Business insurance providers in the United Kingdom:Which are most popular?
In September 2026, Simply Business was the most searched business insurance provider in the United Kingdom, accounting for 66.1% of all searches among the five providers we track. When we checked with ChatGPT and Google AI Overviews, Simply Business, Hiscox and AXA were mentioned most often, in four of the five answers. Simply Business was recommended most often, coming first in three out of four responses that gave a list.
Simply BusinessShare of searches 66.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
HiscoxShare of searches 25%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
AXAShare of searches 3.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
Direct Line for BusinessShare of searches 3.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
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 Brandwave's three ChatGPT questions and two Google AI Overviews, Simply Business, Hiscox and AXA were mentioned most often, in four of the five answers. Simply Business was recommended most often, coming first in three out of four answers that gave a list. Hiscox was second, and AXA was third.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Simply Business1st
- Hiscox2nd
- AXA3rd
- Direct Line for Business4th
- 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
Asked ChatGPT
“What's the best business insurance provider in the UK?”
Asked ChatGPT
“Where can a small business in the UK get public liability insurance?”
Asked ChatGPT
“Which UK insurers are best for small business cover?”
Searched Google, AI Overview
“business insurance”
Searched Google, AI Overview
“public liability insurance”
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 do people search for most?
This chart shows how often people search Google for each business insurance provider by name. Each line represents a brand's share of searches for all five business insurance providers we track, month by month, from searches in United Kingdom.
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
| Month | Simply Business | Hiscox | AXA | Direct Line for Business | Superscript |
|---|---|---|---|---|---|
| Oct 2025 | 60.4% | 30.1% | 2.8% | 5.4% | 1.3% |
| Nov 2025 | 63.1% | 27.3% | 3% | 5.6% | 1.1% |
| Dec 2025 | 58.7% | 31% | 2.8% | 6.3% | 1.3% |
| Jan 2026 | 63% | 27.2% | 3.1% | 5.6% | 1.1% |
| Feb 2026 | 62.9% | 27.2% | 3% | 5.6% | 1.4% |
| Mar 2026 | 58.9% | 31.1% | 3.5% | 5.2% | 1.3% |
| Apr 2026 | 59.3% | 31.3% | 2.8% | 5.3% | 1.3% |
| May 2026 | 59.3% | 31.3% | 2.8% | 5.3% | 1.3% |
| Jun 2026 | 61.8% | 28.5% | 2.9% | 5.5% | 1.3% |
| Jul 2026 | 63.6% | 27.5% | 3% | 4.6% | 1.4% |
| Aug 2026 | 63.8% | 27.6% | 3% | 4.6% | 1.1% |
| Sep 2026 | 66.1% | 25% | 3.9% | 3.9% | 1.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 66.1% | 49.5K | +22.2% | +2.3 points | |
| 2, held 2nd | 25% | 18.7K | +6.9% | -2.6 points | |
| 3, moved from 4th to 3rd | 3.9% | 2.9K | +52.6% | +0.9 pointsmoved from 4th to 3rd | |
| 4, moved from 3rd to 4th | 3.9% | 2.9K | 0% | -0.7 pointsmoved from 3rd to 4th | |
| 5, held 5th | 1.2% | 880 | +22.2% | 0 points |
66.1%
Held 1st. 49.5K estimated branded searches, +22.2% vs prior month. Share +2.3 points.
2.
Hiscox25%
Held 2nd. 18.7K estimated branded searches, +6.9% vs prior month. Share -2.6 points.
3.
AXA3.9%
Moved from 4th to 3rd. 2.9K estimated branded searches, +52.6% vs prior month. Share +0.9 points.
3.9%
Moved from 3rd to 4th. 2.9K estimated branded searches, 0% vs prior month. Share -0.7 points.
1.2%
Held 5th. 880 estimated branded searches, +22.2% vs prior month. Share 0 points.
Which brand is most popular in search among business insurance providers in the United Kingdom?
5 brands
In September 2026, Simply Business was the most searched among business insurance providers in the United Kingdom, with an estimated 49.5K branded searches, 66.1% of all searches for the five we track. Hiscox is in 2nd place, 41.1 percentage points behind at 25%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Simply Business | 60.4% → 66.1% | 66.1%Sep 2026 | 58.7%Dec 2025 | 1st |
| Hiscox | 30.1% → 25% | 31.3%Apr 2026 | 25%Sep 2026 | 2nd |
| AXA | 2.8% → 3.9% | 3.9%Sep 2026 | 2.8%Apr 2026 | 4th → 3rd |
| Direct Line for Business | 5.4% → 3.9% | 6.3%Dec 2025 | 3.9%Sep 2026 | 3rd → 4th |
| Superscript | 1.3% → 1.2% | 1.4%Jul 2026 | 1.1%Jan 2026 | 5th |
Each finding as a sentence
- Across the 12 months ending September 2026, Simply Business’ share of searches among business insurance providers in the United Kingdom increased from 60.4% to 66.1%.
- 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, AXA’s share of searches among business insurance providers in the United Kingdom increased from 2.8% to 3.9%.
- Across the 12 months ending September 2026, Direct Line for Business’ share of searches among business insurance providers in the United Kingdom decreased from 5.4% to 3.9%.
- Across the 12 months ending September 2026, Simply Business’ share of searches among business insurance providers in the United Kingdom peaked at 66.1% in September 2026 and was lowest at 58.7% in December 2025.
- 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.
- Across the 12 months ending September 2026, AXA’s share of searches among business insurance providers in the United Kingdom peaked at 3.9% in September 2026 and was lowest at 2.8% in April 2026.
- Across the 12 months ending September 2026, Direct Line for Business’ share of searches among business insurance providers in the United Kingdom peaked at 6.3% in December 2025 and was lowest at 3.9% in September 2026.
- Across the 12 months ending September 2026, AXA rose from 4th to 3rd among business insurance providers in the United Kingdom.
- Across the 12 months ending September 2026, Direct Line for Business fell from 3rd to 4th among business insurance providers in the United Kingdom.
- Across the 12 months ending September 2026, Superscript held steady: its share of searches among business insurance providers in the United Kingdom moved less than 0.5 percentage points.
How did search popularity change for United Kingdom business insurance providers in September 2026?
4 changes
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.
In September 2026, Simply Business gained share of searches among business insurance providers in the United Kingdom, from 63.8% to 66.1%.
In September 2026, Hiscox lost share of searches among business insurance providers in the United Kingdom, from 27.6% to 25%.
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%.
Compare popularity between leading brands
- Simply Business vs Hiscox: compare popularity
- Simply Business vs AXA: compare popularity
- Simply Business vs Direct Line for Business: compare popularity
- Hiscox vs AXA: compare popularity
- Hiscox vs Direct Line for Business: compare popularity
- AXA vs Direct Line for Business: compare popularity
- Compare any of these brands
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