--- title: "Roost vs Squirrel: Which is more popular by branded search in New Zealand?" description: "Which is more popular in search, Roost or Squirrel? Compare estimated monthly branded-search demand and Share of Search inside the mortgage advisers 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/roost-vs-squirrel" publisher: "Brandwave" --- # Roost vs Squirrel: Which is more popular by branded search in New Zealand? Which is more popular in search, Roost or Squirrel? Compare estimated monthly branded-search demand and Share of Search inside the mortgage advisers 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**: Roost and Squirrel - **Competitive set**: mortgage advisers - **Market**: New Zealand - **Month measured**: Aug 2026 - **Roost Share of Search**: 0.71% - **Squirrel Share of Search**: 25.1% ## Which is more popular in search, Roost or Squirrel? - In August 2026, Squirrel had more branded searches than Roost among mortgage advisers in New Zealand. Squirrel was estimated to have 5.6K branded searches compared to Roost’s 160, and held a 25.1% Share of Search versus Roost’s 0.71%. - Squirrel was ahead of Roost in every measured month of the 11 months ending August 2026. - Across the 11 months ending August 2026, Roost’s estimated Share of Search among mortgage advisers in New Zealand moved from 0.9% to 0.71%, and its estimated monthly branded searches moved from 230 to 160. - Across the 11 months ending August 2026, Squirrel’s estimated Share of Search among mortgage advisers in New Zealand moved from 28.3% to 25.1%, and its estimated monthly branded searches moved from 7.2K to 5.6K. ## How did search popularity change for New Zealand mortgage advisers in August 2026? - In August 2026, Squirrel lost estimated Share of Search among mortgage advisers in New Zealand, from 25.7% to 25.1%. - Estimated monthly branded searches for Roost in New Zealand fell 30.4% over 11 measured months, from 230 to 160 in August 2026. ## Month by month | Month | Roost estimated searches | Roost Share of Search | Roost rank | Squirrel estimated searches | Squirrel Share of Search | Squirrel rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 230 | 0.9% | 15 | 7.2K | 28.3% | 1 | | Nov 2025 | 270 | 1.1% | 13 | 6.9K | 27.8% | 2 | | Dec 2025 | 140 | 0.75% | 16 | 5.5K | 29.2% | 1 | | Jan 2026 | 180 | 0.78% | 16 | 6.9K | 29.9% | 1 | | Feb 2026 | 170 | 0.67% | 16 | 7K | 27.9% | 2 | | Mar 2026 | 190 | 0.73% | 19 | 7.4K | 28.3% | 1 | | Apr 2026 | 150 | 0.69% | 19 | 6.3K | 28.8% | 1 | | May 2026 | 150 | 0.64% | 20 | 6.4K | 27.4% | 2 | | Jun 2026 | 170 | 0.8% | 19 | 5.7K | 26.5% | 1 | | Jul 2026 | 170 | 0.81% | 18 | 5.4K | 25.7% | 2 | | Aug 2026 | 160 | 0.71% | 18 | 5.6K | 25.1% | 2 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using Roost’s and Squirrel’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. - **Roost**: Measured on the search terms “roost mortgage”, “roost mortgage brokers”, “roost mortgage brokers queenstown”, “roost mortgages”, “roost mortgages queenstown”, “roost nz” and “roost queenstown”, summed into one figure. - **Squirrel**: Measured on the search terms “squirrel co nz”, “squirrel home loans”, “squirrel investment”, “squirrel investments”, “squirrel lending”, “squirrel money”, “squirrel mortgage”, “squirrel mortgage broker”, “squirrel mortgage brokers”, “squirrel mortgages” and “squirrel nz”, summed into one figure. - [Roost profile](/demand/nz/brands/roost) - [Squirrel profile](/demand/nz/brands/squirrel) - [All mortgage advisers in New Zealand](/demand/nz/categories/nz-mortgage-advisers): The set both shares are measured inside, 22 brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which is more popular in search, Roost or Squirrel? In August 2026, Squirrel had more branded searches than Roost among mortgage advisers in New Zealand. Squirrel was estimated to have 5.6K branded searches compared to Roost’s 160, and held a 25.1% Share of Search versus Roost’s 0.71%. ## Cite this page Brandwave. "Roost vs Squirrel: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/roost-vs-squirrel This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/roost-vs-squirrel. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.