Will and estate services in New Zealand:Which brands are most popular in search?
In August 2026, Public Trust was the most searched among will and estate services in New Zealand, with an estimated 7.4K branded searches and 70.3% estimated Share of Search within this set.
Public Trust70.3%
Perpetual Guardian25.5%
Footprint4.2%
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Share of SearchLeaderboard
Compare the will, trust and estate services New Zealanders plan with. 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.
Share of Search by month for Public Trust, Perpetual Guardian, Footprint. The figures are in the table below the chart.
View monthly share of search table
| Month | Public Trust | Perpetual Guardian | Footprint |
|---|---|---|---|
| Oct 2025 | 89% | 9.9% | 1.1% |
| Nov 2025 | 71.4% | 25.7% | 2.9% |
| Dec 2025 | 75.8% | 22.3% | 1.9% |
| Jan 2026 | 71.9% | 24.5% | 3.6% |
| Feb 2026 | 70.7% | 26.1% | 3.2% |
| Mar 2026 | 70.8% | 25.5% | 3.7% |
| Apr 2026 | 80.4% | 17.1% | 2.5% |
| May 2026 | 71.1% | 25.3% | 3.6% |
| Jun 2026 | 71% | 25.2% | 3.8% |
| Jul 2026 | 67.4% | 28% | 4.5% |
| Aug 2026 | 70.3% | 25.5% | 4.2% |
| Sep 2026 | — | — | — |
This month’s ranking, August 2026
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 70.3% | 7.4K | +16.5% | +2.9 points | |
| 2, held 2nd | 25.5% | 2.7K | +1.9% | -2.5 points | |
| 3, held 3rd | 4.2% | 440 | +2.3% | -0.4 points |
70.3%
held 1st · 7.4K estimated branded searches · +16.5% vs prior month · +2.9 points
25.5%
held 2nd · 2.7K estimated branded searches · +1.9% vs prior month · -2.5 points
4.2%
held 3rd · 440 estimated branded searches · +2.3% vs prior month · -0.4 points
Compare search popularity between leading brands
Which brand is most popular in search among will and estate services in New Zealand?
3 brands
In August 2026, Public Trust was the most searched among will and estate services in New Zealand, with an estimated 7.4K branded searches and 70.3% estimated Share of Search within this set. Perpetual Guardian is in 2nd place, 44.7 percentage points behind at 25.5% Share of Search.
| Brand | Share of Search | Peak | Low | Rank |
|---|---|---|---|---|
| Public Trust | 89% → 70.3% | 89%Oct 2025 | 67.4%Jul 2026 | 1st |
| Perpetual Guardian | 9.9% → 25.5% | 28%Jul 2026 | 9.9%Oct 2025 | 2nd |
| Footprint | 1.1% → 4.2% | 4.5%Jul 2026 | 1.1%Oct 2025 | 3rd |
Each finding as a sentence
- Across the 11 months ending August 2026, Public Trust’s estimated Share of Search among will and estate services in New Zealand decreased from 89% to 70.3%.
- Across the 11 months ending August 2026, Perpetual Guardian’s estimated Share of Search among will and estate services in New Zealand increased from 9.9% to 25.5%.
- Across the 11 months ending August 2026, Footprint’s estimated Share of Search among will and estate services in New Zealand increased from 1.1% to 4.2%.
- Across the 11 months ending August 2026, Public Trust’s estimated Share of Search among will and estate services in New Zealand peaked at 89% in October 2025 and was lowest at 67.4% in July 2026.
- Across the 11 months ending August 2026, Perpetual Guardian’s estimated Share of Search among will and estate services in New Zealand peaked at 28% in July 2026 and was lowest at 9.9% in October 2025.
- Across the 11 months ending August 2026, Footprint’s estimated Share of Search among will and estate services in New Zealand peaked at 4.5% in July 2026 and was lowest at 1.1% in October 2025.
How did search popularity change for New Zealand will and estate services in August 2026?
3 changes
In August 2026, Public Trust gained estimated Share of Search among will and estate services in New Zealand, from 67.4% to 70.3%.
In August 2026, Perpetual Guardian lost estimated Share of Search among will and estate services in New Zealand, from 28% to 25.5%.
Estimated monthly branded searches for Footprint in New Zealand rose 41.9% over 11 measured months, from 310 to 440 in August 2026.
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