Brandwave

First Security vs Red Badge:Which is more popular?

In September 2026, First Security and Red Badge were level in searches among security companies in New Zealand, with an estimated 1.3K branded searches each, at 20% of the total each. When we asked ChatGPT and Google AI Overviews about security companies, First Security appeared in three of the four answers and Red Badge in two. First Security was mentioned before Red Badge in every answer.

Among security companies in New Zealand in September 2026

Who do people search for more?

First Security and Red Badge are searched for about as often as each other.

First Security 1.3K searchesRed Badge 1.3K searches

Who does AI mention more?

First Security, mentioned in 3 of 4 answers, Red Badge in 2

First Security in 3 of 4Red Badge in 2 of 4

Who does AI recommend more?

First Security, named ahead of Red Badge in every answer

First Security first in 3Red Badge never first

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Top security companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, First Security was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Red Badge was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. First Security was listed before Red Badge in every answer.

Most recommended by AI

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

  1. First Security1st
  2. Armourguard2nd
  3. Red Badge3rd
  4. Allied Security4th
  5. ADT5th
  6. Chubb Security–

Mentioned by AI

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

  • First Security3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Allied Security2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Armourguard2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Red Badge2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • ADT2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Chubb Security1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about security companies

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is First Security or Red Badge more popular in search?

This chart shows how often people search Google for First Security and Red Badge by name. Each line represents a brand's share of searches for all six security companies we track, month by month, from searches in New Zealand.

First Security and Red Badge among security companies in New Zealand, by month

Share of searches by month for First Security, Red Badge. The figures are in the table below the chart.

View monthly share of searches table
MonthAllied SecurityArmourguardFirst SecurityRed BadgeADTChubb Security
Oct 202522.3%26.1%18.1%18.1%9.9%5.4%
Nov 202522.3%25.8%13.9%22.3%10.2%5.4%
Dec 202526.9%25.6%16.8%16.8%8.4%5.4%
Jan 202623.9%27.7%14.9%19.4%9.3%4.8%
Feb 202615.5%28.4%15.5%20.2%13%7.4%
Mar 202616.9%25.3%16.9%20.9%13.7%6.3%
Apr 202619.5%21.9%19.5%19.5%15%4.8%
May 202619%20.8%23.3%19%12.2%5.7%
Jun 202620.6%24.5%20.6%15.8%12.3%6.2%
Jul 202622.5%26.4%17.3%17.3%11.1%5.5%
Aug 202624.4%21.8%19.8%19.8%9.4%4.9%
Sep 202624.6%21.8%20%20%7.7%6%

How has the First Security and Red Badge comparison changed over the last 12 months?

3 findings
  • The lead changed hands once in the 12 months ending September 2026: First Security took it in May 2026.
  • Across the 12 months ending September 2026, First Security’s share of searches among security companies in New Zealand moved from 18.1% to 20%, and its estimated monthly branded searches held steady at 1.3K.
  • Across the 12 months ending September 2026, Red Badge’s share of searches among security companies in New Zealand moved from 18.1% to 20%, and its estimated monthly branded searches held steady at 1.3K.

How did search popularity change for New Zealand security companies in September 2026?

1 change

  1. Red Badge’s share of searches among security companies in New Zealand has gained ground for 3 months in a row, from 15.8% to 20% in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using First Security’s and Red Badge’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 Security

2 branded search terms

  • first security
  • firstsecurity

Red Badge

1 branded search term

  • red badge

How the Brand Demand Index is measured

Other head-to-heads among security companies

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