Brandwave

How popular isDirect Line?

In September 2026, people searched for Direct Line by name about 150,000 times in the United Kingdom, about the same as the previous year. These searches made up 29.2% of all United Kingdom landlord insurance provider searches, placing Direct Line second out of seven providers. When we asked both ChatGPT and Google AI Overviews about landlord insurance providers, Direct Line appeared in four of the five answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Direct Line is the second most searched of 7 competitors and the second most recommended in AI answers.

  1. HomeLetShare of searches 53.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. Direct LineShare of searches 29.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. Simply BusinessShare of searches 8.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. AvivaShare of searches 4.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  5. Alan BoswellShare of searches 2.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st

+2 more

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Top landlord insurance providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Direct Line was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Direct Line is the second most recommended of the seven.

Most recommended by AI

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

  1. Alan Boswell1st
  2. Direct Line2nd
  3. Aviva3rd
  4. HomeLet–
  5. Simply Business–
  6. Rentguard–
  7. Hiscox–

Mentioned by AI

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

  • Direct Line4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Alan Boswell3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aviva2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • HomeLet0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Simply Business0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rentguard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hiscox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about landlord 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 27, 2026.

Which landlord insurance providers compete with Direct Line?

Direct Line against landlord insurance providers in the United Kingdom, by month

Share of searches by month for HomeLet, Direct Line, Simply Business, Aviva, Alan Boswell. The figures are in the table below the chart.

View monthly share of searches table
MonthHomeLetDirect LineSimply BusinessAvivaAlan BoswellRentguardHiscox
Oct 202546.3%37.7%7.4%5%1.8%1.5%0.29%
Nov 202546.7%38%7.5%4.1%1.8%1.5%0.29%
Dec 202546.2%37.8%7%5%2.2%1.5%0.35%
Jan 202641.8%41.8%8.2%4.5%2%1.3%0.36%
Feb 202646.6%38%7.5%4.1%2.2%1.2%0.4%
Mar 202646.3%37.8%7.4%4.1%2.7%1.2%0.4%
Apr 202651.4%34.3%6.3%3.7%2.5%1.3%0.44%
May 202656.4%30.8%5.7%3.4%2.2%0.97%0.51%
Jun 202656.7%30.9%5.7%3.4%1.8%0.97%0.4%
Jul 202660.9%27.2%5%3.6%2%0.86%0.45%
Aug 202654.5%29.7%7.2%4.8%2.6%0.77%0.39%
Sep 202653.5%29.2%8.6%4.8%2.6%0.92%0.38%

  1. 1.HomeLet

    53.5%

    Held 1st. 9.9K estimated branded searches, 0% vs prior month. Share -1 points.

  2. 2.Direct Line

    29.2%

    Held 2nd. 5.4K estimated branded searches, 0% vs prior month. Share -0.5 points.

  3. 3.Simply Business

    8.6%

    Held 3rd. 1.6K estimated branded searches, +23.1% vs prior month. Share +1.5 points.

  4. 4.Aviva

    4.8%

    Held 4th. 880 estimated branded searches, 0% vs prior month. Share -0.1 points.

  5. 5.Alan Boswell

    2.6%

    Held 5th. 480 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Rentguard

    0.92%

    Held 6th. 170 estimated branded searches, +21.4% vs prior month. Share +0.1 points.

  7. 7.Hiscox

    0.38%

    Held 7th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

Direct Line, Simply Business and 2 other brands sell other things too, so only their searches that name this product count here, like “direct line landlord insurance”.

Compare popularity between Direct Line and its closest rivals

Every comparison with Direct Line

22 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Direct Line in the United Kingdom held steady, from 152K to 150K.
  • Across the 12 months ending September 2026, Direct Line’s share of searches among landlord insurance providers in the United Kingdom decreased from 37.7% to 29.2%.
  • Across the 12 months ending September 2026, Direct Line’s share of searches among landlord insurance providers in the United Kingdom peaked at 41.8% in January 2026 and was lowest at 27.2% in July 2026.

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

6 changes

  1. In September 2026, Simply Business gained share of searches among landlord insurance providers in the United Kingdom, from 7.2% to 8.6%.

  2. In September 2026, HomeLet lost share of searches among landlord insurance providers in the United Kingdom, from 54.5% to 53.5%.

  3. In September 2026, Direct Line lost share of searches among landlord insurance providers in the United Kingdom, from 29.7% to 29.2%.

  4. Estimated monthly branded searches for Alan Boswell in the United Kingdom rose 50% over 12 measured months, from 320 to 480 in September 2026.

  5. Estimated monthly branded searches for Hiscox in the United Kingdom rose 40% over 12 measured months, from 50 to 70 in September 2026.

  6. Estimated monthly branded searches for Rentguard in the United Kingdom fell 34.6% over 12 measured months, from 260 to 170 in September 2026.

How are Direct Line’s branded searches counted?

6 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 landlord insurance
  • direct line pet insurance
  • direct line van insurance

Do you work for Direct Line? 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 Direct Line compete?

Direct Line is ranked in five 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 brands3rd of 511.8%Show ranking
Home insurance brands5th of 89.8%Show ranking
Pet insurance providers5th of 53.1%Show ranking
Van insurance providers2nd of 1019.3%Show ranking
Landlord insurance providers2nd of 729.2%Shown above
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