Cove Insurance vs Initio Insurance:Which is more popular by branded search in New Zealand?
In August 2026, Cove Insurance had more branded searches than Initio Insurance among car and home insurers in New Zealand. Cove Insurance was estimated to have 7.7K branded searches compared to Initio Insurance’s 2.2K, and held a 2.3% Share of Search versus Initio Insurance’s 0.67%.
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Which is more popular in search, Cove Insurance or Initio Insurance?
Compare insurers selling car, home, and contents cover to New Zealand households, 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 Cove Insurance, Initio Insurance. The figures are in the table below the chart.
View monthly share of search table
| Month | AA Insurance | AMI Insurance | Tower Insurance | State Insurance | FMG Insurance | Vero Insurance | Cove Insurance | Trade Me Insurance | Star Insure | Initio Insurance |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.8% | 21.3% | 15.9% | 15.3% | 3.5% | 2.8% | 2% | 2.2% | 1.4% | 0.7% |
| Nov 2025 | 34.3% | 20.6% | 18.2% | 14.7% | 3.3% | 2.7% | 1.9% | 2.1% | 1.4% | 0.68% |
| Dec 2025 | 34.3% | 21% | 18.5% | 15% | 2.8% | 2.7% | 1.9% | 1.8% | 1.4% | 0.61% |
| Jan 2026 | 37.1% | 18.6% | 16.2% | 16.1% | 3.6% | 2.4% | 2.1% | 1.9% | 1.2% | 0.62% |
| Feb 2026 | 37.9% | 19.2% | 16.9% | 13.7% | 3.7% | 2.5% | 2.2% | 1.7% | 1.4% | 0.78% |
| Mar 2026 | 35.1% | 21.4% | 16% | 15.4% | 3.4% | 2.7% | 2% | 1.8% | 1.4% | 0.74% |
| Apr 2026 | 33.7% | 20.6% | 18.4% | 14.7% | 3.3% | 3.1% | 2.3% | 1.8% | 1.3% | 0.86% |
| May 2026 | 33.9% | 20.6% | 18.2% | 14.9% | 3.3% | 2.6% | 2.3% | 1.8% | 1.5% | 0.86% |
| Jun 2026 | 34.1% | 20.4% | 17.9% | 15% | 3.9% | 2.5% | 2.3% | 1.8% | 1.3% | 0.84% |
| Jul 2026 | 34.5% | 20.6% | 18.2% | 14.8% | 3.3% | 2.5% | 2.4% | 1.8% | 1.3% | 0.67% |
| Aug 2026 | 34% | 20.7% | 18.6% | 14.9% | 3.2% | 2.5% | 2.3% | 1.8% | 1.3% | 0.67% |
| Sep 2026 | — | — | — | — | — | — | — | — | — | — |
How has the Cove Insurance and Initio Insurance comparison changed over the last 12 months?
3 findings
- Cove Insurance was ahead of Initio Insurance in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Cove Insurance’s estimated Share of Search among car and home insurers in New Zealand moved from 2% to 2.3%, and its estimated monthly branded searches moved from 6.3K to 7.7K.
- Across the 11 months ending August 2026, Initio Insurance’s estimated Share of Search among car and home insurers in New Zealand moved from 0.7% to 0.67%, and its estimated monthly branded searches held steady at 2.2K.
How did search popularity change for New Zealand car and home insurers in August 2026?
1 change
Estimated monthly branded searches for Cove Insurance in New Zealand rose 21.1% over 11 measured months, from 6.3K to 7.7K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Cove Insurance’s and Initio Insurance’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.
Cove Insurance
10 branded search terms
- cove car insurance
- cove car insurance nz
- cove home insurance
- Cove Insurance
- cove insurance car
- cove insurance near me
- cove insurance new zealand
- cove insurance nz
- cove insurance reviews
- coveinsurance
Initio Insurance
7 branded search terms
- initio car insurance
- initio contents insurance
- initio home insurance
- initio house insurance
- Initio Insurance
- initio insurance nz
- initio landlord insurance
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.