Frank vs GMHBA:Which is more popular?
In September 2026, GMHBA had more branded searches than Frank among health insurance funds in Australia. GMHBA had about 18,100 branded searches, while Frank had 6,600. GMHBA made up 5% of all health insurance fund searches we track, and Frank accounted for 1.8%. When we asked ChatGPT and Google AI Overviews about health insurance funds, Frank appeared in two of the five answers and GMHBA in one. Frank was mentioned before GMHBA in two out of three answers.
Who do people search for more?
GMHBA, about 3 searches for every 1 for Frank
Who does AI mention more?
Frank, mentioned in 2 of 5 answers, GMHBA in 1
Who does AI recommend more?
Frank, named ahead of GMHBA in 2 of 3 answers
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Top health insurance funds in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Frank was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. GMHBA was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Frank was listed before GMHBA in two out of three 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.
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?”
Asked ChatGPT
“What are the best private health insurance funds in Australia?”
Asked ChatGPT
“What's the best private health insurance in Australia for a young couple?”
Searched Google, AI Overview
“private health insurance”
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 Frank or GMHBA more popular in search?
This chart shows how often people search Google for Frank and GMHBA 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.
Share of searches by month for GMHBA, Frank. The figures are in the table below the chart.
View monthly share of searches table
| Month | Medibank | nib | HBF | Bupa | ahm | HCF | GMHBA | Australian Unity | Frank |
|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.9% | 18.3% | 17.1% | 9.9% | 5.4% | 8.1% | 4.4% | 2% | 2% |
| Nov 2025 | 34.8% | 19.4% | 15.3% | 8.5% | 4.7% | 8.5% | 4.7% | 2.1% | 2.1% |
| Dec 2025 | 32.8% | 18.4% | 17.2% | 9.9% | 4.4% | 8.1% | 5.4% | 2% | 2% |
| Jan 2026 | 34.7% | 16.5% | 15.3% | 10.4% | 5.7% | 8.5% | 4.7% | 2.1% | 2.1% |
| Feb 2026 | 31.2% | 18.2% | 16.8% | 9.4% | 6.3% | 9.4% | 5.1% | 1.9% | 1.9% |
| Mar 2026 | 27.6% | 16.9% | 16.1% | 12.4% | 6.8% | 10.1% | 5.5% | 2% | 2.5% |
| Apr 2026 | 30.6% | 17.1% | 17.1% | 11.2% | 6.1% | 9.2% | 5% | 1.8% | 1.8% |
| May 2026 | 32.7% | 19% | 17.6% | 9.8% | 6.6% | 5.4% | 5.4% | 1.6% | 2% |
| Jun 2026 | 32.7% | 19.1% | 17.1% | 9.8% | 6.6% | 5.4% | 5.4% | 1.6% | 2.4% |
| Jul 2026 | 32% | 18.6% | 19.4% | 9.6% | 6.4% | 5.3% | 5.3% | 1.6% | 1.9% |
| Aug 2026 | 32.8% | 19.1% | 17.1% | 9.8% | 6.6% | 5.4% | 5.4% | 2% | 2% |
| Sep 2026 | 30.5% | 17.8% | 17.1% | 11.2% | 7.5% | 6.2% | 5% | 2.7% | 1.8% |
How has the Frank and GMHBA comparison changed over the last 12 months?
3 findings
- GMHBA was ahead of Frank in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Frank’s share of searches among health insurance funds in Australia moved from 2% to 1.8%, and its estimated monthly branded searches moved from 8.1K to 6.6K.
- Across the 12 months ending September 2026, GMHBA’s share of searches among health insurance funds in Australia moved from 4.4% to 5%, and its estimated monthly branded searches held steady at 18.1K.
How did search popularity change for Australia health insurance funds in September 2026?
2 changes
In September 2026, HCF overtook GMHBA to rank 6th among health insurance funds in Australia, with 6.2% of the searches.
Estimated monthly branded searches for Frank in Australia fell 18.5% over 12 measured months, from 8.1K to 6.6K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Frank’s and GMHBA’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.
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