How popular isMedibank?
In September 2026, people searched for Medibank by name about 118,000 times in Australia, a 17.5% decrease from the previous year. These searches made up 3.4% of all Australia life insurance brand searches, placing Medibank fifth out of seven brands. When we asked both ChatGPT and Google AI Overviews about life insurance brands, Medibank appeared in four of the five answers and was the third most recommended of the seven.
Medibank is the fifth most searched of 7 competitors and the third most recommended in AI answers.
TALShare of searches 43.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
Real InsuranceShare of searches 27.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
AIAShare of searches 11.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
NobleOakShare of searches 9.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
MedibankShare of searches 3.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
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Top life insurance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Medibank was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Medibank is the third most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- TAL1st
- NobleOak2nd
- Medibank3rd
Budget Direct4th- AIA5th
- Real Insurance–
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
Asked ChatGPT
“What's the best life insurance in Australia?”
Asked ChatGPT
“Which life insurance company should I choose in Australia?”
Asked ChatGPT
“Who are the cheapest life insurance providers in Australia?”
Searched Google, AI Overview
“life insurance australia”
- 1TAL
- 1
Searched Google, AI Overview
“best life insurance australia”
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 Medibank?
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
| Month | TAL | Real Insurance | AIA | NobleOak | Medibank | Zurich | Budget Direct |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.7% | 30.5% | 11.7% | 13.5% | 3.8% | 3.3% | 1.5% |
| Nov 2025 | 35.5% | 32% | 12.3% | 11.5% | 3.9% | 3.5% | 1.3% |
| Dec 2025 | 36.1% | 32.7% | 12.3% | 9.4% | 4.4% | 3.6% | 1.6% |
| Jan 2026 | 31.5% | 34.7% | 11.5% | 12.6% | 4.6% | 3.5% | 1.7% |
| Feb 2026 | 37.6% | 27.7% | 12.9% | 12.3% | 4.4% | 3.4% | 1.6% |
| Mar 2026 | 36.7% | 27% | 15% | 12% | 4.3% | 3.3% | 1.6% |
| Apr 2026 | 37.3% | 28.7% | 13.4% | 12.8% | 3.5% | 3.1% | 1.1% |
| May 2026 | 37.2% | 28.7% | 13.4% | 12.7% | 3.5% | 3.1% | 1.4% |
| Jun 2026 | 37.4% | 28.8% | 12.9% | 12.8% | 3.6% | 3.1% | 1.4% |
| Jul 2026 | 41.4% | 27.3% | 10.5% | 12.1% | 4.4% | 3% | 1.3% |
| Aug 2026 | 42.7% | 22.9% | 12.6% | 12.5% | 4.5% | 3.5% | 1.4% |
| Sep 2026 | 43.4% | 27.5% | 11.1% | 9.8% | 3.4% | 3.4% | 1.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.4% | 12.8K | +4.1% | +0.7 points | |
| 2, held 2nd | 27.5% | 8.1K | +22.7% | +4.6 points | |
| 3, held 3rd | 11.1% | 3.3K | -9.4% | -1.4 points | |
| 4, held 4th | 9.8% | 2.9K | -19.4% | -2.7 points | |
| 5, held 5th | 3.4% | 1K | -23.1% | -1.1 points | |
| 6, held 6th | 3.4% | 1K | 0% | -0.1 points | |
| 7, held 7th | 1.3% | 390 | 0% | 0 points |
1.
TAL43.4%
Held 1st. 12.8K estimated branded searches, +4.1% vs prior month. Share +0.7 points.
27.5%
Held 2nd. 8.1K estimated branded searches, +22.7% vs prior month. Share +4.6 points.
3.
AIA11.1%
Held 3rd. 3.3K estimated branded searches, -9.4% vs prior month. Share -1.4 points.
4.
NobleOak9.8%
Held 4th. 2.9K estimated branded searches, -19.4% vs prior month. Share -2.7 points.
5.
Medibank3.4%
Held 5th. 1K estimated branded searches, -23.1% vs prior month. Share -1.1 points.
6.
Zurich3.4%
Held 6th. 1K estimated branded searches, 0% vs prior month. Share -0.1 points.
1.3%
Held 7th. 390 estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Medibank and its closest rivals
Every comparison with Medibank
20 comparisons
- Medibank vs nib
- HBF vs Medibank
- Bupa vs Medibank
- ahm vs Medibank
- HCF vs Medibank
- GMHBA vs Medibank
- Australian Unity vs Medibank
- Bow Wow Meow vs Medibank
- Everyday Pet Insurance vs Medibank
- Frank vs Medibank
- Knose vs Medibank
- Medibank vs RSPCA Pet Insurance
- Budget Direct vs Medibank
- Medibank vs Petsy
- Medibank vs Petcover
- AIA vs Medibank
- Medibank vs NobleOak
- Medibank vs Real Insurance
- Medibank vs TAL
- Medibank vs Zurich
How has branded search demand for Medibank changed in Australia over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Medibank in Australia fell from 143K to 118K.
- Across the 12 months ending September 2026, Medibank’s share of searches among life insurance brands in Australia peaked at 4.6% in January 2026 and was lowest at 3.4% in September 2026.
How did search popularity change for Australia life insurance brands in September 2026?
6 changes
In September 2026, Real Insurance gained share of searches among life insurance brands in Australia, from 22.9% to 27.5%.
In September 2026, TAL gained share of searches among life insurance brands in Australia, from 42.7% to 43.4%.
In September 2026, NobleOak lost share of searches among life insurance brands in Australia, from 12.5% to 9.8%.
In September 2026, AIA lost share of searches among life insurance brands in Australia, from 12.6% to 11.1%.
In September 2026, Medibank lost share of searches among life insurance brands in Australia, from 4.5% to 3.4%.
Estimated monthly branded searches for Zurich in Australia rose 13.6% over 12 measured months, from 880 to 1K in September 2026.
How are Medibank’s branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Medibank’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.
- medibank
- medibank life insurance
- medibank pet insurance
Do you work for Medibank? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Medibank compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Health insurance funds | 1st of 9 | 30.5% | Show ranking |
| Pet insurance providers | 5th of 9 | 9% | Show ranking |
| Life insurance brands | 5th of 7 | 3.4% | Shown above |
Is Medibank your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.