--- title: "Initio Insurance vs MAS: Which is searched more in New Zealand?" description: "Is Initio Insurance or MAS more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the car and home insurers 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/initio-insurance-vs-mas-insurance" publisher: "Brandwave" --- # Initio Insurance vs MAS: Which is searched more in New Zealand? Is Initio Insurance or MAS more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the car and home insurers 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**: Initio Insurance and MAS - **Competitive set**: car and home insurers - **Market**: New Zealand - **Month measured**: Sep 2026 - **Initio Insurance Share of Search**: 0.69% - **MAS Share of Search**: 1.1% ## Is Initio Insurance or MAS more popular in search? - 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%. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | Tower Insurance | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | AA Insurance | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | MAS | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | State Insurance | 4th | 2 of 3 | 2 of 2 | 4 of 5 | | Cove Insurance | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | AMI Insurance | 6th | 2 of 3 | 1 of 2 | 3 of 5 | | FMG Insurance | 7th | 1 of 3 | 0 of 2 | 1 of 5 | | Initio Insurance | 8th | 1 of 3 | 0 of 2 | 1 of 5 | | Vero Insurance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Trade Me Insurance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Star Insure | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about car and home insurers - Asked ChatGPT "Which car and home insurer should I switch to in New Zealand?": 1. Tower Insurance, 2. AA Insurance, 3. Cove Insurance, 4. Initio Insurance - Asked ChatGPT "What are the best car and home insurers in New Zealand?": 1. MAS, 2. FMG Insurance, 3. AA Insurance, 4. Tower Insurance, 5. Cove Insurance, 6. AMI Insurance, 7. State Insurance - Asked ChatGPT "What's the best car and home insurer in New Zealand for house and car cover?": 1. MAS, 2. AA Insurance, 3. State Insurance, 4. Tower Insurance, 5. AMI Insurance - Searched Google, AI Overview "best car insurance nz": 1. AA Insurance, 2. State Insurance, 3. AMI Insurance, 4. Tower Insurance, 5. Cove Insurance, 6. MAS - Searched Google, AI Overview "house insurance nz": 1. Tower Insurance, 2. State Insurance, 3. MAS Not named in any answer: Vero Insurance, Trade Me Insurance and Star Insure. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand car and home insurers in September 2026? - 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. ## Month by month | Month | Initio Insurance estimated searches | Initio Insurance Share of Search | Initio Insurance rank | MAS estimated searches | MAS Share of Search | MAS rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.2K | 0.74% | 11 | 2.7K | 0.91% | 10 | | Nov 2025 | 2.2K | 0.72% | 11 | 3.2K | 1.1% | 9 | | Dec 2025 | 1.9K | 0.65% | 11 | 2.7K | 0.9% | 10 | | Jan 2026 | 2.2K | 0.67% | 11 | 2.7K | 0.82% | 10 | | Feb 2026 | 2.7K | 0.84% | 10 | 2.7K | 0.82% | 11 | | Mar 2026 | 2.7K | 0.78% | 11 | 3.2K | 0.9% | 10 | | Apr 2026 | 2.7K | 0.91% | 10 | 2.7K | 0.88% | 11 | | May 2026 | 2.7K | 0.9% | 11 | 3.2K | 1.1% | 10 | | Jun 2026 | 2.6K | 0.87% | 11 | 3.2K | 1.1% | 9 | | Jul 2026 | 2.1K | 0.69% | 11 | 3.2K | 1.1% | 9 | | Aug 2026 | 2.1K | 0.7% | 11 | 3.3K | 1.1% | 9 | | Sep 2026 | 2.1K | 0.69% | 11 | 3.3K | 1.1% | 9 | ## How each brand is measured 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**: Measured on the search terms “initio car insurance”, “initio contents insurance”, “initio home insurance”, “initio house insurance”, “Initio Insurance” and “initio landlord insurance”, summed into one figure. - **MAS**: Measured on the search terms “mas car insurance” and “mas insurance”, summed into one figure. - [Initio Insurance profile](/demand/nz/brands/initio-insurance) - [MAS profile](/demand/nz/brands/mas-insurance) - [All car and home insurers in New Zealand](/demand/nz/categories/nz-car-and-home-insurers): The set both shares are measured inside, 11 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 Initio Insurance or MAS more popular in search? 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%. ## Cite this page Brandwave. "Initio Insurance vs MAS: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/initio-insurance-vs-mas-insurance This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/initio-insurance-vs-mas-insurance. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.