Footprint vs Perpetual Guardian:Which is more popular by branded search in New Zealand?
In August 2026, Perpetual Guardian had more branded searches than Footprint among will and estate services in New Zealand. Perpetual Guardian was estimated to have 2.7K branded searches compared to Footprint’s 440, and held a 25.5% Share of Search versus Footprint’s 4.2%.
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Which is more popular in search, Footprint or Perpetual Guardian?
Compare the will, trust and estate services New Zealanders plan with. 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 Perpetual Guardian, Footprint. The figures are in the table below the chart.
View monthly share of search table
| Month | Public Trust | Perpetual Guardian | Footprint |
|---|---|---|---|
| Oct 2025 | 89% | 9.9% | 1.1% |
| Nov 2025 | 71.4% | 25.7% | 2.9% |
| Dec 2025 | 75.8% | 22.3% | 1.9% |
| Jan 2026 | 71.9% | 24.5% | 3.6% |
| Feb 2026 | 70.7% | 26.1% | 3.2% |
| Mar 2026 | 70.8% | 25.5% | 3.7% |
| Apr 2026 | 80.4% | 17.1% | 2.5% |
| May 2026 | 71.1% | 25.3% | 3.6% |
| Jun 2026 | 71% | 25.2% | 3.8% |
| Jul 2026 | 67.4% | 28% | 4.5% |
| Aug 2026 | 70.3% | 25.5% | 4.2% |
| Sep 2026 | — | — | — |
How has the Footprint and Perpetual Guardian comparison changed over the last 12 months?
3 findings
- Perpetual Guardian was ahead of Footprint in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Footprint’s estimated Share of Search among will and estate services in New Zealand moved from 1.1% to 4.2%, and its estimated monthly branded searches moved from 310 to 440.
- Across the 11 months ending August 2026, Perpetual Guardian’s estimated Share of Search among will and estate services in New Zealand moved from 9.9% to 25.5%, and its estimated monthly branded searches held steady at 2.7K.
How did search popularity change for New Zealand will and estate services in August 2026?
2 changes
In August 2026, Perpetual Guardian lost estimated Share of Search among will and estate services in New Zealand, from 28% to 25.5%.
Estimated monthly branded searches for Footprint in New Zealand rose 41.9% over 11 measured months, from 310 to 440 in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Footprint’s and Perpetual Guardian’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.
Footprint
3 branded search terms
- footprint trust
- footprint will
- myfootprint
Perpetual Guardian
9 branded search terms
- perpetual guardian
- perpetual guardian grants
- perpetual guardian near me
- perpetual guardian new zealand
- perpetual guardian nz
- perpetual guardian trust
- perpetual guardian will
- perpetual guardian wills
- perpetualguardian
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.