AMP vs Simplicity:Which is more popular by branded search in New Zealand?
In August 2026, Simplicity had more branded searches than AMP among KiwiSaver providers in New Zealand. Simplicity was estimated to have 21.1K branded searches compared to AMP’s 4.5K, and held a 1% Share of Search versus AMP’s 0.22%.
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Which is more popular in search, AMP or Simplicity?
Compare KiwiSaver scheme providers and the fund managers behind them, using branded searches made 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.
Share of Search by month for Simplicity, AMP. The figures are in the table below the chart.
View monthly share of search table
| Month | ANZ | ASB | Westpac | BNZ | Fisher Funds | Milford | Kernel | Simplicity | Generate KiwiSaver | SuperLife | Booster | AMP | Mercer KiwiSaver | Juno KiwiSaver |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.1% | 21.2% | 19.3% | 6.6% | 3% | 1.9% | 0.84% | 1% | 0.84% | 0.59% | 0.25% | 0.19% | 0.15% | 0.04% |
| Nov 2025 | 39.8% | 23.1% | 21% | 7.2% | 3.3% | 1.7% | 0.76% | 1.1% | 0.91% | 0.51% | 0.27% | 0.2% | 0.16% | 0.03% |
| Dec 2025 | 40.5% | 23.5% | 21.4% | 7.1% | 2.7% | 1.3% | 0.74% | 0.87% | 0.76% | 0.43% | 0.22% | 0.17% | 0.14% | 0.03% |
| Jan 2026 | 39.6% | 23.2% | 21.1% | 7.1% | 3.3% | 1.6% | 0.94% | 1.1% | 0.93% | 0.51% | 0.27% | 0.21% | 0.16% | 0.03% |
| Feb 2026 | 36.9% | 26.1% | 19.6% | 7.9% | 3.7% | 1.6% | 0.85% | 1.2% | 0.86% | 0.47% | 0.31% | 0.2% | 0.19% | 0.03% |
| Mar 2026 | 39% | 23.2% | 20.7% | 8.3% | 3.2% | 1.4% | 0.85% | 1% | 1.1% | 0.48% | 0.33% | 0.24% | 0.16% | 0.04% |
| Apr 2026 | 39.7% | 23.3% | 21.2% | 7% | 3.3% | 1.4% | 0.98% | 1.1% | 0.91% | 0.49% | 0.27% | 0.2% | 0.17% | 0.03% |
| May 2026 | 39.4% | 22.9% | 20.9% | 7% | 3.3% | 1.7% | 1.4% | 1.1% | 1.1% | 0.5% | 0.33% | 0.25% | 0.2% | 0.03% |
| Jun 2026 | 39.6% | 23% | 20.8% | 6.9% | 3.3% | 1.6% | 1.4% | 1% | 1.1% | 0.51% | 0.33% | 0.24% | 0.2% | 0.02% |
| Jul 2026 | 37.3% | 26% | 19.5% | 7.8% | 3% | 1.6% | 1.5% | 1.1% | 1% | 0.48% | 0.31% | 0.23% | 0.19% | 0.02% |
| Aug 2026 | 35.6% | 24.9% | 22.7% | 7.4% | 2.9% | 1.6% | 1.5% | 1% | 1% | 0.54% | 0.3% | 0.22% | 0.18% | 0.03% |
| Sep 2026 | — | — | — | — | — | — | — | — | — | — | — | — | — | — |
How has the AMP and Simplicity comparison changed over the last 12 months?
3 findings
- Simplicity 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, Simplicity’s estimated Share of Search among KiwiSaver providers in New Zealand held steady at 1%, and its estimated monthly branded searches moved from 25.2K to 21.1K.
How did search popularity change for New Zealand KiwiSaver providers in August 2026?
1 change
Estimated monthly branded searches for Simplicity in New Zealand fell 16.3% over 11 measured months, from 25.2K to 21.1K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using AMP’s and Simplicity’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
10 branded 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
- kiwisaver amp co nz
Simplicity
16 branded search terms
- kiwisaver simplicity
- simplicity fund
- simplicity funds
- simplicity funds nz
- simplicity home loans
- simplicity investment
- simplicity investments
- simplicity investments nz
- simplicity kiwisaver
- simplicity kiwisaver fund
- simplicity kiwisaver funds
- simplicity kiwisaver nz
- simplicity kiwisaver scheme
- simplicity nz
- simplicity nz kiwisaver
- www simplicity kiwisaver
Put your own brand in this comparison
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