Brandwave

How popular isHiscox?

In September 2026, people searched for Hiscox by name about 18,700 times in the United Kingdom, a 7.4% decrease from the previous year. These searches made up 25% of all United Kingdom business insurance provider searches, placing Hiscox second out of five providers. When we asked both ChatGPT and Google AI Overviews about business insurance providers, Hiscox appeared in four of the five answers and was the second most recommended of the five.

Search and AI answers in September 2026

Hiscox is the second most searched of 5 competitors and the second most recommended in AI answers.

  1. Simply BusinessShare of searches 66.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  2. HiscoxShare of searches 25%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. AXAShare of searches 3.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. Direct Line for BusinessShare of searches 3.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  5. SuperscriptShare of searches 1.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
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Top business insurance providers in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Simply Business1st
  2. Hiscox2nd
  3. AXA3rd
  4. Direct Line for Business4th
  5. Superscript5th

Mentioned by AI

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

  • Simply Business4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hiscox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • AXA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Direct Line for Business1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Superscript1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about business insurance providers

5 answers

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.

Which business insurance providers compete with Hiscox?

Hiscox against business insurance providers in the United Kingdom, by month

Share of searches by month for Simply Business, Hiscox, AXA, Direct Line for Business. The figures are in the table below the chart.

View monthly share of searches table
MonthSimply BusinessHiscoxAXADirect Line for BusinessSuperscript
Oct 202560.4%30.1%2.8%5.4%1.3%
Nov 202563.1%27.3%3%5.6%1.1%
Dec 202558.7%31%2.8%6.3%1.3%
Jan 202663%27.2%3.1%5.6%1.1%
Feb 202662.9%27.2%3%5.6%1.4%
Mar 202658.9%31.1%3.5%5.2%1.3%
Apr 202659.3%31.3%2.8%5.3%1.3%
May 202659.3%31.3%2.8%5.3%1.3%
Jun 202661.8%28.5%2.9%5.5%1.3%
Jul 202663.6%27.5%3%4.6%1.4%
Aug 202663.8%27.6%3%4.6%1.1%
Sep 202666.1%25%3.9%3.9%1.2%

  1. 1.Simply Business

    66.1%

    Held 1st. 49.5K estimated branded searches, +22.2% vs prior month. Share +2.3 points.

  2. 2.Hiscox

    25%

    Held 2nd. 18.7K estimated branded searches, +6.9% vs prior month. Share -2.6 points.

  3. 3.AXA

    3.9%

    Moved from 4th to 3rd. 2.9K estimated branded searches, +52.6% vs prior month. Share +0.9 points.

  4. 4.Direct Line for Business

    3.9%

    Moved from 3rd to 4th. 2.9K estimated branded searches, 0% vs prior month. Share -0.7 points.

  5. 5.Superscript

    1.2%

    Held 5th. 880 estimated branded searches, +22.2% vs prior month. Share 0 points.

Compare popularity between Hiscox and its closest rivals

Every comparison with Hiscox

4 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hiscox in the United Kingdom fell from 20.2K to 18.7K.
  • Across the 12 months ending September 2026, Hiscox’s share of searches among business insurance providers in the United Kingdom decreased from 30.1% to 25%.
  • Across the 12 months ending September 2026, Hiscox’s share of searches among business insurance providers in the United Kingdom peaked at 31.3% in April 2026 and was lowest at 25% in September 2026.

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

4 changes

  1. In September 2026, AXA overtook Direct Line for Business to rank 3rd among business insurance providers in the United Kingdom, with 3.9% of the searches.

  2. In September 2026, Simply Business gained share of searches among business insurance providers in the United Kingdom, from 63.8% to 66.1%.

  3. In September 2026, Hiscox lost share of searches among business insurance providers in the United Kingdom, from 27.6% to 25%.

  4. In September 2026, Direct Line for Business lost share of searches among business insurance providers in the United Kingdom, from 4.6% to 3.9%.

How are Hiscox’s branded searches counted?

2 search terms

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

  • hiscox
  • hiscox business insurance

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How the Brand Demand Index is measured

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