Kernel vs Milford:Which is more popular?
In September 2026, Kernel had more branded searches than Milford among KiwiSaver providers in New Zealand. Kernel had about 27,200 branded searches, while Milford had 25,500. Kernel made up 16% of all KiwiSaver provider searches we track, and Milford accounted for 15%. When we asked ChatGPT and Google AI Overviews about KiwiSaver providers, Kernel appeared in four of the five answers and Milford in three. Kernel was mentioned before Milford in three out of four answers.
Who do people search for more?
Kernel, about 6% more searches than Milford
Who does AI mention more?
Kernel, mentioned in 4 of 5 answers, Milford in 3
Who does AI recommend more?
Kernel, named ahead of Milford in 3 of 4 answers
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Top KiwiSaver providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Kernel was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Milford was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Kernel was listed before Milford in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Simplicity1st- Kernel2nd
Milford3rd
InvestNow4th
ANZ5th
ASB6th
Fisher Funds7th
Booster8th
Generate KiwiSaver9th
Westpac10th- +5 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Kernel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Simplicity4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Milford3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- InvestNow3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Generate KiwiSaver2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Fisher Funds1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Booster1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- ASB1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- ANZ1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Westpac1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about KiwiSaver providers
5 answers
Asked ChatGPT
“Which KiwiSaver provider should I switch to in New Zealand?”
Asked ChatGPT
“What are the best KiwiSaver providers in New Zealand?”
Asked ChatGPT
“What's the best KiwiSaver provider in New Zealand for low fees?”
Searched Google, AI Overview
“kiwisaver providers”
Searched Google, AI Overview
“switch kiwisaver provider”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Kernel or Milford more popular in search?
This chart shows how often people search Google for Kernel and Milford by name. Each line represents a brand's share of searches for all 15 KiwiSaver providers we track, month by month, from searches in New Zealand.
Share of searches by month for Kernel, Milford. The figures are in the table below the chart.
View monthly share of searches table
| Month | Fisher Funds | Kernel | Milford | Generate KiwiSaver | InvestNow | SuperLife | Simplicity | Booster | AMP | ASB | Mercer KiwiSaver | ANZ | Westpac | BNZ | Juno KiwiSaver |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 21.3% | 10.1% | 22.1% | 11% | 9.9% | 7% | 5% | 3.4% | 2.2% | 1.5% | 2% | 2.1% | 1% | 0.84% | 0.52% |
| Nov 2025 | 23.8% | 9.2% | 20% | 12% | 9% | 6.3% | 5.3% | 3.7% | 2.4% | 1.6% | 2.2% | 2% | 1.2% | 0.96% | 0.47% |
| Dec 2025 | 23.6% | 10.8% | 18.4% | 12% | 10.9% | 6.2% | 4.4% | 3.6% | 2.4% | 1.3% | 2.2% | 1.9% | 0.96% | 0.79% | 0.47% |
| Jan 2026 | 23.1% | 11.1% | 18.4% | 11.9% | 10.7% | 6.1% | 5.2% | 3.5% | 2.4% | 1.3% | 2.2% | 1.9% | 0.95% | 0.9% | 0.44% |
| Feb 2026 | 25.8% | 10.1% | 18.1% | 10.9% | 9.8% | 5.6% | 4.8% | 4.1% | 2.2% | 1.4% | 2.4% | 2.2% | 1.1% | 1% | 0.43% |
| Mar 2026 | 23.2% | 10.5% | 17.3% | 14.2% | 8.8% | 5.9% | 4.3% | 4.4% | 2.8% | 1.6% | 2.2% | 2.2% | 1.1% | 1.1% | 0.49% |
| Apr 2026 | 23.6% | 12% | 16.5% | 12.1% | 11.2% | 6.1% | 4.4% | 3.7% | 2.4% | 1.3% | 2.2% | 1.9% | 0.99% | 0.95% | 0.39% |
| May 2026 | 20.4% | 14.3% | 17.1% | 12.6% | 11.6% | 5.4% | 4.6% | 3.8% | 2.5% | 1.4% | 2.3% | 1.7% | 0.84% | 0.97% | 0.34% |
| Jun 2026 | 20.3% | 14.3% | 17.1% | 12.7% | 11.6% | 5.4% | 4.6% | 3.9% | 2.5% | 1.4% | 2.3% | 2% | 0.84% | 0.78% | 0.28% |
| Jul 2026 | 19.3% | 16.7% | 17.4% | 12.1% | 11% | 5.2% | 4.5% | 3.7% | 2.4% | 1.4% | 2.2% | 1.9% | 0.98% | 0.95% | 0.27% |
| Aug 2026 | 19.4% | 16.7% | 17.3% | 12% | 10.8% | 6% | 4.4% | 3.6% | 2.4% | 1.3% | 2.2% | 1.9% | 0.95% | 0.92% | 0.31% |
| Sep 2026 | 22.7% | 16% | 15% | 11.8% | 10.6% | 6% | 4.4% | 3.5% | 2.3% | 1.9% | 1.7% | 1.6% | 1.1% | 1.1% | 0.25% |
How has the Kernel and Milford comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Kernel took it in September 2026.
- Across the 12 months ending September 2026, Kernel’s share of searches among KiwiSaver providers in New Zealand moved from 10.1% to 16%, and its estimated monthly branded searches moved from 18.5K to 27.2K.
- Across the 12 months ending September 2026, Milford’s share of searches among KiwiSaver providers in New Zealand moved from 22.1% to 15%, and its estimated monthly branded searches moved from 40.2K to 25.5K.
How did search popularity change for New Zealand KiwiSaver providers in September 2026?
2 changes
In September 2026, Milford lost share of searches among KiwiSaver providers in New Zealand, from 17.3% to 15%.
In September 2026, Kernel lost share of searches among KiwiSaver providers in New Zealand, from 16.7% to 16%.
How are branded searches counted?
22 search terms
Brandwave collects information about searches that people make online using Kernel’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.
Kernel
11 branded search terms
- kernel cash fund
- kernel fund
- kernel funds
- kernel invest
- kernel investment funds
- kernel kiwisaver
- kernel kiwisaver funds
- kernel wealth
- kernel wealth funds
- kernel wealth kiwisaver
- kiwisaver kernel
Milford
11 branded search terms
- kiwisaver milford
- milford active growth
- milford asset
- milford asset kiwisaver
- milford asset management
- milford asset mgmt
- milford assets kiwisaver
- milford funds kiwisaver
- milford investment
- milford investments
- milford kiwisaver
Other head-to-heads among KiwiSaver providers
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