Brandwave

Kernel vs Simplicity:Which is more popular?

In September 2026, Kernel had more branded searches than Simplicity among fund managers in New Zealand. Kernel had about 24,600 branded searches, while Simplicity had 1,730. Kernel made up 24.6% of all fund manager searches we track, and Simplicity accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about fund managers, Simplicity appeared in all five answers and Kernel in four. Simplicity was mentioned before Kernel in every answer.

Among fund managers in New Zealand in September 2026

Who do people search for more?

Kernel, about 14 searches for every 1 for Simplicity

Kernel 24.6K searchesSimplicity 1.7K searches

Who does AI mention more?

Simplicity, mentioned in every answer we collected

Simplicity in 5 of 5Kernel in 4 of 5

Who does AI recommend more?

Simplicity, named ahead of Kernel in every answer

Simplicity first in 5Kernel never first

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Top fund managers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Simplicity appeared in all five answers. Kernel was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Simplicity was listed before Kernel in every answer.

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 Kernel or Simplicity more popular in search?

This chart shows how often people search Google for Kernel and Simplicity 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.

Kernel and Simplicity among fund managers in New Zealand, by month

Share of searches by month for Kernel, Simplicity. 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 Kernel and Simplicity comparison changed over the last 12 months?

3 findings
  • Kernel was ahead of Simplicity in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Kernel’s share of searches among fund managers in New Zealand moved from 15.2% to 24.6%, and its estimated monthly branded searches moved from 16.4K to 24.6K.
  • Across the 12 months ending September 2026, Simplicity’s share of searches among fund managers in New Zealand moved from 1.8% to 1.7%, and its estimated monthly branded searches moved from 1.9K to 1.7K.

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

1 change

  1. In September 2026, Kernel lost share of searches among fund managers in New Zealand, from 25.3% to 24.6%.

How are branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using Kernel’s and Simplicity’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.

Kernel

2 branded search terms

  • kernel kiwisaver
  • kernel wealth

Simplicity

8 branded search terms

  • kiwisaver simplicity
  • simplicity fund
  • simplicity funds
  • simplicity home loans
  • simplicity investment
  • simplicity investments
  • simplicity kiwisaver fund
  • simplicity kiwisaver funds

How the Brand Demand Index is measured

Other head-to-heads among fund managers

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