--- title: "First AML vs Sumsub: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, First AML or Sumsub? Compare estimated monthly branded-search demand and Share of Search inside the AML and identity verification software 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/first-aml-vs-sumsub" publisher: "Brandwave" --- # First AML vs Sumsub: Which is more popular by branded search in New Zealand? Which is more popular in search, First AML or Sumsub? Compare estimated monthly branded-search demand and Share of Search inside the AML and identity verification software 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**: First AML and Sumsub - **Competitive set**: AML and identity verification software - **Market**: New Zealand - **Month measured**: Aug 2026 - **First AML Share of Search**: 56.8% - **Sumsub Share of Search**: 5.4% ## Which is more popular in search, First AML or Sumsub? - In August 2026, First AML had more branded searches than Sumsub among AML and identity verification software in New Zealand. First AML was estimated to have 1.7K branded searches compared to Sumsub’s 160, and held a 56.8% Share of Search versus Sumsub’s 5.4%. - First AML was ahead of Sumsub in every measured month of the 11 months ending August 2026. - Across the 11 months ending August 2026, First AML’s estimated Share of Search among AML and identity verification software in New Zealand moved from 57.9% to 56.8%, and its estimated monthly branded searches moved from 1.9K to 1.7K. - Across the 11 months ending August 2026, Sumsub’s estimated Share of Search among AML and identity verification software in New Zealand moved from 5.9% to 5.4%, and its estimated monthly branded searches moved from 200 to 160. ## How did search popularity change for New Zealand AML and identity verification software in August 2026? - In August 2026, Sumsub gained estimated Share of Search among AML and identity verification software in New Zealand, from 4.8% to 5.4%. - In August 2026, First AML lost estimated Share of Search among AML and identity verification software in New Zealand, from 61.6% to 56.8%. ## Month by month | Month | First AML estimated searches | First AML Share of Search | First AML rank | Sumsub estimated searches | Sumsub Share of Search | Sumsub rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.9K | 57.9% | 1 | 200 | 5.9% | 3 | | Nov 2025 | 1.6K | 56.6% | 1 | 160 | 5.5% | 4 | | Dec 2025 | 1.3K | 56.4% | 1 | 170 | 7.2% | 3 | | Jan 2026 | 1.4K | 55.5% | 1 | 160 | 6.5% | 4 | | Feb 2026 | 2K | 61.7% | 1 | 140 | 4.4% | 4 | | Mar 2026 | 2K | 59.6% | 1 | 170 | 5.1% | 4 | | Apr 2026 | 2K | 62.9% | 1 | 120 | 3.8% | 4 | | May 2026 | 1.7K | 60.4% | 1 | 180 | 6.5% | 3 | | Jun 2026 | 1.7K | 56.6% | 1 | 200 | 6.7% | 3 | | Jul 2026 | 1.7K | 61.6% | 1 | 130 | 4.8% | 4 | | Aug 2026 | 1.7K | 56.8% | 1 | 160 | 5.4% | 4 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using First AML’s and Sumsub’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. - **First AML**: Measured on the search terms “first aml”, “first aml new zealand”, “first aml nz”, “firstaml”, “firstaml com” and “firstaml nz”, summed into one figure. - **Sumsub**: Measured on the search terms “sumsub”, “sumsub aml”, “sumsub com”, “sumsub id verification”, “sumsub kyc” and “sumsub near me”, summed into one figure. - [First AML profile](/demand/nz/brands/first-aml) - [Sumsub profile](/demand/nz/brands/sumsub) - [All AML and identity verification software in New Zealand](/demand/nz/categories/nz-aml-compliance-software): The set both shares are measured inside, 4 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, First AML or Sumsub? In August 2026, First AML had more branded searches than Sumsub among AML and identity verification software in New Zealand. First AML was estimated to have 1.7K branded searches compared to Sumsub’s 160, and held a 56.8% Share of Search versus Sumsub’s 5.4%. ## Cite this page Brandwave. "First AML vs Sumsub: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/first-aml-vs-sumsub This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/first-aml-vs-sumsub. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.