--- title: "Gee & Hickton vs Guardian Funeral Home: Which is searched more in New Zealand?" description: "Is Gee & Hickton or Guardian Funeral Home more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Wellington funeral directors 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/gee-and-hickton-vs-guardian-funeral-home" publisher: "Brandwave" --- # Gee & Hickton vs Guardian Funeral Home: Which is searched more in New Zealand? Is Gee & Hickton or Guardian Funeral Home more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Wellington funeral directors 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**: Gee & Hickton and Guardian Funeral Home - **Competitive set**: Wellington funeral directors - **Market**: New Zealand - **Month measured**: Sep 2026 - **Gee & Hickton Share of Search**: 14.4% - **Guardian Funeral Home Share of Search**: 3.2% ## Is Gee & Hickton or Guardian Funeral Home more popular in search? - 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%. - Gee & Hickton was ahead of Guardian Funeral Home in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Gee & Hickton’s share of searches among Wellington funeral directors in New Zealand moved from 23.2% to 14.4%, and its estimated monthly branded searches moved from 260 to 320. - Across the 12 months ending September 2026, Guardian Funeral Home’s share of searches among Wellington funeral directors in New Zealand moved from 2.7% to 3.2%, and its estimated monthly branded searches moved from 30 to 70. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | All answers that named it | | --- | --- | --- | --- | | Wellington City Funerals | 1st | 3 of 3 | 3 of 3 | | The Wilson Funeral Home | 2nd | 3 of 3 | 3 of 3 | | Lychgate Funerals | 3rd | 2 of 3 | 2 of 3 | | Harbour City Funeral Home | 4th | 3 of 3 | 3 of 3 | | Guardian Funeral Home | 5th | 2 of 3 | 2 of 3 | | Gee & Hickton | Not ranked | 0 of 3 | 0 of 3 | ## Every AI answer about Wellington funeral directors - Asked ChatGPT "Which funeral director should I hire in Wellington, New Zealand?": 1. Wellington City Funerals, 2. Harbour City Funeral Home, 3. The Wilson Funeral Home - Asked ChatGPT "What are the best funeral directors in Wellington, New Zealand?": 1. Wellington City Funerals, 2. Lychgate Funerals, 3. The Wilson Funeral Home, 4. Harbour City Funeral Home, 5. Guardian Funeral Home - Asked ChatGPT "What's the best funeral director in Wellington, New Zealand for a loved one?": 1. Wellington City Funerals, 2. The Wilson Funeral Home, 3. Lychgate Funerals, 4. Guardian Funeral Home, 5. Harbour City Funeral Home Not named in any answer: Gee & Hickton. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand Wellington funeral directors in September 2026? - 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. - In September 2026, Guardian Funeral Home gained share of searches among Wellington funeral directors in New Zealand, from 1.6% to 3.2%. ## Month by month | Month | Gee & Hickton estimated searches | Gee & Hickton Share of Search | Gee & Hickton rank | Guardian Funeral Home estimated searches | Guardian Funeral Home Share of Search | Guardian Funeral Home rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 260 | 23.2% | 2 | 30 | 2.7% | 5 | | Nov 2025 | 170 | 15.9% | 3 | 20 | 1.9% | 5 | | Dec 2025 | 210 | 19.8% | 2 | 50 | 4.7% | 5 | | Jan 2026 | 170 | 12.1% | 4 | 30 | 2.1% | 6 | | Feb 2026 | 170 | 11.3% | 5 | 40 | 2.6% | 6 | | Mar 2026 | 210 | 14.3% | 3 | 40 | 2.7% | 6 | | Apr 2026 | 260 | 20.2% | 2 | 30 | 2.3% | 6 | | May 2026 | 260 | 17.3% | 2 | 30 | 2% | 6 | | Jun 2026 | 260 | 14.4% | 2 | 70 | 3.9% | 6 | | Jul 2026 | 320 | 19.9% | 2 | 30 | 1.9% | 6 | | Aug 2026 | 210 | 11.2% | 3 | 30 | 1.6% | 6 | | Sep 2026 | 320 | 14.4% | 2 | 70 | 3.2% | 6 | ## How each brand is measured 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**: Measured on the search terms “gee & hickton” and “gee hickton”, summed into one figure. - **Guardian Funeral Home**: Measured on the search terms “guardian funeral home” and “guardian funeral home wellington”, summed into one figure. - [Gee & Hickton profile](/demand/nz/brands/gee-and-hickton) - [Guardian Funeral Home profile](/demand/nz/brands/guardian-funeral-home) - [All Wellington funeral directors in New Zealand](/demand/nz/locations/wellington/funeral-directors): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Gee & Hickton or Guardian Funeral Home more popular in search? 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%. ## Cite this page Brandwave. "Gee & Hickton vs Guardian Funeral Home: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/gee-and-hickton-vs-guardian-funeral-home This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/gee-and-hickton-vs-guardian-funeral-home. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.