--- title: "AXA: search popularity in the United Kingdom" description: "AXA is an insurance company. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/axa" publisher: "Brandwave" --- # AXA: search popularity in the United Kingdom AXA is an insurance company. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: AXA - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among private health insurance providers**: 24.9% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Private health insurance providers | 2 | 24.9% | 59.4K | | Business insurance providers | 3 | 3.9% | 2.9K | - [Private health insurance providers in the UK](/demand/uk/categories/uk-private-health-insurance-providers) - [Business insurance providers in the UK](/demand/uk/categories/uk-business-insurance-providers) ## 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. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Bupa | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | WPA | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | AXA | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Aviva | 4th | 3 of 3 | 2 of 2 | 5 of 5 | | Vitality | 5th | 2 of 3 | 2 of 2 | 4 of 5 | | Benenden Health | 6th | 0 of 3 | 2 of 2 | 2 of 5 | | National Friendly | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Freedom Health Insurance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about private health insurance providers - Asked ChatGPT "What's the best private health insurance in the UK?": 1. WPA, 2. Bupa, 3. AXA, 4. Aviva, 5. Vitality - Asked ChatGPT "Which private medical insurance provider should I choose?": 1. WPA, 2. Bupa, 3. AXA, 4. Aviva - Asked ChatGPT "Who are the best private health insurance providers in the UK?": 1. WPA, 2. Bupa, 3. AXA, 4. Aviva, 5. Vitality - Searched Google, AI Overview "private medical insurance": 1. Bupa, 2. Aviva, 3. AXA, 4. Vitality, 5. Benenden Health - Searched Google, AI Overview "private health insurance": 1. Bupa, 2. Aviva, 3. AXA, 4. Vitality, 5. Benenden Health Not named in any answer: National Friendly and Freedom Health Insurance. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 23, 2026. ## How has branded search demand for AXA changed in the United Kingdom over the last 12 months? - 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. - Across the 12 months ending September 2026, AXA’s share of searches among business insurance providers in the United Kingdom increased from 2.8% to 3.9%. - Across the 12 months ending September 2026, AXA’s share of searches among business insurance providers in the United Kingdom peaked at 3.9% in September 2026 and was lowest at 2.8% in April 2026. - Across the 12 months ending September 2026, AXA rose from 4th to 3rd among business insurance providers in the United Kingdom. ## How did search popularity change for United Kingdom private health insurance providers in September 2026? - In September 2026, Bupa gained share of searches among private health insurance providers in the United Kingdom, from 44.1% to 46%. - In September 2026, Benenden Health gained share of searches among private health insurance providers in the United Kingdom, from 13.2% to 13.8%. - In September 2026, AXA lost share of searches among private health insurance providers in the United Kingdom, from 27.3% to 24.9%. - 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. - 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. - 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 did search popularity change for United Kingdom business insurance providers in September 2026? - In September 2026, AXA overtook Direct Line for Business to rank 3rd among business insurance providers in the United Kingdom, with 3.9% of the searches. - In September 2026, Simply Business gained share of searches among business insurance providers in the United Kingdom, from 63.8% to 66.1%. - In September 2026, Hiscox lost share of searches among business insurance providers in the United Kingdom, from 27.6% to 25%. - In September 2026, Direct Line for Business lost share of searches among business insurance providers in the United Kingdom, from 4.6% to 3.9%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Private health insurance providers | 57.6K | 23.9% | 2 | | Nov 2025 | Private health insurance providers | 56.1K | 23.7% | 2 | | Dec 2025 | Private health insurance providers | 47.1K | 24.8% | 2 | | Jan 2026 | Private health insurance providers | 70.4K | 24.8% | 2 | | Feb 2026 | Private health insurance providers | 68.6K | 27.1% | 2 | | Mar 2026 | Private health insurance providers | 68.6K | 24.5% | 2 | | Apr 2026 | Private health insurance providers | 68.6K | 28.1% | 2 | | May 2026 | Private health insurance providers | 68.6K | 29.2% | 2 | | Jun 2026 | Private health insurance providers | 68.6K | 28.6% | 2 | | Jul 2026 | Private health insurance providers | 57.6K | 25.4% | 2 | | Aug 2026 | Private health insurance providers | 56.1K | 27.3% | 2 | | Sep 2026 | Private health insurance providers | 59.4K | 24.9% | 2 | | Oct 2025 | Business insurance providers | 1.9K | 2.8% | 4 | | Nov 2025 | Business insurance providers | 1.9K | 3% | 4 | | Dec 2025 | Business insurance providers | 1.3K | 2.8% | 4 | | Jan 2026 | Business insurance providers | 2.4K | 3.1% | 4 | | Feb 2026 | Business insurance providers | 1.9K | 3% | 4 | | Mar 2026 | Business insurance providers | 2.4K | 3.5% | 4 | | Apr 2026 | Business insurance providers | 1.9K | 2.8% | 4 | | May 2026 | Business insurance providers | 1.9K | 2.8% | 4 | | Jun 2026 | Business insurance providers | 1.9K | 2.9% | 4 | | Jul 2026 | Business insurance providers | 1.9K | 3% | 4 | | Aug 2026 | Business insurance providers | 1.9K | 3% | 4 | | Sep 2026 | Business insurance providers | 2.9K | 3.9% | 3 | ## How are AXA’s branded searches counted? 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” ## Which private health insurance providers compete with AXA? - [Bupa](/demand/uk/brands/bupa): Head-to-head: /demand/uk/compare/axa-vs-bupa - [Benenden Health](/demand/uk/brands/benenden-health): Head-to-head: /demand/uk/compare/axa-vs-benenden-health - [Aviva](/demand/uk/brands/aviva): Head-to-head: /demand/uk/compare/aviva-vs-axa - [WPA](/demand/uk/brands/wpa): Head-to-head: /demand/uk/compare/axa-vs-wpa - [Vitality](/demand/uk/brands/vitality-uk): Head-to-head: /demand/uk/compare/axa-vs-vitality-uk - [National Friendly](/demand/uk/brands/national-friendly) - [Freedom Health Insurance](/demand/uk/brands/freedom-health-insurance) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "AXA: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/axa This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/axa. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.