--- title: "ASB vs Heartland Bank: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, ASB or Heartland Bank? Compare estimated monthly branded-search demand and Share of Search inside the Retail Banks 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-heartland-bank" publisher: "Brandwave" --- # ASB vs Heartland Bank: Which is more popular by branded search in New Zealand? Which is more popular in search, ASB or Heartland Bank? Compare estimated monthly branded-search demand and Share of Search inside the Retail Banks 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 Heartland Bank - **Competitive set**: Retail Banks - **Market**: New Zealand - **Month measured**: Aug 2026 - **ASB Share of Search**: 21.5% - **Heartland Bank Share of Search**: 0.64% ## Which is more popular in search, ASB or Heartland Bank? - In August 2026, ASB had more branded searches than Heartland Bank among retail banks in New Zealand. ASB was estimated to have 512K branded searches compared to Heartland Bank’s 15.2K, and held a 21.5% Share of Search versus Heartland Bank’s 0.64%. - ASB was ahead of Heartland Bank in every measured month of the 11 months ending August 2026. - Across the 11 months ending August 2026, ASB’s estimated Share of Search among retail banks in New Zealand moved from 18.3% to 21.5%, and its estimated monthly branded searches moved from 516K to 512K. - Across the 11 months ending August 2026, Heartland Bank’s estimated Share of Search among retail banks in New Zealand moved from 0.54% to 0.64%, and its estimated monthly branded searches moved from 15.3K to 15.2K. ## How did search popularity change for New Zealand retail banks in August 2026? - In August 2026, ASB lost estimated Share of Search among retail banks in New Zealand, from 22.3% to 21.5%. ## Month by month | Month | ASB estimated searches | ASB Share of Search | ASB rank | Heartland Bank estimated searches | Heartland Bank Share of Search | Heartland Bank rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 516K | 18.3% | 2 | 15.3K | 0.54% | 9 | | Nov 2025 | 514K | 19.5% | 2 | 15.2K | 0.58% | 9 | | Dec 2025 | 512K | 19.6% | 2 | 12.5K | 0.48% | 9 | | Jan 2026 | 513K | 20.4% | 2 | 15.2K | 0.6% | 9 | | Feb 2026 | 512K | 22.4% | 2 | 15.2K | 0.67% | 9 | | Mar 2026 | 525K | 20.3% | 2 | 15.3K | 0.59% | 9 | | Apr 2026 | 513K | 19.7% | 2 | 15.3K | 0.59% | 9 | | May 2026 | 513K | 20.2% | 2 | 15.3K | 0.6% | 9 | | Jun 2026 | 514K | 20% | 2 | 22.7K | 0.89% | 8 | | Jul 2026 | 512K | 22.3% | 2 | 15.2K | 0.66% | 9 | | Aug 2026 | 512K | 21.5% | 2 | 15.2K | 0.64% | 9 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using ASB’s and Heartland Bank’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 terms “asb”, “ASB Bank”, “asb banking”, “asb credit card”, “asb home loan”, “asb home loans”, “asb investments”, “asb kiwisaver”, “asb kiwisaver fund”, “asb kiwisaver scheme”, “asb mortgage”, “asb mortgages”, “asb personal loan”, “asb savings”, “asb savings account”, “asb term deposit” and “kiwisaver asb”, summed into one figure. - **Heartland Bank**: Measured on the search terms “Heartland Bank”, “heartland bank business loan”, “heartland bank home loan”, “heartland bank home loans”, “heartland bank loan”, “heartland bank mortgage”, “heartland bank mortgages”, “heartland bank personal loan”, “heartland bank savings”, “heartland bank savings account”, “heartland bank term deposit” and “heartland business loan”, summed into one figure. - [ASB profile](/demand/nz/brands/asb) - [Heartland Bank profile](/demand/nz/brands/heartland-bank) - [All retail banks in New Zealand](/demand/nz/categories/nz-retail-banks): The set both shares are measured inside, 10 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, ASB or Heartland Bank? In August 2026, ASB had more branded searches than Heartland Bank among retail banks in New Zealand. ASB was estimated to have 512K branded searches compared to Heartland Bank’s 15.2K, and held a 21.5% Share of Search versus Heartland Bank’s 0.64%. ## Cite this page Brandwave. "ASB vs Heartland Bank: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/asb-vs-heartland-bank This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/asb-vs-heartland-bank. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.