Aon vs Rothbury:Which is more popular in New Zealand?
In October 2026, Rothbury had more branded searches than Aon among insurance brokers in New Zealand. Rothbury had about 1,320 branded searches, while Aon had 1,080. Rothbury made up 31.2% of all insurance broker searches we track, and Aon accounted for 25.5%. When we asked ChatGPT and Google AI Overviews about insurance brokers, Rothbury appeared in four of the five answers and Aon in three. Rothbury was mentioned before Aon in every answer.
Who do people search for more?
Rothbury, about 22% more searches than Aon
Who does AI mention more?
Rothbury, mentioned in 4 of 5 answers, Aon in 3
Who does AI recommend more?
Rothbury, named ahead of Aon in every answer
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Top insurance brokers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Rothbury was mentioned in four out of five: in all three ChatGPT answers and in one of the 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. Rothbury was listed before Aon in every answer.
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 Rothbury more popular in search?
This chart shows how often people search Google for Aon and Rothbury 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 Rothbury, Aon. 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 Rothbury changed in New Zealand over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending October 2026: Aon took it in January 2026, Rothbury took it in February 2026, Aon took it in August 2026, Rothbury took it in September 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, Rothbury’s share of searches among insurance brokers in New Zealand moved from 32.2% to 31.2%, and its estimated monthly branded searches moved from 1.6K to 1.3K.
How did search popularity change for New Zealand insurance brokers in October 2026?
2 changes
In October 2026, Aon lost share of searches among insurance brokers in New Zealand, from 28.4% to 25.5%.
In October 2026, Rothbury lost share of searches among insurance brokers in New Zealand, from 33.5% to 31.2%.
How are Aon’s and Rothbury’s branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Aon’s and Rothbury’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.
Other head-to-heads among insurance brokers
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