Brandwave

Insurance brokers:Which are searched most?

In August 2026, Willis Towers Watson was the most searched among insurance brokers worldwide, with an estimated 74K branded searches and 50.1% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Willis Towers Watson50.1%
  2. Lockton33.5%
  3. Brown & Brown14.5%
  4. Marsh1.3%
  5. Aon0.68%
  6. Gallagher<0.01%

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Share of SearchLeaderboard

Compare the insurance brokers finance teams use. 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.

Share of Search among insurance brokers worldwide, by month

Share of Search by month for Willis Towers Watson, Lockton, Brown & Brown. The figures are in the table below the chart.

View monthly share of search table
MonthWillis Towers WatsonLocktonBrown & BrownMarshAonGallagher
Oct 202539.3%47.7%11.4%1%0.56%<0.01%
Nov 202549.5%33.1%15.3%1.3%0.87%<0.01%
Dec 202549.6%33.2%15.3%1.3%0.67%<0.01%
Jan 202650.2%33.5%14.5%1.1%0.72%0.01%
Feb 202654.8%30%13%1.5%0.79%0.01%
Mar 202653.3%29.1%15.4%1.4%0.77%0.02%
Apr 202649.3%33%15.3%1.6%0.87%0.01%
May 202649.6%33.2%15.3%1.3%0.67%<0.01%
Jun 202648.7%32.6%16.3%1.6%0.86%0.01%
Jul 202649.9%33.4%14.4%1.6%0.67%0.01%
Aug 202650.1%33.5%14.5%1.3%0.68%<0.01%
Sep 2026——————

This month’s ranking, August 2026

  1. 1.Willis Towers Watson

    50.1%

    Held 1st. 74K estimated branded searches, 0% vs prior month. Share +0.2 points.

  2. 2.Lockton

    33.5%

    Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.Brown & Brown

    14.5%

    Held 3rd. 21.4K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.Marsh

    1.3%

    Held 4th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.3 points.

  5. 5.Aon

    0.68%

    Held 5th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Gallagher

    <0.01%

    Held 6th. 10 estimated branded searches, -50% vs prior month. Share 0 points.

Compare search popularity between leading brands

Which brand is most popular in search among insurance brokers worldwide?

In August 2026, Willis Towers Watson was the most searched among insurance brokers worldwide, with an estimated 74K branded searches and 50.1% estimated Share of Search within this set. Lockton is in 2nd place, 16.6 percentage points behind at 33.5% Share of Search.

Global insurance brokers, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Willis Towers Watson39.3% → 50.1%54.8%Feb 202639.3%Oct 20252nd → 1st
Lockton47.7% → 33.5%47.7%Oct 202529.1%Mar 20261st → 2nd
Brown & Brown11.4% → 14.5%16.3%Jun 202611.4%Oct 20253rd
Marsh1% → 1.3%1.6%Jul 20261%Oct 20254th
Aon0.56% → 0.68%0.87%Nov 20250.56%Oct 20255th
Gallagher<0.01%0.02%Mar 2026<0.01%Nov 20256th

Each finding as a sentence

  • Across the 11 months ending August 2026, Willis Towers Watson’s estimated Share of Search among insurance brokers worldwide increased from 39.3% to 50.1%.
  • Across the 11 months ending August 2026, Lockton’s estimated Share of Search among insurance brokers worldwide decreased from 47.7% to 33.5%.
  • Across the 11 months ending August 2026, Brown & Brown’s estimated Share of Search among insurance brokers worldwide increased from 11.4% to 14.5%.
  • Across the 11 months ending August 2026, Willis Towers Watson’s estimated Share of Search among insurance brokers worldwide peaked at 54.8% in February 2026 and was lowest at 39.3% in October 2025.
  • Across the 11 months ending August 2026, Lockton’s estimated Share of Search among insurance brokers worldwide peaked at 47.7% in October 2025 and was lowest at 29.1% in March 2026.
  • Across the 11 months ending August 2026, Brown & Brown’s estimated Share of Search among insurance brokers worldwide peaked at 16.3% in June 2026 and was lowest at 11.4% in October 2025.
  • Across the 11 months ending August 2026, Willis Towers Watson rose from 2nd to 1st among insurance brokers worldwide.
  • Across the 11 months ending August 2026, Lockton fell from 1st to 2nd among insurance brokers worldwide.
  • Across the 11 months ending August 2026, Marsh, Aon and Gallagher held steady: their estimated Share of Search among insurance brokers worldwide each moved less than 0.5 percentage points.

How did search popularity change for insurance brokers worldwide in August 2026?

  1. Estimated monthly branded searches for Lockton worldwide fell 55% over 11 measured months, from 110K to 49.5K in August 2026.

  2. Estimated monthly branded searches for Gallagher worldwide fell 50% over 11 measured months, from 20 to 10 in August 2026.

  3. Estimated monthly branded searches for Aon worldwide fell 23.1% over 11 measured months, from 1.3K to 1K in August 2026.

  4. Estimated monthly branded searches for Marsh worldwide fell 20.8% over 11 measured months, from 2.4K to 1.9K in August 2026.

  5. Estimated monthly branded searches for Brown & Brown worldwide fell 18.3% over 11 measured months, from 26.2K to 21.4K in August 2026.

  6. Estimated monthly branded searches for Willis Towers Watson worldwide fell 18.2% over 11 measured months, from 90.5K to 74K in August 2026.

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