---
title: "Insurance brokers: Which are searched most?"
description: "Compare the insurance brokers finance teams use. Share of Search among Willis Towers Watson, Lockton, Brown & Brown, Marsh, Aon and Gallagher, the insurance brokers 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/insurance-brokers"
publisher: "Brandwave"
---

# Insurance brokers: Which are searched most?

Compare the insurance brokers finance teams use. Share of Search among Willis Towers Watson, Lockton, Brown & Brown, Marsh, Aon and Gallagher, the insurance brokers 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**: Insurance brokers
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Willis Towers Watson, 50.1%

## 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.
- 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.

## Compare search popularity between leading brands

- [Willis Towers Watson vs Lockton: compare search popularity](/demand/global-en/compare/lockton-vs-willis-towers-watson): 50.1% against 33.5% Share of Search.
- [Willis Towers Watson vs Brown & Brown: compare search popularity](/demand/global-en/compare/brown-brown-vs-willis-towers-watson): 50.1% against 14.5% Share of Search.
- [Lockton vs Brown & Brown: compare search popularity](/demand/global-en/compare/brown-brown-vs-lockton): 33.5% against 14.5% Share of Search.

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

- Estimated monthly branded searches for Lockton worldwide fell 55% over 11 measured months, from 110K to 49.5K in August 2026.
- Estimated monthly branded searches for Gallagher worldwide fell 50% over 11 measured months, from 20 to 10 in August 2026.
- Estimated monthly branded searches for Aon worldwide fell 23.1% over 11 measured months, from 1.3K to 1K in August 2026.
- Estimated monthly branded searches for Marsh worldwide fell 20.8% over 11 measured months, from 2.4K to 1.9K in August 2026.
- Estimated monthly branded searches for Brown & Brown worldwide fell 18.3% over 11 measured months, from 26.2K to 21.4K in August 2026.
- Estimated monthly branded searches for Willis Towers Watson worldwide fell 18.2% over 11 measured months, from 90.5K to 74K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Willis Towers Watson | 50.1% | 74K | 0.0% | Willis Towers Watson |
| 2 | Lockton | 33.5% | 49.5K | 0.0% | Lockton |
| 3 | Brown & Brown | 14.5% | 21.4K | 0.0% | Brown & Brown |
| 4 | Marsh | 1.3% | 1.9K | -20.8% | Marsh |
| 5 | Aon | 0.68% | 1K | 0.0% | Aon |
| 6 | Gallagher | <0.01% | 10 | -50.0% | Gallagher |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Lockton | 110K | 47.7% | 1 |
| Oct 2025 | Willis Towers Watson | 90.5K | 39.3% | 2 |
| Oct 2025 | Brown & Brown | 26.2K | 11.4% | 3 |
| Oct 2025 | Marsh | 2.4K | 1% | 4 |
| Oct 2025 | Aon | 1.3K | 0.56% | 5 |
| Oct 2025 | Gallagher | 20 | <0.01% | 6 |
| Nov 2025 | Willis Towers Watson | 74K | 49.5% | 1 |
| Nov 2025 | Lockton | 49.5K | 33.1% | 2 |
| Nov 2025 | Brown & Brown | 22.9K | 15.3% | 3 |
| Nov 2025 | Marsh | 1.9K | 1.3% | 4 |
| Nov 2025 | Aon | 1.3K | 0.87% | 5 |
| Nov 2025 | Gallagher | 10 | <0.01% | 6 |
| Dec 2025 | Willis Towers Watson | 74K | 49.6% | 1 |
| Dec 2025 | Lockton | 49.5K | 33.2% | 2 |
| Dec 2025 | Brown & Brown | 22.9K | 15.3% | 3 |
| Dec 2025 | Marsh | 1.9K | 1.3% | 4 |
| Dec 2025 | Aon | 1K | 0.67% | 5 |
| Dec 2025 | Gallagher | 10 | <0.01% | 6 |
| Jan 2026 | Willis Towers Watson | 90.5K | 50.2% | 1 |
| Jan 2026 | Lockton | 60.5K | 33.5% | 2 |
| Jan 2026 | Brown & Brown | 26.2K | 14.5% | 3 |
| Jan 2026 | Marsh | 1.9K | 1.1% | 4 |
| Jan 2026 | Aon | 1.3K | 0.72% | 5 |
| Jan 2026 | Gallagher | 20 | 0.01% | 6 |
| Feb 2026 | Willis Towers Watson | 90.5K | 54.8% | 1 |
| Feb 2026 | Lockton | 49.5K | 30% | 2 |
| Feb 2026 | Brown & Brown | 21.4K | 13% | 3 |
| Feb 2026 | Marsh | 2.4K | 1.5% | 4 |
| Feb 2026 | Aon | 1.3K | 0.79% | 5 |
| Feb 2026 | Gallagher | 20 | 0.01% | 6 |
| Mar 2026 | Willis Towers Watson | 90.5K | 53.3% | 1 |
| Mar 2026 | Lockton | 49.5K | 29.1% | 2 |
| Mar 2026 | Brown & Brown | 26.2K | 15.4% | 3 |
| Mar 2026 | Marsh | 2.4K | 1.4% | 4 |
| Mar 2026 | Aon | 1.3K | 0.77% | 5 |
| Mar 2026 | Gallagher | 30 | 0.02% | 6 |
| Apr 2026 | Willis Towers Watson | 74K | 49.3% | 1 |
| Apr 2026 | Lockton | 49.5K | 33% | 2 |
| Apr 2026 | Brown & Brown | 22.9K | 15.3% | 3 |
| Apr 2026 | Marsh | 2.4K | 1.6% | 4 |
| Apr 2026 | Aon | 1.3K | 0.87% | 5 |
| Apr 2026 | Gallagher | 20 | 0.01% | 6 |
| May 2026 | Willis Towers Watson | 74K | 49.6% | 1 |
| May 2026 | Lockton | 49.5K | 33.2% | 2 |
| May 2026 | Brown & Brown | 22.9K | 15.3% | 3 |
| May 2026 | Marsh | 1.9K | 1.3% | 4 |
| May 2026 | Aon | 1K | 0.67% | 5 |
| May 2026 | Gallagher | 10 | <0.01% | 6 |
| Jun 2026 | Willis Towers Watson | 74K | 48.7% | 1 |
| Jun 2026 | Lockton | 49.5K | 32.6% | 2 |
| Jun 2026 | Brown & Brown | 24.7K | 16.3% | 3 |
| Jun 2026 | Marsh | 2.4K | 1.6% | 4 |
| Jun 2026 | Aon | 1.3K | 0.86% | 5 |
| Jun 2026 | Gallagher | 20 | 0.01% | 6 |
| Jul 2026 | Willis Towers Watson | 74K | 49.9% | 1 |
| Jul 2026 | Lockton | 49.5K | 33.4% | 2 |
| Jul 2026 | Brown & Brown | 21.4K | 14.4% | 3 |
| Jul 2026 | Marsh | 2.4K | 1.6% | 4 |
| Jul 2026 | Aon | 1K | 0.67% | 5 |
| Jul 2026 | Gallagher | 20 | 0.01% | 6 |
| Aug 2026 | Willis Towers Watson | 74K | 50.1% | 1 |
| Aug 2026 | Lockton | 49.5K | 33.5% | 2 |
| Aug 2026 | Brown & Brown | 21.4K | 14.5% | 3 |
| Aug 2026 | Marsh | 1.9K | 1.3% | 4 |
| Aug 2026 | Aon | 1K | 0.68% | 5 |
| Aug 2026 | Gallagher | 10 | <0.01% | 6 |
| Sep 2026 | Aon | — | — | — |
| Sep 2026 | Brown & Brown | — | — | — |
| Sep 2026 | Gallagher | — | — | — |
| Sep 2026 | Lockton | — | — | — |
| Sep 2026 | Marsh | — | — | — |
| Sep 2026 | Willis Towers Watson | — | — | — |

## What is being compared

- **Aon**: Measured on the search term “aon broker”.
- **Brown & Brown**: Measured on the search terms “brown and brown insurance” and “brown brown”, summed into one figure.
- **Gallagher**: Measured on the search term “gallagher eid”.
- **Lockton**: Measured on the search term “lockton”.
- **Marsh**: Measured on the search term “marsh broker”.
- **Willis Towers Watson**: Measured on the search term “willis towers watson”.

- [Aon](/demand/global-en/brands/aon)
- [Brown & Brown](/demand/global-en/brands/brown-brown)
- [Gallagher](/demand/global-en/brands/gallagher)
- [Lockton](/demand/global-en/brands/lockton)
- [Marsh](/demand/global-en/brands/marsh)
- [Willis Towers Watson](/demand/global-en/brands/willis-towers-watson)

## 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 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. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Insurance brokers: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/insurance-brokers

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