How popular isDirect Line in search?
In September 2026, there were an estimated 157K branded searches for Direct Line worldwide which held steady over the last 12 months. Direct Line holds 3.4% estimated Share of Search among car insurance brands worldwide and is ranked 5th of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.
State Farm44.8%
Compare the Market32.4%
MoneySuperMarket11.9%
Allstate6.5%
Direct Line3.4%
Aviva1.1%
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Which car insurance brands compete with Direct Line?
Share of Search by month for State Farm, Compare the Market, MoneySuperMarket, Allstate, Direct Line. The figures are in the table below the chart.
View monthly share of search table
| Month | State Farm | Compare the Market | MoneySuperMarket | Allstate | Direct Line | Aviva |
|---|---|---|---|---|---|---|
| Oct 2025 | 49.5% | 28.3% | 10.5% | 7% | 3.6% | 1.1% |
| Nov 2025 | 45.6% | 31.8% | 11.7% | 6.4% | 3.3% | 1.1% |
| Dec 2025 | 49.5% | 28.4% | 10.4% | 7% | 3.5% | 1.1% |
| Jan 2026 | 45.4% | 32% | 11.7% | 6.4% | 3.4% | 1.1% |
| Feb 2026 | 39.3% | 33.8% | 12.4% | 10.1% | 3.4% | 0.91% |
| Mar 2026 | 45.4% | 32% | 11.7% | 6.4% | 3.4% | 1.1% |
| Apr 2026 | 41.9% | 34.9% | 12.8% | 5.7% | 3.6% | 1.2% |
| May 2026 | 41.9% | 34.9% | 12.8% | 5.7% | 3.6% | 1.2% |
| Jun 2026 | 41.2% | 35.4% | 13% | 5.8% | 3.7% | 0.96% |
| Jul 2026 | 41.2% | 35.4% | 13% | 5.8% | 3.6% | 0.96% |
| Aug 2026 | 46% | 32.4% | 11.9% | 5.3% | 3.4% | 1.1% |
| Sep 2026 | 44.8% | 32.4% | 11.9% | 6.5% | 3.4% | 1.1% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 44.8% | 2.1M | -2.6% | -1.2 points | |
| 2, held 2nd | 32.4% | 1.5M | 0% | 0 points | |
| 3, held 3rd | 11.9% | 550K | 0% | 0 points | |
| 4, held 4th | 6.5% | 301K | +22.4% | +1.2 points | |
| 5, held 5th | 3.4% | 157K | 0% | 0 points | |
| 6, held 6th | 1.1% | 49.5K | 0% | 0 points |
44.8%
Held 1st. 2.1M estimated branded searches, -2.6% vs prior month. Share -1.2 points.
32.4%
Held 2nd. 1.5M estimated branded searches, 0% vs prior month. Share 0 points.
11.9%
Held 3rd. 550K estimated branded searches, 0% vs prior month. Share 0 points.
4.
Allstate6.5%
Held 4th. 301K estimated branded searches, +22.4% vs prior month. Share +1.2 points.
3.4%
Held 5th. 157K estimated branded searches, 0% vs prior month. Share 0 points.
6.
Aviva1.1%
Held 6th. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Direct Line and its closest rivals
- Direct Line vs State Farm: compare search popularity
- Direct Line vs Compare the Market: compare search popularity
- Direct Line vs MoneySuperMarket: compare search popularity
- Direct Line vs Allstate: compare search popularity
- Direct Line vs Aviva: compare search popularity
- Compare Direct Line with any brand
How has branded search demand for Direct Line changed worldwide over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Direct Line worldwide held steady, from 153K to 157K.
- Across the 12 months ending September 2026, Direct Line’s estimated Share of Search among car insurance brands worldwide held steady, from 3.6% to 3.4%.
How did search popularity change for car insurance brands worldwide in September 2026?
4 changes
In September 2026, Allstate gained estimated Share of Search among car insurance brands worldwide, from 5.3% to 6.5%.
In September 2026, State Farm lost estimated Share of Search among car insurance brands worldwide, from 46% to 44.8%.
Estimated monthly branded searches for Compare the Market worldwide rose 23% over 12 measured months, from 1.2M to 1.5M in September 2026.
Estimated monthly branded searches for MoneySuperMarket worldwide rose 22.2% over 12 measured months, from 450K to 550K in September 2026.
Where does Direct Line compete?
| Competitor set | Rank | Share of Search | Ranking |
|---|---|---|---|
| Car insurance brands | 5th of 6 | 3.4% | Shown above |
| Home insurance brands | 5th of 6 | 4.5% | Show ranking |
| Cat insurance brands | 2nd of 4 | 38.1% | Show ranking |
How is Direct Line measured?
Brandwave collects information about searches that people make online using Direct Line’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
2 branded search terms
- direct line
- direct line insurance
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Is Direct Line your brand?
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