Brandwave

Knose vs Medibank:Which is more popular?

In September 2026, Knose had more branded searches than Medibank among pet insurance providers in Australia. Knose had about 8,300 branded searches, while Medibank had 6,600. Knose made up 11.3% of all pet insurance provider searches we track, and Medibank accounted for 9%. When we asked ChatGPT and Google AI Overviews about pet insurance providers, Knose appeared in three of the five answers and Medibank in two. Knose was mentioned before Medibank in three out of four answers that named either.

Among pet insurance providers in Australia in September 2026

Who do people search for more?

Knose, about 26% more searches than Medibank

Knose 8.3K searchesMedibank 6.6K searches

Who does AI mention more?

Knose, mentioned in 3 of 5 answers, Medibank in 2

Knose in 3 of 5Medibank in 2 of 5

Who does AI recommend more?

Knose, named ahead of Medibank in 3 of 4 answers

Knose first in 3Medibank 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, Knose was mentioned in three out of five: in two of the three ChatGPT answers and in one of the 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. Knose was listed before Medibank in three out of four answers that named either.

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 Knose or Medibank more popular in search?

This chart shows how often people search Google for Knose 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.

Knose and Medibank among pet insurance providers in Australia, by month

Share of searches by month for Knose, Medibank. 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 Knose and Medibank comparison changed over the last 12 months?

3 findings
  • The lead changed hands 7 times in the 12 months ending September 2026: Knose took it in November 2025, Medibank took it in January 2026, Knose took it in February 2026, Medibank took it in April 2026, Knose took it in May 2026, Medibank took it in June 2026, Knose took it in September 2026.
  • Across the 12 months ending September 2026, Knose’s share of searches among pet insurance providers in Australia moved from 7.9% to 11.3%, and its estimated monthly branded searches moved from 6K to 8.3K.
  • 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

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

  2. In September 2026, Medibank lost share of searches among pet insurance providers in Australia, from 10.2% to 9%.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Knose’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.

Knose

2 branded search terms

  • knose
  • knose pet insurance

Medibank

1 branded search term

  • medibank pet insurance

How the Brand Demand Index is measured

Other head-to-heads among pet insurance providers

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