Brandwave

How popular isChurchill?

In September 2026, people searched for Churchill by name about 82,000 times in the United Kingdom, a 6.4% increase from the previous year. These searches made up 4.4% of all United Kingdom home insurance brand searches, placing Churchill eighth out of eight brands. When we asked both ChatGPT and Google AI Overviews about home insurance brands, Churchill appeared in one of the five answers and was the sixth most recommended of the eight.

Search and AI answers in September 2026

Churchill is the eighth most searched of 8 competitors and the sixth 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. ChurchillShare of searches 4.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

+3 more

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Top home insurance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Churchill was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Churchill is the sixth 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 Churchill?

Churchill 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 Churchill and its closest rivals

Every comparison with Churchill

7 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Churchill in the United Kingdom rose from 77.1K to 82K.
  • Across the 12 months ending September 2026, Churchill’s share of searches among home insurance brands in the United Kingdom peaked at 5.5% in April 2026 and was lowest at 4% in November 2025.

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 Churchill’s branded searches counted?

3 search terms

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

  • churchill car insurance
  • churchill home insurance
  • churchill insurance

Do you work for Churchill? 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 Churchill compete?

Churchill 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
Car insurance brands5th of 57.2%Show ranking
Home insurance brands8th of 84.4%Shown above
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Is Churchill 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.

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