EY vs KPMG:Which is more popular?
In September 2026, EY had more branded searches than KPMG among tax advisory brands in New Zealand. EY had about 1,590 branded searches, while KPMG had 110. EY made up 30.8% of all tax advisory brand searches we track, and KPMG accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about tax advisory brands, KPMG appeared in four of the five answers and EY in two. EY was mentioned before KPMG in two out of three answers.
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Top tax advisory brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, KPMG was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. EY was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. EY was listed before KPMG in two out of three answers.
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.
Is EY or KPMG more popular in search?
This chart shows how often people search Google for EY and KPMG 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 EY, 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% |
How has the EY and KPMG comparison changed over the last 12 months?
3 findings
- EY was ahead of KPMG in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, EY’s share of searches among tax advisory brands in New Zealand moved from 35.7% to 30.8%, and its estimated monthly branded searches moved from 1.4K to 1.6K.
- Across the 12 months ending September 2026, KPMG’s share of searches among tax advisory brands in New Zealand moved from 2.3% to 2.1%, and its estimated monthly branded searches moved from 90 to 110.
How did search popularity change for New Zealand tax advisory brands in September 2026?
2 changes
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%.
How are branded searches counted?
12 search terms
Brandwave collects information about searches that people make online using EY’s and KPMG’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.
Other head-to-heads among tax advisory brands
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