Perpetual Guardian vs Public Trust:Which is more popular?
In September 2026, Public Trust had more branded searches than Perpetual Guardian among will and estate services in New Zealand. Public Trust had about 5,480 branded searches, while Perpetual Guardian had 2,530. Public Trust made up 61.2% of all will and estate service searches we track, and Perpetual Guardian accounted for 28.3%. When we asked ChatGPT and Google AI Overviews about will and estate services, Public Trust appeared in all five answers and Perpetual Guardian in two. Public Trust was mentioned before Perpetual Guardian in four out of five answers.
Who do people search for more?
Public Trust, about 2 searches for every 1 for Perpetual Guardian
Who does AI mention more?
Public Trust, mentioned in every answer we collected
Who does AI recommend more?
Public Trust, named ahead of Perpetual Guardian in 4 of 5 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, Public Trust appeared in all five answers. Perpetual Guardian was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Public Trust was listed before Perpetual Guardian in four out of five 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.
- 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 Perpetual Guardian or Public Trust more popular in search?
This chart shows how often people search Google for Perpetual Guardian and Public Trust 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 Public Trust, Perpetual Guardian. 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 Perpetual Guardian and Public Trust comparison changed over the last 12 months?
3 findings
- Public Trust was ahead of Perpetual Guardian in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Public Trust’s share of searches among will and estate services in New Zealand moved from 88.3% to 61.2%, and its estimated monthly branded searches moved from 23.2K to 5.5K.
How did search popularity change for New Zealand will and estate services in September 2026?
2 changes
In September 2026, Perpetual Guardian gained share of searches among will and estate services in New Zealand, from 26.7% to 28.3%.
In September 2026, Public Trust lost share of searches among will and estate services in New Zealand, from 66.5% to 61.2%.
How are branded searches counted?
10 search terms
Brandwave collects information about searches that people make online using Perpetual Guardian’s and Public Trust’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.
Perpetual Guardian
6 branded search terms
- perpetual guardian
- perpetual guardian grants
- perpetual guardian trust
- perpetual guardian will
- perpetual guardian wills
- perpetualguardian
Public Trust
4 branded search terms
- public trust epa
- public trust will
- publictrust
- the public trust
Other head-to-heads among will and estate services
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