Brandwave

Gem by Latitude vs Westpac:Which is more popular?

In September 2026, Gem by Latitude had more branded searches than Westpac among credit card providers in New Zealand. Gem by Latitude had about 49,000 branded searches, while Westpac had 2,900. Gem by Latitude made up 42.3% of all credit card provider searches we track, and Westpac accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about credit card providers, Westpac appeared in four of the five answers and Gem by Latitude in none.

Among credit card providers in New Zealand in September 2026

Who do people search for more?

Gem by Latitude, about 17 searches for every 1 for Westpac

Gem by Latitude 49K searchesWestpac 2.9K searches

Who does AI mention more?

Westpac, mentioned in 4 of 5 answers, Gem by Latitude in 0

Westpac in 4 of 5Gem by Latitude in 0 of 5

Who does AI recommend more?

Westpac, the only one of the two named

Westpac first in 4Gem by Latitude never named

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Top credit card providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Westpac was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Gem by Latitude did not appear in any of the five answers.

Most recommended by AI

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

  1. American Express1st
  2. TSB2nd
  3. ASB3rd
  4. ANZ4th
  5. Westpac5th
  6. BNZ6th
  7. Kiwibank7th
  8. Gem by Latitude–
  9. Q Mastercard–
  10. Farmers Mastercard–

Mentioned by AI

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

  • American Express5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ANZ5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ASB5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Westpac4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • TSB4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • BNZ2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Kiwibank2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Gem by Latitude0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Q Mastercard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farmers Mastercard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about credit card providers

5 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 19, 2026.

Is Gem by Latitude or Westpac more popular in search?

This chart shows how often people search Google for Gem by Latitude and Westpac by name. Each line represents a brand's share of searches for all ten credit card providers we track, month by month, from searches in New Zealand.

Gem by Latitude and Westpac among credit card providers in New Zealand, by month

Share of searches by month for Gem by Latitude, Westpac. The figures are in the table below the chart.

View monthly share of searches table
MonthGem by LatitudeAmerican ExpressQ MastercardANZASBFarmers MastercardWestpacBNZKiwibankTSB
Oct 202541%22.9%20.7%3.7%3%2.7%2.4%2%1.3%0.4%
Nov 202541.4%22.2%22.2%2.9%2.4%3.3%2%2%1.3%0.39%
Dec 202546.5%20.6%20.2%2.6%2.2%3.2%1.7%1.7%0.91%0.29%
Jan 202642.1%23.1%20.4%3.6%2.4%3%2%2%1.1%0.48%
Feb 202641.7%22.5%21.9%3.6%2.4%2.9%1.9%1.9%0.99%0.39%
Mar 202643.2%23.6%19.2%3.1%2.5%2.8%2.1%2.1%1.1%0.34%
Apr 202642.5%21.5%21.2%3.4%2.8%3.1%1.8%2.3%0.96%0.37%
May 202642.8%22.1%20.1%3.3%2.6%3.2%2.2%2.2%1.2%0.44%
Jun 202642.4%21.8%21.7%3.1%2.5%3.2%2.1%1.7%1.1%0.34%
Jul 202640.5%26.8%18.8%3.3%2.2%3%2.2%1.8%0.93%0.36%
Aug 202641.7%26%18.4%3.3%2.6%2.9%2.2%1.7%0.9%0.35%
Sep 202642.3%22.9%19.7%3.8%2.5%2.5%2.5%2.1%1.4%0.34%

How has the Gem by Latitude and Westpac comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand credit card providers in September 2026?

1 change

  1. In September 2026, Gem by Latitude gained share of searches among credit card providers in New Zealand, from 41.7% to 42.3%.

How are branded searches counted?

26 search terms

Brandwave collects information about searches that people make online using Gem by Latitude’s and Westpac’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.

Gem by Latitude

25 branded search terms

  • apply for gem visa
  • gem by latitude
  • gem finance
  • gem latitude
  • gem latitude finance
  • gem visa
  • gem visa annual fee
  • gem visa application
  • gem visa apply
  • gem visa card
  • gem visa card apply
  • gem visa finance
  • gem visa interest rate
  • gem visa latitude
  • gem visa loan
  • gem visa stores
  • gemvisa
  • gemvisa apply
  • gemvisa card
  • latitude finance
  • latitude financial
  • latitude financial services
  • latitude financials
  • latitude gem
  • latitude gem visa

Westpac

1 branded search term

  • westpac credit card

How the Brand Demand Index is measured

Other head-to-heads among credit card providers

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