Instep EAP vs Umbrella Wellbeing:Which is more popular?
In September 2026, Instep EAP had more branded searches than Umbrella Wellbeing among employee assistance programme providers in New Zealand. Instep EAP had about 150 branded searches, while Umbrella Wellbeing had 90. Instep EAP made up 5.1% of all employee assistance programme provider searches we track, and Umbrella Wellbeing accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about employee assistance programme providers, Instep EAP and Umbrella Wellbeing each appeared in two of the five answers. Instep EAP was mentioned before Umbrella Wellbeing in two out of three answers that named either.
Who do people search for more?
Instep EAP, about 67% more searches than Umbrella Wellbeing
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Instep EAP, named ahead of Umbrella Wellbeing in 2 of 3 answers
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Top employee assistance programme providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Instep EAP was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Umbrella Wellbeing was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Instep EAP was listed before Umbrella Wellbeing in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Habit Health EAP5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Vitae5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
TELUS Health2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Raise Mental Health2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Instep EAP2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Umbrella Wellbeing2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Clearhead2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about employee assistance programme providers
5 answers
Asked ChatGPT
“Which employee assistance programme provider should I use in New Zealand?”
Asked ChatGPT
“What are the best employee assistance programme providers in New Zealand?”
Asked ChatGPT
“What's the best employee assistance programme provider in New Zealand for a workforce?”
Searched Google, AI Overview
“employee assistance programme nz”
Searched Google, AI Overview
“eap services nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Instep EAP or Umbrella Wellbeing more popular in search?
This chart shows how often people search Google for Instep EAP and Umbrella Wellbeing by name. Each line represents a brand's share of searches for all seven employee assistance programme providers we track, month by month, from searches in New Zealand.
Share of searches by month for Instep EAP, Umbrella Wellbeing. The figures are in the table below the chart.
View monthly share of searches table
| Month | TELUS Health | Habit Health EAP | Vitae | Raise Mental Health | Instep EAP | Umbrella Wellbeing | Clearhead |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 49.1% | 6.5% | 17.4% | 10.4% | 8.3% | 6.1% | 2.2% |
| Nov 2025 | 49.6% | 8.5% | 16.9% | 10.6% | 8.1% | 4.7% | 1.7% |
| Dec 2025 | 50% | 9.1% | 15.2% | 11% | 7.9% | 4.3% | 2.4% |
| Jan 2026 | 53.7% | 8.3% | 17% | 8.3% | 7.3% | 3.2% | 2.3% |
| Feb 2026 | 50.4% | 8.5% | 17.9% | 8.9% | 8.5% | 3.1% | 2.7% |
| Mar 2026 | 51.6% | 10.2% | 13.4% | 9.4% | 7.5% | 5.5% | 2.4% |
| Apr 2026 | 47% | 12.8% | 17.1% | 8.1% | 8.1% | 4.7% | 2.1% |
| May 2026 | 45.6% | 12% | 18.8% | 8.8% | 7.6% | 4.4% | 2.8% |
| Jun 2026 | 43.8% | 21.2% | 14.6% | 8.5% | 7.3% | 2.7% | 1.9% |
| Jul 2026 | 35% | 31.4% | 14.4% | 7.9% | 6.9% | 3.2% | 1.1% |
| Aug 2026 | 38.4% | 35.5% | 10.7% | 5.9% | 5.2% | 2.9% | 1.3% |
| Sep 2026 | 38% | 35.3% | 9.9% | 6.5% | 5.1% | 3.1% | 2.1% |
How has the Instep EAP and Umbrella Wellbeing comparison changed over the last 12 months?
3 findings
- Instep EAP was ahead of Umbrella Wellbeing in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Instep EAP’s share of searches among employee assistance programme providers in New Zealand moved from 8.3% to 5.1%, and its estimated monthly branded searches moved from 190 to 150.
- Across the 12 months ending September 2026, Umbrella Wellbeing’s share of searches among employee assistance programme providers in New Zealand moved from 6.1% to 3.1%, and its estimated monthly branded searches moved from 140 to 90.
How did search popularity change for New Zealand employee assistance programme providers in September 2026?
2 changes
Instep EAP’s share of searches among employee assistance programme providers in New Zealand has lost ground for 3 months in a row, from 7.3% to 5.1% in September 2026.
Estimated monthly branded searches for Umbrella Wellbeing in New Zealand fell 35.7% over 12 measured months, from 140 to 90 in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Instep EAP’s and Umbrella Wellbeing’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.
Instep EAP
3 branded search terms
- instep counselling
- instep eap
- instep programme
Umbrella Wellbeing
1 branded search term
- umbrella wellbeing
Other head-to-heads among employee assistance programme providers
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