Brandwave

How popular isAviva?

In September 2026, people searched for Aviva by name about 413,000 times in the United Kingdom, a 12.7% decrease from the previous year. These searches made up 17.9% of all United Kingdom home insurance brand searches, placing Aviva third out of eight brands. When we asked both ChatGPT and Google AI Overviews about home insurance brands, Aviva appeared in three of the five answers and was the second most recommended of the eight.

Search and AI answers in September 2026

Aviva is the third most searched of 8 competitors and the second most recommended in AI answers.

  1. Tesco InsuranceShare of searches 26.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. AdmiralShare of searches 17.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  3. AvivaShare of searches 17.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  4. LV=Share of searches 11.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Direct LineShare of searches 9.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th

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Top home insurance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Aviva was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Aviva is the second most recommended of the eight.

Most recommended by AI

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

  1. NFU Mutual1st
  2. Aviva2nd
  3. Tesco Insurance3rd
  4. Admiral4th
  5. Direct Line4th
  6. Churchill6th
  7. LV=–
  8. Hastings Direct–

Mentioned by AI

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

  • Tesco Insurance3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aviva3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • NFU Mutual3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Admiral1 of 5Named in 1 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
  • Churchill1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LV=0 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

See every answer about home insurance brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

Which home insurance brands compete with Aviva?

Aviva against home insurance brands in the United Kingdom, by month

Share of searches by month for Tesco Insurance, Admiral, Aviva, LV=, Direct Line, NFU Mutual, Hastings Direct, Churchill. The figures are in the table below the chart.

View monthly share of searches table
MonthTesco InsuranceAdmiralAvivaLV=Direct LineNFU MutualHastings DirectChurchill
Oct 202523.6%19.4%15.8%12.9%12.9%5.9%4.8%4.7%
Nov 202524.5%20.1%16.4%10.9%13.4%6.1%4.7%4%
Dec 202525.1%20.5%16.8%11.2%11.2%5.1%5.1%5%
Jan 202625.4%20.8%17%11.3%11.3%5.2%4.8%4.1%
Feb 202624.5%20.1%16.4%10.9%13.4%5%5%4.9%
Mar 202623.8%19.5%15.9%13%13%5.3%4.8%4.7%
Apr 202627.4%18.3%15%12.2%12.2%4.9%4.6%5.5%
May 202626.3%17.6%17.6%11.8%11.8%4.7%5.1%5.2%
Jun 202626.3%17.6%17.6%11.7%11.7%5.8%5%4.3%
Jul 202626.1%17.4%17.4%11.6%11.6%6.3%5.3%4.2%
Aug 202624.7%16.5%16.5%13.5%11%7.3%5.7%4.9%
Sep 202626.7%17.9%17.9%11.9%9.8%6.4%5.1%4.4%

  1. 1.Tesco Insurance

    26.7%

    Held 1st. 33.1K estimated branded searches, +22.1% vs prior month. Share +2 points.

  2. 2.Admiral

    17.9%

    Held 2nd. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.4 points.

  3. 3.Aviva

    17.9%

    Held 3rd. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.4 points.

  4. 4.LV=

    11.9%

    Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share -1.5 points.

  5. 5.Direct Line

    9.8%

    Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share -1.3 points.

  6. 6.NFU Mutual

    6.4%

    Held 6th. 8K estimated branded searches, 0% vs prior month. Share -0.8 points.

  7. 7.Hastings Direct

    5.1%

    Held 7th. 6.3K estimated branded searches, 0% vs prior month. Share -0.7 points.

  8. 8.Churchill

    4.4%

    Held 8th. 5.4K estimated branded searches, 0% vs prior month. Share -0.6 points.

Compare popularity between Aviva and its closest rivals

Every comparison with Aviva

26 comparisons

How has branded search demand for Aviva changed in the United Kingdom over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Aviva in the United Kingdom fell from 474K to 413K.
  • Across the 12 months ending September 2026, Aviva’s share of searches among home insurance brands in the United Kingdom increased from 15.8% to 17.9%.
  • Across the 12 months ending September 2026, Aviva’s share of searches among home insurance brands in the United Kingdom peaked at 17.9% in September 2026 and was lowest at 15% in April 2026.

How did search popularity change for United Kingdom home insurance brands in September 2026?

6 changes

  1. In September 2026, Tesco Insurance gained share of searches among home insurance brands in the United Kingdom, from 24.7% to 26.7%.

  2. In September 2026, Admiral gained share of searches among home insurance brands in the United Kingdom, from 16.5% to 17.9%.

  3. In September 2026, Aviva gained share of searches among home insurance brands in the United Kingdom, from 16.5% to 17.9%.

  4. In September 2026, LV= lost share of searches among home insurance brands in the United Kingdom, from 13.5% to 11.9%.

  5. In September 2026, Direct Line lost share of searches among home insurance brands in the United Kingdom, from 11% to 9.8%.

  6. In September 2026, NFU Mutual lost share of searches among home insurance brands in the United Kingdom, from 7.3% to 6.4%.

How are Aviva’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Aviva’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.

  • aviva
  • aviva health insurance
  • aviva home insurance
  • aviva pension
  • aviva travel insurance

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

How the Brand Demand Index is measured

Where does Aviva compete?

Aviva is ranked in six competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Car insurance brands2nd of 528.3%Show ranking
Pension providers2nd of 68.8%Show ranking
Life insurance brands1st of 651.1%Show ranking
Travel insurance providers5th of 64.6%Show ranking
Private health insurance providers4th of 86.2%Show ranking
Home insurance brands3rd of 817.9%Shown above
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Is Aviva your brand?

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