.

  4. Estimated monthly branded searches for Harbour Asset Management in New Zealand rose 24.7% over 11 measured months, from 850 to 1.1K in August 2026.

  5. Estimated monthly branded searches for Pie Funds in New Zealand fell 35.3% over 11 measured months, from 7.1K to 4.6K in August 2026.

  6. Estimated monthly branded searches for Milford in New Zealand fell 29% over 11 measured months, from 45.7K to 32.5K in August 2026.

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