---
title: "Home insurance brands: Which are searched most?"
description: "Compare the home insurance brands operators run on. Share of Search among State Farm, Liberty Mutual, Allstate, Direct Line, Lemonade and Aviva, the home 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/home-insurance-brands"
publisher: "Brandwave"
---

# Home insurance brands: Which are searched most?

Compare the home insurance brands operators run on. Share of Search among State Farm, Liberty Mutual, Allstate, Direct Line, Lemonade and Aviva, the home 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**: Home insurance brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: State Farm, 62.8%

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

- In August 2026, State Farm was the most searched among home insurance brands worldwide, with an estimated 2.1M branded searches and 62.8% estimated Share of Search within this set.
- Liberty Mutual is in 2nd place, 43 percentage points behind at 19.8% Share of Search.
- Across the 11 months ending August 2026, State Farm’s estimated Share of Search among home insurance brands worldwide decreased from 64.2% to 62.8%.
- Across the 11 months ending August 2026, Liberty Mutual’s estimated Share of Search among home insurance brands worldwide increased from 16.6% to 19.8%.
- Across the 11 months ending August 2026, Allstate’s estimated Share of Search among home insurance brands worldwide decreased from 9.1% to 7.3%.
- Across the 11 months ending August 2026, State Farm’s estimated Share of Search among home insurance brands worldwide peaked at 64.3% in December 2025 and was lowest at 57.3% in February 2026.
- Across the 11 months ending August 2026, Liberty Mutual’s estimated Share of Search among home insurance brands worldwide peaked at 22.5% in July 2026 and was lowest at 16.5% in November 2025.
- Across the 11 months ending August 2026, Allstate’s estimated Share of Search among home insurance brands worldwide peaked at 14.8% in February 2026 and was lowest at 7.3% in August 2026.
- Across the 11 months ending August 2026, Direct Line, Lemonade and Aviva held steady: their estimated Share of Search among home insurance brands worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [State Farm vs Liberty Mutual: compare search popularity](/demand/global-en/compare/liberty-mutual-vs-state-farm): 62.8% against 19.8% Share of Search.
- [State Farm vs Allstate: compare search popularity](/demand/global-en/compare/allstate-vs-state-farm): 62.8% against 7.3% Share of Search.
- [State Farm vs Direct Line: compare search popularity](/demand/global-en/compare/direct-line-vs-state-farm): 62.8% against 4.6% Share of Search.
- [State Farm vs Lemonade: compare search popularity](/demand/global-en/compare/lemonade-vs-state-farm): 62.8% against 4% Share of Search.
- [Liberty Mutual vs Allstate: compare search popularity](/demand/global-en/compare/allstate-vs-liberty-mutual): 19.8% against 7.3% Share of Search.
- [Liberty Mutual vs Direct Line: compare search popularity](/demand/global-en/compare/direct-line-vs-liberty-mutual): 19.8% against 4.6% Share of Search.
- [Liberty Mutual vs Lemonade: compare search popularity](/demand/global-en/compare/lemonade-vs-liberty-mutual): 19.8% against 4% Share of Search.
- [Allstate vs Direct Line: compare search popularity](/demand/global-en/compare/allstate-vs-direct-line): 7.3% against 4.6% Share of Search.
- [Allstate vs Lemonade: compare search popularity](/demand/global-en/compare/allstate-vs-lemonade): 7.3% against 4% Share of Search.
- [Direct Line vs Lemonade: compare search popularity](/demand/global-en/compare/direct-line-vs-lemonade): 4.6% against 4% Share of Search.

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

- In August 2026, State Farm gained estimated Share of Search among home insurance brands worldwide, from 58.3% to 62.8%.
- In August 2026, Liberty Mutual lost estimated Share of Search among home insurance brands worldwide, from 22.5% to 19.8%.
- In August 2026, Allstate lost estimated Share of Search among home insurance brands worldwide, from 8.2% to 7.3%.
- In August 2026, Lemonade lost estimated Share of Search among home insurance brands worldwide, from 4.5% to 4%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | State Farm | 62.8% | 2.1M | +22.1% | State Farm |
| 2 | Liberty Mutual | 19.8% | 673K | 0.0% | Liberty Mutual |
| 3 | Allstate | 7.3% | 246K | 0.0% | Allstate |
| 4 | Direct Line | 4.6% | 157K | +2.7% | Direct Line |
| 5 | Lemonade | 4% | 135K | 0.0% | Lemonade |
| 6 | Aviva | 1.5% | 49.5K | +22.2% | Aviva |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | State Farm | 2.1M | 64.2% | 1 |
| Oct 2025 | Liberty Mutual | 550K | 16.6% | 2 |
| Oct 2025 | Allstate | 301K | 9.1% | 3 |
| Oct 2025 | Direct Line | 153K | 4.6% | 4 |
| Oct 2025 | Lemonade | 135K | 4.1% | 5 |
| Oct 2025 | Aviva | 49.5K | 1.5% | 6 |
| Nov 2025 | State Farm | 1.7M | 64.2% | 1 |
| Nov 2025 | Liberty Mutual | 450K | 16.5% | 2 |
| Nov 2025 | Allstate | 246K | 9% | 3 |
| Nov 2025 | Direct Line | 128K | 4.7% | 4 |
| Nov 2025 | Lemonade | 110K | 4% | 5 |
| Nov 2025 | Aviva | 40.5K | 1.5% | 6 |
| Dec 2025 | State Farm | 1.7M | 64.3% | 1 |
| Dec 2025 | Liberty Mutual | 450K | 16.6% | 2 |
| Dec 2025 | Allstate | 246K | 9.1% | 3 |
| Dec 2025 | Direct Line | 125K | 4.6% | 4 |
| Dec 2025 | Lemonade | 110K | 4% | 5 |
| Dec 2025 | Aviva | 40.5K | 1.5% | 6 |
| Jan 2026 | State Farm | 2.1M | 64.1% | 1 |
| Jan 2026 | Liberty Mutual | 550K | 16.5% | 2 |
| Jan 2026 | Allstate | 301K | 9.1% | 3 |
| Jan 2026 | Direct Line | 157K | 4.7% | 4 |
| Jan 2026 | Lemonade | 135K | 4.1% | 5 |
| Jan 2026 | Aviva | 49.5K | 1.5% | 6 |
| Feb 2026 | State Farm | 1.7M | 57.3% | 1 |
| Feb 2026 | Liberty Mutual | 550K | 18% | 2 |
| Feb 2026 | Allstate | 450K | 14.8% | 3 |
| Feb 2026 | Direct Line | 153K | 5% | 4 |
| Feb 2026 | Lemonade | 110K | 3.6% | 5 |
| Feb 2026 | Aviva | 40.5K | 1.3% | 6 |
| Mar 2026 | State Farm | 2.1M | 64.1% | 1 |
| Mar 2026 | Liberty Mutual | 550K | 16.5% | 2 |
| Mar 2026 | Allstate | 301K | 9.1% | 3 |
| Mar 2026 | Direct Line | 157K | 4.7% | 4 |
| Mar 2026 | Lemonade | 135K | 4.1% | 5 |
| Mar 2026 | Aviva | 49.5K | 1.5% | 6 |
| Apr 2026 | State Farm | 1.8M | 61.9% | 1 |
| Apr 2026 | Liberty Mutual | 550K | 18.9% | 2 |
| Apr 2026 | Allstate | 246K | 8.5% | 3 |
| Apr 2026 | Direct Line | 153K | 5.3% | 4 |
| Apr 2026 | Lemonade | 110K | 3.8% | 5 |
| Apr 2026 | Aviva | 49.5K | 1.7% | 6 |
| May 2026 | State Farm | 1.8M | 61.4% | 1 |
| May 2026 | Liberty Mutual | 550K | 18.7% | 2 |
| May 2026 | Allstate | 246K | 8.4% | 3 |
| May 2026 | Direct Line | 153K | 5.2% | 4 |
| May 2026 | Lemonade | 135K | 4.6% | 5 |
| May 2026 | Aviva | 49.5K | 1.7% | 6 |
| Jun 2026 | State Farm | 1.7M | 58.2% | 1 |
| Jun 2026 | Liberty Mutual | 673K | 22.5% | 2 |
| Jun 2026 | Allstate | 246K | 8.2% | 3 |
| Jun 2026 | Direct Line | 157K | 5.2% | 4 |
| Jun 2026 | Lemonade | 135K | 4.5% | 5 |
| Jun 2026 | Aviva | 40.5K | 1.4% | 6 |
| Jul 2026 | State Farm | 1.7M | 58.3% | 1 |
| Jul 2026 | Liberty Mutual | 673K | 22.5% | 2 |
| Jul 2026 | Allstate | 246K | 8.2% | 3 |
| Jul 2026 | Direct Line | 153K | 5.1% | 4 |
| Jul 2026 | Lemonade | 135K | 4.5% | 5 |
| Jul 2026 | Aviva | 40.5K | 1.4% | 6 |
| Aug 2026 | State Farm | 2.1M | 62.8% | 1 |
| Aug 2026 | Liberty Mutual | 673K | 19.8% | 2 |
| Aug 2026 | Allstate | 246K | 7.3% | 3 |
| Aug 2026 | Direct Line | 157K | 4.6% | 4 |
| Aug 2026 | Lemonade | 135K | 4% | 5 |
| Aug 2026 | Aviva | 49.5K | 1.5% | 6 |
| Sep 2026 | Allstate | — | — | — |
| Sep 2026 | Aviva | — | — | — |
| Sep 2026 | Direct Line | — | — | — |
| Sep 2026 | Lemonade | — | — | — |
| Sep 2026 | Liberty Mutual | — | — | — |
| Sep 2026 | State Farm | — | — | — |

## What is being compared

- **Allstate**: Measured on the search term “allstate insurance”.
- **Aviva**: Measured on the search term “aviva insurance”.
- **Direct Line**: Measured on the search terms “direct line” and “direct line insurance”, summed into one figure.
- **Lemonade**: Measured on the search term “lemonade insurance”.
- **Liberty Mutual**: Measured on the search term “liberty mutual”.
- **State Farm**: Measured on the search terms “state farm” and “state farm insurance”, summed into one figure.

- [Allstate](/demand/global-en/brands/allstate)
- [Aviva](/demand/global-en/brands/aviva)
- [Direct Line](/demand/global-en/brands/direct-line)
- [Lemonade](/demand/global-en/brands/lemonade)
- [Liberty Mutual](/demand/global-en/brands/liberty-mutual)
- [State Farm](/demand/global-en/brands/state-farm)

## 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 home insurance brands worldwide?

In August 2026, State Farm was the most searched among home insurance brands worldwide, with an estimated 2.1M branded searches and 62.8% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Home insurance brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/home-insurance-brands

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