Brandwave

nextAdvisory vs RSM:Which is more popular?

In September 2026, nextAdvisory had more branded searches than RSM among accounting and advisory firms in New Zealand. nextAdvisory had about 260 branded searches, while RSM had 90. nextAdvisory made up 2.5% of all accounting and advisory firm searches we track, and RSM accounted for 0.88%. When we asked ChatGPT and Google AI Overviews about accounting and advisory firms, nextAdvisory appeared in three of the five answers and RSM in one. nextAdvisory was mentioned before RSM in three out of four answers.

Among accounting and advisory firms in New Zealand in September 2026

Who do people search for more?

nextAdvisory, about 3 searches for every 1 for RSM

nextAdvisory 260 searchesRSM 90 searches

Who does AI mention more?

nextAdvisory, mentioned in 3 of 5 answers, RSM in 1

nextAdvisory in 3 of 5RSM in 1 of 5

Who does AI recommend more?

nextAdvisory, named ahead of RSM in 3 of 4 answers

nextAdvisory first in 3RSM first in 1

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Top accounting and advisory firms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, nextAdvisory was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. RSM was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. nextAdvisory was listed before RSM in three out of four answers.

Most recommended by AI

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

  1. nextAdvisory1st
  2. BDO2nd
  3. PwC3rd
  4. KPMG4th
  5. Deloitte5th
  6. Moore Markhams6th
  7. EY7th
  8. Baker Tilly Staples Rodway8th
  9. Grant Thornton9th
  10. RSM10th
  11. +1 more

Mentioned by AI

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

  • BDO4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Moore Markhams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Baker Tilly Staples Rodway3 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
  • nextAdvisory3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • PwC2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • EY2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deloitte2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Grant Thornton1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • RSM1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about accounting and advisory firms

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 20, 2026.

Is nextAdvisory or RSM more popular in search?

This chart shows how often people search Google for nextAdvisory and RSM by name. Each line represents a brand's share of searches for all 11 accounting and advisory firms we track, month by month, from searches in New Zealand.

nextAdvisory and RSM among accounting and advisory firms in New Zealand, by month

Share of searches by month for nextAdvisory, RSM. The figures are in the table below the chart.

View monthly share of searches table
MonthPwCGrant ThorntonEYBaker Tilly Staples RodwayKPMGBDODeloitteMoore MarkhamsnextAdvisoryRSMCrowe
Oct 202516.7%17.8%15.7%13.1%9.5%8%7.8%6.6%3.6%1.2%0.11%
Nov 202516.7%17.5%17.4%12.8%10%8.2%7.9%5.3%2.9%1.2%0.11%
Dec 202516.3%18.4%16.3%13.5%8.5%7.5%8.5%6.8%3%0.99%0.14%
Jan 202616.1%17.4%17.2%12.8%8.9%7.9%7.7%6.4%4.3%1.2%0.13%
Feb 202617.1%16.9%18.1%12%9.2%7.5%7%7.6%3.4%1.2%0.11%
Mar 202614.7%19.8%22.4%11.3%9.2%6.4%6.7%4.9%2.7%1.8%0.2%
Apr 202614.2%17.9%18.1%12.4%11.4%7.3%6.4%5.4%5.4%1.6%0.11%
May 202613.7%17.5%18.5%12.7%11.7%7.7%6.7%6.5%4.3%0.77%0.11%
Jun 202613.6%17.4%18.4%12.6%13.3%6.7%6.8%6.4%3.5%1.2%0.11%
Jul 202612.9%24.4%16.8%12.7%9.2%7.4%6.2%6%3.2%1.1%0.1%
Aug 202620.4%18.2%15.3%12.1%10.3%7.3%7.6%4.6%3.1%1.1%0.1%
Sep 202625.2%15.7%15.6%10.8%9.8%7%6.7%5.8%2.5%0.88%0.1%

How has the nextAdvisory and RSM comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand accounting and advisory firms in September 2026?

2 changes

  1. In September 2026, nextAdvisory lost share of searches among accounting and advisory firms in New Zealand, from 3.1% to 2.5%.

  2. Estimated monthly branded searches for RSM in New Zealand fell 18.2% over 12 measured months, from 110 to 90 in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using nextAdvisory’s and RSM’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.

nextAdvisory

1 branded search term

  • nextadvisory

RSM

1 branded search term

  • RSM New Zealand

How the Brand Demand Index is measured

Other head-to-heads among accounting and advisory firms

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