Brandwave

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 38.1% estimated Share of Search among cat insurance brands worldwide and is ranked 2nd of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Lemonade61%
  2. Direct Line38.1%
  3. Bupa0.87%
  4. Fetch0.05%
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Which cat insurance brands compete with Direct Line?

Direct Line against cat insurance brands worldwide, by month

Share of Search by month for Lemonade, Direct Line. The figures are in the table below the chart.

View monthly share of search table
MonthLemonadeDirect LineBupaFetch
Oct 202559.9%39.3%0.74%0.05%
Nov 202561.2%37.9%0.86%0.05%
Dec 202564%35%0.81%0.13%
Jan 202663.4%35.7%0.82%0.06%
Feb 202661.8%37.2%0.87%0.14%
Mar 202666%33.2%0.76%0.04%
Apr 202662%37.2%0.7%0.05%
May 202668.9%30.5%0.58%0.04%
Jun 202670.8%28.6%0.53%0.03%
Jul 202671.4%28.1%0.53%0.04%
Aug 202663.4%35.9%0.66%0.04%
Sep 202661%38.1%0.87%0.05%

  1. 1.Lemonade

    61%

    Held 1st. 252K estimated branded searches, -9.4% vs prior month. Share -2.4 points.

  2. 2.Direct Line

    38.1%

    Held 2nd. 157K estimated branded searches, 0% vs prior month. Share +2.2 points.

  3. 3.Bupa

    0.87%

    Held 3rd. 3.6K estimated branded searches, +24.1% vs prior month. Share +0.2 points.

  4. 4.Fetch

    0.05%

    Held 4th. 210 estimated branded searches, +23.5% vs prior month. Share 0 points.

Compare search popularity between Direct Line and its closest rivals

Every comparison with Direct Line

How has branded search demand for Direct Line changed worldwide over the last 12 months?

  • 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 cat insurance brands worldwide decreased from 39.3% to 38.1%.
  • Across the 12 months ending September 2026, Direct Line’s estimated Share of Search among cat insurance brands worldwide peaked at 39.3% in October 2025 and was lowest at 28.1% in July 2026.

How did search popularity change for cat insurance brands worldwide in September 2026?

  1. In September 2026, Direct Line gained estimated Share of Search among cat insurance brands worldwide, from 35.9% to 38.1%.

  2. In September 2026, Lemonade lost estimated Share of Search among cat insurance brands worldwide, from 63.4% to 61%.

  3. Estimated monthly branded searches for Bupa worldwide rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.

Where does Direct Line compete?

Direct Line is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Car insurance brands5th of 63.4%Show ranking
Home insurance brands5th of 64.5%Show ranking
Cat insurance brands2nd of 438.1%Shown above

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

Do you work for Direct Line? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

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