NobleOak vs Zurich:Which is more popular?
In September 2026, NobleOak had more branded searches than Zurich among life insurance brands in Australia. NobleOak had about 2,900 branded searches, while Zurich had 1,000. NobleOak made up 9.8% of all life insurance brand searches we track, and Zurich accounted for 3.4%. When we asked ChatGPT and Google AI Overviews about life insurance brands, NobleOak appeared in four of the five answers and Zurich in none.
Who do people search for more?
NobleOak, about 3 searches for every 1 for Zurich
Who does AI mention more?
NobleOak, mentioned in 4 of 5 answers, Zurich in 0
Who does AI recommend more?
NobleOak, the only one of the two named
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Top life insurance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, NobleOak was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Zurich 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.
TAL1st- NobleOak2nd
Medibank3rd
Budget Direct4th
AIA5th
Real Insurance–
Zurich–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- TAL5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- NobleOak4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Medibank4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Budget Direct3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- AIA1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Real Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Zurich0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about life insurance brands
5 answers
Asked ChatGPT
“What's the best life insurance in Australia?”
Asked ChatGPT
“Which life insurance company should I choose in Australia?”
Asked ChatGPT
“Who are the cheapest life insurance providers in Australia?”
Searched Google, AI Overview
“life insurance australia”
- 1TAL
- 1
Searched Google, AI Overview
“best life 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 23, 2026.
Is NobleOak or Zurich more popular in search?
This chart shows how often people search Google for NobleOak and Zurich by name. Each line represents a brand's share of searches for all seven life insurance brands we track, month by month, from searches in Australia.
Share of searches by month for NobleOak, Zurich. The figures are in the table below the chart.
View monthly share of searches table
| Month | TAL | Real Insurance | AIA | NobleOak | Medibank | Zurich | Budget Direct |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 35.7% | 30.5% | 11.7% | 13.5% | 3.8% | 3.3% | 1.5% |
| Nov 2025 | 35.5% | 32% | 12.3% | 11.5% | 3.9% | 3.5% | 1.3% |
| Dec 2025 | 36.1% | 32.7% | 12.3% | 9.4% | 4.4% | 3.6% | 1.6% |
| Jan 2026 | 31.5% | 34.7% | 11.5% | 12.6% | 4.6% | 3.5% | 1.7% |
| Feb 2026 | 37.6% | 27.7% | 12.9% | 12.3% | 4.4% | 3.4% | 1.6% |
| Mar 2026 | 36.7% | 27% | 15% | 12% | 4.3% | 3.3% | 1.6% |
| Apr 2026 | 37.3% | 28.7% | 13.4% | 12.8% | 3.5% | 3.1% | 1.1% |
| May 2026 | 37.2% | 28.7% | 13.4% | 12.7% | 3.5% | 3.1% | 1.4% |
| Jun 2026 | 37.4% | 28.8% | 12.9% | 12.8% | 3.6% | 3.1% | 1.4% |
| Jul 2026 | 41.4% | 27.3% | 10.5% | 12.1% | 4.4% | 3% | 1.3% |
| Aug 2026 | 42.7% | 22.9% | 12.6% | 12.5% | 4.5% | 3.5% | 1.4% |
| Sep 2026 | 43.4% | 27.5% | 11.1% | 9.8% | 3.4% | 3.4% | 1.3% |
How has the NobleOak and Zurich comparison changed over the last 12 months?
3 findings
- NobleOak was ahead of Zurich in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, NobleOak’s share of searches among life insurance brands in Australia moved from 13.5% to 9.8%, and its estimated monthly branded searches moved from 3.6K to 2.9K.
- Across the 12 months ending September 2026, Zurich’s share of searches among life insurance brands in Australia moved from 3.3% to 3.4%, and its estimated monthly branded searches moved from 880 to 1K.
How did search popularity change for Australia life insurance brands in September 2026?
2 changes
In September 2026, NobleOak lost share of searches among life insurance brands in Australia, from 12.5% to 9.8%.
Estimated monthly branded searches for Zurich in Australia rose 13.6% over 12 measured months, from 880 to 1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using NobleOak’s and Zurich’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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