Gee & Hickton vs The Wilson Funeral Home:Which is more popular?
In September 2026, Gee & Hickton had more branded searches than The Wilson Funeral Home among Wellington funeral directors in New Zealand. Gee & Hickton had about 320 branded searches, while The Wilson Funeral Home had 210. Gee & Hickton made up 14.4% of all Wellington funeral director searches we track, and The Wilson Funeral Home accounted for 9.5%. When we asked ChatGPT and Google AI Overviews about Wellington funeral directors, The Wilson Funeral Home appeared in all three answers and Gee & Hickton in none.
Who do people search for more?
Gee & Hickton, about 52% more searches than The Wilson Funeral Home
Who does AI mention more?
The Wilson Funeral Home, mentioned in every answer we collected
Who does AI recommend more?
The Wilson Funeral Home, the only one of the two named
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Top Wellington funeral directors in ChatGPT and Google AI Overviews
In three ChatGPT questions, The Wilson Funeral Home appeared in all three answers. Gee & Hickton did not appear in any of the 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.
Harbour City Funeral Home3 of 3Named in 3 of 3 ChatGPT answers- The Wilson Funeral Home3 of 3Named in 3 of 3 ChatGPT answers
- Wellington City Funerals3 of 3Named in 3 of 3 ChatGPT answers
Lychgate Funerals2 of 3Named in 2 of 3 ChatGPT answers- Guardian Funeral Home2 of 3Named in 2 of 3 ChatGPT answers
- Gee & Hickton0 of 3Named in 0 of 3 ChatGPT answers
See every answer about Wellington funeral directors
3 answers
Asked ChatGPT
“Which funeral director should I hire in Wellington, New Zealand?”
Asked ChatGPT
“What are the best funeral directors in Wellington, New Zealand?”
Asked ChatGPT
“What's the best funeral director in Wellington, New Zealand for a loved one?”
Searched Google, AI Overview
“wellington funeral directors”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“funeral home wellington”
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 Gee & Hickton or The Wilson Funeral Home more popular in search?
This chart shows how often people search Google for Gee & Hickton and The Wilson Funeral Home by name. Each line represents a brand's share of searches for all six Wellington funeral directors we track, month by month, from searches in New Zealand.
Share of searches by month for Gee & Hickton, The Wilson Funeral Home. The figures are in the table below the chart.
View monthly share of searches table
| Month | Harbour City Funeral Home | Gee & Hickton | The Wilson Funeral Home | Wellington City Funerals | Lychgate Funerals | Guardian Funeral Home |
|---|---|---|---|---|---|---|
| Oct 2025 | 42.9% | 23.2% | 12.5% | 0% | 18.8% | 2.7% |
| Nov 2025 | 44.9% | 15.9% | 13.1% | 0% | 24.3% | 1.9% |
| Dec 2025 | 45.3% | 19.8% | 10.4% | 0% | 19.8% | 4.7% |
| Jan 2026 | 34% | 12.1% | 7.8% | 22.7% | 21.3% | 2.1% |
| Feb 2026 | 31.8% | 11.3% | 13.9% | 17.2% | 23.2% | 2.6% |
| Mar 2026 | 40.1% | 14.3% | 14.3% | 6.1% | 22.4% | 2.7% |
| Apr 2026 | 45.7% | 20.2% | 5.4% | 8.5% | 17.8% | 2.3% |
| May 2026 | 48% | 17.3% | 4.7% | 14% | 14% | 2% |
| Jun 2026 | 55.2% | 14.4% | 5% | 7.7% | 13.8% | 3.9% |
| Jul 2026 | 54.7% | 19.9% | 10.6% | 3.1% | 9.9% | 1.9% |
| Aug 2026 | 53.5% | 11.2% | 17.1% | 9.1% | 7.5% | 1.6% |
| Sep 2026 | 58.6% | 14.4% | 9.5% | 7.7% | 6.8% | 3.2% |
How has the Gee & Hickton and The Wilson Funeral Home comparison changed over the last 12 months?
3 findings
- The lead changed hands 4 times in the 12 months ending September 2026: The Wilson Funeral Home took it in February 2026, Gee & Hickton took it in April 2026, The Wilson Funeral Home took it in August 2026, Gee & Hickton took it in September 2026.
- Across the 12 months ending September 2026, Gee & Hickton’s share of searches among Wellington funeral directors in New Zealand moved from 23.2% to 14.4%, and its estimated monthly branded searches moved from 260 to 320.
- Across the 12 months ending September 2026, The Wilson Funeral Home’s share of searches among Wellington funeral directors in New Zealand moved from 12.5% to 9.5%, and its estimated monthly branded searches moved from 140 to 210.
How did search popularity change for New Zealand Wellington funeral directors in September 2026?
2 changes
In September 2026, Gee & Hickton overtook The Wilson Funeral Home to rank 2nd among Wellington funeral directors in New Zealand, with 14.4% of the searches.
In September 2026, The Wilson Funeral Home lost share of searches among Wellington funeral directors in New Zealand, from 17.1% to 9.5%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Gee & Hickton’s and The Wilson Funeral Home’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.
Gee & Hickton
2 branded search terms
- gee & hickton
- gee hickton
The Wilson Funeral Home
1 branded search term
- the wilson funeral home
Other head-to-heads among Wellington funeral directors
- Harbour City Funeral Home vs Gee & Hickton: compare popularity
- Harbour City Funeral Home vs The Wilson Funeral Home: compare popularity
- Harbour City Funeral Home vs Wellington City Funerals: compare popularity
- Harbour City Funeral Home vs Lychgate Funerals: compare popularity
- Gee & Hickton vs Wellington City Funerals: compare popularity
- Gee & Hickton vs Lychgate Funerals: compare popularity
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