Perpetual Guardian vs Stainton Chellew:Which is more popular?
In September 2026, Perpetual Guardian had more branded searches than Stainton Chellew among will and estate services in New Zealand. Perpetual Guardian had about 2,530 branded searches, while Stainton Chellew had 260. Perpetual Guardian made up 28.3% of all will and estate service searches we track, and Stainton Chellew accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about will and estate services, Perpetual Guardian and Stainton Chellew each appeared in two of the five answers. Perpetual Guardian and Stainton Chellew were each mentioned first in two of the four answers that named either.
Who do people search for more?
Perpetual Guardian, about 10 searches for every 1 for Stainton Chellew
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top will and estate services in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Perpetual Guardian was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Stainton Chellew was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Perpetual Guardian and Stainton Chellew were each listed first in two of the four answers that named either.
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.
Public Trust5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Perpetual Guardian2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Footprint2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Stainton Chellew2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about will and estate services
5 answers
Asked ChatGPT
“Which will and estate service should I use in New Zealand?”
Asked ChatGPT
“What are the best will and estate services in New Zealand?”
Asked ChatGPT
“What's the best will and estate service in New Zealand for a family estate?”
Searched Google, AI Overview
“make a will nz”
Searched Google, AI Overview
“estate planning nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Perpetual Guardian or Stainton Chellew more popular in search?
This chart shows how often people search Google for Perpetual Guardian and Stainton Chellew by name. Each line represents a brand's share of searches for all four will and estate services we track, month by month, from searches in New Zealand.
Share of searches by month for Perpetual Guardian, Stainton Chellew. The figures are in the table below the chart.
View monthly share of searches table
| Month | Public Trust | Perpetual Guardian | Footprint | Stainton Chellew |
|---|---|---|---|---|
| Oct 2025 | 88.3% | 9.9% | 1.2% | 0.65% |
| Nov 2025 | 67.2% | 26.9% | 3.2% | 2.7% |
| Dec 2025 | 71.7% | 23.3% | 2.1% | 2.9% |
| Jan 2026 | 68% | 25.4% | 3.9% | 2.7% |
| Feb 2026 | 66.5% | 27.2% | 3.5% | 2.8% |
| Mar 2026 | 66% | 26.6% | 4% | 3.3% |
| Apr 2026 | 78.2% | 17.7% | 2.7% | 1.5% |
| May 2026 | 66.8% | 26.6% | 4% | 2.7% |
| Jun 2026 | 66.6% | 26.4% | 4.2% | 2.7% |
| Jul 2026 | 62.4% | 29.5% | 5% | 3% |
| Aug 2026 | 66.5% | 26.7% | 4.6% | 2.2% |
| Sep 2026 | 61.2% | 28.3% | 7.6% | 2.9% |
How has the Perpetual Guardian and Stainton Chellew comparison changed over the last 12 months?
3 findings
- Perpetual Guardian was ahead of Stainton Chellew in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Perpetual Guardian’s share of searches among will and estate services in New Zealand moved from 9.9% to 28.3%, and its estimated monthly branded searches moved from 2.6K to 2.5K.
- Across the 12 months ending September 2026, Stainton Chellew’s share of searches among will and estate services in New Zealand moved from 0.65% to 2.9%, and its estimated monthly branded searches moved from 170 to 260.
How did search popularity change for New Zealand will and estate services in September 2026?
2 changes
In September 2026, Perpetual Guardian gained share of searches among will and estate services in New Zealand, from 26.7% to 28.3%.
In September 2026, Stainton Chellew gained share of searches among will and estate services in New Zealand, from 2.2% to 2.9%.
How are branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Perpetual Guardian’s and Stainton Chellew’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
6 branded search terms
- perpetual guardian
- perpetual guardian grants
- perpetual guardian trust
- perpetual guardian will
- perpetual guardian wills
- perpetualguardian
Stainton Chellew
1 branded search term
- stainton chellew
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