AAMI vs Budget Direct:Which is more popular?
In September 2026, Budget Direct had more branded searches than AAMI among car insurance brands in Australia. Budget Direct had about 368,000 branded searches, while AAMI had 246,000. Budget Direct made up 40.1% of all car insurance brand searches we track, and AAMI accounted for 26.8%. When we asked ChatGPT and Google AI Overviews about car insurance brands, Budget Direct appeared in four of the five answers and AAMI in three. Budget Direct was mentioned before AAMI in three out of four answers.
Who do people search for more?
Budget Direct, about 50% more searches than AAMI
Who does AI mention more?
Budget Direct, mentioned in 4 of 5 answers, AAMI in 3
Who does AI recommend more?
Budget Direct, named ahead of AAMI in 3 of 4 answers
Follow AAMI vs Budget Direct and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top car insurance brands 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 all three ChatGPT answers and in one of the two Google AI Overviews. AAMI was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Budget Direct was listed before AAMI in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Budget Direct1st
AAMI2nd
Youi3rd
NRMA Insurance4th
ROLLiN'5th
Bingle6th
RACV7th
Allianz8th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Budget Direct4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Youi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- AAMI3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- NRMA Insurance3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Bingle3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- ROLLiN'2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Allianz1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- RACV1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about car insurance brands
5 answers
Asked ChatGPT
“Which car insurance company should I use in Australia?”
Asked ChatGPT
“What are the best car insurance brands in Australia?”
Asked ChatGPT
“What's the best comprehensive car insurance in Australia for a young driver?”
Searched Google, AI Overview
“car insurance”
Searched Google, AI Overview
“compare car insurance”
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Is AAMI or Budget Direct more popular in search?
This chart shows how often people search Google for AAMI and Budget Direct by name. Each line represents a brand's share of searches for all eight car insurance brands we track, month by month, from searches in Australia.
Share of searches by month for Budget Direct, AAMI. The figures are in the table below the chart.
View monthly share of searches table
| Month | Budget Direct | AAMI | NRMA Insurance | Youi | Allianz | Bingle | RACV | ROLLiN' |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 38.4% | 25.7% | 14.1% | 11.5% | 4.2% | 3.5% | 1.5% | 1.1% |
| Nov 2025 | 37.2% | 24.9% | 16.7% | 11.1% | 4.1% | 3.3% | 1.5% | 1.1% |
| Dec 2025 | 36.4% | 24.3% | 16.3% | 10.9% | 4.9% | 4% | 1.8% | 1.3% |
| Jan 2026 | 38.9% | 26% | 11.6% | 11.6% | 5.2% | 3.5% | 1.9% | 1.2% |
| Feb 2026 | 40.7% | 27.2% | 10% | 10% | 5.5% | 3.7% | 1.6% | 1.3% |
| Mar 2026 | 38.7% | 25.9% | 11.6% | 11.6% | 5.2% | 4.3% | 1.6% | 1.2% |
| Apr 2026 | 43.3% | 23.6% | 10.6% | 10.6% | 4.8% | 3.9% | 1.7% | 1.4% |
| May 2026 | 41% | 27.4% | 10.1% | 10.1% | 4.5% | 3.7% | 1.6% | 1.6% |
| Jun 2026 | 40.7% | 27.2% | 10% | 10% | 4.5% | 4.5% | 1.6% | 1.6% |
| Jul 2026 | 41.8% | 27.9% | 10.3% | 8.4% | 4.6% | 3.8% | 1.7% | 1.6% |
| Aug 2026 | 41.8% | 27.9% | 10.3% | 8.4% | 4.6% | 3.8% | 1.7% | 1.6% |
| Sep 2026 | 40.1% | 26.8% | 9.9% | 9.9% | 6.6% | 3.6% | 1.6% | 1.6% |
How has the AAMI and Budget Direct comparison changed over the last 12 months?
3 findings
- Budget Direct was ahead of AAMI in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, AAMI’s share of searches among car insurance brands in Australia moved from 25.7% to 26.8%, and its estimated monthly branded searches held steady at 246K.
- Across the 12 months ending September 2026, Budget Direct’s share of searches among car insurance brands in Australia moved from 38.4% to 40.1%, and its estimated monthly branded searches held steady at 368K.
How did search popularity change for Australia car insurance brands in September 2026?
2 changes
In September 2026, Budget Direct lost share of searches among car insurance brands in Australia, from 41.8% to 40.1%.
In September 2026, AAMI lost share of searches among car insurance brands in Australia, from 27.9% to 26.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using AAMI’s and Budget Direct’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.
AAMI
1 branded search term
- aami
Budget Direct
1 branded search term
- budget direct
Other head-to-heads among car insurance brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.