Brandwave

How popular isTower Insurance?

In September 2026, people searched for Tower Insurance by name about 55,100 times in New Zealand, a 22.7% increase from the previous year. These searches made up 46.5% of all New Zealand travel insurer searches, placing Tower Insurance first out of nine insurers. When we asked both ChatGPT and Google AI Overviews about travel insurers, Tower Insurance appeared in one of the five answers and was the fifth most recommended of the nine.

Search and AI answers in September 2026

Tower Insurance is the most searched of 9 competitors and the fifth most recommended in AI answers.

  1. Tower InsuranceShare of searches 46.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  2. Southern Cross Travel InsuranceShare of searches 33.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. 1CoverShare of searches 5.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  4. AA Travel InsuranceShare of searches 4.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. Cover-MoreShare of searches 3.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

+4 more

Tower Insurance website (opens in a new tab)

Follow Tower Insurance and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top travel insurers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Tower Insurance was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Tower Insurance is the fifth most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Southern Cross Travel Insurance1st
  2. Allianz Travel2nd
  3. 1Cover3rd
  4. Cover-More4th
  5. Tower Insurance5th
  6. AA Travel Insurance6th
  7. AMI Insurance7th
  8. State Insurance–
  9. World Nomads–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Southern Cross Travel Insurance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Allianz Travel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • 1Cover3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AA Travel Insurance2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Cover-More2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tower Insurance1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AMI Insurance1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • State Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • World Nomads0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about travel insurers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which travel insurers compete with Tower Insurance?

Tower Insurance against travel insurers in New Zealand, by month

Share of searches by month for Tower Insurance, Southern Cross Travel Insurance, 1Cover, AA Travel Insurance, Cover-More, Allianz Travel, AMI Insurance. The figures are in the table below the chart.

View monthly share of searches table
MonthTower InsuranceSouthern Cross Travel Insurance1CoverAA Travel InsuranceCover-MoreAllianz TravelAMI InsuranceState InsuranceWorld Nomads
Oct 202546.5%32.9%5.4%5.9%4.1%2.2%1.8%0.8%0.58%
Nov 202550.8%29.9%4.8%5.3%3.7%3%1.3%0.72%0.52%
Dec 202552.1%30.4%4.3%5.5%2.6%2.6%1.3%0.61%0.56%
Jan 202646.9%32.9%5.7%4.9%3.9%2.8%1.5%0.81%0.6%
Feb 202651%29.6%4.9%5.4%3.8%2.5%1.6%0.72%0.65%
Mar 202640.7%35.7%6.2%5.2%3.8%5.3%1.5%0.8%0.78%
Apr 202650.4%30%5.2%4.4%3.2%3.6%1.6%0.88%0.78%
May 202647%33.8%4.8%5%3%3.4%1.5%0.93%0.61%
Jun 202646%33.1%5.4%4.9%3.4%4.1%1.7%0.91%0.5%
Jul 202646.4%33.4%4.5%4.9%2.9%5%1.5%0.92%0.47%
Aug 202646.4%33.5%4.7%4.9%3.7%3.4%1.7%1.2%0.5%
Sep 202646.5%33.2%5.4%4.9%3.2%2.7%2.2%1.5%0.4%

  1. 1.Tower Insurance

    46.5%

    Held 1st. 51.4K estimated branded searches, +1.2% vs prior month. Share +0.2 points.

  2. 2.Southern Cross Travel Insurance

    33.2%

    Held 2nd. 36.7K estimated branded searches, 0% vs prior month. Share -0.3 points.

  3. 3.1Cover

    5.4%

    Moved from 4th to 3rd. 6K estimated branded searches, +15.4% vs prior month. Share +0.7 points.

  4. 4.AA Travel Insurance

    4.9%

    Moved from 3rd to 4th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Cover-More

    3.2%

    Held 5th. 3.5K estimated branded searches, -12.5% vs prior month. Share -0.5 points.

  6. 6.Allianz Travel

    2.7%

    Held 6th. 3K estimated branded searches, -19.7% vs prior month. Share -0.7 points.

  7. 7.AMI Insurance

    2.2%

    Held 7th. 2.4K estimated branded searches, +27.2% vs prior month. Share +0.5 points.

  8. 8.State Insurance

    1.5%

    Held 8th. 1.6K estimated branded searches, +22.9% vs prior month. Share +0.3 points.

  9. 9.World Nomads

    0.4%

    Held 9th. 440 estimated branded searches, -20% vs prior month. Share -0.1 points.

Compare popularity between Tower Insurance and its closest rivals

Every comparison with Tower Insurance

16 comparisons

How has branded search demand for Tower Insurance changed in New Zealand over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Tower Insurance in New Zealand rose from 44.9K to 55.1K.
  • Across the 12 months ending September 2026, Tower Insurance’s share of searches among travel insurers in New Zealand peaked at 52.1% in December 2025 and was lowest at 40.7% in March 2026.

How did search popularity change for New Zealand travel insurers in September 2026?

6 changes

  1. In September 2026, 1Cover overtook AA Travel Insurance to rank 3rd among travel insurers in New Zealand, with 5.4% of the searches.

  2. In September 2026, Allianz Travel lost share of searches among travel insurers in New Zealand, from 3.4% to 2.7%.

  3. State Insurance’s share of searches among travel insurers in New Zealand has gained ground for 3 months in a row, from 0.91% to 1.5% in September 2026.

  4. Estimated monthly branded searches for AMI Insurance in New Zealand rose 50% over 12 measured months, from 1.6K to 2.4K in September 2026.

  5. Estimated monthly branded searches for Southern Cross Travel Insurance in New Zealand rose 22.4% over 12 measured months, from 30K to 36.7K in September 2026.

  6. Estimated monthly branded searches for Tower Insurance in New Zealand rose 21.2% over 12 measured months, from 42.4K to 51.4K in September 2026.

How are Tower Insurance’s branded searches counted?

17 search terms

Brandwave collects information about searches that people make online using Tower Insurance’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • car insurance tower
  • contents insurance tower
  • home insurance tower
  • tower boat insurance
  • tower car insurance
  • tower contents insurance
  • tower home insurance
  • tower house insurance
  • tower insurance car
  • tower insurance house
  • tower insurance travel
  • tower insurance travel insurance
  • tower landlord insurance
  • tower travel insurance
  • tower vehicle insurance
  • towerinsurance
  • travel insurance tower

How the Brand Demand Index is measured

Who owns Tower Insurance?

Tower Insurance is owned by Tower. Brandwave does not track any other brands owned by Tower.

Do you work for Tower Insurance? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Tower Insurance compete?

Tower Insurance is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
car and home insurers3rd of 1117.5%Show ranking
travel insurers1st of 946.5%Shown above
Creator with pink hair and a pink jacket

Is Tower Insurance your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free