Brandwave

Salt Funds vs Simplicity:Which is more popular?

In September 2026, Simplicity had more branded searches than Salt Funds among fund managers in New Zealand. Simplicity had about 1,730 branded searches, while Salt Funds had 140. Simplicity made up 1.7% of all fund manager searches we track, and Salt Funds accounted for 0.14%. When we asked ChatGPT and Google AI Overviews about fund managers, Simplicity appeared in all five answers and Salt Funds in none.

Among fund managers in New Zealand in September 2026

Who do people search for more?

Simplicity, about 12 searches for every 1 for Salt Funds

Simplicity 1.7K searchesSalt Funds 140 searches

Who does AI mention more?

Simplicity, mentioned in every answer we collected

Simplicity in 5 of 5Salt Funds in 0 of 5

Who does AI recommend more?

Simplicity, the only one of the two named

Simplicity first in 5Salt Funds never named

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Top fund managers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Simplicity appeared in all five answers. Salt Funds did not appear in any of the five answers.

Most recommended by AI

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

  1. Simplicity1st
  2. Milford2nd
  3. Kernel3rd
  4. Fisher Funds4th
  5. InvestNow5th
  6. Pie Funds–
  7. Harbour Asset Management–
  8. Devon Funds–
  9. Salt Funds–
  10. Castle Point Funds–

Mentioned by AI

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

  • Simplicity5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kernel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • InvestNow4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Milford4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fisher Funds3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Pie Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Harbour Asset Management0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Devon Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Salt Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Castle Point Funds0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about fund managers

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 21, 2026.

Is Salt Funds or Simplicity more popular in search?

This chart shows how often people search Google for Salt Funds and Simplicity by name. Each line represents a brand's share of searches for all ten fund managers we track, month by month, from searches in New Zealand.

Salt Funds and Simplicity among fund managers in New Zealand, by month

Share of searches by month for Simplicity, Salt Funds. The figures are in the table below the chart.

View monthly share of searches table
MonthFisher FundsKernelInvestNowMilfordPie FundsSimplicityHarbour Asset ManagementDevon FundsSalt FundsCastle Point Funds
Oct 202531.4%15.2%16.7%28.3%5.3%1.8%0.73%0.3%0.19%0.05%
Nov 202535.7%14.2%15.6%26.5%4.9%1.7%0.83%0.27%0.22%0.07%
Dec 202534.5%16.3%18.5%23.1%4.8%1.5%0.8%0.26%0.26%0.14%
Jan 202633.9%16.4%18.1%24.1%4.7%1.7%0.66%0.26%0.17%0.05%
Feb 202637.7%15%16.5%23.5%4.3%1.7%0.74%0.36%0.19%0.06%
Mar 202636.6%17.5%16.1%22.7%4.1%1.5%0.87%0.35%0.18%0.1%
Apr 202635.2%17.9%18.9%21.3%4.1%1.5%0.69%0.27%0.15%0.07%
May 202629.8%21.8%19.6%22.1%4.2%1.4%0.76%0.19%0.15%0.06%
Jun 202630.3%22.2%20%20.4%4.3%1.5%0.73%0.23%0.13%0.1%
Jul 202628.3%25.3%18.6%20.9%3.9%1.6%0.82%0.27%0.22%0.07%
Aug 202627.8%25.3%18.3%21.1%3.9%2%0.98%0.21%0.32%0.07%
Sep 202633.6%24.6%18.1%17.3%3.1%1.7%1%0.21%0.14%0.09%

How has the Salt Funds and Simplicity comparison changed over the last 12 months?

3 findings
  • Simplicity was ahead of Salt Funds in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Salt Funds’ share of searches among fund managers in New Zealand moved from 0.19% to 0.14%, and its estimated monthly branded searches moved from 210 to 140.
  • Across the 12 months ending September 2026, Simplicity’s share of searches among fund managers in New Zealand moved from 1.8% to 1.7%, and its estimated monthly branded searches moved from 1.9K to 1.7K.

How did search popularity change for New Zealand fund managers in September 2026?

1 change

  1. In September 2026, Salt Funds fell from 8th to 9th among fund managers in New Zealand.

How are branded searches counted?

9 search terms

Brandwave collects information about searches that people make online using Salt Funds’ and Simplicity’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.

Salt Funds

1 branded search term

  • salt funds

Simplicity

8 branded search terms

  • kiwisaver simplicity
  • simplicity fund
  • simplicity funds
  • simplicity home loans
  • simplicity investment
  • simplicity investments
  • simplicity kiwisaver fund
  • simplicity kiwisaver funds

How the Brand Demand Index is measured

Other head-to-heads among fund managers

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