---
title: "Health insurance brands: Which brands are most popular in search?"
description: "Compare the health insurance brands finance teams use. Share of Search among AXA, UnitedHealthcare, Aetna, Cigna, Humana and Bupa, the health insurance brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/categories/health-insurance-brands"
publisher: "Brandwave"
---

# Health insurance brands: Which brands are most popular in search?

Compare the health insurance brands finance teams use. Share of Search among AXA, UnitedHealthcare, Aetna, Cigna, Humana and Bupa, the health insurance brands Brandwave compares worldwide, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Health insurance brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: AXA, 47.1%

## Which brand is most popular in search among health insurance brands worldwide?

- AXA and UnitedHealthcare share the highest estimated Share of Search among health insurance brands worldwide, at 47.1% in August 2026.
- Across the 11 months ending August 2026, AXA’s estimated Share of Search among health insurance brands worldwide decreased from 54.2% to 47.1%.
- Across the 11 months ending August 2026, UnitedHealthcare’s estimated Share of Search among health insurance brands worldwide increased from 36.6% to 47.1%.
- Across the 11 months ending August 2026, Aetna’s estimated Share of Search among health insurance brands worldwide decreased from 4.9% to 3.5%.
- Across the 11 months ending August 2026, Cigna’s estimated Share of Search among health insurance brands worldwide decreased from 2.7% to 1.3%.
- Across the 11 months ending August 2026, Humana’s estimated Share of Search among health insurance brands worldwide decreased from 1.5% to 0.86%.
- Across the 11 months ending August 2026, AXA’s estimated Share of Search among health insurance brands worldwide peaked at 64.5% in March 2026 and was lowest at 47.1% in August 2026.
- Across the 11 months ending August 2026, UnitedHealthcare’s estimated Share of Search among health insurance brands worldwide peaked at 47.1% in August 2026 and was lowest at 28.9% in April 2026.
- Across the 11 months ending August 2026, Cigna’s estimated Share of Search among health insurance brands worldwide peaked at 2.7% in October 2025 and was lowest at 1.2% in July 2026.
- Across the 11 months ending August 2026, Bupa held steady: its estimated Share of Search among health insurance brands worldwide moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [AXA vs UnitedHealthcare: compare search popularity](/demand/global-en/compare/axa-vs-unitedhealthcare): 47.1% Share of Search each.
- [AXA vs Aetna: compare search popularity](/demand/global-en/compare/aetna-vs-axa): 47.1% against 3.5% Share of Search.
- [UnitedHealthcare vs Aetna: compare search popularity](/demand/global-en/compare/aetna-vs-unitedhealthcare): 47.1% against 3.5% Share of Search.

## How did search popularity change for health insurance brands worldwide in August 2026?

- In August 2026, UnitedHealthcare gained estimated Share of Search among health insurance brands worldwide, from 37.7% to 47.1%.
- In August 2026, AXA lost estimated Share of Search among health insurance brands worldwide, from 55.8% to 47.1%.
- In August 2026, Aetna lost estimated Share of Search among health insurance brands worldwide, from 4.1% to 3.5%.
- Estimated monthly branded searches for Cigna worldwide fell 45.3% over 11 measured months, from 60.5K to 33.1K in August 2026.
- Estimated monthly branded searches for Humana worldwide fell 32.9% over 11 measured months, from 33.1K to 22.2K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | AXA | 47.1% | 1.2M | 0.0% | AXA |
| 2 | UnitedHealthcare | 47.1% | 1.2M | +48.2% | UnitedHealthcare |
| 3 | Aetna | 3.5% | 90.5K | 0.0% | Aetna |
| 4 | Cigna | 1.3% | 33.1K | +22.1% | Cigna |
| 5 | Humana | 0.86% | 22.2K | 0.0% | Humana |
| 6 | Bupa | 0.11% | 2.9K | 0.0% | Bupa |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | AXA | 1.2M | 54.2% | 1 |
| Oct 2025 | UnitedHealthcare | 823K | 36.6% | 2 |
| Oct 2025 | Aetna | 110K | 4.9% | 3 |
| Oct 2025 | Cigna | 60.5K | 2.7% | 4 |
| Oct 2025 | Humana | 33.1K | 1.5% | 5 |
| Oct 2025 | Bupa | 2.9K | 0.13% | 6 |
| Nov 2025 | AXA | 1.2M | 59.4% | 1 |
| Nov 2025 | UnitedHealthcare | 673K | 32.8% | 2 |
| Nov 2025 | Aetna | 90.5K | 4.4% | 3 |
| Nov 2025 | Cigna | 40.5K | 2% | 4 |
| Nov 2025 | Humana | 27.1K | 1.3% | 5 |
| Nov 2025 | Bupa | 2.9K | 0.14% | 6 |
| Dec 2025 | AXA | 1.2M | 59.4% | 1 |
| Dec 2025 | UnitedHealthcare | 673K | 32.8% | 2 |
| Dec 2025 | Aetna | 90.5K | 4.4% | 3 |
| Dec 2025 | Cigna | 40.5K | 2% | 4 |
| Dec 2025 | Humana | 27.1K | 1.3% | 5 |
| Dec 2025 | Bupa | 2.9K | 0.14% | 6 |
| Jan 2026 | AXA | 1.5M | 59.8% | 1 |
| Jan 2026 | UnitedHealthcare | 823K | 32.8% | 2 |
| Jan 2026 | Aetna | 110K | 4.4% | 3 |
| Jan 2026 | Cigna | 40.5K | 1.6% | 4 |
| Jan 2026 | Humana | 33.1K | 1.3% | 5 |
| Jan 2026 | Bupa | 3.6K | 0.14% | 6 |
| Feb 2026 | AXA | 1.2M | 59.7% | 1 |
| Feb 2026 | UnitedHealthcare | 673K | 33% | 2 |
| Feb 2026 | Aetna | 90.5K | 4.4% | 3 |
| Feb 2026 | Cigna | 33.1K | 1.6% | 4 |
| Feb 2026 | Humana | 22.2K | 1.1% | 5 |
| Feb 2026 | Bupa | 3.6K | 0.18% | 6 |
| Mar 2026 | AXA | 1.5M | 64.5% | 1 |
| Mar 2026 | UnitedHealthcare | 673K | 28.9% | 2 |
| Mar 2026 | Aetna | 90.5K | 3.9% | 3 |
| Mar 2026 | Cigna | 33.1K | 1.4% | 4 |
| Mar 2026 | Humana | 27.1K | 1.2% | 5 |
| Mar 2026 | Bupa | 3.6K | 0.15% | 6 |
| Apr 2026 | AXA | 1.2M | 64.1% | 1 |
| Apr 2026 | UnitedHealthcare | 550K | 28.9% | 2 |
| Apr 2026 | Aetna | 74K | 3.9% | 3 |
| Apr 2026 | Cigna | 33.1K | 1.7% | 4 |
| Apr 2026 | Humana | 22.2K | 1.2% | 5 |
| Apr 2026 | Bupa | 2.9K | 0.15% | 6 |
| May 2026 | AXA | 1.2M | 64.1% | 1 |
| May 2026 | UnitedHealthcare | 550K | 28.9% | 2 |
| May 2026 | Aetna | 74K | 3.9% | 3 |
| May 2026 | Cigna | 33.1K | 1.7% | 4 |
| May 2026 | Humana | 22.2K | 1.2% | 5 |
| May 2026 | Bupa | 2.9K | 0.15% | 6 |
| Jun 2026 | AXA | 1.2M | 55.7% | 1 |
| Jun 2026 | UnitedHealthcare | 823K | 37.6% | 2 |
| Jun 2026 | Aetna | 90.5K | 4.1% | 3 |
| Jun 2026 | Cigna | 33.1K | 1.5% | 4 |
| Jun 2026 | Humana | 22.2K | 1% | 5 |
| Jun 2026 | Bupa | 2.9K | 0.13% | 6 |
| Jul 2026 | AXA | 1.2M | 55.8% | 1 |
| Jul 2026 | UnitedHealthcare | 823K | 37.7% | 2 |
| Jul 2026 | Aetna | 90.5K | 4.1% | 3 |
| Jul 2026 | Cigna | 27.1K | 1.2% | 4 |
| Jul 2026 | Humana | 22.2K | 1% | 5 |
| Jul 2026 | Bupa | 2.9K | 0.13% | 6 |
| Aug 2026 | AXA | 1.2M | 47.1% | 1 |
| Aug 2026 | UnitedHealthcare | 1.2M | 47.1% | 2 |
| Aug 2026 | Aetna | 90.5K | 3.5% | 3 |
| Aug 2026 | Cigna | 33.1K | 1.3% | 4 |
| Aug 2026 | Humana | 22.2K | 0.86% | 5 |
| Aug 2026 | Bupa | 2.9K | 0.11% | 6 |
| Sep 2026 | Aetna | — | — | — |
| Sep 2026 | AXA | — | — | — |
| Sep 2026 | Bupa | — | — | — |
| Sep 2026 | Cigna | — | — | — |
| Sep 2026 | Humana | — | — | — |
| Sep 2026 | UnitedHealthcare | — | — | — |

## What is being compared

- **Aetna**: Measured on the search term “aetna insurance”.
- **AXA**: Measured on the search term “axa”.
- **Bupa**: Measured on the search term “bupa health”.
- **Cigna**: Measured on the search term “cigna insurance”.
- **Humana**: Measured on the search term “humana insurance”.
- **UnitedHealthcare**: Measured on the search term “united healthcare”.

- [Aetna](/demand/global-en/brands/aetna)
- [AXA](/demand/global-en/brands/axa)
- [Bupa](/demand/global-en/brands/bupa)
- [Cigna](/demand/global-en/brands/cigna)
- [Humana](/demand/global-en/brands/humana)
- [UnitedHealthcare](/demand/global-en/brands/unitedhealthcare)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among health insurance brands worldwide?

AXA and UnitedHealthcare share the highest estimated Share of Search among health insurance brands worldwide, at 47.1% in August 2026. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Health insurance brands: Which brands are most popular in search?". https://gobrandwave.com/demand/global-en/categories/health-insurance-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/health-insurance-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.