How popular isDirect Line in search?
In September 2026, people searched for Direct Line by name about 141,000 times in the United Kingdom, about the same as the previous year. These searches made up 9.8% of all United Kingdom home insurance brand searches, placing Direct Line fifth out of eight brands.
Tesco Insurance26.7%
Admiral17.9%
Aviva17.9%
LV=11.9%
Direct Line9.8%
NFU Mutual6.4%
Hastings Direct5.1%
Churchill4.4%
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Which home insurance brands compete with Direct Line?
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
| Month | Tesco Insurance | Admiral | Aviva | LV= | Direct Line | NFU Mutual | Hastings Direct | Churchill |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.6% | 19.4% | 15.8% | 12.9% | 12.9% | 5.9% | 4.8% | 4.7% |
| Nov 2025 | 24.5% | 20.1% | 16.4% | 10.9% | 13.4% | 6.1% | 4.7% | 4% |
| Dec 2025 | 25.1% | 20.5% | 16.8% | 11.2% | 11.2% | 5.1% | 5.1% | 5% |
| Jan 2026 | 25.4% | 20.8% | 17% | 11.3% | 11.3% | 5.2% | 4.8% | 4.1% |
| Feb 2026 | 24.5% | 20.1% | 16.4% | 10.9% | 13.4% | 5% | 5% | 4.9% |
| Mar 2026 | 23.8% | 19.5% | 15.9% | 13% | 13% | 5.3% | 4.8% | 4.7% |
| Apr 2026 | 27.4% | 18.3% | 15% | 12.2% | 12.2% | 4.9% | 4.6% | 5.5% |
| May 2026 | 26.3% | 17.6% | 17.6% | 11.8% | 11.8% | 4.7% | 5.1% | 5.2% |
| Jun 2026 | 26.3% | 17.6% | 17.6% | 11.7% | 11.7% | 5.8% | 5% | 4.3% |
| Jul 2026 | 26.1% | 17.4% | 17.4% | 11.6% | 11.6% | 6.3% | 5.3% | 4.2% |
| Aug 2026 | 24.7% | 16.5% | 16.5% | 13.5% | 11% | 7.3% | 5.7% | 4.9% |
| Sep 2026 | 26.7% | 17.9% | 17.9% | 11.9% | 9.8% | 6.4% | 5.1% | 4.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 26.7% | 33.1K | +22.1% | +2 points | |
| 2, held 2nd | 17.9% | 22.2K | +22.7% | +1.4 points | |
| 3, held 3rd | 17.9% | 22.2K | +22.7% | +1.4 points | |
| 4, held 4th | 11.9% | 14.8K | 0% | -1.5 points | |
| 5, held 5th | 9.8% | 12.1K | 0% | -1.3 points | |
| 6, held 6th | 6.4% | 8K | 0% | -0.8 points | |
| 7, held 7th | 5.1% | 6.3K | 0% | -0.7 points | |
| 8, held 8th | 4.4% | 5.4K | 0% | -0.6 points |
26.7%
Held 1st. 33.1K estimated branded searches, +22.1% vs prior month. Share +2 points.
2.
Admiral17.9%
Held 2nd. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.4 points.
3.
Aviva17.9%
Held 3rd. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.4 points.
4.
LV=11.9%
Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share -1.5 points.
9.8%
Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share -1.3 points.
6.4%
Held 6th. 8K estimated branded searches, 0% vs prior month. Share -0.8 points.
5.1%
Held 7th. 6.3K estimated branded searches, 0% vs prior month. Share -0.7 points.
4.4%
Held 8th. 5.4K estimated branded searches, 0% vs prior month. Share -0.6 points.
Compare search popularity between Direct Line and its closest rivals
Every comparison with Direct Line
11 comparisons
How has branded search demand for Direct Line changed in the United Kingdom over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Direct Line in the United Kingdom held steady at 141K.
- Across the 12 months ending September 2026, Direct Line’s share of searches among home insurance brands in the United Kingdom decreased from 12.9% to 9.8%.
- Across the 12 months ending September 2026, Direct Line’s share of searches among home insurance brands in the United Kingdom peaked at 13.4% in November 2025 and was lowest at 9.8% in September 2026.
- Across the 12 months ending September 2026, Direct Line fell from 4th to 5th among home insurance brands in the United Kingdom.
How did search popularity change for United Kingdom home insurance brands in September 2026?
6 changes
In September 2026, Tesco Insurance gained share of searches among home insurance brands in the United Kingdom, from 24.7% to 26.7%.
In September 2026, Admiral gained share of searches among home insurance brands in the United Kingdom, from 16.5% to 17.9%.
In September 2026, Aviva gained share of searches among home insurance brands in the United Kingdom, from 16.5% to 17.9%.
In September 2026, LV= lost share of searches among home insurance brands in the United Kingdom, from 13.5% to 11.9%.
In September 2026, Direct Line lost share of searches among home insurance brands in the United Kingdom, from 11% to 9.8%.
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 Direct Line’s branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Direct Line’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.
- direct line
- direct line home insurance
- direct line insurance
- direct line pet insurance
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Where does Direct Line compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Car insurance brands | 3rd of 5 | 11.8% | Show ranking |
| Home insurance brands | 5th of 8 | 9.8% | Shown above |
| Pet insurance providers | 5th of 5 | 3.1% | Show ranking |
Is Direct Line 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.