Kernel vs SuperLife:Which is more popular by branded search in New Zealand?
In August 2026, Kernel had more branded searches than SuperLife among KiwiSaver providers in New Zealand. Kernel was estimated to have 30.8K branded searches compared to SuperLife’s 11K, and held a 1.5% Share of Search versus SuperLife’s 0.54%.
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Which is more popular in search, Kernel or SuperLife?
Compare KiwiSaver scheme providers and the fund managers behind them, using branded searches made 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.
Share of Search by month for Kernel, SuperLife. The figures are in the table below the chart.
View monthly share of search table
| Month | ANZ | ASB | Westpac | BNZ | Fisher Funds | Milford | Kernel | Simplicity | Generate KiwiSaver | SuperLife | Booster | AMP | Mercer KiwiSaver | Juno KiwiSaver |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 44.1% | 21.2% | 19.3% | 6.6% | 3% | 1.9% | 0.84% | 1% | 0.84% | 0.59% | 0.25% | 0.19% | 0.15% | 0.04% |
| Nov 2025 | 39.8% | 23.1% | 21% | 7.2% | 3.3% | 1.7% | 0.76% | 1.1% | 0.91% | 0.51% | 0.27% | 0.2% | 0.16% | 0.03% |
| Dec 2025 | 40.5% | 23.5% | 21.4% | 7.1% | 2.7% | 1.3% | 0.74% | 0.87% | 0.76% | 0.43% | 0.22% | 0.17% | 0.14% | 0.03% |
| Jan 2026 | 39.6% | 23.2% | 21.1% | 7.1% | 3.3% | 1.6% | 0.94% | 1.1% | 0.93% | 0.51% | 0.27% | 0.21% | 0.16% | 0.03% |
| Feb 2026 | 36.9% | 26.1% | 19.6% | 7.9% | 3.7% | 1.6% | 0.85% | 1.2% | 0.86% | 0.47% | 0.31% | 0.2% | 0.19% | 0.03% |
| Mar 2026 | 39% | 23.2% | 20.7% | 8.3% | 3.2% | 1.4% | 0.85% | 1% | 1.1% | 0.48% | 0.33% | 0.24% | 0.16% | 0.04% |
| Apr 2026 | 39.7% | 23.3% | 21.2% | 7% | 3.3% | 1.4% | 0.98% | 1.1% | 0.91% | 0.49% | 0.27% | 0.2% | 0.17% | 0.03% |
| May 2026 | 39.4% | 22.9% | 20.9% | 7% | 3.3% | 1.7% | 1.4% | 1.1% | 1.1% | 0.5% | 0.33% | 0.25% | 0.2% | 0.03% |
| Jun 2026 | 39.6% | 23% | 20.8% | 6.9% | 3.3% | 1.6% | 1.4% | 1% | 1.1% | 0.51% | 0.33% | 0.24% | 0.2% | 0.02% |
| Jul 2026 | 37.3% | 26% | 19.5% | 7.8% | 3% | 1.6% | 1.5% | 1.1% | 1% | 0.48% | 0.31% | 0.23% | 0.19% | 0.02% |
| Aug 2026 | 35.6% | 24.9% | 22.7% | 7.4% | 2.9% | 1.6% | 1.5% | 1% | 1% | 0.54% | 0.3% | 0.22% | 0.18% | 0.03% |
| Sep 2026 | — | — | — | — | — | — | — | — | — | — | — | — | — | — |
How has the Kernel and SuperLife comparison changed over the last 12 months?
3 findings
- Kernel was ahead of SuperLife in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Kernel’s estimated Share of Search among KiwiSaver providers in New Zealand moved from 0.84% to 1.5%, and its estimated monthly branded searches moved from 20.5K to 30.8K.
- Across the 11 months ending August 2026, SuperLife’s estimated Share of Search among KiwiSaver providers in New Zealand moved from 0.59% to 0.54%, and its estimated monthly branded searches moved from 14.4K to 11K.
How did search popularity change for New Zealand KiwiSaver providers in August 2026?
2 changes
How each brand is measured
Brandwave collects information about searches that people make online using Kernel’s and SuperLife’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.
Kernel
18 branded search terms
- kernel cash fund
- kernel cash plus fund
- kernel fund
- kernel funds
- kernel global 100
- kernel high growth fund
- kernel invest
- kernel investment funds
- kernel kiwisaver
- kernel kiwisaver funds
- kernel nz
- kernel savings account
- kernel total world fund
- kernel wealth
- kernel wealth funds
- kernel wealth kiwisaver
- kernel wealth nz
- kiwisaver kernel
SuperLife
12 branded search terms
- kiwisaver superlife
- nz superlife
- superlife
- superlife funds
- superlife growth fund
- superlife high growth fund
- superlife invest
- superlife investments
- superlife kiwisaver
- superlife kiwisaver scheme
- superlife nz
- superlife superannuation master trust
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.