Brandwave

How popular isAXA?

In September 2026, people searched for AXA by name about 62,300 times in the United Kingdom, about the same as the previous year. These searches made up 24.9% of all United Kingdom private health insurance provider searches, placing AXA second out of eight providers. When we asked both ChatGPT and Google AI Overviews about private health insurance providers, AXA appeared in all answers and was the third most recommended of the eight.

Search and AI answers in September 2026

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

  1. BupaShare of searches 46%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. AXAShare of searches 24.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  3. Benenden HealthShare of searches 13.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  4. AvivaShare of searches 6.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
  5. WPAShare of searches 4.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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Top private health insurance providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, AXA appeared in all five answers. AXA is the third most recommended of the eight.

Most recommended by AI

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

  1. Bupa1st
  2. WPA2nd
  3. AXA3rd
  4. Aviva4th
  5. Vitality5th
  6. Benenden Health6th
  7. National Friendly–
  8. Freedom Health Insurance–

Mentioned by AI

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

  • Bupa5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • AXA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Aviva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Vitality4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • WPA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Benenden Health2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • National Friendly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Freedom Health Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about private health 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 23, 2026.

Which private health insurance providers compete with AXA?

AXA against private health insurance providers in the United Kingdom, by month

Share of searches by month for Bupa, AXA, Benenden Health, Aviva, WPA, Vitality. The figures are in the table below the chart.

View monthly share of searches table
MonthBupaAXABenenden HealthAvivaWPAVitalityNational FriendlyFreedom Health Insurance
Oct 202545.6%23.9%16.8%6.1%3.7%2.2%1.2%0.37%
Nov 202546.5%23.7%17.1%5.1%3.8%2.3%1%0.37%
Dec 202547.6%24.8%14.3%6.4%3.3%2.3%1%0.38%
Jan 202647.6%24.8%14.3%5.2%3.9%2.9%1%0.31%
Feb 202643.4%27.1%16%5.8%3.6%2.6%1.1%0.35%
Mar 202648.1%24.5%14.4%5.3%3.7%2.4%1.3%0.31%
Apr 202645.1%28.1%13.6%5%4.3%2.7%0.98%0.3%
May 202646.7%29.2%11.5%5.1%3.8%2.3%1%0.31%
Jun 202645.9%28.6%11.3%5%4.6%2.8%1.5%0.3%
Jul 202648.4%25.4%11.9%5.3%4.5%2.9%1.3%0.26%
Aug 202644.1%27.3%13.2%5.9%4.6%3.2%1.4%0.29%
Sep 202646%24.9%13.8%6.2%4.5%2.8%1.5%0.3%

  1. 1.Bupa

    46%

    Held 1st. 110K estimated branded searches, +21.5% vs prior month. Share +2 points.

  2. 2.AXA

    24.9%

    Held 2nd. 59.4K estimated branded searches, +5.9% vs prior month. Share -2.5 points.

  3. 3.Benenden Health

    13.8%

    Held 3rd. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.7 points.

  4. 4.Aviva

    6.2%

    Held 4th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.3 points.

  5. 5.WPA

    4.5%

    Held 5th. 10.8K estimated branded searches, +13.7% vs prior month. Share -0.1 points.

  6. 6.Vitality

    2.8%

    Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share -0.5 points.

  7. 7.National Friendly

    1.5%

    Held 7th. 3.6K estimated branded searches, +24.1% vs prior month. Share +0.1 points.

  8. 8.Freedom Health Insurance

    0.3%

    Held 8th. 720 estimated branded searches, +22% vs prior month. Share 0 points.

Compare popularity between AXA and its closest rivals

Every comparison with AXA

11 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for AXA in the United Kingdom held steady, from 59.5K to 62.3K.
  • Across the 12 months ending September 2026, AXA’s share of searches among private health insurance providers in the United Kingdom increased from 23.9% to 24.9%.
  • Across the 12 months ending September 2026, AXA’s share of searches among private health insurance providers in the United Kingdom peaked at 29.2% in May 2026 and was lowest at 23.7% in November 2025.

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

6 changes

  1. In September 2026, Bupa gained share of searches among private health insurance providers in the United Kingdom, from 44.1% to 46%.

  2. In September 2026, Benenden Health gained share of searches among private health insurance providers in the United Kingdom, from 13.2% to 13.8%.

  3. In September 2026, AXA lost share of searches among private health insurance providers in the United Kingdom, from 27.3% to 24.9%.

  4. Aviva’s share of searches among private health insurance providers in the United Kingdom has gained ground for 3 months in a row, from 5% to 6.2% in September 2026.

  5. Estimated monthly branded searches for National Friendly in the United Kingdom rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.

  6. Estimated monthly branded searches for Vitality in the United Kingdom rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.

How are AXA’s branded searches counted?

3 search terms

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

  • axa business insurance
  • axa health
  • axa health insurance

Do you work for AXA? 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 AXA compete?

AXA 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
Private health insurance providers2nd of 824.9%Shown above
Business insurance providers3rd of 53.9%Show ranking
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