--- title: "AAMI vs Budget Direct: Which is searched more in Australia?" description: "Is AAMI or Budget Direct more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Home insurance brands set in Australia. 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/compare/aami-vs-budget-direct" publisher: "Brandwave" --- # AAMI vs Budget Direct: Which is searched more in Australia? Is AAMI or Budget Direct more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Home insurance brands set in Australia. 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 - **Compared**: AAMI and Budget Direct - **Competitive set**: Home insurance brands - **Market**: Australia - **Month measured**: Sep 2026 - **AAMI Share of Search**: 24.3% - **Budget Direct Share of Search**: 13.2% ## Is AAMI or Budget Direct more popular in search? - 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%. - 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. ## 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. 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. ## How did search popularity change for Australia home insurance brands in September 2026? - 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%. ## Month by month | Month | AAMI estimated searches | AAMI Share of Search | AAMI rank | Budget Direct estimated searches | Budget Direct Share of Search | Budget Direct rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 18.1K | 23.1% | 1 | 12.1K | 15.5% | 3 | | Nov 2025 | 18.1K | 24.4% | 1 | 9.9K | 13.3% | 3 | | Dec 2025 | 14.8K | 23.8% | 1 | 8.1K | 13% | 3 | | Jan 2026 | 18.1K | 23.2% | 1 | 9.9K | 12.7% | 3 | | Feb 2026 | 14.8K | 22% | 1 | 9.9K | 14.7% | 3 | | Mar 2026 | 18.1K | 24.4% | 1 | 8.1K | 10.9% | 4 | | Apr 2026 | 14.8K | 22.2% | 1 | 9.9K | 14.8% | 3 | | May 2026 | 18.1K | 24.1% | 1 | 9.9K | 13.2% | 3 | | Jun 2026 | 14.8K | 20.6% | 2 | 9.9K | 13.8% | 3 | | Jul 2026 | 14.8K | 22.2% | 1 | 8.1K | 12.1% | 4 | | Aug 2026 | 18.1K | 25.5% | 1 | 9.9K | 13.9% | 3 | | Sep 2026 | 22.2K | 24.3% | 1 | 12.1K | 13.2% | 3 | ## How each brand is measured 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**: Measured on the search term “aami home insurance”. - **Budget Direct**: Measured on the search term “budget direct home insurance”. - [AAMI profile](/demand/au/brands/aami) - [Budget Direct profile](/demand/au/brands/budget-direct) - [All home insurance brands in Australia](/demand/au/categories/au-home-insurance-brands): The set both shares are measured inside, 7 brands. ## 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 ### Is AAMI or Budget Direct more popular in search? 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%. ## Cite this page Brandwave. "AAMI vs Budget Direct: Which is searched more in Australia?". https://gobrandwave.com/demand/au/categories/au-home-insurance-brands/compare/aami-vs-budget-direct This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-home-insurance-brands/compare/aami-vs-budget-direct. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.