Kiwi Mortgages vs Squirrel:Which is more popular by branded search in New Zealand?
In August 2026, Squirrel had more branded searches than Kiwi Mortgages among mortgage advisers in New Zealand. Squirrel was estimated to have 5.6K branded searches compared to Kiwi Mortgages’ 210, and held a 25.1% Share of Search versus Kiwi Mortgages’ 0.94%.
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Which is more popular in search, Kiwi Mortgages or Squirrel?
Compare mortgage adviser and broker firms helping New Zealanders arrange home loans, 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 Squirrel, Kiwi Mortgages. The figures are in the table below the chart.
View monthly share of search table
| Month | NZHL | Squirrel | Loan Market | Mike Pero | Lighthouse Financial | Global Finance | Mortgage HQ | Vega | Mortgage Link | Tony Mounce Mortgages | Star Mortgage | Float Mortgages | The Mortgage Supply Co | Kris Pedersen Mortgages | Kiwi Mortgages | Mortgage Lab | Opes Mortgages | Roost | Mortgage Express | Stephanie Murray Mortgages | Mortgage Managers | Twine |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 27.9% | 28.3% | 6.6% | 6% | 4.1% | 4.7% | 4.8% | 3.4% | 3.3% | 1.4% | 0.55% | 1.3% | 1.1% | 0.82% | 0.43% | 1.1% | 0.82% | 0.9% | 0.9% | 0.51% | 0.67% | 0.35% |
| Nov 2025 | 29.1% | 27.8% | 6.7% | 6.9% | 4.1% | 4.1% | 4.8% | 2.9% | 2.6% | 1.8% | 0.85% | 1.3% | 1.1% | 0.65% | 0.36% | 0.73% | 0.85% | 1.1% | 0.89% | 0.53% | 0.45% | 0.32% |
| Dec 2025 | 28.2% | 29.3% | 6.3% | 6.8% | 4.5% | 5.5% | 3.5% | 3% | 2.9% | 1.5% | 0.75% | 1.4% | 0.91% | 0.75% | 0.21% | 0.64% | 1.1% | 0.75% | 0.75% | 0.48% | 0.48% | 0.27% |
| Jan 2026 | 28.4% | 30% | 6.3% | 6.2% | 4.6% | 4.4% | 3.9% | 3% | 3% | 1.5% | 0.91% | 1.1% | 1% | 0.91% | 0.3% | 0.69% | 0.74% | 0.78% | 1% | 0.43% | 0.61% | 0.3% |
| Feb 2026 | 28.2% | 28% | 7% | 7.4% | 4.7% | 4.1% | 4.1% | 2.9% | 3.1% | 1.4% | 0.83% | 1.5% | 1.3% | 0.64% | 0.56% | 0.64% | 0.68% | 0.68% | 0.91% | 0.52% | 0.44% | 0.32% |
| Mar 2026 | 27.1% | 28.4% | 7.1% | 5.6% | 5.7% | 4.1% | 3.5% | 3.4% | 3.2% | 1.7% | 1% | 1.5% | 1.4% | 0.73% | 0.81% | 0.89% | 0.81% | 0.73% | 0.81% | 0.42% | 0.65% | 0.42% |
| Apr 2026 | 26.4% | 28.8% | 7.1% | 4.9% | 5.5% | 4.6% | 4.1% | 3.4% | 3.2% | 1.8% | 1.2% | 1.2% | 1.2% | 0.97% | 0.97% | 1% | 0.65% | 0.69% | 0.83% | 0.74% | 0.51% | 0.32% |
| May 2026 | 28% | 27.4% | 7.1% | 5.5% | 4.8% | 4.4% | 3.6% | 3.3% | 3.5% | 1.7% | 0.9% | 1.1% | 1.3% | 1% | 0.9% | 1% | 1.1% | 0.64% | 0.94% | 0.69% | 0.6% | 0.3% |
| Jun 2026 | 26.1% | 26.5% | 7.2% | 5.4% | 5.5% | 4.6% | 4.2% | 3.7% | 3.5% | 1.8% | 1.5% | 1.2% | 1.6% | 1% | 0.8% | 0.8% | 0.8% | 0.8% | 1.1% | 0.61% | 0.66% | 0.47% |
| Jul 2026 | 30.4% | 25.8% | 7.2% | 5.1% | 4.8% | 4.5% | 3.9% | 3.6% | 2.9% | 1.5% | 1.2% | 1.2% | 1.3% | 1% | 1% | 0.67% | 0.81% | 0.81% | 0.9% | 0.48% | 0.33% | 0.52% |
| Aug 2026 | 28.4% | 25.1% | 7.6% | 6.1% | 5.2% | 3.8% | 3.8% | 3.3% | 2.6% | 2.2% | 2.1% | 1.7% | 1.5% | 0.98% | 0.94% | 0.81% | 0.76% | 0.72% | 0.63% | 0.54% | 0.49% | 0.49% |
| Sep 2026 | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — | — |
How has the Kiwi Mortgages and Squirrel comparison changed over the last 12 months?
3 findings
- Squirrel was ahead of Kiwi Mortgages in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Kiwi Mortgages’ estimated Share of Search among mortgage advisers in New Zealand moved from 0.43% to 0.94%, and its estimated monthly branded searches moved from 110 to 210.
- Across the 11 months ending August 2026, Squirrel’s estimated Share of Search among mortgage advisers in New Zealand moved from 28.3% to 25.1%, and its estimated monthly branded searches moved from 7.2K to 5.6K.
How did search popularity change for New Zealand mortgage advisers in August 2026?
2 changes
In August 2026, Squirrel lost estimated Share of Search among mortgage advisers in New Zealand, from 25.8% to 25.1%.
In August 2026, Kiwi Mortgages fell from 14th to 15th among mortgage advisers in New Zealand.
How each brand is measured
Brandwave collects information about searches that people make online using Kiwi Mortgages’ and Squirrel’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.
Kiwi Mortgages
1 branded search term
- kiwi mortgages
Squirrel
11 branded search terms
- squirrel co nz
- squirrel home loans
- squirrel investment
- squirrel investments
- squirrel lending
- squirrel money
- squirrel mortgage
- squirrel mortgage broker
- squirrel mortgage brokers
- squirrel mortgages
- squirrel nz
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.