--- title: "Perpetual Guardian vs Stainton Chellew: Which is searched more in New Zealand?" description: "Is Perpetual Guardian or Stainton Chellew more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Will and estate services set 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." canonical: "https://gobrandwave.com/demand/nz/compare/perpetual-guardian-vs-stainton-chellew" publisher: "Brandwave" --- # Perpetual Guardian vs Stainton Chellew: Which is searched more in New Zealand? Is Perpetual Guardian or Stainton Chellew more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Will and estate services set 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. ## Key facts - **Compared**: Perpetual Guardian and Stainton Chellew - **Competitive set**: Will and estate services - **Market**: New Zealand - **Month measured**: Sep 2026 - **Perpetual Guardian Share of Search**: 28.3% - **Stainton Chellew Share of Search**: 2.9% ## Is Perpetual Guardian or Stainton Chellew more popular in search? - 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%. - 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. ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Public Trust | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Perpetual Guardian | 2nd | 1 of 3 | 1 of 2 | 2 of 5 | | Stainton Chellew | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Footprint | 4th | 1 of 3 | 1 of 2 | 2 of 5 | ## Every AI answer about will and estate services - Asked ChatGPT "Which will and estate service should I use in New Zealand?": 1. Public Trust, 2. Stainton Chellew, 3. Footprint - Asked ChatGPT "What are the best will and estate services in New Zealand?": 1. Public Trust, 2. Stainton Chellew - Asked ChatGPT "What's the best will and estate service in New Zealand for a family estate?": 1. Perpetual Guardian, 2. Public Trust - Searched Google, AI Overview "make a will nz": 1. Public Trust, 2. Footprint - Searched Google, AI Overview "estate planning nz": 1. Public Trust, 2. Perpetual Guardian Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand will and estate services in September 2026? - 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%. ## Month by month | Month | Perpetual Guardian estimated searches | Perpetual Guardian Share of Search | Perpetual Guardian rank | Stainton Chellew estimated searches | Stainton Chellew Share of Search | Stainton Chellew rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.6K | 9.9% | 2 | 170 | 0.65% | 4 | | Nov 2025 | 2.6K | 26.9% | 2 | 260 | 2.7% | 4 | | Dec 2025 | 1.7K | 23.3% | 2 | 210 | 2.9% | 3 | | Jan 2026 | 2K | 25.4% | 2 | 210 | 2.7% | 4 | | Feb 2026 | 2.5K | 27.2% | 2 | 260 | 2.8% | 4 | | Mar 2026 | 2.6K | 26.6% | 2 | 320 | 3.3% | 4 | | Apr 2026 | 2K | 17.7% | 2 | 170 | 1.5% | 4 | | May 2026 | 2.1K | 26.6% | 2 | 210 | 2.7% | 4 | | Jun 2026 | 2.1K | 26.4% | 2 | 210 | 2.7% | 4 | | Jul 2026 | 2.5K | 29.5% | 2 | 260 | 3% | 4 | | Aug 2026 | 2.5K | 26.7% | 2 | 210 | 2.2% | 4 | | Sep 2026 | 2.5K | 28.3% | 2 | 260 | 2.9% | 4 | ## How each brand is measured 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**: Measured on the search terms “perpetual guardian”, “perpetual guardian grants”, “perpetual guardian trust”, “perpetual guardian will”, “perpetual guardian wills” and “perpetualguardian”, summed into one figure. - **Stainton Chellew**: Measured on the search term “stainton chellew”. - [Perpetual Guardian profile](/demand/nz/brands/perpetual-guardian) - [Stainton Chellew profile](/demand/nz/brands/stainton-chellew) - [All will and estate services in New Zealand](/demand/nz/categories/nz-will-and-estate-services): The set both shares are measured inside, 4 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Perpetual Guardian or Stainton Chellew more popular in search? 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%. ## Cite this page Brandwave. "Perpetual Guardian vs Stainton Chellew: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/perpetual-guardian-vs-stainton-chellew This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/perpetual-guardian-vs-stainton-chellew. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.