--- title: "Crombie Lockwood vs PIC Insurance Brokers: Which is more popular in New Zealand?" description: "Is Crombie Lockwood or PIC Insurance Brokers more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Insurance brokers set 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." canonical: "https://gobrandwave.com/demand/nz/compare/crombie-lockwood-vs-pic-insurance-brokers" publisher: "Brandwave" --- # Crombie Lockwood vs PIC Insurance Brokers: Which is more popular in New Zealand? Is Crombie Lockwood or PIC Insurance Brokers more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Insurance brokers set 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. ## Key facts - **Compared**: Crombie Lockwood and PIC Insurance Brokers - **Competitive set**: Insurance brokers - **Market**: New Zealand - **Month measured**: Oct 2026 - **Crombie Lockwood Share of Search**: 10.9% - **PIC Insurance Brokers Share of Search**: 17% ## Is Crombie Lockwood or PIC Insurance Brokers more popular in search? - In October 2026, PIC Insurance Brokers had more branded searches than Crombie Lockwood among insurance brokers in New Zealand. PIC Insurance Brokers had about 720 branded searches, while Crombie Lockwood had 460. PIC Insurance Brokers made up 17% of all insurance broker searches we track, and Crombie Lockwood accounted for 10.9%. - The lead changed hands once in the 12 months ending October 2026: PIC Insurance Brokers took it in February 2026. - Across the 12 months ending October 2026, Crombie Lockwood’s share of searches among insurance brokers in New Zealand moved from 14.9% to 10.9%, and its estimated monthly branded searches moved from 760 to 460. - Across the 12 months ending October 2026, PIC Insurance Brokers’ share of searches among insurance brokers in New Zealand moved from 11.6% to 17%, and its estimated monthly branded searches moved from 590 to 720. ## Top insurance brokers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, PIC Insurance Brokers was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Crombie Lockwood did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Rothbury | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Aon | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | PIC Insurance Brokers | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Gallagher Insurance | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Marsh | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | NZbrokers | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Insurance Advisernet | 7th | 0 of 3 | 2 of 2 | 2 of 5 | | Crombie Lockwood | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about insurance brokers - Asked ChatGPT "Which insurance broker should I use in New Zealand?": 1. Rothbury - Asked ChatGPT "What are the best insurance brokers in New Zealand?": 1. Rothbury, 2. Aon, 3. Marsh, 4. PIC Insurance Brokers, 5. NZbrokers - Asked ChatGPT "What's the best insurance broker in New Zealand for business cover?": 1. Rothbury, 2. PIC Insurance Brokers, 3. Aon - Searched Google, AI Overview "insurance brokers nz": 1. Rothbury, 2. Gallagher Insurance, 3. Insurance Advisernet, 4. NZbrokers, 5. Aon, 6. Marsh - Searched Google, AI Overview "house insurance broker": 1. Insurance Advisernet Not named in any answer: Crombie Lockwood. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand insurance brokers in October 2026? - In October 2026, PIC Insurance Brokers overtook Marsh to rank 3rd among insurance brokers in New Zealand, with 17% of the searches. - In October 2026, Crombie Lockwood gained share of searches among insurance brokers in New Zealand, from 9.5% to 10.9%. ## How has branded search for Crombie Lockwood and PIC Insurance Brokers changed in New Zealand over the last 12 months? | Month | Crombie Lockwood estimated searches | Crombie Lockwood Share of Search | Crombie Lockwood rank | PIC Insurance Brokers estimated searches | PIC Insurance Brokers Share of Search | PIC Insurance Brokers rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 760 | 14.9% | 3 | 590 | 11.6% | 4 | | Dec 2025 | 530 | 14.2% | 3 | 390 | 10.5% | 4 | | Jan 2026 | 650 | 13.1% | 3 | 480 | 9.7% | 4 | | Feb 2026 | 650 | 13.1% | 4 | 720 | 14.5% | 3 | | Mar 2026 | 690 | 12.1% | 4 | 720 | 12.7% | 3 | | Apr 2026 | 650 | 13.2% | 4 | 720 | 14.6% | 3 | | May 2026 | 560 | 11.3% | 4 | 720 | 14.5% | 3 | | Jun 2026 | 560 | 11.4% | 5 | 590 | 12% | 3 | | Jul 2026 | 560 | 10.9% | 4 | 590 | 11.5% | 3 | | Aug 2026 | 490 | 9.5% | 4 | 720 | 14% | 3 | | Sep 2026 | 460 | 9.5% | 5 | 590 | 12.1% | 4 | | Oct 2026 | 460 | 10.9% | 5 | 720 | 17% | 3 | ## How are Crombie Lockwood’s and PIC Insurance Brokers’ branded searches counted? Brandwave collects information about searches that people make online using Crombie Lockwood’s and PIC Insurance Brokers’ 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. - **Crombie Lockwood**: Measured on the search terms “crombie lockwood”, “crombie lockwood insurance” and “crombielockwood”, summed into one figure. - **PIC Insurance Brokers**: Measured on the search term “pic insurance brokers”. - [Crombie Lockwood profile](/demand/nz/brands/crombie-lockwood) - [PIC Insurance Brokers profile](/demand/nz/brands/pic-insurance-brokers) - [All insurance brokers in New Zealand](/demand/nz/categories/nz-insurance-brokers): The set both shares are measured inside, 8 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Crombie Lockwood or PIC Insurance Brokers more popular in search? In October 2026, PIC Insurance Brokers had more branded searches than Crombie Lockwood among insurance brokers in New Zealand. PIC Insurance Brokers had about 720 branded searches, while Crombie Lockwood had 460. PIC Insurance Brokers made up 17% of all insurance broker searches we track, and Crombie Lockwood accounted for 10.9%. ## Cite this page Brandwave. "Crombie Lockwood vs PIC Insurance Brokers: Which is more popular in New Zealand?". https://gobrandwave.com/demand/nz/compare/crombie-lockwood-vs-pic-insurance-brokers This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/crombie-lockwood-vs-pic-insurance-brokers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.