Brandwave

Direct Capital vs Pencarrow Private Equity:Which is more popular in New Zealand?

In October 2026, Direct Capital had more branded searches than Pencarrow Private Equity among private equity firms in New Zealand. Direct Capital had about 320 branded searches, while Pencarrow Private Equity had 260. Direct Capital made up 8.9% of all private equity firm searches we track, and Pencarrow Private Equity accounted for 7.2%. When we asked ChatGPT and Google AI Overviews about private equity firms, Direct Capital appeared in four of the five answers and Pencarrow Private Equity in three. Direct Capital was mentioned before Pencarrow Private Equity in every answer that named either.

Among private equity firms in New Zealand in October 2026

Who do people search for more?

Direct Capital, about 23% more searches than Pencarrow Private Equity

Direct Capital 320 searchesPencarrow Private Equity 260 searches

Who does AI mention more?

Direct Capital, mentioned in 4 of 5 answers, Pencarrow Private Equity in 3

Direct Capital in 4 of 5Pencarrow Private Equity in 3 of 5

Who does AI recommend more?

Direct Capital, named ahead of Pencarrow Private Equity in 4 of 4 answers

Direct Capital first in 4Pencarrow Private Equity never first

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Top private equity firms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Direct Capital was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Pencarrow Private Equity was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Direct Capital was listed before Pencarrow Private Equity in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Direct Capital1st
  2. Waterman Capital2nd
  3. Pencarrow Private Equity3rd
  4. Pioneer Capital4th
  5. Castlerock5th
  6. Adamantem Capital–
  7. Anchorage Capital Partners–
  8. Maui Capital–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Direct Capital4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pioneer Capital4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Waterman Capital3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pencarrow Private Equity3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Castlerock2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Adamantem Capital0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Anchorage Capital Partners0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Maui Capital0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about private equity firms

5 answers

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 Direct Capital or Pencarrow Private Equity more popular in search?

This chart shows how often people search Google for Direct Capital and Pencarrow Private Equity by name. Each line represents a brand's share of searches for all eight private equity firms we track, month by month, from searches in New Zealand.

Direct Capital and Pencarrow Private Equity among private equity firms in New Zealand, by month

Share of searches by month for Direct Capital, Pencarrow Private Equity. The figures are in the table below the chart.

View monthly share of searches table
MonthCastlerockWaterman CapitalDirect CapitalPioneer CapitalPencarrow Private EquityAdamantem CapitalAnchorage Capital PartnersMaui Capital
Nov 202558.4%9.5%11.7%9.5%6.3%1.7%1.7%1.2%
Dec 202570.3%5.1%11.5%5.1%2.7%3.3%1.2%0.78%
Jan 202671.8%6.4%6.4%6.4%4.2%1.7%1.7%1.2%
Feb 202660%9.8%9.8%8%6.5%2.3%2.5%1.3%
Mar 202650.1%12.7%10.3%10.3%8.4%3.7%2.1%2.4%
Apr 202660.2%8%8%8%6.5%5.3%2.3%1.8%
May 202653.5%11%11%11%7.3%2.5%2.3%1.4%
Jun 202654.4%11.2%11.2%9.2%7.4%3.2%2%1.4%
Jul 202655.9%7.6%11.5%11.5%6.2%2.1%3.8%1.5%
Aug 202657.1%11.4%9.3%11.4%6.2%0.95%1.9%1.7%
Sep 202653.1%8.9%16.5%10.9%5.9%0.84%2.5%1.4%
Oct 202652.8%16.4%8.9%8.9%7.2%2.5%2.2%1.1%

How has branded search for Direct Capital and Pencarrow Private Equity changed in New Zealand over the last 12 months?

3 findings

How did search popularity change for New Zealand private equity firms in October 2026?

3 changes

  1. In October 2026, Waterman Capital overtook Direct Capital and Pioneer Capital to rank 2nd among private equity firms in New Zealand, with 16.4% of the searches.

  2. In October 2026, Pencarrow Private Equity gained share of searches among private equity firms in New Zealand, from 5.9% to 7.2%.

  3. In October 2026, Direct Capital lost share of searches among private equity firms in New Zealand, from 16.5% to 8.9%.

How are Direct Capital’s and Pencarrow Private Equity’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Direct Capital’s and Pencarrow Private Equity’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.

Direct Capital

1 branded search term

  • direct capital

Pencarrow Private Equity

1 branded search term

  • pencarrow private equity

How the Brand Demand Index is measured

Other head-to-heads among private equity firms

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