Brandwave

How popular isAIA?

In September 2026, people searched for AIA by name about 3,280 times in Australia, a 5.1% increase from the previous year. These searches made up 11.1% of all Australia life insurance brand searches, placing AIA third out of seven brands. When we asked both ChatGPT and Google AI Overviews about life insurance brands, AIA appeared in one of the five answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

AIA is the third most searched of 7 competitors and the fifth most recommended in AI answers.

  1. TALShare of searches 43.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Real InsuranceShare of searches 27.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. AIAShare of searches 11.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. NobleOakShare of searches 9.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. MedibankShare of searches 3.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

+2 more

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Top life insurance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, AIA was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. AIA is the fifth most recommended of the seven.

Most recommended by AI

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

  1. TAL1st
  2. NobleOak2nd
  3. Medibank3rd
  4. Budget Direct4th
  5. AIA5th
  6. Real Insurance–
  7. Zurich–

Mentioned by AI

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

  • TAL5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NobleOak4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Medibank4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Budget Direct3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • AIA1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Real Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zurich0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about life insurance brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which life insurance brands compete with AIA?

AIA against life insurance brands in Australia, by month

Share of searches by month for TAL, Real Insurance, AIA, NobleOak, Medibank, Zurich. The figures are in the table below the chart.

View monthly share of searches table
MonthTALReal InsuranceAIANobleOakMedibankZurichBudget Direct
Oct 202535.7%30.5%11.7%13.5%3.8%3.3%1.5%
Nov 202535.5%32%12.3%11.5%3.9%3.5%1.3%
Dec 202536.1%32.7%12.3%9.4%4.4%3.6%1.6%
Jan 202631.5%34.7%11.5%12.6%4.6%3.5%1.7%
Feb 202637.6%27.7%12.9%12.3%4.4%3.4%1.6%
Mar 202636.7%27%15%12%4.3%3.3%1.6%
Apr 202637.3%28.7%13.4%12.8%3.5%3.1%1.1%
May 202637.2%28.7%13.4%12.7%3.5%3.1%1.4%
Jun 202637.4%28.8%12.9%12.8%3.6%3.1%1.4%
Jul 202641.4%27.3%10.5%12.1%4.4%3%1.3%
Aug 202642.7%22.9%12.6%12.5%4.5%3.5%1.4%
Sep 202643.4%27.5%11.1%9.8%3.4%3.4%1.3%

  1. 1.TAL

    43.4%

    Held 1st. 12.8K estimated branded searches, +4.1% vs prior month. Share +0.7 points.

  2. 2.Real Insurance

    27.5%

    Held 2nd. 8.1K estimated branded searches, +22.7% vs prior month. Share +4.6 points.

  3. 3.AIA

    11.1%

    Held 3rd. 3.3K estimated branded searches, -9.4% vs prior month. Share -1.4 points.

  4. 4.NobleOak

    9.8%

    Held 4th. 2.9K estimated branded searches, -19.4% vs prior month. Share -2.7 points.

  5. 5.Medibank

    3.4%

    Held 5th. 1K estimated branded searches, -23.1% vs prior month. Share -1.1 points.

  6. 6.Zurich

    3.4%

    Held 6th. 1K estimated branded searches, 0% vs prior month. Share -0.1 points.

  7. 7.Budget Direct

    1.3%

    Held 7th. 390 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between AIA and its closest rivals

Every comparison with AIA

6 comparisons

How has branded search demand for AIA changed in Australia over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for AIA in Australia rose from 3.1K to 3.3K.
  • Across the 12 months ending September 2026, AIA’s share of searches among life insurance brands in Australia decreased from 11.7% to 11.1%.
  • Across the 12 months ending September 2026, AIA’s share of searches among life insurance brands in Australia peaked at 15% in March 2026 and was lowest at 10.5% in July 2026.
  • Across the 12 months ending September 2026, AIA rose from 4th to 3rd among life insurance brands in Australia.

How did search popularity change for Australia life insurance brands in September 2026?

6 changes

  1. In September 2026, Real Insurance gained share of searches among life insurance brands in Australia, from 22.9% to 27.5%.

  2. In September 2026, TAL gained share of searches among life insurance brands in Australia, from 42.7% to 43.4%.

  3. In September 2026, NobleOak lost share of searches among life insurance brands in Australia, from 12.5% to 9.8%.

  4. In September 2026, AIA lost share of searches among life insurance brands in Australia, from 12.6% to 11.1%.

  5. In September 2026, Medibank lost share of searches among life insurance brands in Australia, from 4.5% to 3.4%.

  6. Estimated monthly branded searches for Zurich in Australia rose 13.6% over 12 measured months, from 880 to 1K in September 2026.

How are AIA’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using AIA’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • aia australia
  • aia life insurance

Do you work for AIA? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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