Brandwave

Fisher Funds vs Milford:Which is more popular?

In September 2026, Fisher Funds had more branded searches than Milford among fund managers in New Zealand. Fisher Funds had about 33,600 branded searches, while Milford had 17,300. Fisher Funds made up 33.6% of all fund manager searches we track, and Milford accounted for 17.3%. When we asked ChatGPT and Google AI Overviews about fund managers, Milford appeared in four of the five answers and Fisher Funds in three. Milford was mentioned before Fisher Funds in three out of four answers that named either.

Among fund managers in New Zealand in September 2026

Who do people search for more?

Fisher Funds, about 94% more searches than Milford

Fisher Funds 33.6K searchesMilford 17.3K searches

Who does AI mention more?

Milford, mentioned in 4 of 5 answers, Fisher Funds in 3

Milford in 4 of 5Fisher Funds in 3 of 5

Who does AI recommend more?

Milford, named ahead of Fisher Funds in 3 of 4 answers

Milford first in 3Fisher Funds first in 1

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Top fund managers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Milford was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Fisher Funds was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Milford was listed before Fisher Funds in three out of four answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Simplicity1st
  2. Milford2nd
  3. Kernel3rd
  4. Fisher Funds4th
  5. InvestNow5th
  6. Pie Funds–
  7. Harbour Asset Management–
  8. Devon Funds–
  9. Salt Funds–
  10. Castle Point Funds–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Simplicity5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kernel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • InvestNow4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Milford4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fisher Funds3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pie Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harbour Asset Management0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Devon Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Salt Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Castle Point Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about fund managers

5 answers

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.

Is Fisher Funds or Milford more popular in search?

This chart shows how often people search Google for Fisher Funds and Milford by name. Each line represents a brand's share of searches for all ten fund managers we track, month by month, from searches in New Zealand.

Fisher Funds and Milford among fund managers in New Zealand, by month

Share of searches by month for Fisher Funds, Milford. The figures are in the table below the chart.

View monthly share of searches table
MonthFisher FundsKernelInvestNowMilfordPie FundsSimplicityHarbour Asset ManagementDevon FundsSalt FundsCastle Point Funds
Oct 202531.4%15.2%16.7%28.3%5.3%1.8%0.73%0.3%0.19%0.05%
Nov 202535.7%14.2%15.6%26.5%4.9%1.7%0.83%0.27%0.22%0.07%
Dec 202534.5%16.3%18.5%23.1%4.8%1.5%0.8%0.26%0.26%0.14%
Jan 202633.9%16.4%18.1%24.1%4.7%1.7%0.66%0.26%0.17%0.05%
Feb 202637.7%15%16.5%23.5%4.3%1.7%0.74%0.36%0.19%0.06%
Mar 202636.6%17.5%16.1%22.7%4.1%1.5%0.87%0.35%0.18%0.1%
Apr 202635.2%17.9%18.9%21.3%4.1%1.5%0.69%0.27%0.15%0.07%
May 202629.8%21.8%19.6%22.1%4.2%1.4%0.76%0.19%0.15%0.06%
Jun 202630.3%22.2%20%20.4%4.3%1.5%0.73%0.23%0.13%0.1%
Jul 202628.3%25.3%18.6%20.9%3.9%1.6%0.82%0.27%0.22%0.07%
Aug 202627.8%25.3%18.3%21.1%3.9%2%0.98%0.21%0.32%0.07%
Sep 202633.6%24.6%18.1%17.3%3.1%1.7%1%0.21%0.14%0.09%

How has the Fisher Funds and Milford comparison changed over the last 12 months?

3 findings
  • Fisher Funds was ahead of Milford in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Fisher Funds’ share of searches among fund managers in New Zealand moved from 31.4% to 33.6%, and its estimated monthly branded searches moved from 33.9K to 33.6K.
  • Across the 12 months ending September 2026, Milford’s share of searches among fund managers in New Zealand moved from 28.3% to 17.3%, and its estimated monthly branded searches moved from 30.6K to 17.3K.

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

2 changes

  1. In September 2026, Fisher Funds gained share of searches among fund managers in New Zealand, from 27.8% to 33.6%.

  2. In September 2026, Milford lost share of searches among fund managers in New Zealand, from 21.1% to 17.3%.

How are branded searches counted?

24 search terms

Brandwave collects information about searches that people make online using Fisher Funds’ and Milford’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Fisher Funds

12 branded search terms

  • fisher funds
  • fisher funds investments
  • fisher funds new zealand
  • fisher funds nz
  • fisher funds two
  • fisherfunds
  • fisherfunds two
  • kiwi wealth saver
  • kiwisaver fisherfunds
  • kiwiwealth
  • kiwiwealth kiwi saver
  • kiwiwealth kiwisaver

Milford

12 branded search terms

  • kiwisaver milford
  • milford active growth
  • milford asset
  • milford asset management
  • milford asset mgmt
  • milford funds
  • milford funds kiwisaver
  • milford funds limited
  • milford investment
  • milford investment funds
  • milford investments
  • milford managed funds

How the Brand Demand Index is measured

Other head-to-heads among fund managers

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