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 3.1% of all United Kingdom pet insurance provider searches, placing Direct Line fifth out of five providers.
Petplan51.8%
Agria23.2%
Animal Friends12.7%
ManyPets9.2%
Direct Line3.1%
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Which pet insurance providers compete with Direct Line?
Share of searches by month for Petplan, Agria, Animal Friends, ManyPets, Direct Line. The figures are in the table below the chart.
View monthly share of searches table
| Month | Petplan | Agria | Animal Friends | ManyPets | Direct Line |
|---|---|---|---|---|---|
| Oct 2025 | 51.5% | 18.9% | 15.4% | 11.1% | 3.1% |
| Nov 2025 | 54.8% | 16.4% | 16.4% | 9.8% | 2.6% |
| Dec 2025 | 54.9% | 16.4% | 16.4% | 9.6% | 2.6% |
| Jan 2026 | 54.5% | 16.3% | 16.3% | 9.6% | 3.2% |
| Feb 2026 | 54.5% | 16.3% | 16.3% | 9.7% | 3.2% |
| Mar 2026 | 52.5% | 19.3% | 15.7% | 9.4% | 3.1% |
| Apr 2026 | 52.9% | 19.4% | 15.8% | 9.3% | 2.5% |
| May 2026 | 52.9% | 19.4% | 15.8% | 9.3% | 2.5% |
| Jun 2026 | 53% | 19.4% | 15.9% | 9.2% | 2.5% |
| Jul 2026 | 50.5% | 22.6% | 15.1% | 8.8% | 3% |
| Aug 2026 | 55.5% | 20.3% | 13.6% | 8% | 2.7% |
| Sep 2026 | 51.8% | 23.2% | 12.7% | 9.2% | 3.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 51.8% | 60.5K | -18.2% | -3.7 points | |
| 2, held 2nd | 23.2% | 27.1K | 0% | +2.9 points | |
| 3, held 3rd | 12.7% | 14.8K | -18.2% | -0.9 points | |
| 4, held 4th | 9.2% | 10.8K | +1.5% | +1.3 points | |
| 5, held 5th | 3.1% | 3.6K | 0% | +0.4 points |
1.
Petplan51.8%
Held 1st. 60.5K estimated branded searches, -18.2% vs prior month. Share -3.7 points.
2.
Agria23.2%
Held 2nd. 27.1K estimated branded searches, 0% vs prior month. Share +2.9 points.
12.7%
Held 3rd. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.9 points.
4.
ManyPets9.2%
Held 4th. 10.8K estimated branded searches, +1.5% vs prior month. Share +1.3 points.
3.1%
Held 5th. 3.6K estimated branded searches, 0% vs prior month. Share +0.4 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?
2 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 pet insurance providers in the United Kingdom held steady at 3.1%.
How did search popularity change for United Kingdom pet insurance providers in September 2026?
4 changes
In September 2026, Agria gained share of searches among pet insurance providers in the United Kingdom, from 20.3% to 23.2%.
In September 2026, ManyPets gained share of searches among pet insurance providers in the United Kingdom, from 8% to 9.2%.
In September 2026, Petplan lost share of searches among pet insurance providers in the United Kingdom, from 55.5% to 51.8%.
In September 2026, Animal Friends lost share of searches among pet insurance providers in the United Kingdom, from 13.6% to 12.7%.
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% | Show ranking |
| Pet insurance providers | 5th of 5 | 3.1% | Shown above |
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.