Contra vs Toptal:Which is more popular in New Zealand?
In October 2026, Toptal had more branded searches than Contra among freelance marketplaces in New Zealand. Toptal had about 120 branded searches, while Contra had 10. Toptal made up 1.3% of all freelance marketplace searches we track, and Contra accounted for 0.11%. When we asked ChatGPT and Google AI Overviews about freelance marketplaces, Contra and Toptal each appeared in two of the five answers. Contra was mentioned before Toptal in two out of three answers that named either.
Who do people search for more?
Toptal, about 12 searches for every 1 for Contra
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Contra, named ahead of Toptal in 2 of 3 answers
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Top freelance marketplaces in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Contra was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Toptal was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Contra was listed before Toptal in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Upwork1st
Fiverr2nd- Contra3rd
Zealancer4th- Toptal5th
Freelancer5th
99designs7th
DesignCrowd–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Upwork5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Fiverr4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Toptal2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- 99designs2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Freelancer2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Contra2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Zealancer2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- DesignCrowd0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about freelance marketplaces
5 answers
Asked ChatGPT
“Which freelance marketplace should I use in New Zealand?”
Asked ChatGPT
“What are the best freelance marketplaces in New Zealand?”
Asked ChatGPT
“What's the best freelance marketplace in New Zealand for a small business hiring contractors?”
Searched Google, AI Overview
“best freelance marketplace”
Searched Google, AI Overview
“hire contractors online”
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 Contra or Toptal more popular in search?
This chart shows how often people search Google for Contra and Toptal by name. Each line represents a brand's share of searches for all eight freelance marketplaces we track, month by month, from searches in New Zealand.
Share of searches by month for Toptal, Contra. The figures are in the table below the chart.
View monthly share of searches table
| Month | Fiverr | Upwork | Toptal | 99designs | DesignCrowd | Freelancer | Contra | Zealancer |
|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 61.9% | 34.8% | 1.4% | 0.53% | 0.38% | 0.53% | 0.08% | 0.3% |
| Dec 2025 | 62.3% | 34.8% | 1.4% | 0.61% | 0.38% | 0.38% | 0.08% | 0.15% |
| Jan 2026 | 57.6% | 39.2% | 1.5% | 0.35% | 0.49% | 0.63% | 0.07% | 0.21% |
| Feb 2026 | 62% | 35.6% | 1.1% | 0.38% | 0.38% | 0.38% | 0.08% | 0.15% |
| Mar 2026 | 55.3% | 41.5% | 1.5% | 0.67% | 0.47% | 0.34% | 0.07% | 0.2% |
| Apr 2026 | 56.6% | 41% | 1.2% | 0.34% | 0.34% | 0.27% | 0.07% | 0.21% |
| May 2026 | 59.9% | 37.5% | 1.2% | 0.51% | 0.29% | 0.37% | 0.07% | 0.15% |
| Jun 2026 | 60.7% | 36.4% | 1.1% | 0.52% | 0.52% | 0.52% | 0.07% | 0.07% |
| Jul 2026 | 56.3% | 40.9% | 1.2% | 0.42% | 0.42% | 0.59% | 0.08% | 0.08% |
| Aug 2026 | 56.4% | 40.6% | 1.5% | 0.59% | 0.42% | 0.25% | 0.08% | 0.17% |
| Sep 2026 | 57.4% | 40.2% | 1% | 0.52% | 0.43% | 0.17% | 0.09% | 0.17% |
| Oct 2026 | 57.9% | 39.7% | 1.3% | 0.43% | 0.32% | 0.21% | 0.11% | 0.11% |
How has branded search for Contra and Toptal changed in New Zealand over the last 12 months?
3 findings
- Toptal was ahead of Contra in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Contra’s share of searches among freelance marketplaces in New Zealand moved from 0.08% to 0.11%, and its estimated monthly branded searches held steady at 10.
- Across the 12 months ending October 2026, Toptal’s share of searches among freelance marketplaces in New Zealand moved from 1.4% to 1.3%, and its estimated monthly branded searches moved from 190 to 120.
How did search popularity change for New Zealand freelance marketplaces in October 2026?
2 changes
In October 2026, Contra rose from 8th to 7th among freelance marketplaces in New Zealand.
Estimated monthly branded searches for Toptal in New Zealand fell 36.8% over 12 measured months, from 190 to 120 in October 2026.
How are Contra’s and Toptal’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Contra’s and Toptal’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.
Other head-to-heads among freelance marketplaces
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