Brandwave

Initio Insurance vs MAS:Which is more popular?

In September 2026, MAS had more branded searches than Initio Insurance among car and home insurers in New Zealand. MAS had about 3,290 branded searches, while Initio Insurance had 2,110. MAS made up 1.1% of all car and home insurer searches we track, and Initio Insurance accounted for 0.69%. When we asked ChatGPT and Google AI Overviews about car and home insurers, MAS appeared in four of the five answers and Initio Insurance in one. MAS was mentioned before Initio Insurance in four out of five answers.

Among car and home insurers in New Zealand in September 2026

Who do people search for more?

MAS, about 56% more searches than Initio Insurance

MAS 3.3K searchesInitio Insurance 2.1K searches

Who does AI mention more?

MAS, mentioned in 4 of 5 answers, Initio Insurance in 1

MAS in 4 of 5Initio Insurance in 1 of 5

Who does AI recommend more?

MAS, named ahead of Initio Insurance in 4 of 5 answers

MAS first in 4Initio Insurance first in 1

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Top car and home insurers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, MAS was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Initio Insurance was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. MAS was listed before Initio Insurance in four out of five answers.

Most recommended by AI

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

  1. Tower Insurance1st
  2. AA Insurance2nd
  3. MAS3rd
  4. State Insurance4th
  5. Cove Insurance5th
  6. AMI Insurance6th
  7. FMG Insurance7th
  8. Initio Insurance8th
  9. Vero Insurance–
  10. Trade Me Insurance–
  11. +1 more

Mentioned by AI

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

  • Tower Insurance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AA Insurance4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • State Insurance4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • MAS4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AMI Insurance3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cove Insurance3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • FMG Insurance1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Initio Insurance1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vero Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Trade Me Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about car and home insurers

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 Initio Insurance or MAS more popular in search?

This chart shows how often people search Google for Initio Insurance and MAS by name. Each line represents a brand's share of searches for all 11 car and home insurers we track, month by month, from searches in New Zealand.

Initio Insurance and MAS among car and home insurers in New Zealand, by month

Share of searches by month for MAS, Initio Insurance. The figures are in the table below the chart.

View monthly share of searches table
MonthAA InsuranceAMI InsuranceTower InsuranceState InsuranceFMG InsuranceVero InsuranceCove InsuranceTrade Me InsuranceMASStar InsureInitio Insurance
Oct 202535.7%21.9%14.7%14.8%3.6%2.5%1.7%2.4%0.91%1.1%0.74%
Nov 202534.7%21.2%17.2%14.2%3.4%2.4%1.6%2.3%1.1%1%0.72%
Dec 202534.7%21.7%17.6%14.5%2.9%2.5%1.6%2%0.9%1.1%0.65%
Jan 202637.2%19.2%15.6%15.7%3.8%2.2%1.8%2.1%0.82%0.93%0.67%
Feb 202638.4%19.8%16.1%13.4%3.9%2.3%1.8%1.8%0.82%0.97%0.84%
Mar 202635.4%22.2%14.9%14.9%3.6%2.5%1.7%2%0.9%1.1%0.78%
Apr 202634.1%21.2%17.3%14.3%3.4%2.9%2%1.9%0.88%1%0.91%
May 202634.1%21.2%17.4%14.3%3.4%2.4%2%1.9%1.1%1.3%0.9%
Jun 202634.3%21%17.2%14.2%4.1%2.4%2%1.9%1.1%1%0.87%
Jul 202634.7%21.1%17.4%14.2%3.4%2.4%2%1.9%1.1%1%0.69%
Aug 202634.6%21.2%17.5%14.2%3.4%2.4%2%1.9%1.1%1%0.7%
Sep 202634.5%21.7%17.5%14.6%3.4%2.4%1.6%1.6%1.1%1%0.69%

How has the Initio Insurance and MAS comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Initio Insurance took it in February 2026, MAS took it in March 2026, Initio Insurance took it in April 2026, MAS took it in May 2026.
  • Across the 12 months ending September 2026, Initio Insurance’s share of searches among car and home insurers in New Zealand moved from 0.74% to 0.69%, and its estimated monthly branded searches moved from 2.2K to 2.1K.
  • Across the 12 months ending September 2026, MAS’s share of searches among car and home insurers in New Zealand moved from 0.91% to 1.1%, and its estimated monthly branded searches moved from 2.7K to 3.3K.

How did search popularity change for New Zealand car and home insurers in September 2026?

1 change

  1. Estimated monthly branded searches for MAS in New Zealand rose 23.7% over 12 measured months, from 2.7K to 3.3K in September 2026.

How are branded searches counted?

8 search terms

Brandwave collects information about searches that people make online using Initio Insurance’s and MAS’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.

Initio Insurance

6 branded search terms

  • initio car insurance
  • initio contents insurance
  • initio home insurance
  • initio house insurance
  • Initio Insurance
  • initio landlord insurance

MAS

2 branded search terms

  • mas car insurance
  • mas insurance

How the Brand Demand Index is measured

Other head-to-heads among car and home insurers

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