Brandwave

KiwiSaver providers in New Zealand:Which brands are most popular in search?

In August 2026, ANZ was the most searched among KiwiSaver providers in New Zealand, with an estimated 731K branded searches and 35.6% estimated Share of Search within this set.

Share of Search, August 2026
  1. ANZ35.6%
  2. ASB24.9%
  3. Westpac22.7%
  4. BNZ7.4%
  5. Fisher Funds2.9%
  6. Milford1.6%
  7. Kernel1.5%
  8. Simplicity1%
  9. Generate KiwiSaver1%
  10. SuperLife0.54%
  11. +4 more

Follow KiwiSaver providers and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand in this set →

Share of SearchLeaderboard

Compare KiwiSaver scheme providers and the fund managers behind them, using branded searches made in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

Share of Search among KiwiSaver providers in New Zealand, by month

Share of Search by month for ANZ, ASB, Westpac, BNZ, Fisher Funds. The figures are in the table below the chart.

View monthly share of search table
MonthANZASBWestpacBNZFisher FundsMilfordKernelSimplicityGenerate KiwiSaverSuperLifeBoosterAMPMercer KiwiSaverJuno KiwiSaver
Oct 202544.1%21.2%19.3%6.6%3%1.9%0.84%1%0.84%0.59%0.25%0.19%0.15%0.04%
Nov 202539.8%23.1%21%7.2%3.3%1.7%0.76%1.1%0.91%0.51%0.27%0.2%0.16%0.03%
Dec 202540.5%23.5%21.4%7.1%2.7%1.3%0.74%0.87%0.76%0.43%0.22%0.17%0.14%0.03%
Jan 202639.6%23.2%21.1%7.1%3.3%1.6%0.94%1.1%0.93%0.51%0.27%0.21%0.16%0.03%
Feb 202636.9%26.1%19.6%7.9%3.7%1.6%0.85%1.2%0.86%0.47%0.31%0.2%0.19%0.03%
Mar 202639%23.2%20.7%8.3%3.2%1.4%0.85%1%1.1%0.48%0.33%0.24%0.16%0.04%
Apr 202639.7%23.3%21.2%7%3.3%1.4%0.98%1.1%0.91%0.49%0.27%0.2%0.17%0.03%
May 202639.4%22.9%20.9%7%3.3%1.7%1.4%1.1%1.1%0.5%0.33%0.25%0.2%0.03%
Jun 202639.6%23%20.8%6.9%3.3%1.6%1.4%1%1.1%0.51%0.33%0.24%0.2%0.02%
Jul 202637.3%26%19.5%7.8%3%1.6%1.5%1.1%1%0.48%0.31%0.23%0.19%0.02%
Aug 202635.6%24.9%22.7%7.4%2.9%1.6%1.5%1%1%0.54%0.3%0.22%0.18%0.03%
Sep 2026——————————————

This month’s ranking, August 2026

  1. 1.ANZ

    35.6%

    held 1st · 731K estimated branded searches · -0.47% vs prior month · -1.7 points

  2. 2.ASB

    24.9%

    held 2nd · 512K estimated branded searches · -0.04% vs prior month · -1.1 points

  3. 3.Westpac

    22.7%

    held 3rd · 467K estimated branded searches · +21.8% vs prior month · +3.3 points

  4. 4.BNZ

    7.4%

    held 4th · 153K estimated branded searches · +0.08% vs prior month · -0.3 points

  5. 5.Fisher Funds

    2.9%

    held 5th · 60.3K estimated branded searches · +1.7% vs prior month · -0.1 points

  6. 6.Milford

    1.6%

    held 6th · 32.5K estimated branded searches · +1.8% vs prior month · 0 points

  7. 7.Kernel

    1.5%

    held 7th · 30.8K estimated branded searches · +3.3% vs prior month · 0 points

  8. 8.Simplicity

    1%

    held 8th · 21.1K estimated branded searches · +1.7% vs prior month · 0 points

  9. 9.Generate KiwiSaver

    1%

    held 9th · 20.7K estimated branded searches · +1.1% vs prior month · 0 points

  10. 10.SuperLife

    0.54%

    held 10th · 11K estimated branded searches · +17.1% vs prior month · +0.1 points

  11. 11.Booster

    0.3%

    held 11th · 6.1K estimated branded searches · +0.49% vs prior month · 0 points

  12. 12.AMP

    0.22%

    held 12th · 4.5K estimated branded searches · +0.45% vs prior month · 0 points

  13. 13.Mercer KiwiSaver

    0.18%

    held 13th · 3.7K estimated branded searches · +0.55% vs prior month · 0 points

  14. 14.Juno KiwiSaver

    0.03%

    held 14th · 520 estimated branded searches · +18.2% vs prior month · 0 points

Compare search popularity between leading brands

Which brand is most popular in search among KiwiSaver providers in New Zealand?

In August 2026, ANZ was the most searched among KiwiSaver providers in New Zealand, with an estimated 731K branded searches and 35.6% estimated Share of Search within this set. ASB is in 2nd place, 10.6 percentage points behind at 24.9% Share of Search.

New Zealand KiwiSaver providers, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
ANZ44.1% → 35.6%44.1%Oct 202535.6%Aug 20261st
ASB21.2% → 24.9%26.1%Feb 202621.2%Oct 20252nd
Westpac19.3% → 22.7%22.7%Aug 202619.3%Oct 20253rd
BNZ6.6% → 7.4%8.3%Mar 20266.6%Oct 20254th
Fisher Funds3% → 2.9%3.7%Feb 20262.7%Dec 20255th
Milford1.9% → 1.6%1.9%Oct 20251.3%Dec 20256th
Kernel0.84% → 1.5%1.5%Jul 20260.74%Dec 20258th → 7th
Simplicity1%1.2%Feb 20260.87%Dec 20257th → 8th
Generate KiwiSaver0.84% → 1%1.1%Jun 20260.76%Dec 20259th
SuperLife0.59% → 0.54%0.59%Oct 20250.43%Dec 202510th
Booster0.25% → 0.3%0.33%Jun 20260.22%Dec 202511th
AMP0.19% → 0.22%0.25%May 20260.17%Dec 202512th
Mercer KiwiSaver0.15% → 0.18%0.2%Jun 20260.14%Dec 202513th
Juno KiwiSaver0.04% → 0.03%0.04%Oct 20250.02%Jul 202614th

Each finding as a sentence

  • Across the 11 months ending August 2026, ANZ’s estimated Share of Search among KiwiSaver providers in New Zealand decreased from 44.1% to 35.6%.
  • Across the 11 months ending August 2026, ASB’s estimated Share of Search among KiwiSaver providers in New Zealand increased from 21.2% to 24.9%.
  • Across the 11 months ending August 2026, Westpac’s estimated Share of Search among KiwiSaver providers in New Zealand increased from 19.3% to 22.7%.
  • Across the 11 months ending August 2026, BNZ’s estimated Share of Search among KiwiSaver providers in New Zealand increased from 6.6% to 7.4%.
  • Across the 11 months ending August 2026, Kernel’s estimated Share of Search among KiwiSaver providers in New Zealand increased from 0.84% to 1.5%.
  • Across the 11 months ending August 2026, ASB’s estimated Share of Search among KiwiSaver providers in New Zealand peaked at 26.1% in February 2026 and was lowest at 21.2% in October 2025.
  • Across the 11 months ending August 2026, BNZ’s estimated Share of Search among KiwiSaver providers in New Zealand peaked at 8.3% in March 2026 and was lowest at 6.6% in October 2025.
  • Across the 11 months ending August 2026, Kernel rose from 8th to 7th among KiwiSaver providers in New Zealand.
  • Across the 11 months ending August 2026, Simplicity fell from 7th to 8th among KiwiSaver providers in New Zealand.
  • Across the 11 months ending August 2026, Fisher Funds, Milford, Generate KiwiSaver, SuperLife, Booster, AMP, Mercer KiwiSaver and Juno KiwiSaver held steady: their estimated Share of Search among KiwiSaver providers in New Zealand each moved less than 0.5 percentage points.

How did search popularity change for New Zealand KiwiSaver providers in August 2026?

  1. In August 2026, Westpac gained estimated Share of Search among KiwiSaver providers in New Zealand, from 19.5% to 22.7%.

  2. In August 2026, ANZ lost estimated Share of Search among KiwiSaver providers in New Zealand, from 37.3% to 35.6%.

  3. In August 2026, ASB lost estimated Share of Search among KiwiSaver providers in New Zealand, from 26% to 24.9%.

  4. Estimated monthly branded searches for Kernel in New Zealand rose 50% over 11 measured months, from 20.5K to 30.8K in August 2026.

  5. Estimated monthly branded searches for Juno KiwiSaver in New Zealand fell 44.7% over 11 measured months, from 940 to 520 in August 2026.

  6. Estimated monthly branded searches for Milford in New Zealand fell 29% over 11 measured months, from 45.7K to 32.5K in August 2026.

  7. Estimated monthly branded searches for SuperLife in New Zealand fell 23.7% over 11 measured months, from 14.4K to 11K in August 2026.

  8. Estimated monthly branded searches for Fisher Funds in New Zealand fell 16.8% over 11 measured months, from 72.5K to 60.3K in August 2026.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

See your own brand in this picture

Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.

Start your marketing record