--- title: "Harbour Asset Management vs Kernel: Which is searched more in New Zealand?" description: "Is Harbour Asset Management or Kernel more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Fund managers 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/harbour-asset-management-vs-kernel" publisher: "Brandwave" --- # Harbour Asset Management vs Kernel: Which is searched more in New Zealand? Is Harbour Asset Management or Kernel more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Fund managers 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**: Harbour Asset Management and Kernel - **Competitive set**: Fund managers - **Market**: New Zealand - **Month measured**: Sep 2026 - **Harbour Asset Management Share of Search**: 1% - **Kernel Share of Search**: 24.6% ## Is Harbour Asset Management or Kernel more popular in search? - In September 2026, Kernel had more branded searches than Harbour Asset Management among fund managers in New Zealand. Kernel had about 24,600 branded searches, while Harbour Asset Management had 1,000. Kernel made up 24.6% of all fund manager searches we track, and Harbour Asset Management accounted for 1%. - Kernel was ahead of Harbour Asset Management in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Harbour Asset Management’s share of searches among fund managers in New Zealand moved from 0.73% to 1%, and its estimated monthly branded searches moved from 790 to 1K. - Across the 12 months ending September 2026, Kernel’s share of searches among fund managers in New Zealand moved from 15.2% to 24.6%, and its estimated monthly branded searches moved from 16.4K to 24.6K. ## Top fund managers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Kernel was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Harbour Asset Management did not appear in any of the five 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 | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Simplicity | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Milford | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Kernel | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Fisher Funds | 4th | 1 of 3 | 2 of 2 | 3 of 5 | | InvestNow | 5th | 2 of 3 | 2 of 2 | 4 of 5 | | Pie Funds | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Harbour Asset Management | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Devon Funds | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Salt Funds | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Castle Point Funds | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about fund managers - Asked ChatGPT "Which fund manager should I use in New Zealand?": 1. Simplicity, 2. Kernel, 3. InvestNow - Asked ChatGPT "What are the best fund managers in New Zealand?": 1. Milford, 2. Simplicity, 3. Kernel, 4. Fisher Funds - Asked ChatGPT "What's the best fund manager in New Zealand for long term investing?": 1. Simplicity, 2. Kernel, 3. InvestNow, 4. Milford - Searched Google, AI Overview "fund managers nz": 1. Milford, 2. Fisher Funds, 3. Simplicity, 4. Kernel, 5. InvestNow - Searched Google, AI Overview "managed funds nz": 1. Fisher Funds, 2. Milford, 3. Simplicity, 4. InvestNow Not named in any answer: Pie Funds, Harbour Asset Management, Devon Funds, Salt Funds and Castle Point Funds. 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 fund managers in September 2026? - In September 2026, Kernel lost share of searches among fund managers in New Zealand, from 25.3% to 24.6%. - Estimated monthly branded searches for Harbour Asset Management in New Zealand rose 26.6% over 12 measured months, from 790 to 1K in September 2026. ## Month by month | Month | Harbour Asset Management estimated searches | Harbour Asset Management Share of Search | Harbour Asset Management rank | Kernel estimated searches | Kernel Share of Search | Kernel rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 790 | 0.73% | 7 | 16.4K | 15.2% | 4 | | Nov 2025 | 790 | 0.83% | 7 | 13.4K | 14.2% | 4 | | Dec 2025 | 640 | 0.8% | 7 | 13.1K | 16.3% | 4 | | Jan 2026 | 660 | 0.66% | 7 | 16.4K | 16.4% | 4 | | Feb 2026 | 660 | 0.74% | 7 | 13.4K | 15% | 4 | | Mar 2026 | 800 | 0.87% | 7 | 16.1K | 17.5% | 3 | | Apr 2026 | 660 | 0.69% | 7 | 17.2K | 17.9% | 4 | | May 2026 | 860 | 0.76% | 7 | 24.6K | 21.8% | 3 | | Jun 2026 | 810 | 0.73% | 7 | 24.6K | 22.2% | 2 | | Jul 2026 | 800 | 0.82% | 7 | 24.6K | 25.3% | 2 | | Aug 2026 | 970 | 0.98% | 7 | 25.1K | 25.3% | 2 | | Sep 2026 | 1K | 1% | 7 | 24.6K | 24.6% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Harbour Asset Management’s and Kernel’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. - **Harbour Asset Management**: Measured on the search terms “harbour asset management”, “harbour asset management funds”, “harbour asset management limited” and “harbour funds”, summed into one figure. - **Kernel**: Measured on the search terms “kernel kiwisaver” and “kernel wealth”, summed into one figure. - [Harbour Asset Management profile](/demand/nz/brands/harbour-asset-management) - [Kernel profile](/demand/nz/brands/kernel) - [All fund managers in New Zealand](/demand/nz/categories/nz-fund-managers): The set both shares are measured inside, 10 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 Harbour Asset Management or Kernel more popular in search? In September 2026, Kernel had more branded searches than Harbour Asset Management among fund managers in New Zealand. Kernel had about 24,600 branded searches, while Harbour Asset Management had 1,000. Kernel made up 24.6% of all fund manager searches we track, and Harbour Asset Management accounted for 1%. ## Cite this page Brandwave. "Harbour Asset Management vs Kernel: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/harbour-asset-management-vs-kernel This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/harbour-asset-management-vs-kernel. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.