Brandwave

BDO vs SBA:Which is more popular?

In September 2026, BDO had more branded searches than SBA among Napier accounting firms in New Zealand. BDO had about 50 branded searches, while SBA had 30. BDO made up 15.2% of all Napier accounting firm searches we track, and SBA accounted for 9.1%. When we asked ChatGPT and Google AI Overviews about Napier accounting firms, BDO and SBA each appeared in two of the three answers. SBA was mentioned before BDO in two out of three answers.

Among Napier accounting firms in New Zealand in September 2026

Who do people search for more?

BDO, about 67% more searches than SBA

BDO 50 searchesSBA 30 searches

Who does AI mention more?

Both were mentioned in 2 of 3 answers.

BDO in 2 of 3SBA in 2 of 3

Who does AI recommend more?

SBA, named ahead of BDO in 2 of 3 answers

SBA first in 2BDO first in 1

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Top Napier accounting firms in ChatGPT and Google AI Overviews

In three ChatGPT questions, BDO and SBA were each mentioned in two out of three: in two of the three ChatGPT answers. SBA was listed before BDO in two out of three answers.

Most recommended by AI

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

  1. Kiwitax1st
  2. Ascend Accounting + Advisory2nd
  3. SBA3rd
  4. BDO4th
  5. Pulse Accountants5th
  6. Oldershaw Accountants6th
  7. numio–
  8. Arco Advisory–
  9. On All Accounts–
  10. Tax Link–

Mentioned by AI

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

See every answer about Napier accounting firms

3 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 BDO or SBA more popular in search?

This chart shows how often people search Google for BDO and SBA by name. Each line represents a brand's share of searches for all ten Napier accounting firms we track, month by month, from searches in New Zealand.

BDO and SBA among Napier accounting firms in New Zealand, by month

Share of searches by month for BDO, SBA. The figures are in the table below the chart.

View monthly share of searches table
MonthOldershaw AccountantsKiwitaxBDOnumioSBAArco AdvisoryAscend Accounting + AdvisoryOn All AccountsPulse AccountantsTax Link
Oct 202534.6%26.9%11.5%0%0%3.8%7.7%0%3.8%11.5%
Nov 202543.3%20%13.3%0%3.3%0%6.7%3.3%3.3%6.7%
Dec 202542.9%28.6%9.5%0%0%4.8%4.8%0%4.8%4.8%
Jan 202641.9%29%16.1%0%0%0%6.5%0%3.2%3.2%
Feb 202636.4%27.3%15.2%3%0%0%9.1%3%3%3%
Mar 202647.1%17.6%14.7%0%0%2.9%5.9%2.9%2.9%5.9%
Apr 202632.3%22.6%19.4%0%0%0%6.5%3.2%6.5%9.7%
May 202625.7%37.1%14.3%0%0%0%5.7%5.7%5.7%5.7%
Jun 202632.5%32.5%12.5%0%2.5%0%7.5%5%2.5%5%
Jul 202624.2%33.3%15.2%0%3%3%6.1%3%3%9.1%
Aug 202629%29%16.1%3.2%0%3.2%6.5%3.2%3.2%6.5%
Sep 202624.2%21.2%15.2%15.2%9.1%3%3%3%3%3%

How has the BDO and SBA comparison changed over the last 12 months?

3 findings
  • BDO was ahead of SBA in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, BDO’s share of searches among Napier accounting firms in New Zealand moved from 11.5% to 15.2%, and its estimated monthly branded searches moved from 30 to 50.
  • Across the 12 months ending September 2026, SBA’s share of searches among Napier accounting firms in New Zealand moved from 0% to 9.1%, and its estimated monthly branded searches moved from 0 to 30.

How did search popularity change for New Zealand Napier accounting firms in September 2026?

2 changes

  1. In September 2026, SBA overtook Ascend Accounting + Advisory and 4 others to rank 5th among Napier accounting firms in New Zealand, with 9.1% of the searches.

  2. In September 2026, BDO lost share of searches among Napier accounting firms in New Zealand, from 16.1% to 15.2%.

How are branded searches counted?

10 search terms

Brandwave collects information about searches that people make online using BDO’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.

BDO

3 branded search terms

  • bdo accountants
  • bdo napier
  • BDO New Zealand

SBA

7 branded search terms

  • sba hawera
  • sba lower hutt
  • sba petone
  • sba pukekohe
  • sba taranaki
  • sba thames
  • sba wanganui

How the Brand Demand Index is measured

Other head-to-heads among Napier accounting firms

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