Brandwave

ASB vs Kiwibank:Which is more popular in New Zealand?

In September 2026, ASB had more branded searches than Kiwibank among retail banks in New Zealand. ASB had about 513,000 branded searches, while Kiwibank had 374,000. ASB made up 22.6% of all retail bank searches we track, and Kiwibank accounted for 16.5%. When we asked ChatGPT and Google AI Overviews about retail banks, both ASB and Kiwibank appeared in all five answers. ASB was mentioned before Kiwibank in four out of five answers.

Among retail banks in New Zealand in September 2026

Who do people search for more?

ASB, about 37% more searches than Kiwibank

ASB 513K searchesKiwibank 374K searches

Who does AI mention more?

Both are mentioned in every answer we collected.

ASB in 5 of 5Kiwibank in 5 of 5

Who does AI recommend more?

ASB, named ahead of Kiwibank in 4 of 5 answers

ASB first in 4Kiwibank first in 1

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Top retail banks in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, both ASB and Kiwibank showed up in all five answers. ASB was listed before Kiwibank in four of them.

Most recommended by AI

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

  1. ASB1st
  2. Kiwibank2nd

Mentioned by AI

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

  • ASB5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kiwibank5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers

See every answer about retail banks

5 answers

  • Asked ChatGPT

    “Which retail bank should I switch to in New Zealand?”

    1. 2Kiwibank
    2. 3ASB

  • Asked ChatGPT

    “What are the best retail banks in New Zealand?”

    1. 2ASB
    2. 4Kiwibank

  • Asked ChatGPT

    “What's the best retail bank in New Zealand for everyday banking?”

    1. 1ASB
    2. 5Kiwibank

  • Searched Google, AI Overview

    “best bank nz”

    1. 3ASB
    2. 5Kiwibank

  • Searched Google, AI Overview

    “nz retail banks”

    1. 3ASB
    2. 5Kiwibank

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

Is ASB or Kiwibank more popular in search?

This chart shows how often people search Google for ASB and Kiwibank by name. Each line represents a brand's share of searches for all ten retail banks we track, month by month, from searches in New Zealand.

ASB and Kiwibank among retail banks in New Zealand, by month

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

View monthly share of searches table
MonthASBKiwibank
Nov 202519.6%17.5%
Dec 202519.6%17.5%
Jan 202620.4%14.9%
Feb 202622.5%16.4%
Mar 202620.4%14.6%
Apr 202619.7%17.6%
May 202620.2%14.8%
Jun 202620.1%14.6%
Jul 202622.3%16.3%
Aug 202621.6%15.8%
Sep 202622.6%16.5%
Oct 2026——

How has branded search for ASB and Kiwibank changed in New Zealand over the last 12 months?

3 findings
  • ASB was ahead of Kiwibank in every measured month of the 11 months ending September 2026.
  • Across the 11 months ending September 2026, ASB’s share of searches among retail banks in New Zealand moved from 19.6% to 22.6%, and its estimated monthly branded searches moved from 512K to 513K.
  • Across the 11 months ending September 2026, Kiwibank’s share of searches among retail banks in New Zealand moved from 17.5% to 16.5%, and its estimated monthly branded searches moved from 456K to 374K.

How did search popularity change for New Zealand retail banks in September 2026?

2 changes

  1. In September 2026, ASB gained share of searches among retail banks in New Zealand, from 21.6% to 22.6%.

  2. In September 2026, Kiwibank gained share of searches among retail banks in New Zealand, from 15.8% to 16.5%.

How are ASB’s and Kiwibank’s branded searches counted?

23 search terms

Brandwave collects information about searches that people make online using ASB’s and Kiwibank’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

12 branded search terms

  • asb
  • ASB Bank
  • asb banking
  • asb credit card
  • asb home loan
  • asb home loans
  • asb kiwisaver
  • asb mortgage
  • asb mortgages
  • asb personal loan
  • asb savings
  • asb term deposit

Kiwibank

11 branded search terms

  • Kiwibank
  • kiwibank banking
  • kiwibank credit card
  • kiwibank home loan
  • kiwibank home loans
  • kiwibank kiwisaver
  • kiwibank mortgage
  • kiwibank mortgages
  • kiwibank personal loan
  • kiwibank savings
  • kiwibank term deposit

How the Brand Demand Index is measured

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