Harbour Asset Management vs Milford:Which is more popular by branded search in New Zealand?
In August 2026, Milford had more branded searches than Harbour Asset Management among fund managers in New Zealand. Milford was estimated to have 32.5K branded searches compared to Harbour Asset Management’s 1.1K, and held an 83.8% Share of Search versus Harbour Asset Management’s 2.7%.
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Which is more popular in search, Harbour Asset Management or Milford?
Compare the New Zealand fund managers investors and KiwiSaver members invest 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 Milford, Harbour Asset Management. The figures are in the table below the chart.
View monthly share of search table
| Month | Milford | Pie Funds | Harbour Asset Management | Salt Funds | Devon Funds | Castle Point Funds |
|---|---|---|---|---|---|---|
| Oct 2025 | 84.2% | 13.1% | 1.6% | 0.39% | 0.59% | 0.09% |
| Nov 2025 | 84.2% | 12.6% | 1.9% | 0.47% | 0.59% | 0.16% |
| Dec 2025 | 82.7% | 13.8% | 2% | 0.61% | 0.61% | 0.32% |
| Jan 2026 | 84.2% | 13% | 1.6% | 0.39% | 0.6% | 0.12% |
| Feb 2026 | 83.7% | 12.8% | 2% | 0.46% | 0.86% | 0.13% |
| Mar 2026 | 84.1% | 12.2% | 2.2% | 0.44% | 0.82% | 0.23% |
| Apr 2026 | 83.4% | 13.2% | 2% | 0.38% | 0.71% | 0.19% |
| May 2026 | 83.8% | 13% | 2.2% | 0.39% | 0.48% | 0.16% |
| Jun 2026 | 83.7% | 13.1% | 2% | 0.32% | 0.59% | 0.25% |
| Jul 2026 | 84.2% | 12.1% | 2.2% | 0.55% | 0.69% | 0.18% |
| Aug 2026 | 83.8% | 11.9% | 2.7% | 0.83% | 0.54% | 0.18% |
| Sep 2026 | — | — | — | — | — | — |
How has the Harbour Asset Management and Milford comparison changed over the last 12 months?
3 findings
- Milford was ahead of Harbour Asset Management in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Harbour Asset Management’s estimated Share of Search among fund managers in New Zealand moved from 1.6% to 2.7%, and its estimated monthly branded searches moved from 850 to 1.1K.
- Across the 11 months ending August 2026, Milford’s estimated Share of Search among fund managers in New Zealand moved from 84.2% to 83.8%, and its estimated monthly branded searches moved from 45.7K to 32.5K.
How did search popularity change for New Zealand fund managers in August 2026?
2 changes
Estimated monthly branded searches for Harbour Asset Management in New Zealand rose 24.7% over 11 measured months, from 850 to 1.1K in August 2026.
Estimated monthly branded searches for Milford in New Zealand fell 29% over 11 measured months, from 45.7K to 32.5K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Harbour Asset Management’s and Milford’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
6 branded search terms
- harbour asset management
- harbour asset management funds
- harbour asset management limited
- harbour asset management new zealand
- harbour asset management nz
- harbour funds
Milford
31 branded search terms
- kiwisaver milford
- milford active growth
- milford active growth kiwisaver
- milford asset
- milford asset kiwisaver
- milford asset management
- milford asset management app
- milford asset management fees
- milford asset management funds
- milford asset management kiwisaver
- milford asset management near me
- milford asset management nz
- milford asset management portal
- milford asset management review
- milford asset management unit prices
- milford asset mgmt
- milford assets kiwisaver
- milford funds
- milford funds kiwisaver
- milford funds limited
- milford investment
- milford investment funds
- milford investment kiwisaver
- milford investments
- milford kiwisaver
- milford kiwisaver active growth fund
- milford kiwisaver aggressive fund
- milford kiwisaver nz
- milford kiwisaver plan
- milford managed funds
- www milford asset management
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