Brandwave

KPMG vs Northington Partners:Which is more popular?

In September 2026, Northington Partners had more branded searches than KPMG among corporate finance and M&A advisers in New Zealand. Northington Partners had about 320 branded searches, while KPMG had 110. Northington Partners made up 7.3% of all corporate finance and M&A adviser searches we track, and KPMG accounted for 2.5%. When we asked ChatGPT and Google AI Overviews about corporate finance and M&A advisers, KPMG appeared in three of the five answers and Northington Partners in one. KPMG was mentioned before Northington Partners in three out of four answers that named either.

Among corporate finance and M&A advisers in New Zealand in September 2026

Who do people search for more?

Northington Partners, about 3 searches for every 1 for KPMG

Northington Partners 320 searchesKPMG 110 searches

Who does AI mention more?

KPMG, mentioned in 3 of 5 answers, Northington Partners in 1

KPMG in 3 of 5Northington Partners in 1 of 5

Who does AI recommend more?

KPMG, named ahead of Northington Partners in 3 of 4 answers

KPMG first in 3Northington Partners first in 1

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Top corporate finance and M&A advisers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, KPMG was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Northington Partners was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. KPMG was listed before Northington Partners in three out of four answers that named either.

Most recommended by AI

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

  1. Cameron Partners1st
  2. PwC2nd
  3. Simmons Corporate Finance3rd
  4. Calibre Partners4th
  5. KPMG5th
  6. Deloitte6th
  7. Northington Partners7th
  8. Clarien Partners–

Mentioned by AI

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

  • PwC5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Cameron Partners5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Simmons Corporate Finance4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deloitte3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KPMG3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Calibre Partners2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Northington Partners1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Clarien Partners0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about corporate finance and M&A advisers

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 21, 2026.

Is KPMG or Northington Partners more popular in search?

This chart shows how often people search Google for KPMG and Northington Partners by name. Each line represents a brand's share of searches for all eight corporate finance and M&A advisers we track, month by month, from searches in New Zealand.

KPMG and Northington Partners among corporate finance and M&A advisers in New Zealand, by month

Share of searches by month for Northington Partners, KPMG. The figures are in the table below the chart.

View monthly share of searches table
MonthPwCDeloitteCameron PartnersNorthington PartnersCalibre PartnersClarien PartnersKPMGSimmons Corporate Finance
Oct 202542.5%19.8%11%4.8%16.7%2%2.5%0.57%
Nov 202545.1%21.4%11.6%6.2%9.5%2.7%3.3%0.3%
Dec 202543.7%22.8%9.9%6.5%12.2%1.9%2.7%0.38%
Jan 202647.1%22.4%10.2%5.5%10.2%1.6%2.7%0.39%
Feb 202647.8%19.5%11.5%6.2%9.4%2.1%3.2%0.29%
Mar 202645.5%20.9%8.2%4.4%15.2%1.1%4.4%0.21%
Apr 202644.1%19.8%11.1%5.9%13.5%1.7%3.1%0.69%
May 202642.7%20.8%13.3%7.2%10.9%1.4%3.1%0.68%
Jun 202641.9%21.1%13.1%5.7%10.7%2%4.7%0.67%
Jul 202642.6%20.5%8.7%7%13.1%3%3.7%1.3%
Aug 202652%19.3%7.8%7.8%6.3%2.9%3.4%0.49%
Sep 202658.6%15.5%7.3%7.3%5.9%2.5%2.5%0.45%

How has the KPMG and Northington Partners comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand corporate finance and M&A advisers in September 2026?

2 changes

  1. In September 2026, KPMG lost share of searches among corporate finance and M&A advisers in New Zealand, from 3.4% to 2.5%.

  2. In September 2026, Northington Partners lost share of searches among corporate finance and M&A advisers in New Zealand, from 7.8% to 7.3%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using KPMG’s and Northington Partners’ 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.

KPMG

1 branded search term

  • KPMG New Zealand

Northington Partners

1 branded search term

  • northington partners

How the Brand Demand Index is measured

Other head-to-heads among corporate finance and M&A advisers

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