Life Safety Services vs Wormald:Which is more popular?
In September 2026, Wormald had more branded searches than Life Safety Services among fire protection services in New Zealand. Wormald had about 720 branded searches, while Life Safety Services had 70. Wormald made up 21.1% of all fire protection service searches we track, and Life Safety Services accounted for 2.1%. When we asked ChatGPT and Google AI Overviews about fire protection services, Wormald appeared in three of the five answers and Life Safety Services in two. Wormald was mentioned before Life Safety Services in three out of four answers.
Who do people search for more?
Wormald, about 10 searches for every 1 for Life Safety Services
Who does AI mention more?
Wormald, mentioned in 3 of 5 answers, Life Safety Services in 2
Who does AI recommend more?
Wormald, named ahead of Life Safety Services in 3 of 4 answers
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Top fire protection services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Wormald was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Life Safety Services was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Wormald was listed before Life Safety Services in three out of four answers.
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.
- Wormald3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Chubb3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
First Fire Systems2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Zion Fire2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Fire Protection Compliance2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Life Safety Services2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Argus Fire1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Fire Security Services1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about fire protection services
5 answers
Asked ChatGPT
“Which fire protection company should I hire in New Zealand?”
Asked ChatGPT
“What are the best fire protection companies in New Zealand?”
Asked ChatGPT
“What's the best fire protection company in New Zealand for building compliance?”
Searched Google, AI Overview
“fire protection companies”
Searched Google, AI Overview
“fire protection services nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Life Safety Services or Wormald more popular in search?
This chart shows how often people search Google for Life Safety Services and Wormald by name. Each line represents a brand's share of searches for all eight fire protection services we track, month by month, from searches in New Zealand.
Share of searches by month for Wormald, Life Safety Services. The figures are in the table below the chart.
View monthly share of searches table
| Month | Argus Fire | Fire Security Services | Wormald | Chubb | First Fire Systems | Zion Fire | Fire Protection Compliance | Life Safety Services |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 41.1% | 18.7% | 15.2% | 12.7% | 4.4% | 3.5% | 2.8% | 1.6% |
| Nov 2025 | 42.6% | 15.7% | 15.7% | 12.8% | 5.6% | 3% | 3% | 1.6% |
| Dec 2025 | 38.6% | 17.1% | 14% | 14.5% | 4.8% | 6.1% | 3.1% | 1.8% |
| Jan 2026 | 37.9% | 18.2% | 18.2% | 12.5% | 5.3% | 4.2% | 2.7% | 1.1% |
| Feb 2026 | 34.8% | 16.7% | 16.7% | 16.7% | 7.3% | 3.8% | 2.4% | 1.4% |
| Mar 2026 | 37.5% | 17% | 17% | 13.8% | 6.1% | 4% | 2.6% | 2% |
| Apr 2026 | 31.6% | 18.7% | 18.7% | 10.4% | 5.4% | 10.1% | 2.8% | 2.2% |
| May 2026 | 31.6% | 18.7% | 18.7% | 12.7% | 5.4% | 8.2% | 3.5% | 1.3% |
| Jun 2026 | 27.5% | 19.8% | 19.8% | 11% | 4.7% | 13.2% | 1.9% | 1.9% |
| Jul 2026 | 30.6% | 18% | 22% | 9.8% | 4.3% | 9.8% | 2.8% | 2.8% |
| Aug 2026 | 29.4% | 21.2% | 21.2% | 9.7% | 6.2% | 7.6% | 3.2% | 1.5% |
| Sep 2026 | 29.3% | 21.1% | 21.1% | 11.4% | 6.2% | 6.2% | 2.6% | 2.1% |
How has the Life Safety Services and Wormald comparison changed over the last 12 months?
3 findings
- Wormald was ahead of Life Safety Services in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Life Safety Services’ share of searches among fire protection services in New Zealand moved from 1.6% to 2.1%, and its estimated monthly branded searches moved from 50 to 70.
- Across the 12 months ending September 2026, Wormald’s share of searches among fire protection services in New Zealand moved from 15.2% to 21.1%, and its estimated monthly branded searches moved from 480 to 720.
How did search popularity change for New Zealand fire protection services in September 2026?
2 changes
In September 2026, Life Safety Services gained share of searches among fire protection services in New Zealand, from 1.5% to 2.1%.
Estimated monthly branded searches for Wormald in New Zealand rose 50% over 12 measured months, from 480 to 720 in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Life Safety Services’ and Wormald’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.
Life Safety Services
1 branded search term
- life safety services
Wormald
1 branded search term
- wormald
Other head-to-heads among fire protection services
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