--- title: "Will and estate services in New Zealand: Which brands are most popular in search?" description: "Compare the will, trust and estate services New Zealanders plan with. Share of Search among Public Trust, Perpetual Guardian and Footprint, the will and estate services 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-will-and-estate-services" publisher: "Brandwave" --- # Will and estate services in New Zealand: Which brands are most popular in search? Compare the will, trust and estate services New Zealanders plan with. Share of Search among Public Trust, Perpetual Guardian and Footprint, the will and estate services 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**: Will and estate services - **Market**: New Zealand - **Brands compared**: 3 - **Month measured**: Aug 2026 - **Highest Share of Search**: Public Trust, 70.3% ## Which brand is most popular in search among will and estate services in New Zealand? - 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. - 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. ## Compare search popularity between leading brands - [Public Trust vs Perpetual Guardian: compare search popularity](/demand/nz/compare/perpetual-guardian-vs-public-trust): 70.3% against 25.5% Share of Search. - [Public Trust vs Footprint: compare search popularity](/demand/nz/compare/footprint-vs-public-trust): 70.3% against 4.2% Share of Search. - [Perpetual Guardian vs Footprint: compare search popularity](/demand/nz/compare/footprint-vs-perpetual-guardian): 25.5% against 4.2% Share of Search. ## How did search popularity change for New Zealand will and estate services in August 2026? - 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. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Public Trust | 70.3% | 7.4K | +16.5% | Public Trust | | 2 | Perpetual Guardian | 25.5% | 2.7K | +1.9% | Perpetual Guardian | | 3 | Footprint | 4.2% | 440 | +2.3% | Footprint | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Public Trust | 24.1K | 89% | 1 | | Oct 2025 | Perpetual Guardian | 2.7K | 9.9% | 2 | | Oct 2025 | Footprint | 310 | 1.1% | 3 | | Nov 2025 | Public Trust | 7.3K | 71.4% | 1 | | Nov 2025 | Perpetual Guardian | 2.6K | 25.7% | 2 | | Nov 2025 | Footprint | 300 | 2.9% | 3 | | Dec 2025 | Public Trust | 6K | 75.8% | 1 | | Dec 2025 | Perpetual Guardian | 1.8K | 22.3% | 2 | | Dec 2025 | Footprint | 150 | 1.9% | 3 | | Jan 2026 | Public Trust | 6.2K | 71.9% | 1 | | Jan 2026 | Perpetual Guardian | 2.1K | 24.5% | 2 | | Jan 2026 | Footprint | 310 | 3.6% | 3 | | Feb 2026 | Public Trust | 7.2K | 70.7% | 1 | | Feb 2026 | Perpetual Guardian | 2.6K | 26.1% | 2 | | Feb 2026 | Footprint | 330 | 3.2% | 3 | | Mar 2026 | Public Trust | 7.4K | 70.8% | 1 | | Mar 2026 | Perpetual Guardian | 2.7K | 25.5% | 2 | | Mar 2026 | Footprint | 390 | 3.7% | 3 | | Apr 2026 | Public Trust | 9.9K | 80.4% | 1 | | Apr 2026 | Perpetual Guardian | 2.1K | 17.1% | 2 | | Apr 2026 | Footprint | 310 | 2.5% | 3 | | May 2026 | Public Trust | 6.1K | 71.1% | 1 | | May 2026 | Perpetual Guardian | 2.2K | 25.3% | 2 | | May 2026 | Footprint | 310 | 3.6% | 3 | | Jun 2026 | Public Trust | 6.1K | 71% | 1 | | Jun 2026 | Perpetual Guardian | 2.2K | 25.2% | 2 | | Jun 2026 | Footprint | 330 | 3.8% | 3 | | Jul 2026 | Public Trust | 6.4K | 67.4% | 1 | | Jul 2026 | Perpetual Guardian | 2.6K | 28% | 2 | | Jul 2026 | Footprint | 430 | 4.5% | 3 | | Aug 2026 | Public Trust | 7.4K | 70.3% | 1 | | Aug 2026 | Perpetual Guardian | 2.7K | 25.5% | 2 | | Aug 2026 | Footprint | 440 | 4.2% | 3 | | Sep 2026 | Footprint | — | — | — | | Sep 2026 | Perpetual Guardian | — | — | — | | Sep 2026 | Public Trust | — | — | — | ## What is being compared - **Footprint**: Measured on the search terms “footprint trust”, “footprint will” and “myfootprint”, summed into one figure. - **Perpetual Guardian**: Measured on the search terms “perpetual guardian”, “perpetual guardian grants”, “perpetual guardian near me”, “perpetual guardian new zealand”, “perpetual guardian nz”, “perpetual guardian trust”, “perpetual guardian will”, “perpetual guardian wills” and “perpetualguardian”, summed into one figure. - **Public Trust**: Measured on the search terms “public trust epa”, “public trust near me”, “public trust nz”, “public trust online”, “public trust will”, “publictrust”, “publictrust co nz” and “the public trust”, summed into one figure. - [Footprint](/demand/nz/brands/footprint) - [Perpetual Guardian](/demand/nz/brands/perpetual-guardian) - [Public Trust](/demand/nz/brands/public-trust) ## 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 will and estate services in New Zealand? 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. ## Cite this page Brandwave. "Will and estate services in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-will-and-estate-services This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-will-and-estate-services. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.