Chubb vs First Fire Systems:Which is more popular?
In September 2026, Chubb had more branded searches than First Fire Systems among fire protection services in New Zealand. Chubb had about 390 branded searches, while First Fire Systems had 210. Chubb made up 11.4% of all fire protection service searches we track, and First Fire Systems accounted for 6.2%. When we asked ChatGPT and Google AI Overviews about fire protection services, Chubb appeared in three of the five answers and First Fire Systems in two. Chubb was mentioned before First Fire Systems in three out of four answers.
Who do people search for more?
Chubb, about 86% more searches than First Fire Systems
Who does AI mention more?
Chubb, mentioned in 3 of 5 answers, First Fire Systems in 2
Who does AI recommend more?
Chubb, named ahead of First Fire Systems in 3 of 4 answers
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Top fire protection services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Chubb was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. First Fire Systems was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Chubb was listed before First Fire Systems in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Wormald3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Chubb3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
First Fire Systems2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Zion Fire2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Fire Protection Compliance2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Life Safety Services2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Argus Fire1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Fire Security Services1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about fire protection services
5 answers
Asked ChatGPT
“Which fire protection company should I hire in New Zealand?”
Asked ChatGPT
“What are the best fire protection companies in New Zealand?”
Asked ChatGPT
“What's the best fire protection company in New Zealand for building compliance?”
Searched Google, AI Overview
“fire protection companies”
Searched Google, AI Overview
“fire protection services nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Chubb or First Fire Systems more popular in search?
This chart shows how often people search Google for Chubb and First Fire Systems by name. Each line represents a brand's share of searches for all eight fire protection services we track, month by month, from searches in New Zealand.
Share of searches by month for Chubb, First Fire Systems. The figures are in the table below the chart.
View monthly share of searches table
| Month | Argus Fire | Fire Security Services | Wormald | Chubb | First Fire Systems | Zion Fire | Fire Protection Compliance | Life Safety Services |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 41.1% | 18.7% | 15.2% | 12.7% | 4.4% | 3.5% | 2.8% | 1.6% |
| Nov 2025 | 42.6% | 15.7% | 15.7% | 12.8% | 5.6% | 3% | 3% | 1.6% |
| Dec 2025 | 38.6% | 17.1% | 14% | 14.5% | 4.8% | 6.1% | 3.1% | 1.8% |
| Jan 2026 | 37.9% | 18.2% | 18.2% | 12.5% | 5.3% | 4.2% | 2.7% | 1.1% |
| Feb 2026 | 34.8% | 16.7% | 16.7% | 16.7% | 7.3% | 3.8% | 2.4% | 1.4% |
| Mar 2026 | 37.5% | 17% | 17% | 13.8% | 6.1% | 4% | 2.6% | 2% |
| Apr 2026 | 31.6% | 18.7% | 18.7% | 10.4% | 5.4% | 10.1% | 2.8% | 2.2% |
| May 2026 | 31.6% | 18.7% | 18.7% | 12.7% | 5.4% | 8.2% | 3.5% | 1.3% |
| Jun 2026 | 27.5% | 19.8% | 19.8% | 11% | 4.7% | 13.2% | 1.9% | 1.9% |
| Jul 2026 | 30.6% | 18% | 22% | 9.8% | 4.3% | 9.8% | 2.8% | 2.8% |
| Aug 2026 | 29.4% | 21.2% | 21.2% | 9.7% | 6.2% | 7.6% | 3.2% | 1.5% |
| Sep 2026 | 29.3% | 21.1% | 21.1% | 11.4% | 6.2% | 6.2% | 2.6% | 2.1% |
How has the Chubb and First Fire Systems comparison changed over the last 12 months?
3 findings
- Chubb was ahead of First Fire Systems in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Chubb’s share of searches among fire protection services in New Zealand moved from 12.7% to 11.4%, and its estimated monthly branded searches moved from 400 to 390.
- Across the 12 months ending September 2026, First Fire Systems’ share of searches among fire protection services in New Zealand moved from 4.4% to 6.2%, and its estimated monthly branded searches moved from 140 to 210.
How did search popularity change for New Zealand fire protection services in September 2026?
2 changes
In September 2026, Chubb gained share of searches among fire protection services in New Zealand, from 9.7% to 11.4%.
In September 2026, First Fire Systems rose from 6th to 5th among fire protection services in New Zealand.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Chubb’s and First Fire Systems’ 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.
Chubb
2 branded search terms
- chubb fire
- chubb fire protection
First Fire Systems
1 branded search term
- first fire systems
Other head-to-heads among fire protection services
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