---
title: "Fund managers in New Zealand: Which brands are most popular in search?"
description: "Compare the New Zealand fund managers investors and KiwiSaver members invest with. Share of Search among Milford, Pie Funds, Harbour Asset Management, Salt Funds, Devon Funds and Castle Point Funds, the fund managers 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-fund-managers"
publisher: "Brandwave"
---

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

Compare the New Zealand fund managers investors and KiwiSaver members invest with. Share of Search among Milford, Pie Funds, Harbour Asset Management, Salt Funds, Devon Funds and Castle Point Funds, the fund managers 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**: Fund managers
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Milford, 83.8%

## 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.
- 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.

## Compare search popularity between leading brands

- [Milford vs Pie Funds: compare search popularity](/demand/nz/compare/milford-vs-pie-funds): 83.8% against 11.9% Share of Search.
- [Milford vs Harbour Asset Management: compare search popularity](/demand/nz/compare/harbour-asset-management-vs-milford): 83.8% against 2.7% Share of Search.
- [Pie Funds vs Harbour Asset Management: compare search popularity](/demand/nz/compare/harbour-asset-management-vs-pie-funds): 11.9% against 2.7% Share of Search.

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

- In August 2026, Salt Funds rose from 5th to 4th among fund managers in New Zealand.
- In August 2026, Devon Funds fell from 4th to 5th among fund managers in New Zealand.
- Estimated monthly branded searches for Castle Point Funds in New Zealand rose 40% over 11 measured months, from 50 to 70 in August 2026.
- 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.
- 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.
- Estimated monthly branded searches for Milford in New Zealand fell 29% over 11 measured months, from 45.7K to 32.5K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Milford | 83.8% | 32.5K | +1.8% | Milford Asset Management |
| 2 | Pie Funds | 11.9% | 4.6K | +0.4% | Pie Funds |
| 3 | Harbour Asset Management | 2.7% | 1.1K | +24.7% | Harbour Asset Management |
| 4 | Salt Funds | 0.83% | 320 | +52.4% | Salt Funds |
| 5 | Devon Funds | 0.54% | 210 | -19.2% | Devon Funds |
| 6 | Castle Point Funds | 0.18% | 70 | 0.0% | Castle Point Funds |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Milford | 45.7K | 84.2% | 1 |
| Oct 2025 | Pie Funds | 7.1K | 13.1% | 2 |
| Oct 2025 | Harbour Asset Management | 850 | 1.6% | 3 |
| Oct 2025 | Devon Funds | 320 | 0.59% | 4 |
| Oct 2025 | Salt Funds | 210 | 0.39% | 5 |
| Oct 2025 | Castle Point Funds | 50 | 0.09% | 6 |
| Nov 2025 | Milford | 37.4K | 84.2% | 1 |
| Nov 2025 | Pie Funds | 5.6K | 12.6% | 2 |
| Nov 2025 | Harbour Asset Management | 860 | 1.9% | 3 |
| Nov 2025 | Devon Funds | 260 | 0.59% | 4 |
| Nov 2025 | Salt Funds | 210 | 0.47% | 5 |
| Nov 2025 | Castle Point Funds | 70 | 0.16% | 6 |
| Dec 2025 | Milford | 28.3K | 82.7% | 1 |
| Dec 2025 | Pie Funds | 4.7K | 13.8% | 2 |
| Dec 2025 | Harbour Asset Management | 680 | 2% | 3 |
| Dec 2025 | Devon Funds | 210 | 0.61% | 4 |
| Dec 2025 | Salt Funds | 210 | 0.61% | 5 |
| Dec 2025 | Castle Point Funds | 110 | 0.32% | 6 |
| Jan 2026 | Milford | 36.3K | 84.2% | 1 |
| Jan 2026 | Pie Funds | 5.6K | 13% | 2 |
| Jan 2026 | Harbour Asset Management | 710 | 1.6% | 3 |
| Jan 2026 | Devon Funds | 260 | 0.6% | 4 |
| Jan 2026 | Salt Funds | 170 | 0.39% | 5 |
| Jan 2026 | Castle Point Funds | 50 | 0.12% | 6 |
| Feb 2026 | Milford | 31.2K | 83.7% | 1 |
| Feb 2026 | Pie Funds | 4.8K | 12.8% | 2 |
| Feb 2026 | Harbour Asset Management | 740 | 2% | 3 |
| Feb 2026 | Devon Funds | 320 | 0.86% | 4 |
| Feb 2026 | Salt Funds | 170 | 0.46% | 5 |
| Feb 2026 | Castle Point Funds | 50 | 0.13% | 6 |
| Mar 2026 | Milford | 32.6K | 84.1% | 1 |
| Mar 2026 | Pie Funds | 4.7K | 12.2% | 2 |
| Mar 2026 | Harbour Asset Management | 870 | 2.2% | 3 |
| Mar 2026 | Devon Funds | 320 | 0.82% | 4 |
| Mar 2026 | Salt Funds | 170 | 0.44% | 5 |
| Mar 2026 | Castle Point Funds | 90 | 0.23% | 6 |
| Apr 2026 | Milford | 30.4K | 83.4% | 1 |
| Apr 2026 | Pie Funds | 4.8K | 13.2% | 2 |
| Apr 2026 | Harbour Asset Management | 740 | 2% | 3 |
| Apr 2026 | Devon Funds | 260 | 0.71% | 4 |
| Apr 2026 | Salt Funds | 140 | 0.38% | 5 |
| Apr 2026 | Castle Point Funds | 70 | 0.19% | 6 |
| May 2026 | Milford | 36.9K | 83.8% | 1 |
| May 2026 | Pie Funds | 5.7K | 13% | 2 |
| May 2026 | Harbour Asset Management | 950 | 2.2% | 3 |
| May 2026 | Devon Funds | 210 | 0.48% | 4 |
| May 2026 | Salt Funds | 170 | 0.39% | 5 |
| May 2026 | Castle Point Funds | 70 | 0.16% | 6 |
| Jun 2026 | Milford | 36.6K | 83.7% | 1 |
| Jun 2026 | Pie Funds | 5.8K | 13.1% | 2 |
| Jun 2026 | Harbour Asset Management | 880 | 2% | 3 |
| Jun 2026 | Devon Funds | 260 | 0.59% | 4 |
| Jun 2026 | Salt Funds | 140 | 0.32% | 5 |
| Jun 2026 | Castle Point Funds | 110 | 0.25% | 6 |
| Jul 2026 | Milford | 31.9K | 84.2% | 1 |
| Jul 2026 | Pie Funds | 4.6K | 12.1% | 2 |
| Jul 2026 | Harbour Asset Management | 850 | 2.2% | 3 |
| Jul 2026 | Devon Funds | 260 | 0.69% | 4 |
| Jul 2026 | Salt Funds | 210 | 0.55% | 5 |
| Jul 2026 | Castle Point Funds | 70 | 0.18% | 6 |
| Aug 2026 | Milford | 32.5K | 83.8% | 1 |
| Aug 2026 | Pie Funds | 4.6K | 11.9% | 2 |
| Aug 2026 | Harbour Asset Management | 1.1K | 2.7% | 3 |
| Aug 2026 | Salt Funds | 320 | 0.83% | 4 |
| Aug 2026 | Devon Funds | 210 | 0.54% | 5 |
| Aug 2026 | Castle Point Funds | 70 | 0.18% | 6 |
| Sep 2026 | Castle Point Funds | — | — | — |
| Sep 2026 | Devon Funds | — | — | — |
| Sep 2026 | Harbour Asset Management | — | — | — |
| Sep 2026 | Milford | — | — | — |
| Sep 2026 | Pie Funds | — | — | — |
| Sep 2026 | Salt Funds | — | — | — |

## What is being compared

- **Castle Point Funds**: Measured on the search term “castle point funds”.
- **Devon Funds**: Measured on the search term “devon funds”.
- **Harbour Asset Management**: Measured on the search terms “harbour asset management”, “harbour asset management funds”, “harbour asset management limited”, “harbour asset management new zealand”, “harbour asset management nz” and “harbour funds”, summed into one figure.
- **Milford**: Measured on the search terms “kiwisaver milford”, “milford active growth”, “milford active growth kiwisaver”, “milford asset”, “milford asset kiwisaver”, “milford asset management”, “milford asset management app”, “milford asset management fees”, “milford asset management funds”, “milford asset management kiwisaver”, “milford asset management near me”, “milford asset management nz”, “milford asset management portal”, “milford asset management review”, “milford asset management unit prices”, “milford asset mgmt”, “milford assets kiwisaver”, “milford funds”, “milford funds kiwisaver”, “milford funds limited”, “milford investment”, “milford investment funds”, “milford investment kiwisaver”, “milford investments”, “milford kiwisaver”, “milford kiwisaver active growth fund”, “milford kiwisaver aggressive fund”, “milford kiwisaver nz”, “milford kiwisaver plan”, “milford managed funds” and “www milford asset management”, summed into one figure.
- **Pie Funds**: Measured on the search terms “pie funds”, “pie funds kiwisaver”, “pie funds nz”, “pie funds performance”, “pie funds review”, “piefunds”, “piefunds co nz” and “piefunds nz”, summed into one figure.
- **Salt Funds**: Measured on the search term “salt funds”.

- [Castle Point Funds](/demand/nz/brands/castle-point-funds)
- [Devon Funds](/demand/nz/brands/devon-funds)
- [Harbour Asset Management](/demand/nz/brands/harbour-asset-management)
- [Milford](/demand/nz/brands/milford)
- [Pie Funds](/demand/nz/brands/pie-funds)
- [Salt Funds](/demand/nz/brands/salt-funds)

## 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 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.

## Cite this page

Brandwave. "Fund managers in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-fund-managers

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