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 3.9% of all United Kingdom business insurance provider searches, placing AXA third out of five providers. When we asked both ChatGPT and Google AI Overviews about business insurance providers, AXA appeared in four of the five answers and was the third most recommended of the five.
AXA is the third most searched of 5 competitors and the third most recommended in AI answers.
Simply BusinessShare of searches 66.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
HiscoxShare of searches 25%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
AXAShare of searches 3.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
Direct Line for BusinessShare of searches 3.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
SuperscriptShare of searches 1.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
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Top business insurance providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, AXA was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. AXA is the third most recommended of the five.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Simply Business1st
- Hiscox2nd
- AXA3rd
- Direct Line for Business4th
- Superscript5th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Simply Business4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Hiscox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- AXA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Direct Line for Business1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Superscript1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about business insurance providers
5 answers
Asked ChatGPT
“What's the best business insurance provider in the UK?”
Asked ChatGPT
“Where can a small business in the UK get public liability insurance?”
Asked ChatGPT
“Which UK insurers are best for small business cover?”
Searched Google, AI Overview
“business insurance”
Searched Google, AI Overview
“public liability insurance”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Which business insurance providers compete with AXA?
Share of searches by month for Simply Business, Hiscox, AXA, Direct Line for Business. The figures are in the table below the chart.
View monthly share of searches table
| Month | Simply Business | Hiscox | AXA | Direct Line for Business | Superscript |
|---|---|---|---|---|---|
| Oct 2025 | 60.4% | 30.1% | 2.8% | 5.4% | 1.3% |
| Nov 2025 | 63.1% | 27.3% | 3% | 5.6% | 1.1% |
| Dec 2025 | 58.7% | 31% | 2.8% | 6.3% | 1.3% |
| Jan 2026 | 63% | 27.2% | 3.1% | 5.6% | 1.1% |
| Feb 2026 | 62.9% | 27.2% | 3% | 5.6% | 1.4% |
| Mar 2026 | 58.9% | 31.1% | 3.5% | 5.2% | 1.3% |
| Apr 2026 | 59.3% | 31.3% | 2.8% | 5.3% | 1.3% |
| May 2026 | 59.3% | 31.3% | 2.8% | 5.3% | 1.3% |
| Jun 2026 | 61.8% | 28.5% | 2.9% | 5.5% | 1.3% |
| Jul 2026 | 63.6% | 27.5% | 3% | 4.6% | 1.4% |
| Aug 2026 | 63.8% | 27.6% | 3% | 4.6% | 1.1% |
| Sep 2026 | 66.1% | 25% | 3.9% | 3.9% | 1.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 66.1% | 49.5K | +22.2% | +2.3 points | |
| 2, held 2nd | 25% | 18.7K | +6.9% | -2.6 points | |
| 3, moved from 4th to 3rd | 3.9% | 2.9K | +52.6% | +0.9 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 3.9% | 2.9K | 0% | -0.7 pointsmoved from 3rd to 4th | |
| 5, held 5th | 1.2% | 880 | +22.2% | 0 points |
66.1%
Held 1st. 49.5K estimated branded searches, +22.2% vs prior month. Share +2.3 points.
2.
Hiscox25%
Held 2nd. 18.7K estimated branded searches, +6.9% vs prior month. Share -2.6 points.
3.
AXA3.9%
Moved from 4th to 3rd. 2.9K estimated branded searches, +52.6% vs prior month. Share +0.9 points.
3.9%
Moved from 3rd to 4th. 2.9K estimated branded searches, 0% vs prior month. Share -0.7 points.
1.2%
Held 5th. 880 estimated branded searches, +22.2% 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?
4 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 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 business insurance providers in September 2026?
4 changes
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%.
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
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Where does AXA compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Private health insurance providers | 2nd of 8 | 24.9% | Show ranking |
| Business insurance providers | 3rd of 5 | 3.9% | Shown above |
Is AXA 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.