Aon vs PIC Insurance Brokers:Which is more popular in New Zealand?
In October 2026, Aon had more branded searches than PIC Insurance Brokers among insurance brokers in New Zealand. Aon had about 1,080 branded searches, while PIC Insurance Brokers had 720. Aon made up 25.5% of all insurance broker searches we track, and PIC Insurance Brokers accounted for 17%. When we asked ChatGPT and Google AI Overviews about insurance brokers, Aon appeared in three of the five answers and PIC Insurance Brokers in two. Aon was mentioned before PIC Insurance Brokers in two out of three answers.
Who do people search for more?
Aon, about 50% more searches than PIC Insurance Brokers
Who does AI mention more?
Aon, mentioned in 3 of 5 answers, PIC Insurance Brokers in 2
Who does AI recommend more?
Aon, named ahead of PIC Insurance Brokers in 2 of 3 answers
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Top insurance brokers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Aon was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. PIC Insurance Brokers was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Aon was listed before PIC Insurance Brokers in two out of three 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.
Rothbury4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Aon3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
PIC Insurance Brokers2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Marsh2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Insurance Advisernet2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
NZbrokers2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Gallagher Insurance1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Crombie Lockwood0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about insurance brokers
5 answers
Asked ChatGPT
“Which insurance broker should I use in New Zealand?”
Asked ChatGPT
“What are the best insurance brokers in New Zealand?”
Asked ChatGPT
“What's the best insurance broker in New Zealand for business cover?”
Searched Google, AI Overview
“insurance brokers nz”
Searched Google, AI Overview
“house insurance broker”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Aon or PIC Insurance Brokers more popular in search?
This chart shows how often people search Google for Aon and PIC Insurance Brokers by name. Each line represents a brand's share of searches for all eight insurance brokers we track, month by month, from searches in New Zealand.
Share of searches by month for Aon, PIC Insurance Brokers. The figures are in the table below the chart.
View monthly share of searches table
| Month | Rothbury | Aon | PIC Insurance Brokers | Marsh | Crombie Lockwood | Insurance Advisernet | NZbrokers | Gallagher Insurance |
|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 32.2% | 27.3% | 11.6% | 8% | 14.9% | 2.7% | 3.3% | 0% |
| Dec 2025 | 35.5% | 28.2% | 10.5% | 8.3% | 14.2% | 1.9% | 1.3% | 0% |
| Jan 2026 | 32.6% | 33.4% | 9.7% | 8.5% | 13.1% | 1.4% | 1.4% | 0% |
| Feb 2026 | 32.9% | 27.9% | 14.5% | 8.3% | 13.1% | 1.8% | 1.4% | 0% |
| Mar 2026 | 33.9% | 29.3% | 12.7% | 8.8% | 12.1% | 1.9% | 1.2% | 0% |
| Apr 2026 | 32.9% | 27.6% | 14.6% | 8.1% | 13.2% | 2.2% | 1.4% | 0% |
| May 2026 | 32.9% | 27.8% | 14.5% | 9.9% | 11.3% | 2.2% | 1.4% | 0% |
| Jun 2026 | 33.1% | 27.6% | 12% | 11.6% | 11.4% | 2.2% | 1.4% | 0.81% |
| Jul 2026 | 32% | 32% | 11.5% | 9.7% | 10.9% | 2.7% | 0.97% | 0.19% |
| Aug 2026 | 31.5% | 32.2% | 14% | 9.3% | 9.5% | 1.7% | 1.4% | 0.39% |
| Sep 2026 | 33.5% | 28.4% | 12.1% | 12.1% | 9.5% | 2.9% | 1% | 0.41% |
| Oct 2026 | 31.2% | 25.5% | 17% | 11.6% | 10.9% | 2.1% | 1.2% | 0.47% |
How has branded search for Aon and PIC Insurance Brokers changed in New Zealand over the last 12 months?
3 findings
- Aon was ahead of PIC Insurance Brokers in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Aon’s share of searches among insurance brokers in New Zealand moved from 27.3% to 25.5%, and its estimated monthly branded searches moved from 1.4K to 1.1K.
- Across the 12 months ending October 2026, PIC Insurance Brokers’ share of searches among insurance brokers in New Zealand moved from 11.6% to 17%, and its estimated monthly branded searches moved from 590 to 720.
How did search popularity change for New Zealand insurance brokers in October 2026?
2 changes
In October 2026, PIC Insurance Brokers overtook Marsh to rank 3rd among insurance brokers in New Zealand, with 17% of the searches.
In October 2026, Aon lost share of searches among insurance brokers in New Zealand, from 28.4% to 25.5%.
How are Aon’s and PIC Insurance Brokers’ branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Aon’s and PIC Insurance Brokers’ 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.
Aon
3 branded search terms
- aon broker
- aon insurance
- aon insurance broker
PIC Insurance Brokers
1 branded search term
- pic insurance brokers
Other head-to-heads among insurance brokers
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