Brandwave

Gee & Hickton vs Guardian Funeral Home:Which is more popular?

In September 2026, Gee & Hickton had more branded searches than Guardian Funeral Home among Wellington funeral directors in New Zealand. Gee & Hickton had about 320 branded searches, while Guardian Funeral Home had 70. Gee & Hickton made up 14.4% of all Wellington funeral director searches we track, and Guardian Funeral Home accounted for 3.2%. When we asked ChatGPT and Google AI Overviews about Wellington funeral directors, Guardian Funeral Home appeared in two of the three answers and Gee & Hickton in none.

Among Wellington funeral directors in New Zealand in September 2026

Who do people search for more?

Gee & Hickton, about 5 searches for every 1 for Guardian Funeral Home

Gee & Hickton 320 searchesGuardian Funeral Home 70 searches

Who does AI mention more?

Guardian Funeral Home, mentioned in 2 of 3 answers, Gee & Hickton in 0

Guardian Funeral Home in 2 of 3Gee & Hickton in 0 of 3

Who does AI recommend more?

Guardian Funeral Home, the only one of the two named

Guardian Funeral Home first in 2Gee & Hickton never named

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Top Wellington funeral directors in ChatGPT and Google AI Overviews

In three ChatGPT questions, Guardian Funeral Home was mentioned in two out of three: in two of the three ChatGPT answers. Gee & Hickton did not appear in any of the three answers.

Most recommended by AI

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

  1. Wellington City Funerals1st
  2. The Wilson Funeral Home2nd
  3. Lychgate Funerals3rd
  4. Harbour City Funeral Home4th
  5. Guardian Funeral Home5th
  6. Gee & Hickton–

Mentioned by AI

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

See every answer about Wellington funeral directors

3 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 Gee & Hickton or Guardian Funeral Home more popular in search?

This chart shows how often people search Google for Gee & Hickton and Guardian Funeral Home by name. Each line represents a brand's share of searches for all six Wellington funeral directors we track, month by month, from searches in New Zealand.

Gee & Hickton and Guardian Funeral Home among Wellington funeral directors in New Zealand, by month

Share of searches by month for Gee & Hickton, Guardian Funeral Home. The figures are in the table below the chart.

View monthly share of searches table
MonthHarbour City Funeral HomeGee & HicktonThe Wilson Funeral HomeWellington City FuneralsLychgate FuneralsGuardian Funeral Home
Oct 202542.9%23.2%12.5%0%18.8%2.7%
Nov 202544.9%15.9%13.1%0%24.3%1.9%
Dec 202545.3%19.8%10.4%0%19.8%4.7%
Jan 202634%12.1%7.8%22.7%21.3%2.1%
Feb 202631.8%11.3%13.9%17.2%23.2%2.6%
Mar 202640.1%14.3%14.3%6.1%22.4%2.7%
Apr 202645.7%20.2%5.4%8.5%17.8%2.3%
May 202648%17.3%4.7%14%14%2%
Jun 202655.2%14.4%5%7.7%13.8%3.9%
Jul 202654.7%19.9%10.6%3.1%9.9%1.9%
Aug 202653.5%11.2%17.1%9.1%7.5%1.6%
Sep 202658.6%14.4%9.5%7.7%6.8%3.2%

How has the Gee & Hickton and Guardian Funeral Home comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand Wellington funeral directors in September 2026?

2 changes

  1. In September 2026, Gee & Hickton overtook The Wilson Funeral Home to rank 2nd among Wellington funeral directors in New Zealand, with 14.4% of the searches.

  2. In September 2026, Guardian Funeral Home gained share of searches among Wellington funeral directors in New Zealand, from 1.6% to 3.2%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Gee & Hickton’s and Guardian Funeral Home’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.

Gee & Hickton

2 branded search terms

  • gee & hickton
  • gee hickton

Guardian Funeral Home

2 branded search terms

  • guardian funeral home
  • guardian funeral home wellington

How the Brand Demand Index is measured

Other head-to-heads among Wellington funeral directors

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