Bupa vs Medibank:Which is more popular?
In September 2026, Medibank had more branded searches than Bupa among pet insurance providers in Australia. Medibank had about 6,600 branded searches, while Bupa had 4,400. Medibank made up 9% of all pet insurance provider searches we track, and Bupa accounted for 6%. When we asked ChatGPT and Google AI Overviews about pet insurance providers, Medibank appeared in two of the five answers and Bupa in none.
Who do people search for more?
Medibank, about 50% more searches than Bupa
Who does AI mention more?
Medibank, mentioned in 2 of 5 answers, Bupa in 0
Who does AI recommend more?
Medibank, the only one of the two named
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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. Bupa did not appear in any of the five 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.
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
Asked ChatGPT
“Which pet insurance should I get in Australia?”
Asked ChatGPT
“What are the best pet insurance providers in Australia?”
Asked ChatGPT
“What's the best pet insurance in Australia for a puppy?”
Searched Google, AI Overview
“pet insurance”
Searched Google, AI Overview
“best pet insurance australia”
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 Bupa or Medibank more popular in search?
This chart shows how often people search Google for Bupa and Medibank by name. Each line represents a brand's share of searches for all nine pet insurance providers we track, month by month, from searches in Australia.
Share of searches by month for Medibank, Bupa. The figures are in the table below the chart.
View monthly share of searches table
| Month | Everyday Pet Insurance | Bow Wow Meow | RSPCA Pet Insurance | Knose | Medibank | Budget Direct | Bupa | Petsy | Petcover |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.7% | 16.3% | 19.6% | 7.9% | 8.7% | 4.8% | 5.8% | 4.2% | 3.8% |
| Nov 2025 | 30.5% | 15.4% | 17% | 9.6% | 9.3% | 5.1% | 6.2% | 3.7% | 3.4% |
| Dec 2025 | 29% | 18% | 16.2% | 10.4% | 8.8% | 4.8% | 5.9% | 3.1% | 3.9% |
| Jan 2026 | 29.4% | 17.6% | 15.7% | 8.8% | 10.5% | 5.7% | 5.7% | 3.4% | 3.1% |
| Feb 2026 | 28.9% | 17.6% | 14.9% | 10.2% | 10% | 5.4% | 5.4% | 3.9% | 3.6% |
| Mar 2026 | 26.9% | 16.4% | 20.8% | 9.5% | 9.3% | 5% | 5% | 3.7% | 3.3% |
| Apr 2026 | 28.5% | 17.4% | 18% | 8.9% | 9.8% | 4.4% | 5.3% | 4.2% | 3.5% |
| May 2026 | 28.2% | 17.9% | 15.2% | 10.4% | 10.2% | 4.5% | 5.5% | 4.4% | 3.6% |
| Jun 2026 | 24.4% | 19.4% | 15.4% | 9.9% | 12.6% | 4.6% | 5.6% | 4.4% | 3.7% |
| Jul 2026 | 23.2% | 22.6% | 14.6% | 9.4% | 12% | 4.4% | 5.3% | 5.4% | 2.9% |
| Aug 2026 | 24.3% | 22.1% | 15.3% | 9.9% | 10.2% | 5.6% | 5.6% | 4% | 3% |
| Sep 2026 | 26.2% | 18.4% | 16.5% | 11.3% | 9% | 6% | 6% | 4% | 2.6% |
How has the Bupa and Medibank comparison changed over the last 12 months?
3 findings
- Medibank was ahead of Bupa in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bupa’s share of searches among pet insurance providers in Australia moved from 5.8% to 6%, and its estimated monthly branded searches held steady at 4.4K.
- Across the 12 months ending September 2026, Medibank’s share of searches among pet insurance providers in Australia moved from 8.7% to 9%, and its estimated monthly branded searches held steady at 6.6K.
How did search popularity change for Australia pet insurance providers in September 2026?
2 changes
In September 2026, Knose overtook Medibank to rank 4th among pet insurance providers in Australia, with 11.3% of the searches.
In September 2026, Medibank lost share of searches among pet insurance providers in Australia, from 10.2% to 9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Bupa’s and Medibank’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.
Other head-to-heads among pet insurance providers
- Everyday Pet Insurance vs Bow Wow Meow: compare popularity
- Everyday Pet Insurance vs RSPCA Pet Insurance: compare popularity
- Everyday Pet Insurance vs Knose: compare popularity
- Everyday Pet Insurance vs Medibank: compare popularity
- Bow Wow Meow vs RSPCA Pet Insurance: compare popularity
- Bow Wow Meow vs Knose: compare popularity
Put your own brand in this comparison
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