---
title: "AMP vs ASB: Which is more popular by branded search in New Zealand?"
description: "Which is more popular in search, AMP or ASB? Compare estimated monthly branded-search demand and Share of Search inside the KiwiSaver providers set in New Zealand. 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/compare/amp-vs-asb"
publisher: "Brandwave"
---

# AMP vs ASB: Which is more popular by branded search in New Zealand?

Which is more popular in search, AMP or ASB? Compare estimated monthly branded-search demand and Share of Search inside the KiwiSaver providers set in New Zealand. 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

- **Compared**: AMP and ASB
- **Competitive set**: KiwiSaver providers
- **Market**: New Zealand
- **Month measured**: Aug 2026
- **AMP Share of Search**: 0.22%
- **ASB Share of Search**: 24.9%

## Which is more popular in search, AMP or ASB?

- In August 2026, ASB had more branded searches than AMP among KiwiSaver providers in New Zealand. ASB was estimated to have 512K branded searches compared to AMP’s 4.5K, and held a 24.9% Share of Search versus AMP’s 0.22%.
- ASB was ahead of AMP in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, AMP’s estimated Share of Search among KiwiSaver providers in New Zealand moved from 0.19% to 0.22%, and its estimated monthly branded searches moved from 4.7K to 4.5K.
- Across the 11 months ending August 2026, ASB’s estimated Share of Search among KiwiSaver providers in New Zealand moved from 21.2% to 24.9%, and its estimated monthly branded searches moved from 516K to 512K.

## How did search popularity change for New Zealand KiwiSaver providers in August 2026?

- In August 2026, ASB lost estimated Share of Search among KiwiSaver providers in New Zealand, from 26% to 24.9%.

## Month by month

| Month | AMP estimated searches | AMP Share of Search | AMP rank | ASB estimated searches | ASB Share of Search | ASB rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 4.7K | 0.19% | 12 | 516K | 21.2% | 2 |
| Nov 2025 | 4.5K | 0.2% | 12 | 514K | 23.1% | 2 |
| Dec 2025 | 3.6K | 0.17% | 12 | 512K | 23.5% | 2 |
| Jan 2026 | 4.6K | 0.21% | 12 | 513K | 23.2% | 2 |
| Feb 2026 | 3.8K | 0.2% | 12 | 512K | 26.1% | 2 |
| Mar 2026 | 5.3K | 0.24% | 12 | 525K | 23.2% | 2 |
| Apr 2026 | 4.5K | 0.2% | 12 | 513K | 23.3% | 2 |
| May 2026 | 5.6K | 0.25% | 12 | 513K | 22.9% | 2 |
| Jun 2026 | 5.4K | 0.24% | 12 | 514K | 23% | 2 |
| Jul 2026 | 4.5K | 0.23% | 12 | 512K | 26% | 2 |
| Aug 2026 | 4.5K | 0.22% | 12 | 512K | 24.9% | 2 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using AMP’s and ASB’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.

- **AMP**: Measured on the search terms “amp co nz”, “amp investments”, “amp kiwisaver”, “amp kiwisaver funds”, “amp kiwisaver scheme”, “amp managed funds”, “amp new zealand”, “amp nz”, “kiwisaver amp” and “kiwisaver amp co nz”, summed into one figure.
- **ASB**: Measured on the search terms “asb”, “ASB Bank”, “asb banking”, “asb credit card”, “asb home loan”, “asb home loans”, “asb investments”, “asb kiwisaver”, “asb kiwisaver fund”, “asb kiwisaver scheme”, “asb mortgage”, “asb mortgages”, “asb personal loan”, “asb savings”, “asb savings account”, “asb term deposit” and “kiwisaver asb”, summed into one figure.

- [AMP profile](/demand/nz/brands/amp)
- [ASB profile](/demand/nz/brands/asb)
- [All KiwiSaver providers in New Zealand](/demand/nz/categories/nz-kiwisaver-providers): The set both shares are measured inside, 14 brands.

## 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 is more popular in search, AMP or ASB?

In August 2026, ASB had more branded searches than AMP among KiwiSaver providers in New Zealand. ASB was estimated to have 512K branded searches compared to AMP’s 4.5K, and held a 24.9% Share of Search versus AMP’s 0.22%.

## Cite this page

Brandwave. "AMP vs ASB: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/amp-vs-asb

This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/amp-vs-asb. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.