Perpetual Guardian vs Public Trust:Which is more popular by branded search in New Zealand?
In August 2026, Public Trust had more branded searches than Perpetual Guardian among will and estate services in New Zealand. Public Trust was estimated to have 7.4K branded searches compared to Perpetual Guardian’s 2.7K, and held a 70.3% Share of Search versus Perpetual Guardian’s 25.5%.
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Which is more popular in search, Perpetual Guardian or Public Trust?
Compare the will, trust and estate services New Zealanders plan with. 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 Public Trust, Perpetual Guardian. The figures are in the table below the chart.
View monthly share of search table
| Month | Public Trust | Perpetual Guardian | Footprint |
|---|---|---|---|
| Oct 2025 | 89% | 9.9% | 1.1% |
| Nov 2025 | 71.4% | 25.7% | 2.9% |
| Dec 2025 | 75.8% | 22.3% | 1.9% |
| Jan 2026 | 71.9% | 24.5% | 3.6% |
| Feb 2026 | 70.7% | 26.1% | 3.2% |
| Mar 2026 | 70.8% | 25.5% | 3.7% |
| Apr 2026 | 80.4% | 17.1% | 2.5% |
| May 2026 | 71.1% | 25.3% | 3.6% |
| Jun 2026 | 71% | 25.2% | 3.8% |
| Jul 2026 | 67.4% | 28% | 4.5% |
| Aug 2026 | 70.3% | 25.5% | 4.2% |
| Sep 2026 | — | — | — |
How has the Perpetual Guardian and Public Trust comparison changed over the last 12 months?
3 findings
- Public Trust was ahead of Perpetual Guardian in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Perpetual Guardian’s estimated Share of Search among will and estate services in New Zealand moved from 9.9% to 25.5%, and its estimated monthly branded searches held steady at 2.7K.
- Across the 11 months ending August 2026, Public Trust’s estimated Share of Search among will and estate services in New Zealand moved from 89% to 70.3%, and its estimated monthly branded searches moved from 24.1K to 7.4K.
How did search popularity change for New Zealand will and estate services in August 2026?
2 changes
In August 2026, Public Trust gained estimated Share of Search among will and estate services in New Zealand, from 67.4% to 70.3%.
In August 2026, Perpetual Guardian lost estimated Share of Search among will and estate services in New Zealand, from 28% to 25.5%.
How each brand is measured
Brandwave collects information about searches that people make online using Perpetual Guardian’s and Public Trust’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.
Perpetual Guardian
9 branded search terms
- perpetual guardian
- perpetual guardian grants
- perpetual guardian near me
- perpetual guardian new zealand
- perpetual guardian nz
- perpetual guardian trust
- perpetual guardian will
- perpetual guardian wills
- perpetualguardian
Public Trust
8 branded search terms
- public trust epa
- public trust near me
- public trust nz
- public trust online
- public trust will
- publictrust
- publictrust co nz
- the public trust
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.