--- title: "ASB vs Milford: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, ASB or Milford? Compare estimated monthly branded-search demand and Share of Search inside the KiwiSaver 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-milford" publisher: "Brandwave" --- # ASB vs Milford: Which is more popular by branded search in New Zealand? Which is more popular in search, ASB or Milford? Compare estimated monthly branded-search demand and Share of Search inside the KiwiSaver 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 Milford - **Competitive set**: KiwiSaver providers - **Market**: New Zealand - **Month measured**: Aug 2026 - **ASB Share of Search**: 24.9% - **Milford Share of Search**: 1.6% ## Which is more popular in search, ASB or Milford? - In August 2026, ASB had more branded searches than Milford among KiwiSaver providers in New Zealand. ASB was estimated to have 512K branded searches compared to Milford’s 32.5K, and held a 24.9% Share of Search versus Milford’s 1.6%. - ASB was ahead of Milford 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 KiwiSaver providers in New Zealand moved from 21.2% to 24.9%, and its estimated monthly branded searches moved from 516K to 512K. - Across the 11 months ending August 2026, Milford’s estimated Share of Search among KiwiSaver providers in New Zealand moved from 1.9% to 1.6%, and its estimated monthly branded searches moved from 45.7K to 32.5K. ## How did search popularity change for New Zealand KiwiSaver providers in August 2026? - In August 2026, ASB lost estimated Share of Search among KiwiSaver providers in New Zealand, from 26% to 24.9%. - Estimated monthly branded searches for Milford in New Zealand fell 29% over 11 measured months, from 45.7K to 32.5K in August 2026. ## Month by month | Month | ASB estimated searches | ASB Share of Search | ASB rank | Milford estimated searches | Milford Share of Search | Milford rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 516K | 21.2% | 2 | 45.7K | 1.9% | 6 | | Nov 2025 | 514K | 23.1% | 2 | 37.4K | 1.7% | 6 | | Dec 2025 | 512K | 23.5% | 2 | 28.3K | 1.3% | 6 | | Jan 2026 | 513K | 23.2% | 2 | 36.3K | 1.6% | 6 | | Feb 2026 | 512K | 26.1% | 2 | 31.2K | 1.6% | 6 | | Mar 2026 | 525K | 23.2% | 2 | 32.6K | 1.4% | 6 | | Apr 2026 | 513K | 23.3% | 2 | 30.4K | 1.4% | 6 | | May 2026 | 513K | 22.9% | 2 | 36.9K | 1.7% | 6 | | Jun 2026 | 514K | 23% | 2 | 36.6K | 1.6% | 6 | | Jul 2026 | 512K | 26% | 2 | 31.9K | 1.6% | 6 | | Aug 2026 | 512K | 24.9% | 2 | 32.5K | 1.6% | 6 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using ASB’s and Milford’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. - **Milford**: Measured on the search terms “kiwisaver milford”, “milford active growth”, “milford active growth kiwisaver”, “milford asset”, “milford asset kiwisaver”, “milford asset management”, “milford asset management app”, “milford asset management fees”, “milford asset management funds”, “milford asset management kiwisaver”, “milford asset management near me”, “milford asset management nz”, “milford asset management portal”, “milford asset management review”, “milford asset management unit prices”, “milford asset mgmt”, “milford assets kiwisaver”, “milford funds”, “milford funds kiwisaver”, “milford funds limited”, “milford investment”, “milford investment funds”, “milford investment kiwisaver”, “milford investments”, “milford kiwisaver”, “milford kiwisaver active growth fund”, “milford kiwisaver aggressive fund”, “milford kiwisaver nz”, “milford kiwisaver plan”, “milford managed funds” and “www milford asset management”, summed into one figure. - [ASB profile](/demand/nz/brands/asb) - [Milford profile](/demand/nz/brands/milford) - [All KiwiSaver providers in New Zealand](/demand/nz/categories/nz-kiwisaver-providers): The set both shares are measured inside, 14 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 Milford? In August 2026, ASB had more branded searches than Milford among KiwiSaver providers in New Zealand. ASB was estimated to have 512K branded searches compared to Milford’s 32.5K, and held a 24.9% Share of Search versus Milford’s 1.6%. ## Cite this page Brandwave. "ASB vs Milford: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/asb-vs-milford This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/asb-vs-milford. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.