--- title: "Aon vs PIC Insurance Brokers: Which is more popular in New Zealand?" description: "Is Aon or PIC Insurance Brokers more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Insurance brokers 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/aon-vs-pic-insurance-brokers" publisher: "Brandwave" --- # Aon vs PIC Insurance Brokers: Which is more popular in New Zealand? Is Aon or PIC Insurance Brokers more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Insurance brokers 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**: Aon and PIC Insurance Brokers - **Competitive set**: Insurance brokers - **Market**: New Zealand - **Month measured**: Oct 2026 - **Aon Share of Search**: 25.5% - **PIC Insurance Brokers Share of Search**: 17% ## Is Aon or PIC Insurance Brokers more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Rothbury | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Aon | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | PIC Insurance Brokers | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Gallagher Insurance | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Marsh | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | NZbrokers | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Insurance Advisernet | 7th | 0 of 3 | 2 of 2 | 2 of 5 | | Crombie Lockwood | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about insurance brokers - Asked ChatGPT "Which insurance broker should I use in New Zealand?": 1. Rothbury - Asked ChatGPT "What are the best insurance brokers in New Zealand?": 1. Rothbury, 2. Aon, 3. Marsh, 4. PIC Insurance Brokers, 5. NZbrokers - Asked ChatGPT "What's the best insurance broker in New Zealand for business cover?": 1. Rothbury, 2. PIC Insurance Brokers, 3. Aon - Searched Google, AI Overview "insurance brokers nz": 1. Rothbury, 2. Gallagher Insurance, 3. Insurance Advisernet, 4. NZbrokers, 5. Aon, 6. Marsh - Searched Google, AI Overview "house insurance broker": 1. Insurance Advisernet Not named in any answer: Crombie Lockwood. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand insurance brokers in October 2026? - 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 has branded search for Aon and PIC Insurance Brokers changed in New Zealand over the last 12 months? | Month | Aon estimated searches | Aon Share of Search | Aon rank | PIC Insurance Brokers estimated searches | PIC Insurance Brokers Share of Search | PIC Insurance Brokers rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 1.4K | 27.3% | 2 | 590 | 11.6% | 4 | | Dec 2025 | 1.1K | 28.2% | 2 | 390 | 10.5% | 4 | | Jan 2026 | 1.7K | 33.4% | 1 | 480 | 9.7% | 4 | | Feb 2026 | 1.4K | 27.9% | 2 | 720 | 14.5% | 3 | | Mar 2026 | 1.7K | 29.3% | 2 | 720 | 12.7% | 3 | | Apr 2026 | 1.4K | 27.6% | 2 | 720 | 14.6% | 3 | | May 2026 | 1.4K | 27.8% | 2 | 720 | 14.5% | 3 | | Jun 2026 | 1.4K | 27.6% | 2 | 590 | 12% | 3 | | Jul 2026 | 1.6K | 32% | 1 | 590 | 11.5% | 3 | | Aug 2026 | 1.7K | 32.2% | 1 | 720 | 14% | 3 | | Sep 2026 | 1.4K | 28.4% | 2 | 590 | 12.1% | 4 | | Oct 2026 | 1.1K | 25.5% | 2 | 720 | 17% | 3 | ## How are Aon’s and PIC Insurance Brokers’ branded searches counted? 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**: Measured on the search terms “aon broker”, “aon insurance” and “aon insurance broker”, summed into one figure. - **PIC Insurance Brokers**: Measured on the search term “pic insurance brokers”. - [Aon profile](/demand/nz/brands/aon) - [PIC Insurance Brokers profile](/demand/nz/brands/pic-insurance-brokers) - [All insurance brokers in New Zealand](/demand/nz/categories/nz-insurance-brokers): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Aon or PIC Insurance Brokers more popular in search? 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%. ## Cite this page Brandwave. "Aon vs PIC Insurance Brokers: Which is more popular in New Zealand?". https://gobrandwave.com/demand/nz/compare/aon-vs-pic-insurance-brokers This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/aon-vs-pic-insurance-brokers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.