ASB vs Simplicity:Which is more popular by branded search in New Zealand?
In August 2026, ASB had more branded searches than Simplicity among KiwiSaver providers in New Zealand. ASB was estimated to have 512K branded searches compared to Simplicity’s 21.1K, and held a 24.9% Share of Search versus Simplicity’s 1%.
Follow ASB vs Simplicity and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Which is more popular in search, ASB or Simplicity?
Compare KiwiSaver scheme providers and the fund managers behind them, using branded searches made 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.
Share of Search by month for ASB, Simplicity. The figures are in the table below the chart.
View monthly share of search table
| Month | ANZ | ASB | Westpac | BNZ | Fisher Funds | Milford | Kernel | Simplicity | Generate KiwiSaver | SuperLife | Booster | AMP | Mercer KiwiSaver | Juno KiwiSaver |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.1% | 21.2% | 19.3% | 6.6% | 3% | 1.9% | 0.84% | 1% | 0.84% | 0.59% | 0.25% | 0.19% | 0.15% | 0.04% |
| Nov 2025 | 39.8% | 23.1% | 21% | 7.2% | 3.3% | 1.7% | 0.76% | 1.1% | 0.91% | 0.51% | 0.27% | 0.2% | 0.16% | 0.03% |
| Dec 2025 | 40.5% | 23.5% | 21.4% | 7.1% | 2.7% | 1.3% | 0.74% | 0.87% | 0.76% | 0.43% | 0.22% | 0.17% | 0.14% | 0.03% |
| Jan 2026 | 39.6% | 23.2% | 21.1% | 7.1% | 3.3% | 1.6% | 0.94% | 1.1% | 0.93% | 0.51% | 0.27% | 0.21% | 0.16% | 0.03% |
| Feb 2026 | 36.9% | 26.1% | 19.6% | 7.9% | 3.7% | 1.6% | 0.85% | 1.2% | 0.86% | 0.47% | 0.31% | 0.2% | 0.19% | 0.03% |
| Mar 2026 | 39% | 23.2% | 20.7% | 8.3% | 3.2% | 1.4% | 0.85% | 1% | 1.1% | 0.48% | 0.33% | 0.24% | 0.16% | 0.04% |
| Apr 2026 | 39.7% | 23.3% | 21.2% | 7% | 3.3% | 1.4% | 0.98% | 1.1% | 0.91% | 0.49% | 0.27% | 0.2% | 0.17% | 0.03% |
| May 2026 | 39.4% | 22.9% | 20.9% | 7% | 3.3% | 1.7% | 1.4% | 1.1% | 1.1% | 0.5% | 0.33% | 0.25% | 0.2% | 0.03% |
| Jun 2026 | 39.6% | 23% | 20.8% | 6.9% | 3.3% | 1.6% | 1.4% | 1% | 1.1% | 0.51% | 0.33% | 0.24% | 0.2% | 0.02% |
| Jul 2026 | 37.3% | 26% | 19.5% | 7.8% | 3% | 1.6% | 1.5% | 1.1% | 1% | 0.48% | 0.31% | 0.23% | 0.19% | 0.02% |
| Aug 2026 | 35.6% | 24.9% | 22.7% | 7.4% | 2.9% | 1.6% | 1.5% | 1% | 1% | 0.54% | 0.3% | 0.22% | 0.18% | 0.03% |
| Sep 2026 | — | — | — | — | — | — | — | — | — | — | — | — | — | — |
How has the ASB and Simplicity comparison changed over the last 12 months?
3 findings
- ASB was ahead of Simplicity 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, Simplicity’s estimated Share of Search among KiwiSaver providers in New Zealand held steady at 1%, and its estimated monthly branded searches moved from 25.2K to 21.1K.
How did search popularity change for New Zealand KiwiSaver providers in August 2026?
2 changes
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 Simplicity in New Zealand fell 16.3% over 11 measured months, from 25.2K to 21.1K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using ASB’s and Simplicity’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
17 branded 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
- kiwisaver asb
Simplicity
16 branded search terms
- kiwisaver simplicity
- simplicity fund
- simplicity funds
- simplicity funds nz
- simplicity home loans
- simplicity investment
- simplicity investments
- simplicity investments nz
- simplicity kiwisaver
- simplicity kiwisaver fund
- simplicity kiwisaver funds
- simplicity kiwisaver nz
- simplicity kiwisaver scheme
- simplicity nz
- simplicity nz kiwisaver
- www simplicity kiwisaver
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.