Deputy vs Smartly:Which is more popular by branded search in New Zealand?
In August 2026, Smartly had more branded searches than Deputy among payroll and rostering software in New Zealand. Smartly was estimated to have 4.9K branded searches compared to Deputy’s 220, and held a 6.8% Share of Search versus Deputy’s 0.31%.
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Which is more popular in search, Deputy or Smartly?
Compare payroll, timesheet, and rostering software used by New Zealand employers, 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 Smartly, Deputy. The figures are in the table below the chart.
View monthly share of search table
| Month | PayHero | iPayroll | Employment Hero | Smartly | PaySauce | Thankyou Payroll | IMS Payroll | Ace Payroll | Deputy | Tanda |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.7% | 33.1% | 13.2% | 6% | 5.9% | 5.7% | 0.37% | 0.48% | 0.57% | 0.11% |
| Nov 2025 | 34% | 32.3% | 13% | 7.1% | 5.7% | 6.7% | 0.45% | 0.4% | 0.37% | 0.12% |
| Dec 2025 | 30.5% | 35.7% | 11.7% | 7.3% | 6.3% | 7.4% | 0.4% | 0.35% | 0.29% | 0.08% |
| Jan 2026 | 33.3% | 33% | 13% | 7.1% | 5.7% | 6.5% | 0.42% | 0.39% | 0.47% | 0.09% |
| Feb 2026 | 33% | 31.7% | 12.9% | 7.8% | 6.8% | 6.5% | 0.43% | 0.38% | 0.48% | 0.13% |
| Mar 2026 | 30.6% | 33.3% | 13.5% | 7.9% | 5.9% | 6.9% | 0.57% | 0.55% | 0.65% | 0.15% |
| Apr 2026 | 33% | 32% | 12.6% | 7.5% | 5.5% | 7.8% | 0.52% | 0.42% | 0.44% | 0.16% |
| May 2026 | 32.7% | 30.6% | 15.1% | 7.4% | 6.5% | 6.3% | 0.39% | 0.35% | 0.41% | 0.2% |
| Jun 2026 | 30.1% | 33.6% | 13.5% | 7.6% | 7.2% | 6.9% | 0.3% | 0.26% | 0.39% | 0.14% |
| Jul 2026 | 32.6% | 30.5% | 15% | 6.7% | 6.5% | 7.6% | 0.34% | 0.29% | 0.31% | 0.14% |
| Aug 2026 | 33.8% | 30.4% | 15.2% | 6.8% | 6.4% | 6.2% | 0.42% | 0.36% | 0.31% | 0.21% |
| Sep 2026 | — | — | — | — | — | — | — | — | — | — |
How has the Deputy and Smartly comparison changed over the last 12 months?
3 findings
- Smartly was ahead of Deputy in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Deputy’s estimated Share of Search among payroll and rostering software in New Zealand moved from 0.57% to 0.31%, and its estimated monthly branded searches moved from 460 to 220.
- Across the 11 months ending August 2026, Smartly’s estimated Share of Search among payroll and rostering software in New Zealand moved from 6% to 6.8%, and its estimated monthly branded searches moved from 4.8K to 4.9K.
How did search popularity change for New Zealand payroll and rostering software in August 2026?
2 changes
In August 2026, Smartly rose from 5th to 4th among payroll and rostering software in New Zealand.
In August 2026, Deputy fell from 8th to 9th among payroll and rostering software in New Zealand.
How each brand is measured
Brandwave collects information about searches that people make online using Deputy’s and Smartly’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.
Deputy
9 branded search terms
- deputy app
- deputy nz
- deputy payroll
- deputy pricing
- deputy roster
- deputy rostering
- deputy rostering app
- deputy scheduling
- deputy software
Smartly
8 branded search terms
- Smart Payroll
- smart payroll nz
- smartly app
- smartly nz
- Smartly payroll
- smartly payroll app
- smartly payroll nz
- smartly pricing
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