---
title: "Business insurance providers in the United Kingdom: Which are searched most?"
description: "Compare the insurers and brokers UK small businesses buy business cover from. Share of Search among Simply Business, Hiscox, AXA, Direct Line for Business and Superscript, the business insurance providers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-business-insurance-providers"
publisher: "Brandwave"
---

# Business insurance providers in the United Kingdom: Which are searched most?

Compare the insurers and brokers UK small businesses buy business cover from. Share of Search among Simply Business, Hiscox, AXA, Direct Line for Business and Superscript, the business insurance providers Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Business insurance providers
- **Market**: United Kingdom
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Simply Business, 66.1%

## Which brand is most popular in search among business insurance providers in the United Kingdom?

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Simply Business | 1st | 3 of 3 | 1 of 2 | 4 of 5 |
| Hiscox | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| AXA | 3rd | 3 of 3 | 1 of 2 | 4 of 5 |
| Direct Line for Business | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| Superscript | 5th | 1 of 3 | 0 of 2 | 1 of 5 |

## Every AI answer about business insurance providers

- Asked ChatGPT "What's the best business insurance provider in the UK?": 1. Simply Business, 2. Hiscox, 3. AXA
- Asked ChatGPT "Where can a small business in the UK get public liability insurance?": 1. Simply Business, 2. Hiscox, 3. AXA
- Asked ChatGPT "Which UK insurers are best for small business cover?": 1. Simply Business, 2. Hiscox, 3. AXA, 4. Direct Line for Business, 5. Superscript
- Searched Google, AI Overview "business insurance": 1. Simply Business
- Searched Google, AI Overview "public liability insurance": 1. AXA, 2. Hiscox

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 23, 2026.

## Compare search popularity between leading brands

- [Simply Business vs Hiscox: compare search popularity](/demand/uk/compare/hiscox-insurance-vs-simply-business): 66.1% against 25% Share of Search.
- [Simply Business vs AXA: compare search popularity](/demand/uk/compare/axa-vs-simply-business): 66.1% against 3.9% Share of Search.
- [Simply Business vs Direct Line for Business: compare search popularity](/demand/uk/compare/direct-line-for-business-vs-simply-business): 66.1% against 3.9% Share of Search.
- [Hiscox vs AXA: compare search popularity](/demand/uk/compare/axa-vs-hiscox-insurance): 25% against 3.9% Share of Search.
- [Hiscox vs Direct Line for Business: compare search popularity](/demand/uk/compare/direct-line-for-business-vs-hiscox-insurance): 25% against 3.9% Share of Search.
- [AXA vs Direct Line for Business: compare search popularity](/demand/uk/compare/axa-vs-direct-line-for-business): 3.9% Share of Search each.

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

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Simply Business | 66.1% | 49.5K | +22.2% | Simply Business |
| 2 | Hiscox | 25% | 18.7K | +6.9% | Hiscox |
| 3 | AXA | 3.9% | 2.9K | +52.6% | AXA |
| 4 | Direct Line for Business | 3.9% | 2.9K | 0.0% | Direct Line |
| 5 | Superscript | 1.2% | 880 | +22.2% | Superscript |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Simply Business | 40.5K | 60.4% | 1 |
| Oct 2025 | Hiscox | 20.2K | 30.1% | 2 |
| Oct 2025 | Direct Line for Business | 3.6K | 5.4% | 3 |
| Oct 2025 | AXA | 1.9K | 2.8% | 4 |
| Oct 2025 | Superscript | 880 | 1.3% | 5 |
| Nov 2025 | Simply Business | 40.5K | 63.1% | 1 |
| Nov 2025 | Hiscox | 17.5K | 27.3% | 2 |
| Nov 2025 | Direct Line for Business | 3.6K | 5.6% | 3 |
| Nov 2025 | AXA | 1.9K | 3% | 4 |
| Nov 2025 | Superscript | 720 | 1.1% | 5 |
| Dec 2025 | Simply Business | 27.1K | 58.7% | 1 |
| Dec 2025 | Hiscox | 14.3K | 31% | 2 |
| Dec 2025 | Direct Line for Business | 2.9K | 6.3% | 3 |
| Dec 2025 | AXA | 1.3K | 2.8% | 4 |
| Dec 2025 | Superscript | 590 | 1.3% | 5 |
| Jan 2026 | Simply Business | 49.5K | 63% | 1 |
| Jan 2026 | Hiscox | 21.4K | 27.2% | 2 |
| Jan 2026 | Direct Line for Business | 4.4K | 5.6% | 3 |
| Jan 2026 | AXA | 2.4K | 3.1% | 4 |
| Jan 2026 | Superscript | 880 | 1.1% | 5 |
| Feb 2026 | Simply Business | 40.5K | 62.9% | 1 |
| Feb 2026 | Hiscox | 17.5K | 27.2% | 2 |
| Feb 2026 | Direct Line for Business | 3.6K | 5.6% | 3 |
| Feb 2026 | AXA | 1.9K | 3% | 4 |
| Feb 2026 | Superscript | 880 | 1.4% | 5 |
| Mar 2026 | Simply Business | 40.5K | 58.9% | 1 |
| Mar 2026 | Hiscox | 21.4K | 31.1% | 2 |
| Mar 2026 | Direct Line for Business | 3.6K | 5.2% | 3 |
| Mar 2026 | AXA | 2.4K | 3.5% | 4 |
| Mar 2026 | Superscript | 880 | 1.3% | 5 |
| Apr 2026 | Simply Business | 40.5K | 59.3% | 1 |
| Apr 2026 | Hiscox | 21.4K | 31.3% | 2 |
| Apr 2026 | Direct Line for Business | 3.6K | 5.3% | 3 |
| Apr 2026 | AXA | 1.9K | 2.8% | 4 |
| Apr 2026 | Superscript | 880 | 1.3% | 5 |
| May 2026 | Simply Business | 40.5K | 59.3% | 1 |
| May 2026 | Hiscox | 21.4K | 31.3% | 2 |
| May 2026 | Direct Line for Business | 3.6K | 5.3% | 3 |
| May 2026 | AXA | 1.9K | 2.8% | 4 |
| May 2026 | Superscript | 880 | 1.3% | 5 |
| Jun 2026 | Simply Business | 40.5K | 61.8% | 1 |
| Jun 2026 | Hiscox | 18.7K | 28.5% | 2 |
| Jun 2026 | Direct Line for Business | 3.6K | 5.5% | 3 |
| Jun 2026 | AXA | 1.9K | 2.9% | 4 |
| Jun 2026 | Superscript | 880 | 1.3% | 5 |
| Jul 2026 | Simply Business | 40.5K | 63.6% | 1 |
| Jul 2026 | Hiscox | 17.5K | 27.5% | 2 |
| Jul 2026 | Direct Line for Business | 2.9K | 4.6% | 3 |
| Jul 2026 | AXA | 1.9K | 3% | 4 |
| Jul 2026 | Superscript | 880 | 1.4% | 5 |
| Aug 2026 | Simply Business | 40.5K | 63.8% | 1 |
| Aug 2026 | Hiscox | 17.5K | 27.6% | 2 |
| Aug 2026 | Direct Line for Business | 2.9K | 4.6% | 3 |
| Aug 2026 | AXA | 1.9K | 3% | 4 |
| Aug 2026 | Superscript | 720 | 1.1% | 5 |
| Sep 2026 | Simply Business | 49.5K | 66.1% | 1 |
| Sep 2026 | Hiscox | 18.7K | 25% | 2 |
| Sep 2026 | AXA | 2.9K | 3.9% | 3 |
| Sep 2026 | Direct Line for Business | 2.9K | 3.9% | 4 |
| Sep 2026 | Superscript | 880 | 1.2% | 5 |

## What is being compared

- **AXA**: Measured on the search term “axa business insurance”.
- **Direct Line for Business**: Measured on the search term “direct line for business”.
- **Hiscox**: Measured on the search terms “hiscox” and “hiscox business insurance”, summed into one figure.
- **Simply Business**: Measured on the search term “simply business”.
- **Superscript**: Measured on the search term “superscript insurance”.

- [AXA](/demand/uk/brands/axa)
- [Direct Line for Business](/demand/uk/brands/direct-line-for-business)
- [Hiscox](/demand/uk/brands/hiscox-insurance)
- [Simply Business](/demand/uk/brands/simply-business)
- [Superscript](/demand/uk/brands/superscript)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among business insurance providers in the United Kingdom?

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.

## Cite this page

Brandwave. "Business insurance providers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-business-insurance-providers

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-business-insurance-providers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.