Direct Line vs Lemonade:Which is more popular by branded search?
In August 2026, Lemonade had more branded searches than Direct Line among home insurance brands worldwide. Lemonade was estimated to have 135K branded searches compared to Direct Line’s 22.2K, and held a 9.5% Share of Search versus Direct Line’s 1.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Direct Line or Lemonade?
Compare the home insurance brands operators run on. 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 by month for Lemonade, Direct Line. The figures are in the table below the chart.
View monthly share of search table
| Month | Liberty Mutual | State Farm | Allstate | Lemonade | Aviva | Direct Line |
|---|---|---|---|---|---|---|
| Oct 2025 | 40.6% | 22.2% | 22.2% | 10% | 3.7% | 1.3% |
| Nov 2025 | 40.5% | 22.2% | 22.2% | 9.9% | 3.6% | 1.6% |
| Dec 2025 | 40.6% | 22.2% | 22.2% | 9.9% | 3.7% | 1.3% |
| Jan 2026 | 40.5% | 22.2% | 22.2% | 9.9% | 3.6% | 1.6% |
| Feb 2026 | 38.9% | 17.4% | 31.8% | 7.8% | 2.9% | 1.3% |
| Mar 2026 | 40.5% | 22.2% | 22.2% | 9.9% | 3.6% | 1.6% |
| Apr 2026 | 43.2% | 23.6% | 19.3% | 8.6% | 3.9% | 1.4% |
| May 2026 | 42.3% | 23.2% | 18.9% | 10.4% | 3.8% | 1.4% |
| Jun 2026 | 49.4% | 18.1% | 18.1% | 9.9% | 3% | 1.6% |
| Jul 2026 | 49.5% | 18.1% | 18.1% | 9.9% | 3% | 1.3% |
| Aug 2026 | 47.2% | 21.1% | 17.2% | 9.5% | 3.5% | 1.6% |
| Sep 2026 | — | — | — | — | — | — |
How has the Direct Line and Lemonade comparison changed over the last 12 months?
3 findings
- Lemonade was ahead of Direct Line in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Direct Line’s estimated Share of Search among home insurance brands worldwide moved from 1.3% to 1.6%, and its estimated monthly branded searches moved from 18.1K to 22.2K.
- Across the 11 months ending August 2026, Lemonade’s estimated Share of Search among home insurance brands worldwide moved from 10% to 9.5%, and its estimated monthly branded searches held steady at 135K.
How did search popularity change for home insurance brands worldwide in August 2026?
1 change
Estimated monthly branded searches for Direct Line worldwide rose 22.7% over 11 measured months, from 18.1K to 22.2K in August 2026.
How each brand is measured
Brandwave collects information about searches that people make online using Direct Line’s and Lemonade’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Direct Line
1 branded search term
- direct line insurance
Lemonade
1 branded search term
- lemonade insurance
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.