Aon vs Crombie Lockwood:Which is more popular in New Zealand?
In October 2026, Aon had more branded searches than Crombie Lockwood among insurance brokers in New Zealand. Aon had about 1,080 branded searches, while Crombie Lockwood had 460. Aon made up 25.5% of all insurance broker searches we track, and Crombie Lockwood accounted for 10.9%. When we asked ChatGPT and Google AI Overviews about insurance brokers, Aon appeared in three of the five answers and Crombie Lockwood in none.
Who do people search for more?
Aon, about 2 searches for every 1 for Crombie Lockwood
Who does AI mention more?
Aon, mentioned in 3 of 5 answers, Crombie Lockwood in 0
Who does AI recommend more?
Aon, the only one of the two named
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Top insurance brokers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Aon was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Crombie Lockwood did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Rothbury4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Aon3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
PIC Insurance Brokers2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Marsh2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Insurance Advisernet2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
NZbrokers2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Gallagher Insurance1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Crombie Lockwood0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about insurance brokers
5 answers
Asked ChatGPT
“Which insurance broker should I use in New Zealand?”
Asked ChatGPT
“What are the best insurance brokers in New Zealand?”
Asked ChatGPT
“What's the best insurance broker in New Zealand for business cover?”
Searched Google, AI Overview
“insurance brokers nz”
Searched Google, AI Overview
“house insurance broker”
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 Aon or Crombie Lockwood more popular in search?
This chart shows how often people search Google for Aon and Crombie Lockwood by name. Each line represents a brand's share of searches for all eight insurance brokers we track, month by month, from searches in New Zealand.
Share of searches by month for Aon, Crombie Lockwood. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rothbury | Aon | PIC Insurance Brokers | Marsh | Crombie Lockwood | Insurance Advisernet | NZbrokers | Gallagher Insurance |
|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 32.2% | 27.3% | 11.6% | 8% | 14.9% | 2.7% | 3.3% | 0% |
| Dec 2025 | 35.5% | 28.2% | 10.5% | 8.3% | 14.2% | 1.9% | 1.3% | 0% |
| Jan 2026 | 32.6% | 33.4% | 9.7% | 8.5% | 13.1% | 1.4% | 1.4% | 0% |
| Feb 2026 | 32.9% | 27.9% | 14.5% | 8.3% | 13.1% | 1.8% | 1.4% | 0% |
| Mar 2026 | 33.9% | 29.3% | 12.7% | 8.8% | 12.1% | 1.9% | 1.2% | 0% |
| Apr 2026 | 32.9% | 27.6% | 14.6% | 8.1% | 13.2% | 2.2% | 1.4% | 0% |
| May 2026 | 32.9% | 27.8% | 14.5% | 9.9% | 11.3% | 2.2% | 1.4% | 0% |
| Jun 2026 | 33.1% | 27.6% | 12% | 11.6% | 11.4% | 2.2% | 1.4% | 0.81% |
| Jul 2026 | 32% | 32% | 11.5% | 9.7% | 10.9% | 2.7% | 0.97% | 0.19% |
| Aug 2026 | 31.5% | 32.2% | 14% | 9.3% | 9.5% | 1.7% | 1.4% | 0.39% |
| Sep 2026 | 33.5% | 28.4% | 12.1% | 12.1% | 9.5% | 2.9% | 1% | 0.41% |
| Oct 2026 | 31.2% | 25.5% | 17% | 11.6% | 10.9% | 2.1% | 1.2% | 0.47% |
How has branded search for Aon and Crombie Lockwood changed in New Zealand over the last 12 months?
3 findings
- Aon was ahead of Crombie Lockwood in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Aon’s share of searches among insurance brokers in New Zealand moved from 27.3% to 25.5%, and its estimated monthly branded searches moved from 1.4K to 1.1K.
- Across the 12 months ending October 2026, Crombie Lockwood’s share of searches among insurance brokers in New Zealand moved from 14.9% to 10.9%, and its estimated monthly branded searches moved from 760 to 460.
How did search popularity change for New Zealand insurance brokers in October 2026?
2 changes
In October 2026, Crombie Lockwood gained share of searches among insurance brokers in New Zealand, from 9.5% to 10.9%.
In October 2026, Aon lost share of searches among insurance brokers in New Zealand, from 28.4% to 25.5%.
How are Aon’s and Crombie Lockwood’s branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using Aon’s and Crombie Lockwood’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.
Aon
3 branded search terms
- aon broker
- aon insurance
- aon insurance broker
Crombie Lockwood
3 branded search terms
- crombie lockwood
- crombie lockwood insurance
- crombielockwood
Other head-to-heads among insurance brokers
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