AXA vs Direct Line for Business:Which is more popular?
In September 2026, AXA and Direct Line for Business were level in searches among business insurance providers in the United Kingdom, with an estimated 2.9K branded searches each, at 3.9% of the total each. When we asked ChatGPT and Google AI Overviews about business insurance providers, AXA appeared in four of the five answers and Direct Line for Business in one. AXA was mentioned before Direct Line for Business in every answer.
Who do people search for more?
AXA and Direct Line for Business are searched for about as often as each other.
Who does AI mention more?
AXA, mentioned in 4 of 5 answers, Direct Line for Business in 1
Who does AI recommend more?
AXA, named ahead of Direct Line for Business in every answer
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Top business insurance providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, AXA was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Direct Line for Business was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. AXA was listed before Direct Line for Business in every answer.
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.
Is AXA or Direct Line for Business more popular in search?
This chart shows how often people search Google for AXA and Direct Line for Business 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 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% |
How has the AXA and Direct Line for Business comparison changed over the last 12 months?
3 findings
- AXA was ahead of Direct Line for Business in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, AXA’s share of searches among business insurance providers in the United Kingdom moved from 2.8% to 3.9%, and its estimated monthly branded searches moved from 1.9K to 2.9K.
- Across the 12 months ending September 2026, Direct Line for Business’ share of searches among business insurance providers in the United Kingdom moved from 5.4% to 3.9%, and its estimated monthly branded searches moved from 3.6K to 2.9K.
How did search popularity change for United Kingdom business insurance providers in September 2026?
2 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, Direct Line for Business lost share of searches among business insurance providers in the United Kingdom, from 4.6% to 3.9%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using AXA’s and Direct Line for Business’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
AXA
1 branded search term
- axa business insurance
Direct Line for Business
1 branded search term
- direct line for business
Other head-to-heads among business insurance providers
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