AAMI vs Budget Direct:Which is more popular?
In September 2026, AAMI had more branded searches than Budget Direct among home insurance brands in Australia. AAMI had about 22,200 branded searches, while Budget Direct had 12,100. AAMI made up 24.3% of all home insurance brand searches we track, and Budget Direct accounted for 13.2%. When we asked ChatGPT and Google AI Overviews about home insurance brands, Budget Direct appeared in four of the five answers and AAMI in three. AAMI was mentioned before Budget Direct in three out of four answers.
Who do people search for more?
AAMI, about 83% more searches than Budget Direct
Who does AI mention more?
Budget Direct, mentioned in 4 of 5 answers, AAMI in 3
Who does AI recommend more?
AAMI, named ahead of Budget Direct in 3 of 4 answers
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Top home insurance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Budget Direct was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. AAMI was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. AAMI was listed before Budget Direct in three out of four answers.
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.
Allianz4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Budget Direct4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- AAMI3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Youi2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
NRMA Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
RACV0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Suncorp Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about home insurance brands
5 answers
Asked ChatGPT
“Which home insurance should I get in Australia?”
Asked ChatGPT
“What are the best home and contents insurance companies in Australia?”
Asked ChatGPT
“What's the cheapest good home and contents insurance in Australia?”
Searched Google, AI Overview
“home insurance”
Searched Google, AI Overview
“home and contents insurance”
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.
Is AAMI or Budget Direct more popular in search?
This chart shows how often people search Google for AAMI and Budget Direct by name. Each line represents a brand's share of searches for all seven home insurance brands we track, month by month, from searches in Australia.
Share of searches by month for AAMI, Budget Direct. The figures are in the table below the chart.
View monthly share of searches table
| Month | AAMI | Allianz | Budget Direct | NRMA Insurance | RACV | Youi | Suncorp Insurance |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.1% | 23.1% | 15.5% | 12.6% | 10.3% | 8.4% | 6.9% |
| Nov 2025 | 24.4% | 24.4% | 13.3% | 10.9% | 10.9% | 8.9% | 7.3% |
| Dec 2025 | 23.8% | 23.8% | 13% | 13% | 10.6% | 8.7% | 7.1% |
| Jan 2026 | 23.2% | 23.2% | 12.7% | 12.7% | 12.7% | 8.5% | 6.9% |
| Feb 2026 | 22% | 22% | 14.7% | 14.7% | 12% | 8% | 6.5% |
| Mar 2026 | 24.4% | 24.4% | 10.9% | 13.3% | 10.9% | 8.9% | 7.3% |
| Apr 2026 | 22.2% | 22.2% | 14.8% | 12.1% | 12.1% | 9.9% | 6.6% |
| May 2026 | 24.1% | 24.1% | 13.2% | 13.2% | 10.8% | 8.8% | 5.9% |
| Jun 2026 | 20.6% | 25.2% | 13.8% | 13.8% | 11.3% | 9.2% | 6.1% |
| Jul 2026 | 22.2% | 22.2% | 12.1% | 14.8% | 12.1% | 9.9% | 6.6% |
| Aug 2026 | 25.5% | 20.8% | 13.9% | 13.9% | 11.4% | 9.3% | 5.1% |
| Sep 2026 | 24.3% | 24.3% | 13.2% | 13.2% | 8.9% | 8.9% | 7.2% |
How has the AAMI and Budget Direct comparison changed over the last 12 months?
3 findings
- AAMI was ahead of Budget Direct in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, AAMI’s share of searches among home insurance brands in Australia moved from 23.1% to 24.3%, and its estimated monthly branded searches moved from 18.1K to 22.2K.
- Across the 12 months ending September 2026, Budget Direct’s share of searches among home insurance brands in Australia moved from 15.5% to 13.2%, and its estimated monthly branded searches held steady at 12.1K.
How did search popularity change for Australia home insurance brands in September 2026?
2 changes
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%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using AAMI’s and Budget Direct’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
AAMI
1 branded search term
- aami home insurance
Budget Direct
1 branded search term
- budget direct home insurance
Other head-to-heads among home insurance brands
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