---
title: "Home insurance brands in Australia: Which are searched most?"
description: "Compare the companies Australians buy home and contents insurance from. Share of Search among AAMI, Allianz, Budget Direct, NRMA Insurance, RACV, Youi and Suncorp Insurance, the home insurance brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/au/categories/au-home-insurance-brands"
publisher: "Brandwave"
---

# Home insurance brands in Australia: Which are searched most?

Compare the companies Australians buy home and contents insurance from. Share of Search among AAMI, Allianz, Budget Direct, NRMA Insurance, RACV, Youi and Suncorp Insurance, the home insurance brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Home insurance brands
- **Market**: Australia
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: AAMI, 24.3%

## Which brand is most popular in search among home insurance brands in Australia?

- AAMI and Allianz share the highest share of searches among home insurance brands in Australia, at 24.3% in September 2026.
- Across the 12 months ending September 2026, AAMI’s share of searches among home insurance brands in Australia increased from 23.1% to 24.3%.
- Across the 12 months ending September 2026, Allianz’s share of searches among home insurance brands in Australia increased from 23.1% to 24.3%.
- Across the 12 months ending September 2026, Budget Direct’s share of searches among home insurance brands in Australia decreased from 15.5% to 13.2%.
- Across the 12 months ending September 2026, NRMA Insurance’s share of searches among home insurance brands in Australia increased from 12.6% to 13.2%.
- Across the 12 months ending September 2026, RACV’s share of searches among home insurance brands in Australia decreased from 10.3% to 8.9%.
- Across the 12 months ending September 2026, AAMI’s share of searches among home insurance brands in Australia peaked at 25.5% in August 2026 and was lowest at 20.6% in June 2026.
- Across the 12 months ending September 2026, Allianz’s share of searches among home insurance brands in Australia peaked at 25.2% in June 2026 and was lowest at 20.8% in August 2026.
- Across the 12 months ending September 2026, Budget Direct’s share of searches among home insurance brands in Australia peaked at 15.5% in October 2025 and was lowest at 10.9% in March 2026.
- Across the 12 months ending September 2026, NRMA Insurance’s share of searches among home insurance brands in Australia peaked at 14.8% in July 2026 and was lowest at 10.9% in November 2025.
- Across the 12 months ending September 2026, RACV’s share of searches among home insurance brands in Australia peaked at 12.7% in January 2026 and was lowest at 8.9% in September 2026.
- Across the 12 months ending September 2026, Youi’s share of searches among home insurance brands in Australia peaked at 9.9% in April 2026 and was lowest at 8% in February 2026.
- Across the 12 months ending September 2026, Suncorp Insurance’s share of searches among home insurance brands in Australia peaked at 7.3% in November 2025 and was lowest at 5.1% in August 2026.
- Across the 12 months ending September 2026, Youi and Suncorp Insurance held steady: their share of searches among home insurance brands in Australia each moved less than 0.5 percentage points.

## Top home insurance brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Allianz and Budget Direct were mentioned most often, in four of the five answers. AAMI was recommended most often, coming first in three out of four answers that gave a list. Budget Direct was second, and Allianz was third. NRMA Insurance, which ranked fourth in searches, was not mentioned at all.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| AAMI | 1st | 2 of 3 | 1 of 2 | 3 of 5 |
| Budget Direct | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Allianz | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| Youi | 4th | 2 of 3 | 0 of 2 | 2 of 5 |
| NRMA Insurance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| RACV | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Suncorp Insurance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about home insurance brands

- Asked ChatGPT "Which home insurance should I get in Australia?": 1. Budget Direct, 2. Youi, 3. Allianz
- Asked ChatGPT "What are the best home and contents insurance companies in Australia?": 1. AAMI, 2. Allianz, 3. Budget Direct, 4. Youi
- Asked ChatGPT "What's the cheapest good home and contents insurance in Australia?": 1. AAMI, 2. Budget Direct, 3. Allianz
- Searched Google, AI Overview "home insurance": named none of the brands we track
- Searched Google, AI Overview "home and contents insurance": 1. AAMI, 2. Allianz, 3. Budget Direct

Not named in any answer: NRMA Insurance, RACV and Suncorp Insurance.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026.

## Compare search popularity between leading brands

- [AAMI vs Allianz: compare search popularity](/demand/au/compare/aami-vs-allianz-au): 24.3% Share of Search each.
- [AAMI vs Budget Direct: compare search popularity](/demand/au/compare/aami-vs-budget-direct): 24.3% against 13.2% Share of Search.
- [AAMI vs NRMA Insurance: compare search popularity](/demand/au/compare/aami-vs-nrma-insurance): 24.3% against 13.2% Share of Search.
- [AAMI vs RACV: compare search popularity](/demand/au/compare/aami-vs-racv): 24.3% against 8.9% Share of Search.
- [Allianz vs Budget Direct: compare search popularity](/demand/au/compare/allianz-au-vs-budget-direct): 24.3% against 13.2% Share of Search.
- [Allianz vs NRMA Insurance: compare search popularity](/demand/au/compare/allianz-au-vs-nrma-insurance): 24.3% against 13.2% Share of Search.
- [Allianz vs RACV: compare search popularity](/demand/au/compare/allianz-au-vs-racv): 24.3% against 8.9% Share of Search.
- [Budget Direct vs NRMA Insurance: compare search popularity](/demand/au/compare/budget-direct-vs-nrma-insurance): 13.2% Share of Search each.
- [Budget Direct vs RACV: compare search popularity](/demand/au/compare/budget-direct-vs-racv): 13.2% against 8.9% Share of Search.
- [NRMA Insurance vs RACV: compare search popularity](/demand/au/compare/nrma-insurance-vs-racv): 13.2% against 8.9% Share of Search.

## How did search popularity change for Australia home insurance brands in September 2026?

- In September 2026, Allianz gained share of searches among home insurance brands in Australia, from 20.8% to 24.3%.
- In September 2026, Suncorp Insurance gained share of searches among home insurance brands in Australia, from 5.1% to 7.2%.
- In September 2026, RACV lost share of searches among home insurance brands in Australia, from 11.4% to 8.9%.
- In September 2026, AAMI lost share of searches among home insurance brands in Australia, from 25.5% to 24.3%.
- In September 2026, Budget Direct lost share of searches among home insurance brands in Australia, from 13.9% to 13.2%.
- In September 2026, NRMA Insurance lost share of searches among home insurance brands in Australia, from 13.9% to 13.2%.
- Estimated monthly branded searches for Youi in Australia rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | AAMI | 24.3% | 22.2K | +22.7% | Suncorp |
| 2 | Allianz | 24.3% | 22.2K | +50.0% | Allianz |
| 3 | Budget Direct | 13.2% | 12.1K | +22.2% | Budget Direct |
| 4 | NRMA Insurance | 13.2% | 12.1K | +22.2% | IAG |
| 5 | RACV | 8.9% | 8.1K | 0.0% | RACV |
| 6 | Youi | 8.9% | 8.1K | +22.7% | Youi |
| 7 | Suncorp Insurance | 7.2% | 6.6K | +83.3% | Suncorp Insurance |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | AAMI | 18.1K | 23.1% | 1 |
| Oct 2025 | Allianz | 18.1K | 23.1% | 2 |
| Oct 2025 | Budget Direct | 12.1K | 15.5% | 3 |
| Oct 2025 | NRMA Insurance | 9.9K | 12.6% | 4 |
| Oct 2025 | RACV | 8.1K | 10.3% | 5 |
| Oct 2025 | Youi | 6.6K | 8.4% | 6 |
| Oct 2025 | Suncorp Insurance | 5.4K | 6.9% | 7 |
| Nov 2025 | AAMI | 18.1K | 24.4% | 1 |
| Nov 2025 | Allianz | 18.1K | 24.4% | 2 |
| Nov 2025 | Budget Direct | 9.9K | 13.3% | 3 |
| Nov 2025 | NRMA Insurance | 8.1K | 10.9% | 4 |
| Nov 2025 | RACV | 8.1K | 10.9% | 5 |
| Nov 2025 | Youi | 6.6K | 8.9% | 6 |
| Nov 2025 | Suncorp Insurance | 5.4K | 7.3% | 7 |
| Dec 2025 | AAMI | 14.8K | 23.8% | 1 |
| Dec 2025 | Allianz | 14.8K | 23.8% | 2 |
| Dec 2025 | Budget Direct | 8.1K | 13% | 3 |
| Dec 2025 | NRMA Insurance | 8.1K | 13% | 4 |
| Dec 2025 | RACV | 6.6K | 10.6% | 5 |
| Dec 2025 | Youi | 5.4K | 8.7% | 6 |
| Dec 2025 | Suncorp Insurance | 4.4K | 7.1% | 7 |
| Jan 2026 | AAMI | 18.1K | 23.2% | 1 |
| Jan 2026 | Allianz | 18.1K | 23.2% | 2 |
| Jan 2026 | Budget Direct | 9.9K | 12.7% | 3 |
| Jan 2026 | NRMA Insurance | 9.9K | 12.7% | 4 |
| Jan 2026 | RACV | 9.9K | 12.7% | 5 |
| Jan 2026 | Youi | 6.6K | 8.5% | 6 |
| Jan 2026 | Suncorp Insurance | 5.4K | 6.9% | 7 |
| Feb 2026 | AAMI | 14.8K | 22% | 1 |
| Feb 2026 | Allianz | 14.8K | 22% | 2 |
| Feb 2026 | Budget Direct | 9.9K | 14.7% | 3 |
| Feb 2026 | NRMA Insurance | 9.9K | 14.7% | 4 |
| Feb 2026 | RACV | 8.1K | 12% | 5 |
| Feb 2026 | Youi | 5.4K | 8% | 6 |
| Feb 2026 | Suncorp Insurance | 4.4K | 6.5% | 7 |
| Mar 2026 | AAMI | 18.1K | 24.4% | 1 |
| Mar 2026 | Allianz | 18.1K | 24.4% | 2 |
| Mar 2026 | NRMA Insurance | 9.9K | 13.3% | 3 |
| Mar 2026 | Budget Direct | 8.1K | 10.9% | 4 |
| Mar 2026 | RACV | 8.1K | 10.9% | 5 |
| Mar 2026 | Youi | 6.6K | 8.9% | 6 |
| Mar 2026 | Suncorp Insurance | 5.4K | 7.3% | 7 |
| Apr 2026 | AAMI | 14.8K | 22.2% | 1 |
| Apr 2026 | Allianz | 14.8K | 22.2% | 2 |
| Apr 2026 | Budget Direct | 9.9K | 14.8% | 3 |
| Apr 2026 | NRMA Insurance | 8.1K | 12.1% | 4 |
| Apr 2026 | RACV | 8.1K | 12.1% | 5 |
| Apr 2026 | Youi | 6.6K | 9.9% | 6 |
| Apr 2026 | Suncorp Insurance | 4.4K | 6.6% | 7 |
| May 2026 | AAMI | 18.1K | 24.1% | 1 |
| May 2026 | Allianz | 18.1K | 24.1% | 2 |
| May 2026 | Budget Direct | 9.9K | 13.2% | 3 |
| May 2026 | NRMA Insurance | 9.9K | 13.2% | 4 |
| May 2026 | RACV | 8.1K | 10.8% | 5 |
| May 2026 | Youi | 6.6K | 8.8% | 6 |
| May 2026 | Suncorp Insurance | 4.4K | 5.9% | 7 |
| Jun 2026 | Allianz | 18.1K | 25.2% | 1 |
| Jun 2026 | AAMI | 14.8K | 20.6% | 2 |
| Jun 2026 | Budget Direct | 9.9K | 13.8% | 3 |
| Jun 2026 | NRMA Insurance | 9.9K | 13.8% | 4 |
| Jun 2026 | RACV | 8.1K | 11.3% | 5 |
| Jun 2026 | Youi | 6.6K | 9.2% | 6 |
| Jun 2026 | Suncorp Insurance | 4.4K | 6.1% | 7 |
| Jul 2026 | AAMI | 14.8K | 22.2% | 1 |
| Jul 2026 | Allianz | 14.8K | 22.2% | 2 |
| Jul 2026 | NRMA Insurance | 9.9K | 14.8% | 3 |
| Jul 2026 | Budget Direct | 8.1K | 12.1% | 4 |
| Jul 2026 | RACV | 8.1K | 12.1% | 5 |
| Jul 2026 | Youi | 6.6K | 9.9% | 6 |
| Jul 2026 | Suncorp Insurance | 4.4K | 6.6% | 7 |
| Aug 2026 | AAMI | 18.1K | 25.5% | 1 |
| Aug 2026 | Allianz | 14.8K | 20.8% | 2 |
| Aug 2026 | Budget Direct | 9.9K | 13.9% | 3 |
| Aug 2026 | NRMA Insurance | 9.9K | 13.9% | 4 |
| Aug 2026 | RACV | 8.1K | 11.4% | 5 |
| Aug 2026 | Youi | 6.6K | 9.3% | 6 |
| Aug 2026 | Suncorp Insurance | 3.6K | 5.1% | 7 |
| Sep 2026 | AAMI | 22.2K | 24.3% | 1 |
| Sep 2026 | Allianz | 22.2K | 24.3% | 2 |
| Sep 2026 | Budget Direct | 12.1K | 13.2% | 3 |
| Sep 2026 | NRMA Insurance | 12.1K | 13.2% | 4 |
| Sep 2026 | RACV | 8.1K | 8.9% | 5 |
| Sep 2026 | Youi | 8.1K | 8.9% | 6 |
| Sep 2026 | Suncorp Insurance | 6.6K | 7.2% | 7 |

## What is being compared

- **AAMI**: Measured on the search term “aami home insurance”.
- **Allianz**: Measured on the search term “allianz home insurance”.
- **Budget Direct**: Measured on the search term “budget direct home insurance”.
- **NRMA Insurance**: Measured on the search term “nrma home insurance”.
- **RACV**: Measured on the search term “racv home insurance”.
- **Suncorp Insurance**: Measured on the search term “suncorp home insurance”.
- **Youi**: Measured on the search term “youi home insurance”.

- [AAMI](/demand/au/brands/aami)
- [Allianz](/demand/au/brands/allianz-au)
- [Budget Direct](/demand/au/brands/budget-direct)
- [NRMA Insurance](/demand/au/brands/nrma-insurance)
- [RACV](/demand/au/brands/racv)
- [Suncorp Insurance](/demand/au/brands/suncorp-insurance)
- [Youi](/demand/au/brands/youi)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among home insurance brands in Australia?

AAMI and Allianz share the highest share of searches among home insurance brands in Australia, at 24.3% in September 2026.

## Cite this page

Brandwave. "Home insurance brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-home-insurance-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-home-insurance-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.