Brandwave

Castlerock vs Direct Capital:Which is more popular in New Zealand?

In October 2026, Castlerock had more branded searches than Direct Capital among private equity firms in New Zealand. Castlerock had about 1,900 branded searches, while Direct Capital had 320. Castlerock made up 52.8% of all private equity firm searches we track, and Direct Capital accounted for 8.9%. When we asked ChatGPT and Google AI Overviews about private equity firms, Direct Capital appeared in four of the five answers and Castlerock in two. Direct Capital was mentioned before Castlerock in every answer that named either.

Among private equity firms in New Zealand in October 2026

Who do people search for more?

Castlerock, about 6 searches for every 1 for Direct Capital

Castlerock 1.9K searchesDirect Capital 320 searches

Who does AI mention more?

Direct Capital, mentioned in 4 of 5 answers, Castlerock in 2

Direct Capital in 4 of 5Castlerock in 2 of 5

Who does AI recommend more?

Direct Capital, named ahead of Castlerock in 4 of 4 answers

Direct Capital first in 4Castlerock never first

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Top private equity firms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Direct Capital was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Castlerock was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Direct Capital was listed before Castlerock in every answer that named either.

Most recommended by AI

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

  1. Direct Capital1st
  2. Waterman Capital2nd
  3. Pencarrow Private Equity3rd
  4. Pioneer Capital4th
  5. Castlerock5th
  6. Adamantem Capital–
  7. Anchorage Capital Partners–
  8. Maui Capital–

Mentioned by AI

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

  • Direct Capital4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pioneer Capital4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Waterman Capital3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pencarrow Private Equity3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Castlerock2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adamantem Capital0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Anchorage Capital Partners0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Maui Capital0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about private equity firms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Castlerock or Direct Capital more popular in search?

This chart shows how often people search Google for Castlerock and Direct Capital by name. Each line represents a brand's share of searches for all eight private equity firms we track, month by month, from searches in New Zealand.

Castlerock and Direct Capital among private equity firms in New Zealand, by month

Share of searches by month for Castlerock, Direct Capital. The figures are in the table below the chart.

View monthly share of searches table
MonthCastlerockWaterman CapitalDirect CapitalPioneer CapitalPencarrow Private EquityAdamantem CapitalAnchorage Capital PartnersMaui Capital
Nov 202558.4%9.5%11.7%9.5%6.3%1.7%1.7%1.2%
Dec 202570.3%5.1%11.5%5.1%2.7%3.3%1.2%0.78%
Jan 202671.8%6.4%6.4%6.4%4.2%1.7%1.7%1.2%
Feb 202660%9.8%9.8%8%6.5%2.3%2.5%1.3%
Mar 202650.1%12.7%10.3%10.3%8.4%3.7%2.1%2.4%
Apr 202660.2%8%8%8%6.5%5.3%2.3%1.8%
May 202653.5%11%11%11%7.3%2.5%2.3%1.4%
Jun 202654.4%11.2%11.2%9.2%7.4%3.2%2%1.4%
Jul 202655.9%7.6%11.5%11.5%6.2%2.1%3.8%1.5%
Aug 202657.1%11.4%9.3%11.4%6.2%0.95%1.9%1.7%
Sep 202653.1%8.9%16.5%10.9%5.9%0.84%2.5%1.4%
Oct 202652.8%16.4%8.9%8.9%7.2%2.5%2.2%1.1%

How has branded search for Castlerock and Direct Capital changed in New Zealand over the last 12 months?

3 findings

How did search popularity change for New Zealand private equity firms in October 2026?

3 changes

  1. In October 2026, Waterman Capital overtook Direct Capital and Pioneer Capital to rank 2nd among private equity firms in New Zealand, with 16.4% of the searches.

  2. In October 2026, Direct Capital lost share of searches among private equity firms in New Zealand, from 16.5% to 8.9%.

  3. Estimated monthly branded searches for Castlerock in New Zealand fell 20.8% over 12 measured months, from 2.4K to 1.9K in October 2026.

How are Castlerock’s and Direct Capital’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Castlerock’s and Direct Capital’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.

Castlerock

1 branded search term

  • castlerock

Direct Capital

1 branded search term

  • direct capital

How the Brand Demand Index is measured

Other head-to-heads among private equity firms

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