---
title: "Security awareness training platforms in New Zealand: Which are most popular?"
description: "Compare services and tools used to train employees to recognize security threats. Share of Search among KnowBe4, Proofpoint, usecure, Hoxhunt, SecureAZ and SoSafe, the security awareness training platforms 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-security-awareness-training-platforms"
publisher: "Brandwave"
---

# Security awareness training platforms in New Zealand: Which are most popular?

Compare services and tools used to train employees to recognize security threats. Share of Search among KnowBe4, Proofpoint, usecure, Hoxhunt, SecureAZ and SoSafe, the security awareness training platforms 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**: Security awareness training platforms
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Oct 2026
- **Highest Share of Search**: KnowBe4, 64.8%

## Which brand is most popular in search among security awareness training platforms in New Zealand?

- In October 2026, KnowBe4 was the most searched among security awareness training platforms in New Zealand, with an estimated 590 branded searches, 64.8% of all searches for the six tracked by the Brandwave Brand Demand Index.
- Proofpoint is in 2nd place, 46.2 percentage points behind at 18.7%.
- Across the 12 months ending October 2026, KnowBe4’s share of searches among security awareness training platforms in New Zealand increased from 57.3% to 64.8%.
- Across the 12 months ending October 2026, Proofpoint’s share of searches among security awareness training platforms in New Zealand decreased from 25.2% to 18.7%.
- Across the 12 months ending October 2026, usecure’s share of searches among security awareness training platforms in New Zealand decreased from 10.7% to 9.9%.
- Across the 12 months ending October 2026, Hoxhunt’s share of searches among security awareness training platforms in New Zealand increased from 3.9% to 4.4%.
- Across the 12 months ending October 2026, SoSafe’s share of searches among security awareness training platforms in New Zealand decreased from 1.9% to 1.1%.
- Across the 12 months ending October 2026, KnowBe4’s share of searches among security awareness training platforms in New Zealand peaked at 65.8% in April 2026 and was lowest at 57.3% in November 2025.
- Across the 12 months ending October 2026, Proofpoint’s share of searches among security awareness training platforms in New Zealand peaked at 25.5% in December 2025 and was lowest at 15.1% in April 2026.
- Across the 12 months ending October 2026, usecure’s share of searches among security awareness training platforms in New Zealand peaked at 13.6% in May 2026 and was lowest at 9.1% in December 2025.
- Across the 12 months ending October 2026, Hoxhunt’s share of searches among security awareness training platforms in New Zealand peaked at 4.4% in October 2026 and was lowest at 2.1% in June 2026.
- Across the 12 months ending October 2026, SecureAZ’s share of searches among security awareness training platforms in New Zealand peaked at 4.2% in June 2026 and was lowest at 0.97% in November 2025.
- Across the 12 months ending October 2026, SecureAZ rose from 6th to 5th among security awareness training platforms in New Zealand.
- Across the 12 months ending October 2026, SoSafe fell from 5th to 6th among security awareness training platforms in New Zealand.

## Top security awareness training platforms in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, KnowBe4 appeared every time. KnowBe4 was recommended most often, coming first in every answer. SecureAZ was second, and Hoxhunt was third. SoSafe, 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 |
| --- | --- | --- | --- | --- |
| KnowBe4 | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| SecureAZ | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Hoxhunt | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| Proofpoint | 4th | 3 of 3 | 1 of 2 | 4 of 5 |
| usecure | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| SoSafe | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about security awareness training platforms

- Asked ChatGPT "Which security awareness training platform should I use in New Zealand?": 1. KnowBe4, 2. Hoxhunt, 3. Proofpoint, 4. SecureAZ
- Asked ChatGPT "What are the best security awareness training platforms in New Zealand?": 1. KnowBe4, 2. SecureAZ, 3. Hoxhunt, 4. Proofpoint
- Asked ChatGPT "What's the best security awareness training platform in New Zealand for employee training?": 1. KnowBe4, 2. SecureAZ, 3. Hoxhunt, 4. Proofpoint
- Searched Google, AI Overview "security awareness training platforms": 1. KnowBe4, 2. usecure, 3. Proofpoint, 4. Hoxhunt
- Searched Google, AI Overview "phishing training software": 1. KnowBe4, 2. SecureAZ

Not named in any answer: SoSafe.

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

- [KnowBe4 vs Proofpoint: compare search popularity](/demand/nz/compare/knowbe4-vs-proofpoint): 64.8% against 18.7% Share of Search.
- [KnowBe4 vs usecure: compare search popularity](/demand/nz/compare/knowbe4-vs-usecure): 64.8% against 9.9% Share of Search.
- [KnowBe4 vs Hoxhunt: compare search popularity](/demand/nz/compare/hoxhunt-vs-knowbe4): 64.8% against 4.4% Share of Search.
- [Proofpoint vs usecure: compare search popularity](/demand/nz/compare/proofpoint-vs-usecure): 18.7% against 9.9% Share of Search.
- [Proofpoint vs Hoxhunt: compare search popularity](/demand/nz/compare/hoxhunt-vs-proofpoint): 18.7% against 4.4% Share of Search.
- [usecure vs Hoxhunt: compare search popularity](/demand/nz/compare/hoxhunt-vs-usecure): 9.9% against 4.4% Share of Search.

## How did search popularity change for New Zealand security awareness training platforms in October 2026?

- In October 2026, KnowBe4 gained share of searches among security awareness training platforms in New Zealand, from 59.3% to 64.8%.
- In October 2026, Hoxhunt gained share of searches among security awareness training platforms in New Zealand, from 3.7% to 4.4%.
- In October 2026, usecure lost share of searches among security awareness training platforms in New Zealand, from 13.6% to 9.9%.
- In October 2026, Proofpoint lost share of searches among security awareness training platforms in New Zealand, from 21% to 18.7%.
- Estimated monthly branded searches for SoSafe in New Zealand fell 50% over 12 measured months, from 20 to 10 in October 2026.

## Which security awareness training platforms do people search for most?

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | KnowBe4 | 64.8% | 590 | +22.9% | KnowBe4 |
| 2 | Proofpoint | 18.7% | 170 | 0.0% | Proofpoint |
| 3 | usecure | 9.9% | 90 | -18.2% | usecure |
| 4 | Hoxhunt | 4.4% | 40 | +33.3% | Hoxhunt |
| 5 | SecureAZ | 1.1% | 10 | 0.0% | SecureAZ |
| 6 | SoSafe | 1.1% | 10 | 0.0% | SoSafe |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Nov 2025 | KnowBe4 | 590 | 57.3% | 1 |
| Nov 2025 | Proofpoint | 260 | 25.2% | 2 |
| Nov 2025 | usecure | 110 | 10.7% | 3 |
| Nov 2025 | Hoxhunt | 40 | 3.9% | 4 |
| Nov 2025 | SoSafe | 20 | 1.9% | 5 |
| Nov 2025 | SecureAZ | 10 | 0.97% | 6 |
| Dec 2025 | KnowBe4 | 320 | 58.2% | 1 |
| Dec 2025 | Proofpoint | 140 | 25.5% | 2 |
| Dec 2025 | usecure | 50 | 9.1% | 3 |
| Dec 2025 | Hoxhunt | 20 | 3.6% | 4 |
| Dec 2025 | SecureAZ | 10 | 1.8% | 5 |
| Dec 2025 | SoSafe | 10 | 1.8% | 6 |
| Jan 2026 | KnowBe4 | 390 | 60% | 1 |
| Jan 2026 | Proofpoint | 140 | 21.5% | 2 |
| Jan 2026 | usecure | 70 | 10.8% | 3 |
| Jan 2026 | Hoxhunt | 20 | 3.1% | 4 |
| Jan 2026 | SecureAZ | 20 | 3.1% | 5 |
| Jan 2026 | SoSafe | 10 | 1.5% | 6 |
| Feb 2026 | KnowBe4 | 480 | 61.5% | 1 |
| Feb 2026 | Proofpoint | 170 | 21.8% | 2 |
| Feb 2026 | usecure | 90 | 11.5% | 3 |
| Feb 2026 | Hoxhunt | 20 | 2.6% | 4 |
| Feb 2026 | SecureAZ | 10 | 1.3% | 5 |
| Feb 2026 | SoSafe | 10 | 1.3% | 6 |
| Mar 2026 | KnowBe4 | 590 | 61.5% | 1 |
| Mar 2026 | Proofpoint | 210 | 21.9% | 2 |
| Mar 2026 | usecure | 110 | 11.5% | 3 |
| Mar 2026 | Hoxhunt | 30 | 3.1% | 4 |
| Mar 2026 | SecureAZ | 10 | 1% | 5 |
| Mar 2026 | SoSafe | 10 | 1% | 6 |
| Apr 2026 | KnowBe4 | 480 | 65.8% | 1 |
| Apr 2026 | Proofpoint | 110 | 15.1% | 2 |
| Apr 2026 | usecure | 90 | 12.3% | 3 |
| Apr 2026 | Hoxhunt | 20 | 2.7% | 4 |
| Apr 2026 | SecureAZ | 20 | 2.7% | 5 |
| Apr 2026 | SoSafe | 10 | 1.4% | 6 |
| May 2026 | KnowBe4 | 480 | 59.3% | 1 |
| May 2026 | Proofpoint | 170 | 21% | 2 |
| May 2026 | usecure | 110 | 13.6% | 3 |
| May 2026 | Hoxhunt | 20 | 2.5% | 4 |
| May 2026 | SecureAZ | 20 | 2.5% | 5 |
| May 2026 | SoSafe | 10 | 1.2% | 6 |
| Jun 2026 | KnowBe4 | 590 | 61.5% | 1 |
| Jun 2026 | Proofpoint | 210 | 21.9% | 2 |
| Jun 2026 | usecure | 90 | 9.4% | 3 |
| Jun 2026 | SecureAZ | 40 | 4.2% | 4 |
| Jun 2026 | Hoxhunt | 20 | 2.1% | 5 |
| Jun 2026 | SoSafe | 10 | 1% | 6 |
| Jul 2026 | KnowBe4 | 480 | 61.5% | 1 |
| Jul 2026 | Proofpoint | 170 | 21.8% | 2 |
| Jul 2026 | usecure | 90 | 11.5% | 3 |
| Jul 2026 | Hoxhunt | 20 | 2.6% | 4 |
| Jul 2026 | SecureAZ | 10 | 1.3% | 5 |
| Jul 2026 | SoSafe | 10 | 1.3% | 6 |
| Aug 2026 | KnowBe4 | 480 | 60.8% | 1 |
| Aug 2026 | Proofpoint | 170 | 21.5% | 2 |
| Aug 2026 | usecure | 90 | 11.4% | 3 |
| Aug 2026 | Hoxhunt | 20 | 2.5% | 4 |
| Aug 2026 | SecureAZ | 20 | 2.5% | 5 |
| Aug 2026 | SoSafe | 10 | 1.3% | 6 |
| Sep 2026 | KnowBe4 | 480 | 59.3% | 1 |
| Sep 2026 | Proofpoint | 170 | 21% | 2 |
| Sep 2026 | usecure | 110 | 13.6% | 3 |
| Sep 2026 | Hoxhunt | 30 | 3.7% | 4 |
| Sep 2026 | SecureAZ | 10 | 1.2% | 5 |
| Sep 2026 | SoSafe | 10 | 1.2% | 6 |
| Oct 2026 | KnowBe4 | 590 | 64.8% | 1 |
| Oct 2026 | Proofpoint | 170 | 18.7% | 2 |
| Oct 2026 | usecure | 90 | 9.9% | 3 |
| Oct 2026 | Hoxhunt | 40 | 4.4% | 4 |
| Oct 2026 | SecureAZ | 10 | 1.1% | 5 |
| Oct 2026 | SoSafe | 10 | 1.1% | 6 |

## How are branded searches counted for security awareness training platforms?

- **Hoxhunt**: Measured on the search term “hoxhunt”.
- **KnowBe4**: Measured on the search term “knowbe4”.
- **Proofpoint**: Measured on the search term “proofpoint”.
- **SecureAZ**: Measured on the search term “secureaz”.
- **SoSafe**: Measured on the search term “sosafe”.
- **usecure**: Measured on the search term “usecure”.

- [Hoxhunt](/demand/nz/brands/hoxhunt)
- [KnowBe4](/demand/nz/brands/knowbe4)
- [Proofpoint](/demand/nz/brands/proofpoint)
- [SecureAZ](/demand/nz/brands/secureaz)
- [SoSafe](/demand/nz/brands/sosafe)
- [usecure](/demand/nz/brands/usecure)

## 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 security awareness training platforms in New Zealand?

In October 2026, KnowBe4 was the most searched among security awareness training platforms in New Zealand, with an estimated 590 branded searches, 64.8% of all searches for the six tracked by the Brandwave Brand Demand Index.

## Cite this page

Brandwave. "Security awareness training platforms in New Zealand: Which are most popular?". https://gobrandwave.com/demand/nz/categories/nz-security-awareness-training-platforms

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