23andMe vs Findmypast:Which is more popular by branded search in New Zealand?
In August 2026, Findmypast had more branded searches than 23andMe among genealogy and DNA services in New Zealand. Findmypast was estimated to have 950 branded searches compared to 23andMe’s 830, and held a 2.7% Share of Search versus 23andMe’s 2.4%.
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Which is more popular in search, 23andMe or Findmypast?
Compare the family history and DNA testing services New Zealanders research their ancestry 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 Findmypast, 23andMe. The figures are in the table below the chart.
View monthly share of search table
| Month | MyHeritage | FamilySearch | Ancestry | Findmypast | 23andMe |
|---|---|---|---|---|---|
| Oct 2025 | 31.1% | 29.4% | 33% | 2.7% | 3.9% |
| Nov 2025 | 32.8% | 31.3% | 29.7% | 2.2% | 4% |
| Dec 2025 | 31.8% | 25.2% | 36.8% | 2.2% | 4% |
| Jan 2026 | 34.1% | 28.4% | 31.8% | 2.4% | 3.2% |
| Feb 2026 | 30.1% | 31.9% | 32.3% | 2.1% | 3.6% |
| Mar 2026 | 30.3% | 33.6% | 31.2% | 2% | 3% |
| Apr 2026 | 33.4% | 29.1% | 32.6% | 2.3% | 2.6% |
| May 2026 | 31.6% | 30.5% | 32.5% | 2.1% | 3.3% |
| Jun 2026 | 28.5% | 32.7% | 33.9% | 2.2% | 2.6% |
| Jul 2026 | 28.1% | 31.1% | 35.2% | 2.8% | 2.8% |
| Aug 2026 | 33.5% | 31.6% | 29.8% | 2.7% | 2.4% |
| Sep 2026 | — | — | — | — | — |
How has the 23andMe and Findmypast comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 11 months ending August 2026: Findmypast took it in July 2026.
- Across the 11 months ending August 2026, 23andMe’s estimated Share of Search among genealogy and DNA services in New Zealand moved from 3.9% to 2.4%, and its estimated monthly branded searches moved from 1.2K to 830.
- Across the 11 months ending August 2026, Findmypast’s estimated Share of Search among genealogy and DNA services in New Zealand held steady at 2.7%, and its estimated monthly branded searches moved from 830 to 950.
How did search popularity change for New Zealand genealogy and DNA services in August 2026?
2 changes
Estimated monthly branded searches for Findmypast in New Zealand rose 14.5% over 11 measured months, from 830 to 950 in August 2026.
Estimated monthly branded searches for 23andMe in New Zealand fell 30.3% over 11 measured months, from 1.2K to 830 in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using 23andMe’s and Findmypast’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.
23andMe
6 branded search terms
- 23andme
- 23andme com
- 23andme dna test
- 23andme family tree
- 23andme genealogy
- 23andme nz
Findmypast
7 branded search terms
- findmypast
- findmypast au
- findmypast co uk
- findmypast family tree
- findmypast genealogy
- findmypast new zealand
- findmypast nz
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.