Sence
Milford againstKiwiSaver/superinAU + NZ

Milford

174 mentions in Australia and New Zealand, 11th of 54 in KiwiSaver/super for share of voice. Net sentiment sits 51 points below the peer median.

Markets
NZ
Compare Milford with other KiwiSaver/super

Milford among KiwiSaver/super

-100-500+50+100
More negativeNet sentimentMore positive

Across: net sentiment. Size: share of voice. Ring: its sentiment mix. 4 brands with a single mention left off.

  • Positive
  • Neutral
  • Negative
  • Mixed
Share of voice
3%
11th of 54, 174 mentions
Net sentiment
-51
Peer median 0
Net advocacy
-11
Peer median 0
Rejection
14%
24 of 174 staged mentions
  • 11th of 54 for share of voice
  • 23rd of 26 for net sentiment
  • 24th of 26 for net advocacy
  • 21st of 26 for past awareness
  • 24th of 26 for rejection

Milford against its peers

The share of Milford's mentions at each stage, against the median of the other brands in KiwiSaver/super mentioned in this view (53 of them).

Every staged mention of Milford, 100%Rejection, the exit

  1. Awareness

    49%

    -1 pts on peers (50%)

    Names the brand in passing or in the news.

  2. Consideration

    9%

    -4 pts on peers (13%)

    Weighing it up, asking about it, comparing.

  3. Usage

    26%

    +6 pts on peers (21%)

    Says they bank, invest or are insured with it.

  4. Preference

    1%

    +1 pts on peers (0%)

    Chooses it over the alternatives.

  5. Advocacy

    1%

    +1 pts on peers (0%)

    Recommends it to others.

  6. Rejection

    14%

    +14 pts on peers (0%)

    Left it, refuses it or warns others off.

Mentions by week

  • Positive
  • Neutral
  • Negative
  • Mixed
7 AugWeek of 6 Nov

Where the conversation happens

Mentions by source in Australia and New Zealand; the figure beside each count is net sentiment.

  • Reddit
    150-55
  • News
    18-33
  • Reviewers and creators
    3+33
  • Brand pages
    3-33

What the posts were about

Sence tags each finance post with what it covers. These are the topics of the posts Milford was named under; brand page posts are not tagged, so they sit under "Not tagged".

  • Investing
    103-55
  • KiwiSaver and Super
    57-51
  • Not tagged
    10-10
  • Money Advice
    7-57
  • Banking
    4+25

Who they leave for, and who they leave

Comments that reject one brand and name another they use, prefer or are weighing up.

Losing customers to

Rejects Milford, names this brand instead.

Winning customers from

Rejects this brand, names Milford instead.

What people actually say

A spread of comments at each stage, as written. Comments that tag or name another commenter are left out.

  • “Low fees the way to go. Plenty of options.Milford are charging more than they need to pay for their marketing”
    negative

    Reddit, New Zealand, 7 Sep 2026

  • “Milford’s returns are terrible.”
    negative

    News, New Zealand, Facebook, 22 Oct 2026

  • “But if the AI “bubble” runs another 2 years - say +30%, then loses 15%, still beats Milford who may be only be at +5% at current returns. Don’t even start me on PIE funds…”
    negative

    Reddit, New Zealand, 28 Oct 2026

  • “Well that was silly, milford is positioning for the AI pop, they are correct it seems based on the last day.”
    positive

    Reddit, New Zealand, 30 Oct 2026

The posts that got Milford talked about

  1. Milford Active Growth Fund. What's wrong with this fund!

    r/PersonalFinanceNZ on Reddit, 28 Oct 2026 · Investing

    31mentions

  2. Anyone else questioning Milford's fees after their latest update?

    r/PersonalFinanceNZ on Reddit, 23 Oct 2026 · KiwiSaver and Super

    19mentions

  3. is Milford balance fund good?

    r/PersonalFinanceNZ on Reddit, 23 Aug 2026 · Investing

    19mentions

  4. Milford Kiwisaver Active Growth. The AI story.

    r/PersonalFinanceNZ on Reddit, 29 Oct 2026 · KiwiSaver and Super

    13mentions

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ANZNZ + AU1,18018%-3243%7%-6
WestpacNZ + AU1,09117%-2443%7%-5
KernelNZ5308%+4671%<1%+16
SharesiesNZ + AU5098%+1362%4%+7
SimplicityNZ3746%+4364%<1%+16
AustralianSuperAU3566%-3535%6%-3
InvestNowNZ3546%+2971%1%+16
ASBNZ3505%-350%2%+2
BNZNZ2634%+1047%2%+3
HostplusAU2354%+2062%<1%+11
MilfordNZ1743%-5137%14%-11
Fisher FundsNZ1282%-6920%28%-27
AMPNZ + AU1122%-738%3%+3
Australian Retirement TrustAU901%+2349%0%+7
CbusAU901%-6416%4%-2
SBS BankNZ671%-2842%0%+4
SmartsharesNZ56<1%057%5%+2
RestAU46<1%-2854%0%+4
Aware SuperAU42<1%-1243%5%0
UniSuperAU38<1%+3953%0%+8
Colonial First StateAU38<1%-350%8%-5
NZ FundsNZ23<1%-789%26%-26
HESTAAU23<1%-4822%4%-4
SuperLifeNZ22<1%+1482%5%+9
MLCAU21<1%-2938%5%0
BoosterNZ20<1%+555%0%+5
GenerateNZ18<1%-2244%0%0
Australian EthicalAU17<1%+3571%6%0
MercerNZ14<1%-743%7%-7
Craigs Investment PartnersNZ12<1%+3333%8%0
Public Sector Superannuation SchemeAU9<1%-1122%0%0
Future SuperAU9<1%-2278%0%0
CareSuperAU8<1%+2525%0%0
Vanguard SuperAU7<1%+7171%0%0
PathfinderNZ5<1%+2080%0%0
MASNZ5<1%+10020%0%0
Brighter SuperAU5<1%+20100%0%+20
HiveNZ4<1%+2575%0%0
ConsiliumNZ4<1%+2550%0%0
Smart Future TrustAU4<1%+5025%0%+25
Mercer SuperAU3<1%-6733%0%0
Military SuperAU3<1%-33100%0%0
NGS SuperAU3<1%+3333%0%0
Team SuperAU3<1%-670%0%0
Pie FundsNZ2<1%0100%0%0
KōuraNZ2<1%-500%0%0
FundRock NZNZ2<1%050%0%0
Insignia FinancialAU2<1%050%0%0
Vision SuperAU2<1%050%0%0
Equip SuperAU2<1%00%0%0
AE KiwiSaverNZ1<1%-1000%0%0
Quay StreetNZ1<1%+100100%0%+100
Prime SuperAU1<1%00%0%0
legalsuperAU1<1%00%0%0