PKF vs SBA:Which is more popular?
In September 2026, PKF had more branded searches than SBA among Hamilton accounting firms in New Zealand. PKF had about 170 branded searches, while SBA had 80. PKF made up 40.5% of all Hamilton accounting firm searches we track, and SBA accounted for 19%. When we asked ChatGPT and Google AI Overviews about Hamilton accounting firms, SBA appeared in all three answers and PKF in two. SBA was mentioned before PKF in every answer.
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Top Hamilton accounting firms in ChatGPT and Google AI Overviews
In three ChatGPT questions, SBA appeared in all three answers. PKF was mentioned in two out of three: in two of the three ChatGPT answers. SBA was listed before PKF in every answer.
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.
SBA3 of 3Named in 3 of 3 ChatGPT answers- Maisey Harris & Co3 of 3Named in 3 of 3 ChatGPT answers
- Slater Chartered Accountants3 of 3Named in 3 of 3 ChatGPT answers
PKF2 of 3Named in 2 of 3 ChatGPT answers
Coombe Smith2 of 3Named in 2 of 3 ChatGPT answers
Auctus1 of 3Named in 1 of 3 ChatGPT answers
Hayward & Co0 of 3Named in 0 of 3 ChatGPT answers
See every answer about Hamilton accounting firms
3 answers
Asked ChatGPT
“Which accounting firm should I hire in Hamilton, New Zealand?”
Asked ChatGPT
“What are the best accounting firms in Hamilton, New Zealand?”
Asked ChatGPT
“What's the best accounting firm in Hamilton, New Zealand for a small business?”
Searched Google, AI Overview
“accountants hamilton nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“small business accountant hamilton”
Google showed no AI Overview for this search.
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 PKF or SBA more popular in search?
This chart shows how often people search Google for PKF and SBA by name. Each line represents a brand's share of searches for all seven Hamilton accounting firms we track, month by month, from searches in New Zealand.
Share of searches by month for PKF, SBA. The figures are in the table below the chart.
View monthly share of searches table
| Month | PKF | SBA | Maisey Harris & Co | Auctus | Hayward & Co | Coombe Smith | Slater Chartered Accountants |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.7% | 17.8% | 15.6% | 11.1% | 4.4% | 2.2% | 2.2% |
| Nov 2025 | 51.2% | 17.1% | 17.1% | 7.3% | 4.9% | 0% | 2.4% |
| Dec 2025 | 60.7% | 10.7% | 10.7% | 10.7% | 3.6% | 0% | 3.6% |
| Jan 2026 | 50% | 14.7% | 11.8% | 11.8% | 5.9% | 2.9% | 2.9% |
| Feb 2026 | 60.5% | 9.3% | 11.6% | 9.3% | 4.7% | 2.3% | 2.3% |
| Mar 2026 | 52.5% | 9.8% | 11.5% | 18% | 3.3% | 1.6% | 3.3% |
| Apr 2026 | 53.1% | 8.2% | 22.4% | 8.2% | 4.1% | 2% | 2% |
| May 2026 | 56.5% | 8.7% | 15.2% | 6.5% | 4.3% | 2.2% | 6.5% |
| Jun 2026 | 57.8% | 13.3% | 15.6% | 6.7% | 2.2% | 2.2% | 2.2% |
| Jul 2026 | 52.5% | 15% | 17.5% | 7.5% | 2.5% | 2.5% | 2.5% |
| Aug 2026 | 30.9% | 16.4% | 16.4% | 25.5% | 5.5% | 1.8% | 3.6% |
| Sep 2026 | 40.5% | 19% | 16.7% | 14.3% | 4.8% | 2.4% | 2.4% |
How has the PKF and SBA comparison changed over the last 12 months?
3 findings
- PKF was ahead of SBA in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, PKF’s share of searches among Hamilton accounting firms in New Zealand moved from 46.7% to 40.5%, and its estimated monthly branded searches moved from 210 to 170.
- Across the 12 months ending September 2026, SBA’s share of searches among Hamilton accounting firms in New Zealand moved from 17.8% to 19%, and its estimated monthly branded searches held steady at 80.
How did search popularity change for New Zealand Hamilton accounting firms in September 2026?
2 changes
In September 2026, SBA overtook Auctus and Maisey Harris & Co to rank 2nd among Hamilton accounting firms in New Zealand, with 19% of the searches.
In September 2026, PKF gained share of searches among Hamilton accounting firms in New Zealand, from 30.9% to 40.5%.
How are branded searches counted?
14 search terms
Brandwave collects information about searches that people make online using PKF’s and SBA’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.
Other head-to-heads among Hamilton accounting firms
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