Brandwave

How popular isBupa?

In September 2026, people searched for Bupa by name about 48,500 times in Australia, about the same as the previous year. These searches made up 11.2% of all Australia health insurance fund searches, placing Bupa fourth out of nine funds. When we asked both ChatGPT and Google AI Overviews about health insurance funds, Bupa appeared in two of the five answers and was the seventh most recommended of the nine.

Search and AI answers in September 2026

Bupa is the fourth most searched of 9 competitors and the seventh most recommended in AI answers.

  1. MedibankShare of searches 30.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. nibShare of searches 17.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
  3. HBFShare of searches 17.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  4. BupaShare of searches 11.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  5. ahmShare of searches 7.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th

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Top health insurance funds in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bupa was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Bupa is the seventh most recommended of the nine.

Most recommended by AI

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

  1. HCF1st
  2. HBF2nd
  3. Medibank3rd
  4. ahm4th
  5. Frank5th
  6. GMHBA6th
  7. Bupa7th
  8. nib–
  9. Australian Unity–

Mentioned by AI

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

  • Medibank4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HCF4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HBF2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bupa2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Frank2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • nib1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ahm1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GMHBA1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Australian Unity0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about health insurance funds

5 answers

  • Asked ChatGPT

    “Which health insurance fund should I join in Australia?”

    1. 1HCF
    2. 2HBF
    3. 3GMHBA
    4. 4Medibank

  • Asked ChatGPT

    “What are the best private health insurance funds in Australia?”

    1. 1HCF
    2. 2HBF
    3. 3Medibank
    4. 4Bupa
    5. 5Frank

  • Asked ChatGPT

    “What's the best private health insurance in Australia for a young couple?”

    1. 1HCF
    2. 2ahm
    3. 3Frank
    4. 4Medibank

  • Searched Google, AI Overview

    “private health insurance”

    1. 1Medibank
    2. 2Bupa
    3. 3HCF
    4. 4nib

  • Searched Google, AI Overview

    “health insurance comparison”

    Not named in any answer:

    Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

    Which health insurance funds compete with Bupa?

    Bupa against health insurance funds in Australia, by month

    Share of searches by month for Medibank, nib, HBF, Bupa, ahm, HCF, GMHBA, Australian Unity. The figures are in the table below the chart.

    View monthly share of searches table
    MonthMedibanknibHBFBupaahmHCFGMHBAAustralian UnityFrank
    Oct 202532.9%18.3%17.1%9.9%5.4%8.1%4.4%2%2%
    Nov 202534.8%19.4%15.3%8.5%4.7%8.5%4.7%2.1%2.1%
    Dec 202532.8%18.4%17.2%9.9%4.4%8.1%5.4%2%2%
    Jan 202634.7%16.5%15.3%10.4%5.7%8.5%4.7%2.1%2.1%
    Feb 202631.2%18.2%16.8%9.4%6.3%9.4%5.1%1.9%1.9%
    Mar 202627.6%16.9%16.1%12.4%6.8%10.1%5.5%2%2.5%
    Apr 202630.6%17.1%17.1%11.2%6.1%9.2%5%1.8%1.8%
    May 202632.7%19%17.6%9.8%6.6%5.4%5.4%1.6%2%
    Jun 202632.7%19.1%17.1%9.8%6.6%5.4%5.4%1.6%2.4%
    Jul 202632%18.6%19.4%9.6%6.4%5.3%5.3%1.6%1.9%
    Aug 202632.8%19.1%17.1%9.8%6.6%5.4%5.4%2%2%
    Sep 202630.5%17.8%17.1%11.2%7.5%6.2%5%2.7%1.8%

    1. 1.Medibank

      30.5%

      Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -2.2 points.

    2. 2.nib

      17.8%

      Held 2nd. 64.3K estimated branded searches, -18.2% vs prior month. Share -1.2 points.

    3. 3.HBF

      17.1%

      Held 3rd. 61.6K estimated branded searches, -12.5% vs prior month. Share 0 points.

    4. 4.Bupa

      11.2%

      Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share +1.4 points.

    5. 5.ahm

      7.5%

      Held 5th. 27.1K estimated branded searches, 0% vs prior month. Share +0.9 points.

    6. 6.HCF

      6.2%

      Moved from 7th to 6th. 22.2K estimated branded searches, 0% vs prior month. Share +0.8 points.

    7. 7.GMHBA

      5%

      Moved from 6th to 7th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.4 points.

    8. 8.Australian Unity

      2.7%

      Held 8th. 9.9K estimated branded searches, +22.2% vs prior month. Share +0.8 points.

    9. 9.Frank

      1.8%

      Held 9th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.1 points.

    Compare popularity between Bupa and its closest rivals

    Every comparison with Bupa

    22 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Bupa in Australia held steady, from 49.3K to 48.5K.
    • Across the 12 months ending September 2026, Bupa’s share of searches among health insurance funds in Australia increased from 9.9% to 11.2%.
    • Across the 12 months ending September 2026, Bupa’s share of searches among health insurance funds in Australia peaked at 12.4% in March 2026 and was lowest at 8.5% in November 2025.

    How did search popularity change for Australia health insurance funds in September 2026?

    6 changes

    1. In September 2026, HCF overtook GMHBA to rank 6th among health insurance funds in Australia, with 6.2% of the searches.

    2. In September 2026, Bupa gained share of searches among health insurance funds in Australia, from 9.8% to 11.2%.

    3. In September 2026, ahm gained share of searches among health insurance funds in Australia, from 6.6% to 7.5%.

    4. In September 2026, Australian Unity gained share of searches among health insurance funds in Australia, from 2% to 2.7%.

    5. In September 2026, Medibank lost share of searches among health insurance funds in Australia, from 32.8% to 30.5%.

    6. In September 2026, nib lost share of searches among health insurance funds in Australia, from 19.1% to 17.8%.

    How are Bupa’s branded searches counted?

    3 search terms

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

    • bupa aged care
    • bupa health insurance
    • bupa pet insurance

    Do you work for Bupa? 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

    Where does Bupa compete?

    Bupa is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Health insurance funds4th of 911.2%Shown above
    Pet insurance providers7th of 96%Show ranking
    Aged care providers8th of 85%Show ranking
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