Brandwave

Budget Direct vs Knose:Which is more popular?

In September 2026, Knose had more branded searches than Budget Direct among pet insurance providers in Australia. Knose had about 8,300 branded searches, while Budget Direct had 4,400. Knose made up 11.3% of all pet insurance provider searches we track, and Budget Direct accounted for 6%. When we asked ChatGPT and Google AI Overviews about pet insurance providers, Budget Direct appeared in four of the five answers and Knose in three. Budget Direct was mentioned before Knose in four out of five answers.

Among pet insurance providers in Australia in September 2026

Who do people search for more?

Knose, about 89% more searches than Budget Direct

Knose 8.3K searchesBudget Direct 4.4K searches

Who does AI mention more?

Budget Direct, mentioned in 4 of 5 answers, Knose in 3

Budget Direct in 4 of 5Knose in 3 of 5

Who does AI recommend more?

Budget Direct, named ahead of Knose in 4 of 5 answers

Budget Direct first in 4Knose first in 1

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Top pet insurance providers 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 two of the three ChatGPT answers and in both Google AI Overviews. Knose was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Budget Direct was listed before Knose in four out of five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. RSPCA Pet Insurance1st
  2. Budget Direct2nd
  3. Knose3rd
  4. Medibank4th
  5. Bow Wow Meow5th
  6. Petsy6th
  7. Everyday Pet Insurance–
  8. Bupa–
  9. Petcover–

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

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 Budget Direct or Knose more popular in search?

This chart shows how often people search Google for Budget Direct and Knose 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.

Budget Direct and Knose among pet insurance providers in Australia, by month

Share of searches by month for Knose, Budget Direct. The figures are in the table below the chart.

View monthly share of searches table
MonthEveryday Pet InsuranceBow Wow MeowRSPCA Pet InsuranceKnoseMedibankBudget DirectBupaPetsyPetcover
Oct 202528.7%16.3%19.6%7.9%8.7%4.8%5.8%4.2%3.8%
Nov 202530.5%15.4%17%9.6%9.3%5.1%6.2%3.7%3.4%
Dec 202529%18%16.2%10.4%8.8%4.8%5.9%3.1%3.9%
Jan 202629.4%17.6%15.7%8.8%10.5%5.7%5.7%3.4%3.1%
Feb 202628.9%17.6%14.9%10.2%10%5.4%5.4%3.9%3.6%
Mar 202626.9%16.4%20.8%9.5%9.3%5%5%3.7%3.3%
Apr 202628.5%17.4%18%8.9%9.8%4.4%5.3%4.2%3.5%
May 202628.2%17.9%15.2%10.4%10.2%4.5%5.5%4.4%3.6%
Jun 202624.4%19.4%15.4%9.9%12.6%4.6%5.6%4.4%3.7%
Jul 202623.2%22.6%14.6%9.4%12%4.4%5.3%5.4%2.9%
Aug 202624.3%22.1%15.3%9.9%10.2%5.6%5.6%4%3%
Sep 202626.2%18.4%16.5%11.3%9%6%6%4%2.6%

How has the Budget Direct and Knose comparison changed over the last 12 months?

3 findings

How did search popularity change for Australia pet insurance providers in September 2026?

2 changes

  1. In September 2026, Knose overtook Medibank to rank 4th among pet insurance providers in Australia, with 11.3% of the searches.

  2. Estimated monthly branded searches for Budget Direct in Australia rose 22.2% over 12 measured months, from 3.6K to 4.4K in September 2026.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Budget Direct’s and Knose’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.

Budget Direct

1 branded search term

  • budget direct pet insurance

Knose

2 branded search terms

  • knose
  • knose pet insurance

How the Brand Demand Index is measured

Other head-to-heads among pet insurance providers

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