Brandwave

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 9% of all Australia pet insurance provider searches, placing Medibank fifth out of nine providers. When we asked both ChatGPT and Google AI Overviews about pet insurance providers, Medibank appeared in two of the five answers and was the fourth most recommended of the nine.

Search and AI answers in September 2026

Medibank is the fifth most searched of 9 competitors and the fourth most recommended in AI answers.

  1. Everyday Pet InsuranceShare of searches 26.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Bow Wow MeowShare of searches 18.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. RSPCA Pet InsuranceShare of searches 16.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. KnoseShare of searches 11.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. MedibankShare of searches 9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top pet insurance providers in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. RSPCA Pet Insurance1st
  2. Budget Direct2nd
  3. Knose3rd
  4. Medibank4th
  5. Bow Wow Meow5th
  6. Petsy6th
  7. Everyday Pet Insurance–
  8. Bupa–
  9. Petcover–

Mentioned by AI

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

  • RSPCA Pet Insurance4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Budget Direct4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Knose3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Medibank2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bow Wow Meow1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Petsy1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Everyday Pet Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bupa0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Petcover0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about pet insurance providers

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 22, 2026.

Which pet insurance providers compete with Medibank?

Medibank against pet insurance providers in Australia, by month

Share of searches by month for Everyday Pet Insurance, Bow Wow Meow, RSPCA Pet Insurance, Knose, Medibank, Budget Direct, Bupa, Petsy, Petcover. The figures are in the table below the chart.

View monthly share of searches table
MonthEveryday Pet InsuranceBow Wow MeowRSPCA Pet InsuranceKnoseMedibankBudget DirectBupaPetsyPetcover
Oct 202528.7%16.3%19.6%7.9%8.7%4.8%5.8%4.2%3.8%
Nov 202530.5%15.4%17%9.6%9.3%5.1%6.2%3.7%3.4%
Dec 202529%18%16.2%10.4%8.8%4.8%5.9%3.1%3.9%
Jan 202629.4%17.6%15.7%8.8%10.5%5.7%5.7%3.4%3.1%
Feb 202628.9%17.6%14.9%10.2%10%5.4%5.4%3.9%3.6%
Mar 202626.9%16.4%20.8%9.5%9.3%5%5%3.7%3.3%
Apr 202628.5%17.4%18%8.9%9.8%4.4%5.3%4.2%3.5%
May 202628.2%17.9%15.2%10.4%10.2%4.5%5.5%4.4%3.6%
Jun 202624.4%19.4%15.4%9.9%12.6%4.6%5.6%4.4%3.7%
Jul 202623.2%22.6%14.6%9.4%12%4.4%5.3%5.4%2.9%
Aug 202624.3%22.1%15.3%9.9%10.2%5.6%5.6%4%3%
Sep 202626.2%18.4%16.5%11.3%9%6%6%4%2.6%

  1. 1.Everyday Pet Insurance

    26.2%

    Held 1st. 19.2K estimated branded searches, 0% vs prior month. Share +1.9 points.

  2. 2.Bow Wow Meow

    18.4%

    Held 2nd. 13.5K estimated branded searches, -22.9% vs prior month. Share -3.7 points.

  3. 3.RSPCA Pet Insurance

    16.5%

    Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share +1.2 points.

  4. 4.Knose

    11.3%

    Moved from 5th to 4th. 8.3K estimated branded searches, +6.4% vs prior month. Share +1.5 points.

  5. 5.Medibank

    9%

    Moved from 4th to 5th. 6.6K estimated branded searches, -18.5% vs prior month. Share -1.2 points.

  6. 6.Budget Direct

    6%

    Held 6th. 4.4K estimated branded searches, 0% vs prior month. Share +0.4 points.

  7. 7.Bupa

    6%

    Held 7th. 4.4K estimated branded searches, 0% vs prior month. Share +0.4 points.

  8. 8.Petsy

    4%

    Held 8th. 2.9K estimated branded searches, -9.4% vs prior month. Share -0.1 points.

  9. 9.Petcover

    2.6%

    Held 9th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.4 points.

Compare popularity between Medibank and its closest rivals

Every comparison with Medibank

20 comparisons

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

3 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 pet insurance providers in Australia peaked at 12.6% in June 2026 and was lowest at 8.7% in October 2025.
  • Across the 12 months ending September 2026, Medibank fell from 4th to 5th among pet insurance providers in Australia.

How did search popularity change for Australia pet insurance providers in September 2026?

6 changes

  1. In September 2026, Knose overtook Medibank to rank 4th among pet insurance providers in Australia, with 11.3% of the searches.

  2. In September 2026, Everyday Pet Insurance gained share of searches among pet insurance providers in Australia, from 24.3% to 26.2%.

  3. In September 2026, RSPCA Pet Insurance gained share of searches among pet insurance providers in Australia, from 15.3% to 16.5%.

  4. In September 2026, Bow Wow Meow lost share of searches among pet insurance providers in Australia, from 22.1% to 18.4%.

  5. In September 2026, Medibank lost share of searches among pet insurance providers in Australia, from 10.2% to 9%.

  6. Estimated monthly branded searches for Budget Direct in Australia rose 22.2% over 12 measured months, from 3.6K to 4.4K 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.

How the Brand Demand Index is measured

Where does Medibank compete?

Medibank 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 funds1st of 930.5%Show ranking
Pet insurance providers5th of 99%Shown above
Life insurance brands5th of 63.4%Show ranking
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