Brandwave

ASB Securities vs Forsyth Barr:Which is more popular?

In September 2026, ASB Securities and Forsyth Barr were level in searches among investment platforms in New Zealand, with an estimated 8.1K versus 9K branded searches, at 4.5% and 5% of the total. When we asked ChatGPT and Google AI Overviews about investment platforms, ASB Securities appeared in two of the five answers and Forsyth Barr in none.

Among investment platforms in New Zealand in September 2026

Who do people search for more?

Forsyth Barr, about 11% more searches than ASB Securities

Forsyth Barr 9K searchesASB Securities 8.1K searches

Who does AI mention more?

ASB Securities, mentioned in 2 of 5 answers, Forsyth Barr in 0

ASB Securities in 2 of 5Forsyth Barr in 0 of 5

Who does AI recommend more?

ASB Securities, the only one of the two named

ASB Securities first in 2Forsyth Barr never named

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Top investment platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, ASB Securities was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Forsyth Barr did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Sharesies1st
  2. InvestNow2nd
  3. Kernel3rd
  4. Hatch4th
  5. ASB Securities5th
  6. Tiger Brokers6th
  7. Craigs Investment Partners–
  8. Forsyth Barr–
  9. Jarden–
  10. Snowball Effect–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Sharesies5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • InvestNow5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kernel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hatch4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ASB Securities2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tiger Brokers1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Craigs Investment Partners0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Forsyth Barr0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Jarden0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Snowball Effect0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about investment platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Is ASB Securities or Forsyth Barr more popular in search?

This chart shows how often people search Google for ASB Securities and Forsyth Barr by name. Each line represents a brand's share of searches for all 11 investment platforms we track, month by month, from searches in New Zealand.

ASB Securities and Forsyth Barr among investment platforms in New Zealand, by month

Share of searches by month for Forsyth Barr, ASB Securities. The figures are in the table below the chart.

View monthly share of searches table
MonthSharesiesKernelHatchInvestNowCraigs Investment PartnersForsyth BarrASB SecuritiesJardenTiger BrokersSnowball EffectStake
Oct 202547.6%7.9%16.3%7.9%8.2%4.7%5.2%0.7%0.82%0.21%0.42%
Nov 202544.6%9%15.1%9%9.8%5.4%4.8%0.76%0.78%0.36%0.28%
Dec 202541%9.8%16.9%10%9.1%6%5.4%0.62%0.68%0.27%0.27%
Jan 202646.1%9.4%15.5%9.2%8.3%4.5%5%0.55%0.96%0.25%0.25%
Feb 202645.8%9.3%12.7%9.2%10.1%5.5%4.9%0.93%0.8%0.54%0.25%
Mar 202643.5%10.3%13.5%8.7%9.6%6.3%5.8%0.92%0.77%0.42%0.23%
Apr 202642.8%11.1%14.5%10.5%9.4%5.1%4.6%0.63%0.75%0.34%0.23%
May 202642.5%12.7%14.5%10.4%8.9%4.2%4.6%0.72%0.89%0.34%0.24%
Jun 202642.4%12.7%14.4%10.5%8.5%5%4.6%0.5%0.89%0.28%0.21%
Jul 202637.2%16.6%12.7%11.2%9.5%5.4%4.9%1.1%0.8%0.3%0.18%
Aug 202640%14.9%11.1%9.8%9.8%5.8%5.3%2.1%0.54%0.39%0.23%
Sep 202641.8%15.1%11.6%10.2%9.9%5%4.5%0.83%0.5%0.33%0.21%

How has the ASB Securities and Forsyth Barr comparison changed over the last 12 months?

3 findings
  • The lead changed hands 5 times in the 12 months ending September 2026: Forsyth Barr took it in November 2025, ASB Securities took it in January 2026, Forsyth Barr took it in February 2026, ASB Securities took it in May 2026, Forsyth Barr took it in June 2026.
  • Across the 12 months ending September 2026, ASB Securities’ share of searches among investment platforms in New Zealand moved from 5.2% to 4.5%, and its estimated monthly branded searches moved from 12.1K to 8.1K.
  • Across the 12 months ending September 2026, Forsyth Barr’s share of searches among investment platforms in New Zealand moved from 4.7% to 5%, and its estimated monthly branded searches moved from 11K to 9K.

How did search popularity change for New Zealand investment platforms in September 2026?

2 changes

  1. In September 2026, Forsyth Barr lost share of searches among investment platforms in New Zealand, from 5.8% to 5%.

  2. In September 2026, ASB Securities lost share of searches among investment platforms in New Zealand, from 5.3% to 4.5%.

How are branded searches counted?

11 search terms

Brandwave collects information about searches that people make online using ASB Securities’ and Forsyth Barr’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.

ASB Securities

1 branded search term

  • asb securities

Forsyth Barr

10 branded search terms

  • forsyth barr
  • forsyth barr events
  • forsyth barr fees
  • forsyth barr hamilton
  • forsyth barr investment
  • forsyth barr investments
  • forsyth barr kiwisaver
  • forsyth barr ltd
  • forsyth barr nz
  • forsyth barr tauranga

How the Brand Demand Index is measured

Other head-to-heads among investment platforms

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