How popular isHastings Direct?
In September 2026, people searched for Hastings Direct by name about 6,300 times in the United Kingdom, a 14.5% increase from the previous year. These searches made up 5.1% of all United Kingdom home insurance brand searches, placing Hastings Direct seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about home insurance brands, Hastings Direct did not appear in any of the answers.
Hastings Direct is the seventh most searched of 8 competitors and not listed in any AI answer.
Tesco InsuranceShare of searches 26.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
AdmiralShare of searches 17.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
AvivaShare of searches 17.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
LV=Share of searches 11.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Hastings DirectShare of searches 5.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top home insurance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hastings Direct did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
NFU Mutual1st- Aviva2nd
- Tesco Insurance3rd
- Admiral4th
Direct Line4th
Churchill6th- LV=–
- 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
Asked ChatGPT
“Which home insurance should I get in the UK?”
Asked ChatGPT
“What are the best home insurance companies in the UK?”
Asked ChatGPT
“What's the best value buildings and contents insurance in the UK?”
Searched Google, AI Overview
“home insurance”
Searched Google, AI Overview
“buildings and contents insurance”
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 Hastings Direct?
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 popularity between Hastings Direct and its closest rivals
Every comparison with Hastings Direct
7 comparisons
How has branded search demand for Hastings Direct changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Hastings Direct in the United Kingdom rose from 5.5K to 6.3K.
- Across the 12 months ending September 2026, Hastings Direct’s share of searches among home insurance brands in the United Kingdom peaked at 5.7% in August 2026 and was lowest at 4.6% in April 2026.
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 Hastings Direct’s branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hastings Direct’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.
- hastings direct home insurance
- hastings home insurance
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