Footprint vs Perpetual Guardian:Which is more popular?
In September 2026, Perpetual Guardian had more branded searches than Footprint among will and estate services in New Zealand. Perpetual Guardian had about 2,530 branded searches, while Footprint had 680. Perpetual Guardian made up 28.3% of all will and estate service searches we track, and Footprint accounted for 7.6%. When we asked ChatGPT and Google AI Overviews about will and estate services, Footprint and Perpetual Guardian each appeared in two of the five answers. Footprint and Perpetual Guardian were each mentioned first in two of the four answers that named either.
Who do people search for more?
Perpetual Guardian, about 4 searches for every 1 for Footprint
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top will and estate services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Footprint and Perpetual Guardian were each mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Footprint and Perpetual Guardian were each listed first in two of the four answers that named either.
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.
Public Trust5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Perpetual Guardian2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Footprint2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Stainton Chellew2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about will and estate services
5 answers
Asked ChatGPT
“Which will and estate service should I use in New Zealand?”
Asked ChatGPT
“What are the best will and estate services in New Zealand?”
Asked ChatGPT
“What's the best will and estate service in New Zealand for a family estate?”
Searched Google, AI Overview
“make a will nz”
Searched Google, AI Overview
“estate planning nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Footprint or Perpetual Guardian more popular in search?
This chart shows how often people search Google for Footprint and Perpetual Guardian by name. Each line represents a brand's share of searches for all four will and estate services we track, month by month, from searches in New Zealand.
Share of searches by month for Perpetual Guardian, Footprint. The figures are in the table below the chart.
View monthly share of searches table
| Month | Public Trust | Perpetual Guardian | Footprint | Stainton Chellew |
|---|---|---|---|---|
| Oct 2025 | 88.3% | 9.9% | 1.2% | 0.65% |
| Nov 2025 | 67.2% | 26.9% | 3.2% | 2.7% |
| Dec 2025 | 71.7% | 23.3% | 2.1% | 2.9% |
| Jan 2026 | 68% | 25.4% | 3.9% | 2.7% |
| Feb 2026 | 66.5% | 27.2% | 3.5% | 2.8% |
| Mar 2026 | 66% | 26.6% | 4% | 3.3% |
| Apr 2026 | 78.2% | 17.7% | 2.7% | 1.5% |
| May 2026 | 66.8% | 26.6% | 4% | 2.7% |
| Jun 2026 | 66.6% | 26.4% | 4.2% | 2.7% |
| Jul 2026 | 62.4% | 29.5% | 5% | 3% |
| Aug 2026 | 66.5% | 26.7% | 4.6% | 2.2% |
| Sep 2026 | 61.2% | 28.3% | 7.6% | 2.9% |
How has the Footprint and Perpetual Guardian comparison changed over the last 12 months?
3 findings
- Perpetual Guardian was ahead of Footprint in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Footprint’s share of searches among will and estate services in New Zealand moved from 1.2% to 7.6%, and its estimated monthly branded searches moved from 310 to 680.
- Across the 12 months ending September 2026, Perpetual Guardian’s share of searches among will and estate services in New Zealand moved from 9.9% to 28.3%, and its estimated monthly branded searches moved from 2.6K to 2.5K.
How did search popularity change for New Zealand will and estate services in September 2026?
2 changes
In September 2026, Footprint gained share of searches among will and estate services in New Zealand, from 4.6% to 7.6%.
In September 2026, Perpetual Guardian gained share of searches among will and estate services in New Zealand, from 26.7% to 28.3%.
How are branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Footprint’s and Perpetual Guardian’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.
Footprint
3 branded search terms
- footprint trust
- footprint will
- myfootprint
Perpetual Guardian
6 branded search terms
- perpetual guardian
- perpetual guardian grants
- perpetual guardian trust
- perpetual guardian will
- perpetual guardian wills
- perpetualguardian
Other head-to-heads among will and estate services
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