What moved (Jul '25 – Jun '26)
| Metric | Jul 2025 → Jun 2026 | Change |
|---|---|---|
| Awareness | 51% → 62% | +11pp |
| Consideration | 40% → 52% | +12pp |
| Investigation | 38% → 49% | +11pp |
| Claimed Usage | 32% → 45% | +13pp |
| Preference | 32% → 42% | +10pp |
What's behind the growth
Wise has been building brand presence in New Zealand through a mix of approaches: public advocacy, product and word of mouth.
It's kept pushing Parliament on hidden FX fees, with country manager Tristan Dakin citing NZD 667 million in hidden costs to Kiwi consumers in a July 2025 submission, and its Asia-Pacific government relations lead still fronting select committee hearings on fee transparency in 2026.
Alongside that, it's growing its travel offer: NZ cardholders can now buy airport lounge passes through the app's Travel Hub, and it appointed agency Drake Content in May 2026 to run its combined Australia and New Zealand travel influencer remit.
It also keeps showing up organically in word of mouth, with independent NZ comparison sites like Canstar regularly ranking it among the cheapest ways to send money abroad.
