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 5% of all Australia aged care provider searches, placing Bupa eighth out of eight providers. When we asked both ChatGPT and Google AI Overviews about aged care providers, Bupa appeared in one of the four answers and was the seventh most recommended of the eight.

Search and AI answers in September 2026

Bupa is the eighth most searched of 8 competitors and the seventh most recommended in AI answers.

  1. Bolton ClarkeShare of searches 30.7%Mentioned in 2 of 4 AI answersPlace in AI recommendations 3rd
  2. Opal HealthCareShare of searches 20.5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
  3. Estia HealthShare of searches 13.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  4. RegisShare of searches 9.1%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th
  5. BupaShare of searches 5%Mentioned in 1 of 4 AI answersPlace in AI recommendations 7th

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Top aged care providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Bupa was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Bupa is the seventh most recommended of the eight.

Most recommended by AI

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

  1. HammondCare1st
  2. Catholic Healthcare2nd
  3. Bolton Clarke3rd
  4. Opal HealthCare4th
  5. Estia Health5th
  6. Regis6th
  7. Bupa7th
  8. Arcare8th

Mentioned by AI

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

  • Bolton Clarke2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Catholic Healthcare2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • HammondCare2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Opal HealthCare1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Estia Health1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Regis1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Arcare1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Bupa1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about aged care providers

4 answers

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

Which aged care providers compete with Bupa?

Bupa against aged care providers in Australia, by month

Share of searches by month for Bolton Clarke, Opal HealthCare, Estia Health, Regis, Arcare, Catholic Healthcare, HammondCare, Bupa. The figures are in the table below the chart.

View monthly share of searches table
MonthBolton ClarkeOpal HealthCareEstia HealthRegisArcareCatholic HealthcareHammondCareBupa
Oct 202531.7%11.6%17.3%11.6%7.7%7.7%6.3%6.3%
Nov 202530.7%11.2%16.7%11.2%7.5%9.1%7.5%6.1%
Dec 202535.2%10.5%15.7%10.5%7%8.6%5.7%7%
Jan 202631.1%11.4%17%11.4%7.6%9.3%6.2%6.2%
Feb 202631.7%11.6%17.3%11.6%7.7%7.7%6.3%6.3%
Mar 202631.9%17.4%14.3%9.5%6.4%7.8%6.4%6.4%
Apr 202631.7%11.6%17.3%11.6%7.7%7.7%6.3%6.3%
May 202630.9%13.8%16.8%11.3%7.5%7.5%6.1%6.1%
Jun 202630.9%13.8%13.8%11.3%7.5%7.5%9.2%6.1%
Jul 202627.9%12.4%15.2%10.2%15.2%6.8%6.8%5.5%
Aug 202630%13.4%16.3%10.9%7.3%8.9%7.3%5.9%
Sep 202630.7%20.5%13.7%9.1%7.5%7.5%6.1%5%

  1. 1.Bolton Clarke

    30.7%

    Held 1st. 22.2K estimated branded searches, 0% vs prior month. Share +0.7 points.

  2. 2.Opal HealthCare

    20.5%

    Moved from 3rd to 2nd. 14.8K estimated branded searches, +49.5% vs prior month. Share +7.1 points.

  3. 3.Estia Health

    13.7%

    Moved from 2nd to 3rd. 9.9K estimated branded searches, -18.2% vs prior month. Share -2.6 points.

  4. 4.Regis

    9.1%

    Held 4th. 6.6K estimated branded searches, -18.5% vs prior month. Share -1.8 points.

  5. 5.Arcare

    7.5%

    Moved from 6th to 5th. 5.4K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Catholic Healthcare

    7.5%

    Moved from 5th to 6th. 5.4K estimated branded searches, -18.2% vs prior month. Share -1.4 points.

  7. 7.HammondCare

    6.1%

    Held 7th. 4.4K estimated branded searches, -18.5% vs prior month. Share -1.2 points.

  8. 8.Bupa

    5%

    Held 8th. 3.6K estimated branded searches, -18.2% vs prior month. Share -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?

4 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 aged care providers in Australia decreased from 6.3% to 5%.
  • Across the 12 months ending September 2026, Bupa’s share of searches among aged care providers in Australia peaked at 7% in December 2025 and was lowest at 5% in September 2026.
  • Across the 12 months ending September 2026, Bupa fell from 7th to 8th among aged care providers in Australia.

How did search popularity change for Australia aged care providers in September 2026?

6 changes

  1. In September 2026, Opal HealthCare overtook Estia Health to rank 2nd among aged care providers in Australia, with 20.5% of the searches.

  2. In September 2026, Bolton Clarke gained share of searches among aged care providers in Australia, from 30% to 30.7%.

  3. In September 2026, Estia Health lost share of searches among aged care providers in Australia, from 16.3% to 13.7%.

  4. In September 2026, Regis lost share of searches among aged care providers in Australia, from 10.9% to 9.1%.

  5. In September 2026, Catholic Healthcare lost share of searches among aged care providers in Australia, from 8.9% to 7.5%.

  6. In September 2026, HammondCare lost share of searches among aged care providers in Australia, from 7.3% to 6.1%.

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

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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%Show ranking
Pet insurance providers7th of 96%Show ranking
Aged care providers8th of 85%Shown above
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Is Bupa your brand?

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