--- title: "ASB vs Gem by Latitude: Which is searched more in New Zealand?" description: "Is ASB or Gem by Latitude more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Credit card 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/asb-vs-gem-by-latitude" publisher: "Brandwave" --- # ASB vs Gem by Latitude: Which is searched more in New Zealand? Is ASB or Gem by Latitude more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Credit card 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**: ASB and Gem by Latitude - **Competitive set**: Credit card providers - **Market**: New Zealand - **Month measured**: Sep 2026 - **ASB Share of Search**: 2.5% - **Gem by Latitude Share of Search**: 42.3% ## Is ASB or Gem by Latitude more popular in search? - In September 2026, Gem by Latitude had more branded searches than ASB among credit card providers in New Zealand. Gem by Latitude had about 49,000 branded searches, while ASB had 2,900. Gem by Latitude made up 42.3% of all credit card provider searches we track, and ASB accounted for 2.5%. - Gem by Latitude was ahead of ASB in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, ASB’s share of searches among credit card providers in New Zealand moved from 3% to 2.5%, and its estimated monthly branded searches moved from 3.6K to 2.9K. - Across the 12 months ending September 2026, Gem by Latitude’s share of searches among credit card providers in New Zealand moved from 41% to 42.3%, and its estimated monthly branded searches moved from 49.3K to 49K. ## Top credit card providers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, ASB appeared in all five answers. Gem by Latitude did not appear in any of the five 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 | | --- | --- | --- | --- | --- | | American Express | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | TSB | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | ASB | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | ANZ | 4th | 3 of 3 | 2 of 2 | 5 of 5 | | Westpac | 5th | 2 of 3 | 2 of 2 | 4 of 5 | | BNZ | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Kiwibank | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Gem by Latitude | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Q Mastercard | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Farmers Mastercard | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about credit card providers - Asked ChatGPT "Which credit card provider should I use in New Zealand?": 1. ASB, 2. ANZ, 3. Westpac, 4. American Express, 5. BNZ, 6. Kiwibank - Asked ChatGPT "What are the best credit card providers in New Zealand?": 1. TSB, 2. American Express, 3. ANZ, 4. Westpac, 5. ASB, 6. Kiwibank, 7. BNZ - Asked ChatGPT "What's the best credit card provider in New Zealand for everyday spending?": 1. American Express, 2. ANZ, 3. ASB, 4. TSB - Searched Google, AI Overview "best credit card nz": 1. American Express, 2. TSB, 3. Westpac, 4. ASB, 5. ANZ - Searched Google, AI Overview "low interest credit card": 1. TSB, 2. Westpac, 3. American Express, 4. ASB, 5. ANZ Not named in any answer: Gem by Latitude, Q Mastercard and Farmers Mastercard. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand credit card providers in September 2026? - In September 2026, Gem by Latitude gained share of searches among credit card providers in New Zealand, from 41.7% to 42.3%. - In September 2026, ASB rose from 6th to 5th among credit card providers in New Zealand. ## Month by month | Month | ASB estimated searches | ASB Share of Search | ASB rank | Gem by Latitude estimated searches | Gem by Latitude Share of Search | Gem by Latitude rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 3.6K | 3% | 5 | 49.3K | 41% | 1 | | Nov 2025 | 2.9K | 2.4% | 6 | 50.6K | 41.4% | 1 | | Dec 2025 | 2.4K | 2.2% | 6 | 51.1K | 46.5% | 1 | | Jan 2026 | 2.9K | 2.4% | 6 | 51.4K | 42.1% | 1 | | Feb 2026 | 2.4K | 2.4% | 6 | 42.2K | 41.7% | 1 | | Mar 2026 | 2.9K | 2.5% | 6 | 49.9K | 43.2% | 1 | | Apr 2026 | 2.9K | 2.8% | 6 | 44.4K | 42.5% | 1 | | May 2026 | 2.9K | 2.6% | 6 | 47.1K | 42.8% | 1 | | Jun 2026 | 2.9K | 2.5% | 6 | 48.5K | 42.4% | 1 | | Jul 2026 | 2.4K | 2.2% | 6 | 43.8K | 40.5% | 1 | | Aug 2026 | 2.9K | 2.6% | 6 | 46.1K | 41.7% | 1 | | Sep 2026 | 2.9K | 2.5% | 5 | 49K | 42.3% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using ASB’s and Gem by Latitude’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**: Measured on the search term “asb credit card”. - **Gem by Latitude**: Measured on the search terms “apply for gem visa”, “gem by latitude”, “gem finance”, “gem latitude”, “gem latitude finance”, “gem visa”, “gem visa annual fee”, “gem visa application”, “gem visa apply”, “gem visa card”, “gem visa card apply”, “gem visa finance”, “gem visa interest rate”, “gem visa latitude”, “gem visa loan”, “gem visa stores”, “gemvisa”, “gemvisa apply”, “gemvisa card”, “latitude finance”, “latitude financial”, “latitude financial services”, “latitude financials”, “latitude gem” and “latitude gem visa”, summed into one figure. - [ASB profile](/demand/nz/brands/asb) - [Gem by Latitude profile](/demand/nz/brands/gem-by-latitude) - [All credit card providers in New Zealand](/demand/nz/categories/nz-credit-card-providers): The set both shares are measured inside, 10 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 ASB or Gem by Latitude more popular in search? In September 2026, Gem by Latitude had more branded searches than ASB among credit card providers in New Zealand. Gem by Latitude had about 49,000 branded searches, while ASB had 2,900. Gem by Latitude made up 42.3% of all credit card provider searches we track, and ASB accounted for 2.5%. ## Cite this page Brandwave. "ASB vs Gem by Latitude: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/asb-vs-gem-by-latitude This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/asb-vs-gem-by-latitude. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.