How popular is1st Central?
In September 2026, people searched for 1st Central by name about 140 times in the United Kingdom, a 17.6% decrease from the previous year. These searches made up 0.75% of all United Kingdom van insurance provider searches, placing 1st Central tenth out of ten providers. When we asked both ChatGPT and Google AI Overviews about van insurance providers, 1st Central did not appear in any of the answers.
1st Central is the tenth most searched of 10 competitors and not listed in any AI answer.
AdmiralShare of searches 35.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Direct LineShare of searches 19.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
AvivaShare of searches 12.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 2nd- Tradex InsuranceShare of searches 10.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
1st CentralShare of searches 0.75%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Follow 1st Central 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 van insurance providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, 1st Central did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
The Van Insurer3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
RAC2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Direct Line1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Aviva1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
AXA1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Admiral0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Tradex Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hastings Direct0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ageas0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- 1st Central0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about van insurance providers
5 answers
Asked ChatGPT
“Who has the best van insurance in the UK?”
Asked ChatGPT
“Which company should I insure my van with?”
Asked ChatGPT
“What's the cheapest van insurance for a tradesperson in the UK?”
Searched Google, AI Overview
“van insurance”
Searched Google, AI Overview
“van insurance quote”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Which van insurance providers compete with 1st Central?
Share of searches by month for Admiral, Direct Line, Aviva, Tradex Insurance, Hastings Direct, AXA, RAC, Ageas, 1st Central. The figures are in the table below the chart.
View monthly share of searches table
| Month | Admiral | Direct Line | Aviva | Tradex Insurance | Hastings Direct | AXA | RAC | Ageas | The Van Insurer | 1st Central |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34% | 22.7% | 9.8% | 12.4% | 8.2% | 4.5% | 2.5% | 3.7% | 1.3% | 0.88% |
| Nov 2025 | 37.7% | 20.6% | 10.9% | 10.9% | 7.4% | 4.1% | 2.7% | 3.4% | 1.5% | 0.8% |
| Dec 2025 | 35.7% | 23.8% | 10.6% | 10.6% | 6.6% | 4.8% | 2.6% | 3.2% | 1.4% | 0.73% |
| Jan 2026 | 33.1% | 22.1% | 12% | 9.5% | 8% | 5% | 3.6% | 3.6% | 2% | 1.1% |
| Feb 2026 | 33.3% | 22.2% | 12.1% | 9.6% | 8.1% | 4.4% | 3.6% | 3.6% | 2% | 1.1% |
| Mar 2026 | 36.2% | 19.7% | 10.7% | 10.7% | 8.5% | 4.5% | 3.2% | 3.9% | 1.7% | 0.76% |
| Apr 2026 | 33.8% | 22.5% | 12.3% | 9.7% | 8.2% | 4.5% | 3% | 3.7% | 1.6% | 0.72% |
| May 2026 | 36.9% | 20.1% | 10.6% | 8.9% | 8.9% | 5.6% | 2.7% | 3.3% | 2.2% | 0.78% |
| Jun 2026 | 35.4% | 19.3% | 12.9% | 10.2% | 8.6% | 4.7% | 3.2% | 3.2% | 1.7% | 0.75% |
| Jul 2026 | 35.6% | 19.4% | 12.9% | 10.2% | 8.6% | 4.7% | 3.2% | 3.2% | 1.4% | 0.75% |
| Aug 2026 | 36.4% | 19.8% | 13.2% | 8.8% | 8.8% | 4.8% | 3.3% | 2.6% | 1.4% | 0.77% |
| Sep 2026 | 35.4% | 19.3% | 12.9% | 10.2% | 8.6% | 5.4% | 3.2% | 2.6% | 1.7% | 0.75% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 35.4% | 6.6K | 0% | -0.9 points | |
| 2, held 2nd | 19.3% | 3.6K | 0% | -0.5 points | |
| 3, held 3rd | 12.9% | 2.4K | 0% | -0.3 points | |
| 4, moved from 5th to 4th | 10.2% | 1.9K | +18.8% | +1.4 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 8.6% | 1.6K | 0% | -0.2 pointsmoved from 4th to 5th | |
| 6, held 6th | 5.4% | 1K | +13.6% | +0.5 points | |
| 7, held 7th | 3.2% | 590 | 0% | -0.1 points | |
| 8, held 8th | 2.6% | 480 | 0% | -0.1 points | |
| 9, held 9th | 1.7% | 320 | +23.1% | +0.3 points | |
| 10, held 10th | 0.75% | 140 | 0% | 0 points |
1.
Admiral35.4%
Held 1st. 6.6K estimated branded searches, 0% vs prior month. Share -0.9 points.
19.3%
Held 2nd. 3.6K estimated branded searches, 0% vs prior month. Share -0.5 points.
3.
Aviva12.9%
Held 3rd. 2.4K estimated branded searches, 0% vs prior month. Share -0.3 points.
10.2%
Moved from 5th to 4th. 1.9K estimated branded searches, +18.8% vs prior month. Share +1.4 points.
8.6%
Moved from 4th to 5th. 1.6K estimated branded searches, 0% vs prior month. Share -0.2 points.
6.
AXA5.4%
Held 6th. 1K estimated branded searches, +13.6% vs prior month. Share +0.5 points.
7.
RAC3.2%
Held 7th. 590 estimated branded searches, 0% vs prior month. Share -0.1 points.
8.
Ageas2.6%
Held 8th. 480 estimated branded searches, 0% vs prior month. Share -0.1 points.
1.7%
Held 9th. 320 estimated branded searches, +23.1% vs prior month. Share +0.3 points.
10.
1st Central0.75%
Held 10th. 140 estimated branded searches, 0% vs prior month. Share 0 points.
Direct Line and Aviva sell other things too, so only their searches that name this product count here, like “direct line van insurance”.
Compare popularity between 1st Central and its closest rivals
Every comparison with 1st Central
9 comparisons
How has branded search demand for 1st Central changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for 1st Central in the United Kingdom fell from 170 to 140.
- Across the 12 months ending September 2026, 1st Central’s share of searches among van insurance providers in the United Kingdom held steady, from 0.88% to 0.75%.
How did search popularity change for United Kingdom van insurance providers in September 2026?
6 changes
In September 2026, Tradex Insurance overtook Hastings Direct to rank 4th among van insurance providers in the United Kingdom, with 10.2% of the searches.
In September 2026, AXA gained share of searches among van insurance providers in the United Kingdom, from 4.8% to 5.4%.
In September 2026, Admiral lost share of searches among van insurance providers in the United Kingdom, from 36.4% to 35.4%.
In September 2026, Direct Line lost share of searches among van insurance providers in the United Kingdom, from 19.8% to 19.3%.
Estimated monthly branded searches for Aviva in the United Kingdom rose 26.3% over 12 measured months, from 1.9K to 2.4K in September 2026.
Estimated monthly branded searches for The Van Insurer in the United Kingdom rose 23.1% over 12 measured months, from 260 to 320 in September 2026.
How are 1st Central’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using 1st Central’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- 1st central van insurance
Do you work for 1st Central? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is 1st Central 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.