Tax advisory brands in New Zealand:Which are most popular?
In September 2026, PwC was the most searched tax advisory brand in New Zealand, accounting for 50% of all searches among the five brands we track. When we checked with ChatGPT and Google AI Overviews, KPMG was mentioned most often, in four of the five answers. Deloitte was recommended most often, coming first in all three responses that gave a list.
PwCShare of searches 50%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
EYShare of searches 30.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
DeloitteShare of searches 13.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
BDOShare of searches 3.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
KPMGShare of searches 2.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
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Top tax advisory brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, KPMG was mentioned most often, in four of the five answers. Deloitte was recommended most often, coming first in all three answers that gave a list. PwC was second, and EY was third.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- KPMG4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- PwC3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Deloitte3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- EY2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- BDO1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about tax advisory brands
5 answers
Asked ChatGPT
“Which tax advisory brand should I hire in New Zealand?”
- 1KPMG
- 1
Asked ChatGPT
“What are the best tax advisory brands in New Zealand?”
Asked ChatGPT
“What's the best tax advisory brand in New Zealand for tax advice?”
Searched Google, AI Overview
“best tax advisor”
Searched Google, AI Overview
“business tax advice”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Which tax advisory brands do people search for most?
This chart shows how often people search Google for each tax advisory brand by name. Each line represents a brand's share of searches for all five tax advisory brands we track, month by month, from searches in New Zealand.
Share of searches by month for PwC, EY, Deloitte, BDO, KPMG. The figures are in the table below the chart.
View monthly share of searches table
| Month | PwC | EY | Deloitte | BDO | KPMG |
|---|---|---|---|---|---|
| Oct 2025 | 38% | 35.7% | 17.7% | 6.3% | 2.3% |
| Nov 2025 | 35.8% | 37.4% | 16.9% | 7.3% | 2.6% |
| Dec 2025 | 36.3% | 36.3% | 18.9% | 6.3% | 2.2% |
| Jan 2026 | 36.1% | 38.6% | 17.2% | 6% | 2.1% |
| Feb 2026 | 37.7% | 39.8% | 15.3% | 4.7% | 2.6% |
| Mar 2026 | 30.7% | 46.8% | 14.1% | 5.4% | 3% |
| Apr 2026 | 33.9% | 43.2% | 15.2% | 5.3% | 2.4% |
| May 2026 | 32.4% | 43.8% | 15.8% | 5.7% | 2.3% |
| Jun 2026 | 31.9% | 43.4% | 16.1% | 5.1% | 3.6% |
| Jul 2026 | 32.9% | 42.7% | 15.8% | 5.7% | 2.8% |
| Aug 2026 | 43.2% | 32.3% | 16% | 5.7% | 2.8% |
| Sep 2026 | 50% | 30.8% | 13.2% | 3.9% | 2.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50% | 2.6K | +21.1% | +6.8 points | |
| 2, held 2nd | 30.8% | 1.6K | 0% | -1.4 points | |
| 3, held 3rd | 13.2% | 680 | -13.9% | -2.8 points | |
| 4, held 4th | 3.9% | 200 | -28.6% | -1.8 points | |
| 5, held 5th | 2.1% | 110 | -21.4% | -0.7 points |
1.
PwC50%
Held 1st. 2.6K estimated branded searches, +21.1% vs prior month. Share +6.8 points.
2.
EY30.8%
Held 2nd. 1.6K estimated branded searches, 0% vs prior month. Share -1.4 points.
3.
Deloitte13.2%
Held 3rd. 680 estimated branded searches, -13.9% vs prior month. Share -2.8 points.
4.
BDO3.9%
Held 4th. 200 estimated branded searches, -28.6% vs prior month. Share -1.8 points.
5.
KPMG2.1%
Held 5th. 110 estimated branded searches, -21.4% vs prior month. Share -0.7 points.
Which brand is most popular in search among tax advisory brands in New Zealand?
5 brands
In September 2026, PwC was the most searched among tax advisory brands in New Zealand, with an estimated 2.6K branded searches, 50% of all searches for the five we track. EY is in 2nd place, 19.2 percentage points behind at 30.8%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| PwC | 38% → 50% | 50%Sep 2026 | 30.7%Mar 2026 | 1st |
| EY | 35.7% → 30.8% | 46.8%Mar 2026 | 30.8%Sep 2026 | 2nd |
| Deloitte | 17.7% → 13.2% | 18.9%Dec 2025 | 13.2%Sep 2026 | 3rd |
| BDO | 6.3% → 3.9% | 7.3%Nov 2025 | 3.9%Sep 2026 | 4th |
| KPMG | 2.3% → 2.1% | 3.6%Jun 2026 | 2.1%Jan 2026 | 5th |
Each finding as a sentence
- Across the 12 months ending September 2026, PwC’s share of searches among tax advisory brands in New Zealand increased from 38% to 50%.
- Across the 12 months ending September 2026, EY’s share of searches among tax advisory brands in New Zealand decreased from 35.7% to 30.8%.
- Across the 12 months ending September 2026, Deloitte’s share of searches among tax advisory brands in New Zealand decreased from 17.7% to 13.2%.
- Across the 12 months ending September 2026, BDO’s share of searches among tax advisory brands in New Zealand decreased from 6.3% to 3.9%.
- Across the 12 months ending September 2026, PwC’s share of searches among tax advisory brands in New Zealand peaked at 50% in September 2026 and was lowest at 30.7% in March 2026.
- Across the 12 months ending September 2026, EY’s share of searches among tax advisory brands in New Zealand peaked at 46.8% in March 2026 and was lowest at 30.8% in September 2026.
- Across the 12 months ending September 2026, Deloitte’s share of searches among tax advisory brands in New Zealand peaked at 18.9% in December 2025 and was lowest at 13.2% in September 2026.
- Across the 12 months ending September 2026, BDO’s share of searches among tax advisory brands in New Zealand peaked at 7.3% in November 2025 and was lowest at 3.9% in September 2026.
- Across the 12 months ending September 2026, KPMG’s share of searches among tax advisory brands in New Zealand peaked at 3.6% in June 2026 and was lowest at 2.1% in January 2026.
- Across the 12 months ending September 2026, KPMG held steady: its share of searches among tax advisory brands in New Zealand moved less than 0.5 percentage points.
How did search popularity change for New Zealand tax advisory brands in September 2026?
5 changes
In September 2026, PwC gained share of searches among tax advisory brands in New Zealand, from 43.2% to 50%.
In September 2026, Deloitte lost share of searches among tax advisory brands in New Zealand, from 16% to 13.2%.
In September 2026, BDO lost share of searches among tax advisory brands in New Zealand, from 5.7% to 3.9%.
In September 2026, EY lost share of searches among tax advisory brands in New Zealand, from 32.3% to 30.8%.
In September 2026, KPMG lost share of searches among tax advisory brands in New Zealand, from 2.8% to 2.1%.
Compare popularity between leading brands
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