Brandwave

How popular isAviva?

In September 2026, people searched for Aviva by name about 419,000 times in the United Kingdom, a 12.5% decrease from the previous year. These searches made up 4.8% of all United Kingdom landlord insurance provider searches, placing Aviva fourth out of seven providers. When we asked both ChatGPT and Google AI Overviews about landlord insurance providers, Aviva appeared in two of the five answers and was the third most recommended of the seven.

Search and AI answers in September 2026

Aviva is the fourth most searched of 7 competitors and the third most recommended in the AI answers we collected.

  1. HomeLetShare of searches 53.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Direct LineShare of searches 29.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. Simply BusinessShare of searches 8.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. AvivaShare of searches 4.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. Alan BoswellShare of searches 2.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st

+2 more

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Top landlord insurance providers in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Alan Boswell1st
  2. Direct Line2nd
  3. Aviva3rd
  4. HomeLet–
  5. Simply Business–
  6. Rentguard–
  7. Hiscox–

Mentioned by AI

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

  • Direct Line4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Alan Boswell3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aviva2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • HomeLet0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Simply Business0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rentguard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hiscox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about landlord insurance providers

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 27, 2026.

How often do people search for Aviva compared with other United Kingdom landlord insurance providers?

Aviva against landlord insurance providers in the United Kingdom, by month

Share of searches by month for HomeLet, Direct Line, Simply Business, Aviva, Alan Boswell. The figures are in the table below the chart.

View monthly share of searches table
MonthHomeLetDirect LineSimply BusinessAvivaAlan BoswellRentguardHiscox
Oct 202546.3%37.7%7.4%5%1.8%1.5%0.29%
Nov 202546.7%38%7.5%4.1%1.8%1.5%0.29%
Dec 202546.2%37.8%7%5%2.2%1.5%0.35%
Jan 202641.8%41.8%8.2%4.5%2%1.3%0.36%
Feb 202646.6%38%7.5%4.1%2.2%1.2%0.4%
Mar 202646.3%37.8%7.4%4.1%2.7%1.2%0.4%
Apr 202651.4%34.3%6.3%3.7%2.5%1.3%0.44%
May 202656.4%30.8%5.7%3.4%2.2%0.97%0.51%
Jun 202656.7%30.9%5.7%3.4%1.8%0.97%0.4%
Jul 202660.9%27.2%5%3.6%2%0.86%0.45%
Aug 202654.5%29.7%7.2%4.8%2.6%0.77%0.39%
Sep 202653.5%29.2%8.6%4.8%2.6%0.92%0.38%

  1. 1.HomeLet

    53.5%

    Held 1st. 9.9K estimated branded searches, 0% vs prior month. Share -1 points.

  2. 2.Direct Line

    29.2%

    Held 2nd. 5.4K estimated branded searches, 0% vs prior month. Share -0.5 points.

  3. 3.Simply Business

    8.6%

    Held 3rd. 1.6K estimated branded searches, +23.1% vs prior month. Share +1.5 points.

  4. 4.Aviva

    4.8%

    Held 4th. 880 estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.Alan Boswell

    2.6%

    Held 5th. 480 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Rentguard

    0.92%

    Held 6th. 170 estimated branded searches, +21.4% vs prior month. Share +0.1 points.

  7. 7.Hiscox

    0.38%

    Held 7th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

Aviva, Direct Line and 2 other brands sell other things too, so only their searches that name this product count here, like “aviva landlord insurance”.

Compare popularity between Aviva and its closest rivals

Every comparison with Aviva

43 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Aviva in the United Kingdom fell from 479K to 419K.
  • Across the 12 months ending September 2026, Aviva’s share of searches among landlord insurance providers in the United Kingdom peaked at 5% in December 2025 and was lowest at 3.4% in May 2026.

How did search popularity change for United Kingdom landlord insurance providers in September 2026?

6 changes

  1. In September 2026, Simply Business gained share of searches among landlord insurance providers in the United Kingdom, from 7.2% to 8.6%.

  2. In September 2026, HomeLet lost share of searches among landlord insurance providers in the United Kingdom, from 54.5% to 53.5%.

  3. In September 2026, Direct Line lost share of searches among landlord insurance providers in the United Kingdom, from 29.7% to 29.2%.

  4. Estimated monthly branded searches for Alan Boswell in the United Kingdom rose 50% over 12 measured months, from 320 to 480 in September 2026.

  5. Estimated monthly branded searches for Hiscox in the United Kingdom rose 40% over 12 measured months, from 50 to 70 in September 2026.

  6. Estimated monthly branded searches for Rentguard in the United Kingdom fell 34.6% over 12 measured months, from 260 to 170 in September 2026.

How are Aviva’s branded searches counted?

9 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 equity release
  • aviva health insurance
  • aviva home insurance
  • aviva income protection
  • aviva landlord insurance
  • aviva pension
  • aviva travel insurance
  • aviva van 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 by how often people search for it in ten 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
Life insurance brands1st of 850.1%Show ranking
Pension providers2nd of 615.7%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%Show ranking
Van insurance providers3rd of 1012.9%Show ranking
Landlord insurance providers4th of 74.8%Shown above
Equity release providers2nd of 816.2%Show ranking
Income protection providers1st of 636.5%Show ranking
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