---
title: "Security companies in New Zealand: Which brands are most popular in search?"
description: "Compare the security firms New Zealand businesses and homes use for guarding and alarm monitoring. Share of Search among First Security, Allied Security, Armourguard and ADT, the security companies 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-companies"
publisher: "Brandwave"
---

# Security companies in New Zealand: Which brands are most popular in search?

Compare the security firms New Zealand businesses and homes use for guarding and alarm monitoring. Share of Search among First Security, Allied Security, Armourguard and ADT, the security companies 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 companies
- **Market**: New Zealand
- **Brands compared**: 4
- **Month measured**: Aug 2026
- **Highest Share of Search**: First Security, 33.8%

## Which brand is most popular in search among security companies in New Zealand?

- In August 2026, First Security was the most searched among security companies in New Zealand, with an estimated 2.2K branded searches and 33.8% estimated Share of Search within this set.
- Allied Security is in 2nd place, 1.5 percentage points behind at 32.3% Share of Search.
- Across the 11 months ending August 2026, First Security’s estimated Share of Search among security companies in New Zealand increased from 28.4% to 33.8%.
- Across the 11 months ending August 2026, Allied Security’s estimated Share of Search among security companies in New Zealand increased from 29.8% to 32.3%.
- Across the 11 months ending August 2026, Armourguard’s estimated Share of Search among security companies in New Zealand decreased from 29.6% to 22.8%.
- Across the 11 months ending August 2026, ADT’s estimated Share of Search among security companies in New Zealand decreased from 12.2% to 11%.
- Across the 11 months ending August 2026, First Security’s estimated Share of Search among security companies in New Zealand peaked at 36.6% in May 2026 and was lowest at 24.7% in November 2025.
- Across the 11 months ending August 2026, Allied Security’s estimated Share of Search among security companies in New Zealand peaked at 35% in December 2025 and was lowest at 23.1% in February 2026.
- Across the 11 months ending August 2026, Armourguard’s estimated Share of Search among security companies in New Zealand peaked at 32.6% in February 2026 and was lowest at 22.7% in May 2026.
- Across the 11 months ending August 2026, ADT’s estimated Share of Search among security companies in New Zealand peaked at 19.1% in April 2026 and was lowest at 10.1% in December 2025.
- Across the 11 months ending August 2026, First Security rose from 3rd to 1st among security companies in New Zealand.
- Across the 11 months ending August 2026, Allied Security fell from 1st to 2nd among security companies in New Zealand.
- Across the 11 months ending August 2026, Armourguard fell from 2nd to 3rd among security companies in New Zealand.

## Compare search popularity between leading brands

- [First Security vs Allied Security: compare search popularity](/demand/nz/compare/allied-security-vs-first-security): 33.8% against 32.3% Share of Search.
- [First Security vs Armourguard: compare search popularity](/demand/nz/compare/armourguard-vs-first-security): 33.8% against 22.8% Share of Search.
- [First Security vs ADT: compare search popularity](/demand/nz/compare/adt-vs-first-security): 33.8% against 11% Share of Search.
- [Allied Security vs Armourguard: compare search popularity](/demand/nz/compare/allied-security-vs-armourguard): 32.3% against 22.8% Share of Search.
- [Allied Security vs ADT: compare search popularity](/demand/nz/compare/adt-vs-allied-security): 32.3% against 11% Share of Search.
- [Armourguard vs ADT: compare search popularity](/demand/nz/compare/adt-vs-armourguard): 22.8% against 11% Share of Search.

## How did search popularity change for New Zealand security companies in August 2026?

- In August 2026, Allied Security overtook Armourguard to rank 2nd among security companies in New Zealand, at 32.3%.
- In August 2026, First Security gained estimated Share of Search among security companies in New Zealand, from 30.3% to 33.8%.
- In August 2026, Armourguard lost estimated Share of Search among security companies in New Zealand, from 28.5% to 22.8%.
- In August 2026, ADT lost estimated Share of Search among security companies in New Zealand, from 13.3% to 11%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | First Security | 33.8% | 2.2K | +29.2% | First Security |
| 2 | Allied Security | 32.3% | 2.1K | +33.5% | Allied Security |
| 3 | Armourguard | 22.8% | 1.5K | -7.5% | Armourguard |
| 4 | ADT | 11% | 720 | -4.0% | ADT |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Allied Security | 2K | 29.8% | 1 |
| Oct 2025 | Armourguard | 2K | 29.6% | 2 |
| Oct 2025 | First Security | 1.9K | 28.4% | 3 |
| Oct 2025 | ADT | 820 | 12.2% | 4 |
| Nov 2025 | Allied Security | 2.1K | 32% | 1 |
| Nov 2025 | Armourguard | 2K | 30.3% | 2 |
| Nov 2025 | First Security | 1.6K | 24.7% | 3 |
| Nov 2025 | ADT | 850 | 13% | 4 |
| Dec 2025 | Allied Security | 2K | 35% | 1 |
| Dec 2025 | Armourguard | 1.6K | 28.7% | 2 |
| Dec 2025 | First Security | 1.5K | 26.2% | 3 |
| Dec 2025 | ADT | 580 | 10.1% | 4 |
| Jan 2026 | Allied Security | 2K | 31.6% | 1 |
| Jan 2026 | Armourguard | 2K | 31% | 2 |
| Jan 2026 | First Security | 1.6K | 25.6% | 3 |
| Jan 2026 | ADT | 750 | 11.8% | 4 |
| Feb 2026 | Armourguard | 2K | 32.6% | 1 |
| Feb 2026 | First Security | 1.6K | 26.8% | 2 |
| Feb 2026 | Allied Security | 1.4K | 23.1% | 3 |
| Feb 2026 | ADT | 1.1K | 17.5% | 4 |
| Mar 2026 | First Security | 2.1K | 29.7% | 1 |
| Mar 2026 | Armourguard | 2.1K | 28.7% | 2 |
| Mar 2026 | Allied Security | 1.7K | 23.7% | 3 |
| Mar 2026 | ADT | 1.3K | 17.9% | 4 |
| Apr 2026 | First Security | 2.1K | 32.6% | 1 |
| Apr 2026 | Allied Security | 1.6K | 24.9% | 2 |
| Apr 2026 | Armourguard | 1.5K | 23.4% | 3 |
| Apr 2026 | ADT | 1.3K | 19.1% | 4 |
| May 2026 | First Security | 2.5K | 36.6% | 1 |
| May 2026 | Allied Security | 1.6K | 24.3% | 2 |
| May 2026 | Armourguard | 1.5K | 22.7% | 3 |
| May 2026 | ADT | 1.1K | 16.3% | 4 |
| Jun 2026 | First Security | 2.2K | 34.2% | 1 |
| Jun 2026 | Allied Security | 1.6K | 25.8% | 2 |
| Jun 2026 | Armourguard | 1.6K | 25.8% | 3 |
| Jun 2026 | ADT | 900 | 14.2% | 4 |
| Jul 2026 | First Security | 1.7K | 30.3% | 1 |
| Jul 2026 | Armourguard | 1.6K | 28.5% | 2 |
| Jul 2026 | Allied Security | 1.6K | 28% | 3 |
| Jul 2026 | ADT | 750 | 13.3% | 4 |
| Aug 2026 | First Security | 2.2K | 33.8% | 1 |
| Aug 2026 | Allied Security | 2.1K | 32.3% | 2 |
| Aug 2026 | Armourguard | 1.5K | 22.8% | 3 |
| Aug 2026 | ADT | 720 | 11% | 4 |
| Sep 2026 | ADT | — | — | — |
| Sep 2026 | Allied Security | — | — | — |
| Sep 2026 | Armourguard | — | — | — |
| Sep 2026 | First Security | — | — | — |

## What is being compared

- **ADT**: Measured on the search terms “adt alarm”, “adt alarm monitoring”, “adt alarm system”, “adt home security”, “adt security”, “adt security guard”, “adt security monitoring” and “adt security system”, summed into one figure.
- **Allied Security**: Measured on the search terms “allied security”, “allied security near me”, “allied security nz” and “alliedsecurity”, summed into one figure.
- **Armourguard**: Measured on the search terms “armourguard”, “armourguard co nz”, “armourguard hamilton”, “armourguard near me”, “armourguard nz” and “armourguard security”, summed into one figure.
- **First Security**: Measured on the search terms “first security”, “first security near me”, “first security nz”, “first security online”, “firstsecurity” and “firstsecurity co nz”, summed into one figure.

- [ADT](/demand/nz/brands/adt)
- [Allied Security](/demand/nz/brands/allied-security)
- [Armourguard](/demand/nz/brands/armourguard)
- [First Security](/demand/nz/brands/first-security)

## Methodology

- [How is branded search demand 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 companies in New Zealand?

In August 2026, First Security was the most searched among security companies in New Zealand, with an estimated 2.2K branded searches and 33.8% estimated Share of Search within this set.

## Cite this page

Brandwave. "Security companies in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-security-companies

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