Health insurance funds in Australia:Which are most popular?
In September 2026, Medibank was the most searched health insurance fund in Australia, accounting for 30.5% of all searches among the nine funds we track. When we checked with ChatGPT and Google AI Overviews, Medibank and HCF were mentioned most often, in four of the five answers. HCF was recommended most often, coming first in all three responses that gave a list.
MedibankShare of searches 30.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
nibShare of searches 17.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations –
HBFShare of searches 17.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
BupaShare of searches 11.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
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 Brandwave's three ChatGPT questions and two Google AI Overviews, Medibank and HCF were mentioned most often, in four of the five answers. HCF was recommended most often, coming first in all three answers that gave a list. HBF was second, and Medibank was third. Australian Unity, which ranked eighth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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?”
Asked ChatGPT
“What are the best private health insurance funds in Australia?”
Asked ChatGPT
“What's the best private health insurance in Australia for a young couple?”
Searched Google, AI Overview
“private health insurance”
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 do people search for most?
This chart shows how often people search Google for each health insurance fund by name. Each line represents a brand's share of searches for all nine health insurance funds we track, month by month, from searches in Australia.
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
| Month | Medibank | nib | HBF | Bupa | ahm | HCF | GMHBA | Australian Unity | Frank |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.9% | 18.3% | 17.1% | 9.9% | 5.4% | 8.1% | 4.4% | 2% | 2% |
| Nov 2025 | 34.8% | 19.4% | 15.3% | 8.5% | 4.7% | 8.5% | 4.7% | 2.1% | 2.1% |
| Dec 2025 | 32.8% | 18.4% | 17.2% | 9.9% | 4.4% | 8.1% | 5.4% | 2% | 2% |
| Jan 2026 | 34.7% | 16.5% | 15.3% | 10.4% | 5.7% | 8.5% | 4.7% | 2.1% | 2.1% |
| Feb 2026 | 31.2% | 18.2% | 16.8% | 9.4% | 6.3% | 9.4% | 5.1% | 1.9% | 1.9% |
| Mar 2026 | 27.6% | 16.9% | 16.1% | 12.4% | 6.8% | 10.1% | 5.5% | 2% | 2.5% |
| Apr 2026 | 30.6% | 17.1% | 17.1% | 11.2% | 6.1% | 9.2% | 5% | 1.8% | 1.8% |
| May 2026 | 32.7% | 19% | 17.6% | 9.8% | 6.6% | 5.4% | 5.4% | 1.6% | 2% |
| Jun 2026 | 32.7% | 19.1% | 17.1% | 9.8% | 6.6% | 5.4% | 5.4% | 1.6% | 2.4% |
| Jul 2026 | 32% | 18.6% | 19.4% | 9.6% | 6.4% | 5.3% | 5.3% | 1.6% | 1.9% |
| Aug 2026 | 32.8% | 19.1% | 17.1% | 9.8% | 6.6% | 5.4% | 5.4% | 2% | 2% |
| Sep 2026 | 30.5% | 17.8% | 17.1% | 11.2% | 7.5% | 6.2% | 5% | 2.7% | 1.8% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 30.5% | 110K | -18.5% | -2.2 points | |
| 2, held 2nd | 17.8% | 64.3K | -18.2% | -1.2 points | |
| 3, held 3rd | 17.1% | 61.6K | -12.5% | 0 points | |
| 4, held 4th | 11.2% | 40.5K | 0% | +1.4 points | |
| 5, held 5th | 7.5% | 27.1K | 0% | +0.9 points | |
| 6, moved from 7th to 6th | 6.2% | 22.2K | 0% | +0.8 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 5% | 18.1K | -18.5% | -0.4 pointsmoved from 6th to 7th | |
| 8, held 8th | 2.7% | 9.9K | +22.2% | +0.8 points | |
| 9, held 9th | 1.8% | 6.6K | -18.5% | -0.1 points |
1.
Medibank30.5%
Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -2.2 points.
2.
nib17.8%
Held 2nd. 64.3K estimated branded searches, -18.2% vs prior month. Share -1.2 points.
3.
HBF17.1%
Held 3rd. 61.6K estimated branded searches, -12.5% vs prior month. Share 0 points.
4.
Bupa11.2%
Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share +1.4 points.
5.
ahm7.5%
Held 5th. 27.1K estimated branded searches, 0% vs prior month. Share +0.9 points.
6.
HCF6.2%
Moved from 7th to 6th. 22.2K estimated branded searches, 0% vs prior month. Share +0.8 points.
7.
GMHBA5%
Moved from 6th to 7th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.4 points.
2.7%
Held 8th. 9.9K estimated branded searches, +22.2% vs prior month. Share +0.8 points.
9.
Frank1.8%
Held 9th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.1 points.
Which brand is most popular in search among health insurance funds in Australia?
9 brands
In September 2026, Medibank was the most searched among health insurance funds in Australia, with an estimated 110K branded searches, 30.5% of all searches for the nine we track. nib is in 2nd place, 12.7 percentage points behind at 17.8%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Medibank | 32.9% → 30.5% | 34.8%Nov 2025 | 27.6%Mar 2026 | 1st |
| nib | 18.3% → 17.8% | 19.4%Nov 2025 | 16.5%Jan 2026 | 2nd |
| HBF | 17.1% | 19.4%Jul 2026 | 15.3%Jan 2026 | 3rd |
| Bupa | 9.9% → 11.2% | 12.4%Mar 2026 | 8.5%Nov 2025 | 4th |
| ahm | 5.4% → 7.5% | 7.5%Sep 2026 | 4.4%Dec 2025 | 6th → 5th |
| HCF | 8.1% → 6.2% | 10.1%Mar 2026 | 5.3%Jul 2026 | 5th → 6th |
| GMHBA | 4.4% → 5% | 5.5%Mar 2026 | 4.4%Oct 2025 | 7th |
| Australian Unity | 2% → 2.7% | 2.7%Sep 2026 | 1.6%Jul 2026 | 8th |
| Frank | 2% → 1.8% | 2.5%Mar 2026 | 1.8%Sep 2026 | 9th |
Each finding as a sentence
- Across the 12 months ending September 2026, Medibank’s share of searches among health insurance funds in Australia decreased from 32.9% to 30.5%.
- 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, ahm’s share of searches among health insurance funds in Australia increased from 5.4% to 7.5%.
- Across the 12 months ending September 2026, HCF’s share of searches among health insurance funds in Australia decreased from 8.1% to 6.2%.
- Across the 12 months ending September 2026, GMHBA’s share of searches among health insurance funds in Australia increased from 4.4% to 5%.
- Across the 12 months ending September 2026, Australian Unity’s share of searches among health insurance funds in Australia increased from 2% to 2.7%.
- Across the 12 months ending September 2026, Medibank’s share of searches among health insurance funds in Australia peaked at 34.8% in November 2025 and was lowest at 27.6% in March 2026.
- Across the 12 months ending September 2026, nib’s share of searches among health insurance funds in Australia peaked at 19.4% in November 2025 and was lowest at 16.5% in January 2026.
- Across the 12 months ending September 2026, HBF’s share of searches among health insurance funds in Australia peaked at 19.4% in July 2026 and was lowest at 15.3% in January 2026.
- 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.
- Across the 12 months ending September 2026, ahm’s share of searches among health insurance funds in Australia peaked at 7.5% in September 2026 and was lowest at 4.4% in December 2025.
- Across the 12 months ending September 2026, HCF’s share of searches among health insurance funds in Australia peaked at 10.1% in March 2026 and was lowest at 5.3% in July 2026.
- Across the 12 months ending September 2026, GMHBA’s share of searches among health insurance funds in Australia peaked at 5.5% in March 2026 and was lowest at 4.4% in October 2025.
- Across the 12 months ending September 2026, Australian Unity’s share of searches among health insurance funds in Australia peaked at 2.7% in September 2026 and was lowest at 1.6% in July 2026.
- Across the 12 months ending September 2026, ahm rose from 6th to 5th among health insurance funds in Australia.
- Across the 12 months ending September 2026, HCF fell from 5th to 6th among health insurance funds in Australia.
- Across the 12 months ending September 2026, nib, HBF and Frank held steady: their share of searches among health insurance funds in Australia each moved less than 0.5 percentage points.
How did search popularity change for Australia health insurance funds in September 2026?
8 changes
In September 2026, HCF overtook GMHBA to rank 6th among health insurance funds in Australia, with 6.2% of the searches.
In September 2026, Bupa gained share of searches among health insurance funds in Australia, from 9.8% to 11.2%.
In September 2026, ahm gained share of searches among health insurance funds in Australia, from 6.6% to 7.5%.
In September 2026, Australian Unity gained share of searches among health insurance funds in Australia, from 2% to 2.7%.
In September 2026, Medibank lost share of searches among health insurance funds in Australia, from 32.8% to 30.5%.
In September 2026, nib lost share of searches among health insurance funds in Australia, from 19.1% to 17.8%.
Estimated monthly branded searches for Frank in Australia fell 18.5% over 12 measured months, from 8.1K to 6.6K in September 2026.
Estimated monthly branded searches for HBF in Australia fell 12.5% over 12 measured months, from 70.4K to 61.6K in September 2026.
Compare popularity between leading brands
- Medibank vs nib: compare popularity
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- nib vs Bupa: compare popularity
- nib vs ahm: compare popularity
- HBF vs Bupa: compare popularity
- HBF vs ahm: compare popularity
- Bupa vs ahm: compare popularity
- Compare any of these brands
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