Milford vs Simplicity:Which is more popular by branded search in New Zealand?
In August 2026, Milford had more branded searches than Simplicity among KiwiSaver providers in New Zealand. Milford was estimated to have 32.5K branded searches compared to Simplicity’s 21.1K, and held a 1.6% Share of Search versus Simplicity’s 1%.
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Which is more popular in search, Milford or Simplicity?
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 Milford, Simplicity. 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 Milford and Simplicity comparison changed over the last 12 months?
3 findings
- Milford was ahead of Simplicity in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Milford’s estimated Share of Search among KiwiSaver providers in New Zealand moved from 1.9% to 1.6%, and its estimated monthly branded searches moved from 45.7K to 32.5K.
- Across the 11 months ending August 2026, Simplicity’s estimated Share of Search among KiwiSaver providers in New Zealand held steady at 1%, and its estimated monthly branded searches moved from 25.2K to 21.1K.
How did search popularity change for New Zealand KiwiSaver providers in August 2026?
2 changes
Estimated monthly branded searches for Milford in New Zealand fell 29% over 11 measured months, from 45.7K to 32.5K in August 2026.
Estimated monthly branded searches for Simplicity in New Zealand fell 16.3% over 11 measured months, from 25.2K to 21.1K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Milford’s and Simplicity’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.
Milford
31 branded search terms
- kiwisaver milford
- milford active growth
- milford active growth kiwisaver
- milford asset
- milford asset kiwisaver
- milford asset management
- milford asset management app
- milford asset management fees
- milford asset management funds
- milford asset management kiwisaver
- milford asset management near me
- milford asset management nz
- milford asset management portal
- milford asset management review
- milford asset management unit prices
- milford asset mgmt
- milford assets kiwisaver
- milford funds
- milford funds kiwisaver
- milford funds limited
- milford investment
- milford investment funds
- milford investment kiwisaver
- milford investments
- milford kiwisaver
- milford kiwisaver active growth fund
- milford kiwisaver aggressive fund
- milford kiwisaver nz
- milford kiwisaver plan
- milford managed funds
- www milford asset management
Simplicity
16 branded search terms
- kiwisaver simplicity
- simplicity fund
- simplicity funds
- simplicity funds nz
- simplicity home loans
- simplicity investment
- simplicity investments
- simplicity investments nz
- simplicity kiwisaver
- simplicity kiwisaver fund
- simplicity kiwisaver funds
- simplicity kiwisaver nz
- simplicity kiwisaver scheme
- simplicity nz
- simplicity nz kiwisaver
- www simplicity kiwisaver
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