Gifford Devine vs Willis Legal:Which is more popular in New Zealand?
In October 2026, Gifford Devine had more branded searches than Willis Legal among Hastings law firms in New Zealand. Gifford Devine had about 210 branded searches, while Willis Legal had 110. Gifford Devine made up 28% of all Hastings law firm searches we track, and Willis Legal accounted for 14.7%. When we asked ChatGPT and Google AI Overviews about Hastings law firms, Gifford Devine appeared in all three answers and Willis Legal in two. Gifford Devine was mentioned before Willis Legal in two out of three answers.
Who do people search for more?
Gifford Devine, about 91% more searches than Willis Legal
Who does AI mention more?
Gifford Devine, mentioned in every answer we collected
Who does AI recommend more?
Gifford Devine, named ahead of Willis Legal in 2 of 3 answers
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Top Hastings law firms in ChatGPT and Google AI Overviews
In three ChatGPT questions, Gifford Devine appeared in all three answers. Willis Legal was mentioned in two out of three: in two of the three ChatGPT answers. Gifford Devine was listed before Willis Legal in two out of three answers.
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.
- Gifford Devine3 of 3Named in 3 of 3 ChatGPT answers
DK Legal3 of 3Named in 3 of 3 ChatGPT answers
Bramwell Bate3 of 3Named in 3 of 3 ChatGPT answers
Thrive Lawyers3 of 3Named in 3 of 3 ChatGPT answers
Willis Legal2 of 3Named in 2 of 3 ChatGPT answers
Luscombe Legal2 of 3Named in 2 of 3 ChatGPT answers
Gresson Grayson0 of 3Named in 0 of 3 ChatGPT answers
Mansfield Law0 of 3Named in 0 of 3 ChatGPT answers
See every answer about Hastings law firms
3 answers
Asked ChatGPT
“Which law firm should I hire in Hastings, New Zealand?”
Asked ChatGPT
“What are the best law firms in Hastings, New Zealand?”
Asked ChatGPT
“What's the best law firm in Hastings, New Zealand for a legal problem?”
Searched Google, AI Overview
“hastings law firms”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“family lawyer hastings”
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 Gifford Devine or Willis Legal more popular in search?
This chart shows how often people search Google for Gifford Devine and Willis Legal by name. Each line represents a brand's share of searches for all eight Hastings law firms we track, month by month, from searches in New Zealand.
Share of searches by month for Gifford Devine, Willis Legal. The figures are in the table below the chart.
View monthly share of searches table
| Month | Gifford Devine | DK Legal | Bramwell Bate | Willis Legal | Luscombe Legal | Gresson Grayson | Mansfield Law | Thrive Lawyers |
|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 35.8% | 15.1% | 27.4% | 13.2% | 1.9% | 3.8% | 1.9% | 0.94% |
| Dec 2025 | 37.3% | 18.7% | 21.3% | 14.7% | 2.7% | 2.7% | 1.3% | 1.3% |
| Jan 2026 | 33.7% | 19.3% | 25.3% | 13.3% | 3.6% | 2.4% | 1.2% | 1.2% |
| Feb 2026 | 37.2% | 19.1% | 19.1% | 14.9% | 4.3% | 3.2% | 1.1% | 1.1% |
| Mar 2026 | 36.9% | 19.4% | 18.4% | 13.6% | 4.9% | 3.9% | 1.9% | 0.97% |
| Apr 2026 | 31.3% | 19.3% | 20.5% | 16.9% | 3.6% | 4.8% | 2.4% | 1.2% |
| May 2026 | 39% | 18.2% | 19.5% | 14.3% | 1.3% | 5.2% | 1.3% | 1.3% |
| Jun 2026 | 30.9% | 19.8% | 23.5% | 17.3% | 3.7% | 2.5% | 1.2% | 1.2% |
| Jul 2026 | 35% | 18.8% | 18.8% | 17.5% | 3.8% | 3.8% | 1.3% | 1.3% |
| Aug 2026 | 31.8% | 21.6% | 21.6% | 15.9% | 3.4% | 3.4% | 1.1% | 1.1% |
| Sep 2026 | 30.8% | 19.8% | 25.3% | 15.4% | 2.2% | 4.4% | 1.1% | 1.1% |
| Oct 2026 | 28% | 26.7% | 20% | 14.7% | 4% | 2.7% | 2.7% | 1.3% |
How has branded search for Gifford Devine and Willis Legal changed in New Zealand over the last 12 months?
3 findings
- Gifford Devine was ahead of Willis Legal in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, Gifford Devine’s share of searches among Hastings law firms in New Zealand moved from 35.8% to 28%, and its estimated monthly branded searches moved from 380 to 210.
- Across the 12 months ending October 2026, Willis Legal’s share of searches among Hastings law firms in New Zealand moved from 13.2% to 14.7%, and its estimated monthly branded searches moved from 140 to 110.
How did search popularity change for New Zealand Hastings law firms in October 2026?
2 changes
In October 2026, Gifford Devine lost share of searches among Hastings law firms in New Zealand, from 30.8% to 28%.
In October 2026, Willis Legal lost share of searches among Hastings law firms in New Zealand, from 15.4% to 14.7%.
How are Gifford Devine’s and Willis Legal’s branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Gifford Devine’s and Willis Legal’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.
Gifford Devine
2 branded search terms
- gifford devine
- gifford devine hastings
Willis Legal
1 branded search term
- willis legal
Other head-to-heads among Hastings law firms
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