Brandwave

Australian Unity vs HBF:Which is more popular?

In September 2026, HBF had more branded searches than Australian Unity among health insurance funds in Australia. HBF had about 61,600 branded searches, while Australian Unity had 9,900. HBF made up 17.1% of all health insurance fund searches we track, and Australian Unity accounted for 2.7%. When we asked ChatGPT and Google AI Overviews about health insurance funds, HBF appeared in two of the five answers and Australian Unity in none.

Among health insurance funds in Australia in September 2026

Who do people search for more?

HBF, about 6 searches for every 1 for Australian Unity

HBF 61.6K searchesAustralian Unity 9.9K searches

Who does AI mention more?

HBF, mentioned in 2 of 5 answers, Australian Unity in 0

HBF in 2 of 5Australian Unity in 0 of 5

Who does AI recommend more?

HBF, the only one of the two named

HBF first in 2Australian Unity never named

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Top health insurance funds in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HBF was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Australian Unity 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.

  1. HCF1st
  2. HBF2nd
  3. Medibank3rd
  4. ahm4th
  5. Frank5th
  6. GMHBA6th
  7. Bupa7th
  8. nib–
  9. Australian Unity–

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?”

    1. 1HCF
    2. 2HBF
    3. 3GMHBA
    4. 4Medibank

  • Asked ChatGPT

    “What are the best private health insurance funds in Australia?”

    1. 1HCF
    2. 2HBF
    3. 3Medibank
    4. 4Bupa
    5. 5Frank

  • Asked ChatGPT

    “What's the best private health insurance in Australia for a young couple?”

    1. 1HCF
    2. 2ahm
    3. 3Frank
    4. 4Medibank

  • Searched Google, AI Overview

    “private health insurance”

    1. 1Medibank
    2. 2Bupa
    3. 3HCF
    4. 4nib

  • 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.

    Is Australian Unity or HBF more popular in search?

    This chart shows how often people search Google for Australian Unity and HBF 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.

    Australian Unity and HBF among health insurance funds in Australia, by month

    Share of searches by month for HBF, Australian Unity. The figures are in the table below the chart.

    View monthly share of searches table
    MonthMedibanknibHBFBupaahmHCFGMHBAAustralian UnityFrank
    Oct 202532.9%18.3%17.1%9.9%5.4%8.1%4.4%2%2%
    Nov 202534.8%19.4%15.3%8.5%4.7%8.5%4.7%2.1%2.1%
    Dec 202532.8%18.4%17.2%9.9%4.4%8.1%5.4%2%2%
    Jan 202634.7%16.5%15.3%10.4%5.7%8.5%4.7%2.1%2.1%
    Feb 202631.2%18.2%16.8%9.4%6.3%9.4%5.1%1.9%1.9%
    Mar 202627.6%16.9%16.1%12.4%6.8%10.1%5.5%2%2.5%
    Apr 202630.6%17.1%17.1%11.2%6.1%9.2%5%1.8%1.8%
    May 202632.7%19%17.6%9.8%6.6%5.4%5.4%1.6%2%
    Jun 202632.7%19.1%17.1%9.8%6.6%5.4%5.4%1.6%2.4%
    Jul 202632%18.6%19.4%9.6%6.4%5.3%5.3%1.6%1.9%
    Aug 202632.8%19.1%17.1%9.8%6.6%5.4%5.4%2%2%
    Sep 202630.5%17.8%17.1%11.2%7.5%6.2%5%2.7%1.8%

    How has the Australian Unity and HBF comparison changed over the last 12 months?

    3 findings

    How did search popularity change for Australia health insurance funds in September 2026?

    2 changes

    1. In September 2026, Australian Unity gained share of searches among health insurance funds in Australia, from 2% to 2.7%.

    2. Estimated monthly branded searches for HBF in Australia fell 12.5% over 12 measured months, from 70.4K to 61.6K in September 2026.

    How are branded searches counted?

    3 search terms

    Brandwave collects information about searches that people make online using Australian Unity’s and HBF’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.

    Australian Unity

    1 branded search term

    • australian unity health insurance

    HBF

    2 branded search terms

    • hbf
    • hbf health insurance

    How the Brand Demand Index is measured

    Other head-to-heads among health insurance funds

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