---
title: "Private equity firms in New Zealand: Which are most popular?"
description: "Compare the private equity firms that invest in New Zealand businesses. Share of Search among Castlerock, Waterman Capital, Direct Capital, Pioneer Capital, Pencarrow Private Equity, Adamantem Capital, Anchorage Capital Partners and Maui Capital, the private equity firms Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-private-equity-firms"
publisher: "Brandwave"
---

# Private equity firms in New Zealand: Which are most popular?

Compare the private equity firms that invest in New Zealand businesses. Share of Search among Castlerock, Waterman Capital, Direct Capital, Pioneer Capital, Pencarrow Private Equity, Adamantem Capital, Anchorage Capital Partners and Maui Capital, the private equity firms Brandwave compares in New Zealand, using the same methodology, market, and reporting period. 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.

## Key facts

- **Competitive set**: Private equity firms
- **Market**: New Zealand
- **Brands compared**: 8
- **Month measured**: Oct 2026
- **Highest Share of Search**: Castlerock, 52.8%

## Which brand is most popular in search among private equity firms in New Zealand?

- In October 2026, Castlerock was the most searched among private equity firms in New Zealand, with an estimated 1.9K branded searches, 52.8% of all searches for the eight tracked by the Brandwave Brand Demand Index.
- Waterman Capital is in 2nd place, 36.4 percentage points behind at 16.4%.
- Across the 12 months ending October 2026, Castlerock’s share of searches among private equity firms in New Zealand decreased from 58.4% to 52.8%.
- Across the 12 months ending October 2026, Waterman Capital’s share of searches among private equity firms in New Zealand increased from 9.5% to 16.4%.
- Across the 12 months ending October 2026, Direct Capital’s share of searches among private equity firms in New Zealand decreased from 11.7% to 8.9%.
- Across the 12 months ending October 2026, Pioneer Capital’s share of searches among private equity firms in New Zealand decreased from 9.5% to 8.9%.
- Across the 12 months ending October 2026, Pencarrow Private Equity’s share of searches among private equity firms in New Zealand increased from 6.3% to 7.2%.
- Across the 12 months ending October 2026, Adamantem Capital’s share of searches among private equity firms in New Zealand increased from 1.7% to 2.5%.
- Across the 12 months ending October 2026, Anchorage Capital Partners’ share of searches among private equity firms in New Zealand increased from 1.7% to 2.2%.
- Across the 12 months ending October 2026, Castlerock’s share of searches among private equity firms in New Zealand peaked at 71.8% in January 2026 and was lowest at 50.1% in March 2026.
- Across the 12 months ending October 2026, Waterman Capital’s share of searches among private equity firms in New Zealand peaked at 16.4% in October 2026 and was lowest at 5.1% in December 2025.
- Across the 12 months ending October 2026, Direct Capital’s share of searches among private equity firms in New Zealand peaked at 16.5% in September 2026 and was lowest at 6.4% in January 2026.
- Across the 12 months ending October 2026, Pioneer Capital’s share of searches among private equity firms in New Zealand peaked at 11.5% in July 2026 and was lowest at 5.1% in December 2025.
- Across the 12 months ending October 2026, Pencarrow Private Equity’s share of searches among private equity firms in New Zealand peaked at 8.4% in March 2026 and was lowest at 2.7% in December 2025.
- Across the 12 months ending October 2026, Adamantem Capital’s share of searches among private equity firms in New Zealand peaked at 5.3% in April 2026 and was lowest at 0.84% in September 2026.
- Across the 12 months ending October 2026, Anchorage Capital Partners’ share of searches among private equity firms in New Zealand peaked at 3.8% in July 2026 and was lowest at 1.2% in December 2025.
- Across the 12 months ending October 2026, Maui Capital’s share of searches among private equity firms in New Zealand peaked at 2.4% in March 2026 and was lowest at 0.78% in December 2025.
- Across the 12 months ending October 2026, Waterman Capital rose from 4th to 2nd among private equity firms in New Zealand.
- Across the 12 months ending October 2026, Direct Capital fell from 2nd to 3rd among private equity firms in New Zealand.
- Across the 12 months ending October 2026, Pioneer Capital fell from 3rd to 4th among private equity firms in New Zealand.
- Across the 12 months ending October 2026, Maui Capital held steady: its share of searches among private equity firms in New Zealand moved less than 0.5 percentage points.

## Top private equity firms in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Direct Capital and Pioneer Capital were mentioned most often, in four of the five answers. Direct Capital was recommended most often, coming first in four out of five answers. Waterman Capital was second, and Pencarrow Private Equity was third. Adamantem Capital, which ranked sixth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Direct Capital | 1st | 2 of 3 | 2 of 2 | 4 of 5 |
| Waterman Capital | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| Pencarrow Private Equity | 3rd | 1 of 3 | 2 of 2 | 3 of 5 |
| Pioneer Capital | 4th | 3 of 3 | 1 of 2 | 4 of 5 |
| Castlerock | 5th | 0 of 3 | 2 of 2 | 2 of 5 |
| Adamantem Capital | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Anchorage Capital Partners | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Maui Capital | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about private equity firms

- Asked ChatGPT "Which private equity firm should I hire in New Zealand?": 1. Waterman Capital, 2. Pioneer Capital
- Asked ChatGPT "What are the best private equity firms in New Zealand?": 1. Direct Capital, 2. Waterman Capital, 3. Pencarrow Private Equity, 4. Pioneer Capital
- Asked ChatGPT "What's the best private equity firm in New Zealand for a business sale?": 1. Direct Capital, 2. Pioneer Capital
- Searched Google, AI Overview "private equity firms nz": 1. Direct Capital, 2. Pencarrow Private Equity, 3. Castlerock, 4. Pioneer Capital
- Searched Google, AI Overview "private equity nz": 1. Direct Capital, 2. Waterman Capital, 3. Pencarrow Private Equity, 4. Castlerock

Not named in any answer: Adamantem Capital, Anchorage Capital Partners and Maui Capital.

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Castlerock vs Waterman Capital: compare search popularity](/demand/nz/compare/castlerock-vs-waterman-capital): 52.8% against 16.4% Share of Search.
- [Castlerock vs Direct Capital: compare search popularity](/demand/nz/compare/castlerock-vs-direct-capital): 52.8% against 8.9% Share of Search.
- [Castlerock vs Pioneer Capital: compare search popularity](/demand/nz/compare/castlerock-vs-pioneer-capital): 52.8% against 8.9% Share of Search.
- [Castlerock vs Pencarrow Private Equity: compare search popularity](/demand/nz/compare/castlerock-vs-pencarrow-private-equity): 52.8% against 7.2% Share of Search.
- [Waterman Capital vs Direct Capital: compare search popularity](/demand/nz/compare/direct-capital-vs-waterman-capital): 16.4% against 8.9% Share of Search.
- [Waterman Capital vs Pioneer Capital: compare search popularity](/demand/nz/compare/pioneer-capital-vs-waterman-capital): 16.4% against 8.9% Share of Search.
- [Waterman Capital vs Pencarrow Private Equity: compare search popularity](/demand/nz/compare/pencarrow-private-equity-vs-waterman-capital): 16.4% against 7.2% Share of Search.
- [Direct Capital vs Pioneer Capital: compare search popularity](/demand/nz/compare/direct-capital-vs-pioneer-capital): 8.9% Share of Search each.
- [Direct Capital vs Pencarrow Private Equity: compare search popularity](/demand/nz/compare/direct-capital-vs-pencarrow-private-equity): 8.9% against 7.2% Share of Search.
- [Pioneer Capital vs Pencarrow Private Equity: compare search popularity](/demand/nz/compare/pencarrow-private-equity-vs-pioneer-capital): 8.9% against 7.2% Share of Search.

## How did search popularity change for New Zealand private equity firms in October 2026?

- In October 2026, Waterman Capital overtook Direct Capital and Pioneer Capital to rank 2nd among private equity firms in New Zealand, with 16.4% of the searches.
- In October 2026, Adamantem Capital overtook Anchorage Capital Partners and Maui Capital to rank 6th among private equity firms in New Zealand, with 2.5% of the searches.
- In October 2026, Pencarrow Private Equity gained share of searches among private equity firms in New Zealand, from 5.9% to 7.2%.
- In October 2026, Direct Capital lost share of searches among private equity firms in New Zealand, from 16.5% to 8.9%.
- In October 2026, Pioneer Capital lost share of searches among private equity firms in New Zealand, from 10.9% to 8.9%.
- Estimated monthly branded searches for Anchorage Capital Partners in New Zealand rose 14.3% over 12 measured months, from 70 to 80 in October 2026.
- Estimated monthly branded searches for Castlerock in New Zealand fell 20.8% over 12 measured months, from 2.4K to 1.9K in October 2026.
- Estimated monthly branded searches for Maui Capital in New Zealand fell 20% over 12 measured months, from 50 to 40 in October 2026.

## Which private equity firms do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Castlerock | 52.8% | 1.9K | 0.0% | Castlerock |
| 2 | Waterman Capital | 16.4% | 590 | +84.4% | Waterman Capital |
| 3 | Direct Capital | 8.9% | 320 | -45.8% | Direct Capital |
| 4 | Pioneer Capital | 8.9% | 320 | -17.9% | Pioneer Capital |
| 5 | Pencarrow Private Equity | 7.2% | 260 | +23.8% | Pencarrow Private Equity |
| 6 | Adamantem Capital | 2.5% | 90 | +200.0% | Adamantem Capital |
| 7 | Anchorage Capital Partners | 2.2% | 80 | -11.1% | Anchorage Capital Partners |
| 8 | Maui Capital | 1.1% | 40 | -20.0% | Maui Capital |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Nov 2025 | Castlerock | 2.4K | 58.4% | 1 |
| Nov 2025 | Direct Capital | 480 | 11.7% | 2 |
| Nov 2025 | Pioneer Capital | 390 | 9.5% | 3 |
| Nov 2025 | Waterman Capital | 390 | 9.5% | 4 |
| Nov 2025 | Pencarrow Private Equity | 260 | 6.3% | 5 |
| Nov 2025 | Adamantem Capital | 70 | 1.7% | 6 |
| Nov 2025 | Anchorage Capital Partners | 70 | 1.7% | 7 |
| Nov 2025 | Maui Capital | 50 | 1.2% | 8 |
| Dec 2025 | Castlerock | 3.6K | 70.3% | 1 |
| Dec 2025 | Direct Capital | 590 | 11.5% | 2 |
| Dec 2025 | Pioneer Capital | 260 | 5.1% | 3 |
| Dec 2025 | Waterman Capital | 260 | 5.1% | 4 |
| Dec 2025 | Adamantem Capital | 170 | 3.3% | 5 |
| Dec 2025 | Pencarrow Private Equity | 140 | 2.7% | 6 |
| Dec 2025 | Anchorage Capital Partners | 60 | 1.2% | 7 |
| Dec 2025 | Maui Capital | 40 | 0.78% | 8 |
| Jan 2026 | Castlerock | 2.9K | 71.8% | 1 |
| Jan 2026 | Direct Capital | 260 | 6.4% | 2 |
| Jan 2026 | Pioneer Capital | 260 | 6.4% | 3 |
| Jan 2026 | Waterman Capital | 260 | 6.4% | 4 |
| Jan 2026 | Pencarrow Private Equity | 170 | 4.2% | 5 |
| Jan 2026 | Adamantem Capital | 70 | 1.7% | 6 |
| Jan 2026 | Anchorage Capital Partners | 70 | 1.7% | 7 |
| Jan 2026 | Maui Capital | 50 | 1.2% | 8 |
| Feb 2026 | Castlerock | 2.4K | 60% | 1 |
| Feb 2026 | Direct Capital | 390 | 9.8% | 2 |
| Feb 2026 | Waterman Capital | 390 | 9.8% | 3 |
| Feb 2026 | Pioneer Capital | 320 | 8% | 4 |
| Feb 2026 | Pencarrow Private Equity | 260 | 6.5% | 5 |
| Feb 2026 | Anchorage Capital Partners | 100 | 2.5% | 6 |
| Feb 2026 | Adamantem Capital | 90 | 2.3% | 7 |
| Feb 2026 | Maui Capital | 50 | 1.3% | 8 |
| Mar 2026 | Castlerock | 1.9K | 50.1% | 1 |
| Mar 2026 | Waterman Capital | 480 | 12.7% | 2 |
| Mar 2026 | Direct Capital | 390 | 10.3% | 3 |
| Mar 2026 | Pioneer Capital | 390 | 10.3% | 4 |
| Mar 2026 | Pencarrow Private Equity | 320 | 8.4% | 5 |
| Mar 2026 | Adamantem Capital | 140 | 3.7% | 6 |
| Mar 2026 | Maui Capital | 90 | 2.4% | 7 |
| Mar 2026 | Anchorage Capital Partners | 80 | 2.1% | 8 |
| Apr 2026 | Castlerock | 2.4K | 60.2% | 1 |
| Apr 2026 | Direct Capital | 320 | 8% | 2 |
| Apr 2026 | Pioneer Capital | 320 | 8% | 3 |
| Apr 2026 | Waterman Capital | 320 | 8% | 4 |
| Apr 2026 | Pencarrow Private Equity | 260 | 6.5% | 5 |
| Apr 2026 | Adamantem Capital | 210 | 5.3% | 6 |
| Apr 2026 | Anchorage Capital Partners | 90 | 2.3% | 7 |
| Apr 2026 | Maui Capital | 70 | 1.8% | 8 |
| May 2026 | Castlerock | 1.9K | 53.5% | 1 |
| May 2026 | Direct Capital | 390 | 11% | 2 |
| May 2026 | Pioneer Capital | 390 | 11% | 3 |
| May 2026 | Waterman Capital | 390 | 11% | 4 |
| May 2026 | Pencarrow Private Equity | 260 | 7.3% | 5 |
| May 2026 | Adamantem Capital | 90 | 2.5% | 6 |
| May 2026 | Anchorage Capital Partners | 80 | 2.3% | 7 |
| May 2026 | Maui Capital | 50 | 1.4% | 8 |
| Jun 2026 | Castlerock | 1.9K | 54.4% | 1 |
| Jun 2026 | Direct Capital | 390 | 11.2% | 2 |
| Jun 2026 | Waterman Capital | 390 | 11.2% | 3 |
| Jun 2026 | Pioneer Capital | 320 | 9.2% | 4 |
| Jun 2026 | Pencarrow Private Equity | 260 | 7.4% | 5 |
| Jun 2026 | Adamantem Capital | 110 | 3.2% | 6 |
| Jun 2026 | Anchorage Capital Partners | 70 | 2% | 7 |
| Jun 2026 | Maui Capital | 50 | 1.4% | 8 |
| Jul 2026 | Castlerock | 1.9K | 55.9% | 1 |
| Jul 2026 | Direct Capital | 390 | 11.5% | 2 |
| Jul 2026 | Pioneer Capital | 390 | 11.5% | 3 |
| Jul 2026 | Waterman Capital | 260 | 7.6% | 4 |
| Jul 2026 | Pencarrow Private Equity | 210 | 6.2% | 5 |
| Jul 2026 | Anchorage Capital Partners | 130 | 3.8% | 6 |
| Jul 2026 | Adamantem Capital | 70 | 2.1% | 7 |
| Jul 2026 | Maui Capital | 50 | 1.5% | 8 |
| Aug 2026 | Castlerock | 2.4K | 57.1% | 1 |
| Aug 2026 | Pioneer Capital | 480 | 11.4% | 2 |
| Aug 2026 | Waterman Capital | 480 | 11.4% | 3 |
| Aug 2026 | Direct Capital | 390 | 9.3% | 4 |
| Aug 2026 | Pencarrow Private Equity | 260 | 6.2% | 5 |
| Aug 2026 | Anchorage Capital Partners | 80 | 1.9% | 6 |
| Aug 2026 | Maui Capital | 70 | 1.7% | 7 |
| Aug 2026 | Adamantem Capital | 40 | 0.95% | 8 |
| Sep 2026 | Castlerock | 1.9K | 53.1% | 1 |
| Sep 2026 | Direct Capital | 590 | 16.5% | 2 |
| Sep 2026 | Pioneer Capital | 390 | 10.9% | 3 |
| Sep 2026 | Waterman Capital | 320 | 8.9% | 4 |
| Sep 2026 | Pencarrow Private Equity | 210 | 5.9% | 5 |
| Sep 2026 | Anchorage Capital Partners | 90 | 2.5% | 6 |
| Sep 2026 | Maui Capital | 50 | 1.4% | 7 |
| Sep 2026 | Adamantem Capital | 30 | 0.84% | 8 |
| Oct 2026 | Castlerock | 1.9K | 52.8% | 1 |
| Oct 2026 | Waterman Capital | 590 | 16.4% | 2 |
| Oct 2026 | Direct Capital | 320 | 8.9% | 3 |
| Oct 2026 | Pioneer Capital | 320 | 8.9% | 4 |
| Oct 2026 | Pencarrow Private Equity | 260 | 7.2% | 5 |
| Oct 2026 | Adamantem Capital | 90 | 2.5% | 6 |
| Oct 2026 | Anchorage Capital Partners | 80 | 2.2% | 7 |
| Oct 2026 | Maui Capital | 40 | 1.1% | 8 |

## How are branded searches counted for private equity firms?

- **Adamantem Capital**: Measured on the search term “adamantem capital”.
- **Anchorage Capital Partners**: Measured on the search terms “anchorage capital” and “anchorage capital partners”, summed into one figure.
- **Castlerock**: Measured on the search term “castlerock”.
- **Direct Capital**: Measured on the search term “direct capital”.
- **Maui Capital**: Measured on the search term “maui capital”.
- **Pencarrow Private Equity**: Measured on the search term “pencarrow private equity”.
- **Pioneer Capital**: Measured on the search term “pioneer capital”.
- **Waterman Capital**: Measured on the search term “waterman capital”.

- [Adamantem Capital](/demand/nz/brands/adamantem-capital)
- [Anchorage Capital Partners](/demand/nz/brands/anchorage-capital-partners)
- [Castlerock](/demand/nz/brands/castlerock)
- [Direct Capital](/demand/nz/brands/direct-capital)
- [Maui Capital](/demand/nz/brands/maui-capital)
- [Pencarrow Private Equity](/demand/nz/brands/pencarrow-private-equity)
- [Pioneer Capital](/demand/nz/brands/pioneer-capital)
- [Waterman Capital](/demand/nz/brands/waterman-capital)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among private equity firms in New Zealand?

In October 2026, Castlerock was the most searched among private equity firms in New Zealand, with an estimated 1.9K branded searches, 52.8% of all searches for the eight tracked by the Brandwave Brand Demand Index.

## Cite this page

Brandwave. "Private equity firms in New Zealand: Which are most popular?". https://gobrandwave.com/demand/nz/categories/nz-private-equity-firms

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-private-equity-firms. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.