Brandwave

InvestNow vs Milford:Which is more popular?

In September 2026, InvestNow had more branded searches than Milford among fund managers in New Zealand. InvestNow had about 18,100 branded searches, while Milford had 17,300. InvestNow made up 18.1% of all fund manager searches we track, and Milford accounted for 17.3%. When we asked ChatGPT and Google AI Overviews about fund managers, InvestNow and Milford each appeared in four of the five answers. Milford was mentioned before InvestNow in three out of five answers.

Among fund managers in New Zealand in September 2026

Who do people search for more?

InvestNow and Milford are searched for about as often as each other.

InvestNow 18.1K searchesMilford 17.3K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

InvestNow in 4 of 5Milford in 4 of 5

Who does AI recommend more?

Milford, named ahead of InvestNow in 3 of 5 answers

Milford first in 3InvestNow first in 2

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Top fund managers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, InvestNow and Milford were each mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Milford was listed before InvestNow in three out of five answers.

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 InvestNow or Milford more popular in search?

This chart shows how often people search Google for InvestNow 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.

InvestNow and Milford among fund managers in New Zealand, by month

Share of searches by month for InvestNow, 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 InvestNow and Milford comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: InvestNow took it in September 2026.
  • Across the 12 months ending September 2026, InvestNow’s share of searches among fund managers in New Zealand moved from 16.7% to 18.1%, and its estimated monthly branded searches held steady at 18.1K.
  • 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, Milford lost share of searches among fund managers in New Zealand, from 21.1% to 17.3%.

  2. InvestNow’s share of searches among fund managers in New Zealand has lost ground for 3 months in a row, from 20% to 18.1% in September 2026.

How are branded searches counted?

13 search terms

Brandwave collects information about searches that people make online using InvestNow’s 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.

InvestNow

1 branded search term

  • InvestNow

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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