--- title: "Dental plan providers in the United Kingdom: Which are most popular?" description: "Compare the dental plans and dental insurance people in the UK pay for. Share of Search among Denplan, Bupa, Dentalplan, Vitality, AXA, Simplyhealth and Practice Plan, the dental plan 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-dental-plan-providers" publisher: "Brandwave" --- # Dental plan providers in the United Kingdom: Which are most popular? Compare the dental plans and dental insurance people in the UK pay for. Share of Search among Denplan, Bupa, Dentalplan, Vitality, AXA, Simplyhealth and Practice Plan, the dental plan 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**: Dental plan providers - **Market**: United Kingdom - **Brands compared**: 7 - **Month measured**: Sep 2026 - **Highest Share of Search**: Denplan, 68.9% ## Which brand is most popular in search among dental plan providers in the United Kingdom? - In September 2026, Denplan was the most searched among dental plan providers in the United Kingdom, with an estimated 22.2K branded searches, 68.9% of all searches for the seven we track. - Bupa is in 2nd place, 57.8 percentage points behind at 11.2%. - Across the 12 months ending September 2026, Denplan’s share of searches among dental plan providers in the United Kingdom increased from 67.2% to 68.9%. - Across the 12 months ending September 2026, Bupa’s share of searches among dental plan providers in the United Kingdom decreased from 13.4% to 11.2%. - Across the 12 months ending September 2026, AXA’s share of searches among dental plan providers in the United Kingdom decreased from 3.2% to 2.2%. - Across the 12 months ending September 2026, Practice Plan’s share of searches among dental plan providers in the United Kingdom increased from 0.35% to 1.5%. - Across the 12 months ending September 2026, Denplan’s share of searches among dental plan providers in the United Kingdom peaked at 71.1% in July 2026 and was lowest at 65.4% in January 2026. - Across the 12 months ending September 2026, Bupa’s share of searches among dental plan providers in the United Kingdom peaked at 13.4% in October 2025 and was lowest at 11.2% in June 2026. - Across the 12 months ending September 2026, Dentalplan’s share of searches among dental plan providers in the United Kingdom peaked at 13% in January 2026 and was lowest at 9.2% in August 2026. - Across the 12 months ending September 2026, AXA’s share of searches among dental plan providers in the United Kingdom peaked at 3.3% in February 2026 and was lowest at 2.2% in September 2026. - Across the 12 months ending September 2026, Practice Plan’s share of searches among dental plan providers in the United Kingdom peaked at 1.5% in July 2026 and was lowest at 0.35% in October 2025. - Across the 12 months ending September 2026, Vitality rose from 6th to 4th among dental plan providers in the United Kingdom. - Across the 12 months ending September 2026, AXA fell from 4th to 5th among dental plan providers in the United Kingdom. - Across the 12 months ending September 2026, Simplyhealth fell from 5th to 6th among dental plan providers in the United Kingdom. - Across the 12 months ending September 2026, Dentalplan held steady: its share of searches among dental plan providers in the United Kingdom moved less than 0.5 percentage points. ## Top dental plan providers in ChatGPT and Google AI Overviews In Brandwave's three ChatGPT questions and two Google AI Overviews, Denplan, Bupa, AXA and Simplyhealth were mentioned most often, in four of the five answers. Simplyhealth was recommended most often, coming first in two out of four answers that gave a list. Bupa was second, and Denplan was third. Dentalplan, which ranked third in searches, was not mentioned at all. 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 | | --- | --- | --- | --- | --- | | Simplyhealth | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | Bupa | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Denplan | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | AXA | 4th | 2 of 3 | 2 of 2 | 4 of 5 | | Practice Plan | 5th | 0 of 3 | 1 of 2 | 1 of 5 | | Vitality | 6th | 0 of 3 | 1 of 2 | 1 of 5 | | Dentalplan | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about dental plan providers - Asked ChatGPT "What's the best dental plan in the UK?": 1. Simplyhealth, 2. Denplan, 3. Bupa, 4. AXA - Asked ChatGPT "Is dental insurance worth it in the UK, and which provider is best?": 1. Simplyhealth, 2. AXA, 3. Bupa - Asked ChatGPT "Which dental payment plan should I join?": 1. Denplan - Searched Google, AI Overview "dental insurance": 1. Bupa, 2. AXA, 3. Simplyhealth, 4. Denplan, 5. Vitality - Searched Google, AI Overview "dental plan": 1. Denplan, 2. Practice Plan, 3. Bupa, 4. Simplyhealth, 5. AXA Not named in any answer: Dentalplan. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## Compare search popularity between leading brands - [Denplan vs Bupa: compare search popularity](/demand/uk/compare/bupa-vs-denplan): 68.9% against 11.2% Share of Search. - [Denplan vs Dentalplan: compare search popularity](/demand/uk/compare/denplan-vs-dentalplan): 68.9% against 11.2% Share of Search. - [Denplan vs Vitality: compare search popularity](/demand/uk/compare/denplan-vs-vitality-uk): 68.9% against 2.7% Share of Search. - [Denplan vs AXA: compare search popularity](/demand/uk/compare/axa-vs-denplan): 68.9% against 2.2% Share of Search. - [Bupa vs Dentalplan: compare search popularity](/demand/uk/compare/bupa-vs-dentalplan): 11.2% Share of Search each. - [Bupa vs Vitality: compare search popularity](/demand/uk/compare/bupa-vs-vitality-uk): 11.2% against 2.7% Share of Search. - [Bupa vs AXA: compare search popularity](/demand/uk/compare/axa-vs-bupa): 11.2% against 2.2% Share of Search. - [Dentalplan vs Vitality: compare search popularity](/demand/uk/compare/dentalplan-vs-vitality-uk): 11.2% against 2.7% Share of Search. - [Dentalplan vs AXA: compare search popularity](/demand/uk/compare/axa-vs-dentalplan): 11.2% against 2.2% Share of Search. - [Vitality vs AXA: compare search popularity](/demand/uk/compare/axa-vs-vitality-uk): 2.7% against 2.2% Share of Search. ## How did search popularity change for United Kingdom dental plan providers in September 2026? - In September 2026, Dentalplan gained share of searches among dental plan providers in the United Kingdom, from 9.2% to 11.2%. - In September 2026, Denplan lost share of searches among dental plan providers in the United Kingdom, from 70.4% to 68.9%. - In September 2026, AXA lost share of searches among dental plan providers in the United Kingdom, from 2.8% to 2.2%. - In September 2026, Vitality rose from 5th to 4th among dental plan providers in the United Kingdom. - Estimated monthly branded searches for Practice Plan in the United Kingdom rose 242.9% over 12 measured months, from 140 to 480 in September 2026. - Estimated monthly branded searches for Bupa in the United Kingdom fell 33.3% over 12 measured months, from 5.4K to 3.6K in September 2026. - Estimated monthly branded searches for Simplyhealth in the United Kingdom fell 28% over 12 measured months, from 1K to 720 in September 2026. ## Which dental plan providers do people search for most? | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Denplan | 68.9% | 22.2K | 0.0% | Denplan | | 2 | Bupa | 11.2% | 3.6K | 0.0% | Bupa | | 3 | Dentalplan | 11.2% | 3.6K | +24.1% | Dentalplan | | 4 | Vitality | 2.7% | 880 | 0.0% | Vitality | | 5 | AXA | 2.2% | 720 | -18.2% | AXA | | 6 | Simplyhealth | 2.2% | 720 | +22.0% | Simplyhealth | | 7 | Practice Plan | 1.5% | 480 | 0.0% | Practice Plan | Bupa sells other things too, so only its searches that name this product count here, like “bupa dental insurance”. ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Denplan | 27.1K | 67.2% | 1 | | Oct 2025 | Bupa | 5.4K | 13.4% | 2 | | Oct 2025 | Dentalplan | 4.4K | 10.9% | 3 | | Oct 2025 | AXA | 1.3K | 3.2% | 4 | | Oct 2025 | Simplyhealth | 1K | 2.5% | 5 | | Oct 2025 | Vitality | 1K | 2.5% | 6 | | Oct 2025 | Practice Plan | 140 | 0.35% | 7 | | Nov 2025 | Denplan | 27.1K | 69.6% | 1 | | Nov 2025 | Bupa | 4.4K | 11.3% | 2 | | Nov 2025 | Dentalplan | 4.4K | 11.3% | 3 | | Nov 2025 | AXA | 1K | 2.6% | 4 | | Nov 2025 | Vitality | 1K | 2.6% | 5 | | Nov 2025 | Simplyhealth | 880 | 2.3% | 6 | | Nov 2025 | Practice Plan | 140 | 0.36% | 7 | | Dec 2025 | Denplan | 22.2K | 69.3% | 1 | | Dec 2025 | Bupa | 3.6K | 11.2% | 2 | | Dec 2025 | Dentalplan | 3.6K | 11.2% | 3 | | Dec 2025 | AXA | 880 | 2.7% | 4 | | Dec 2025 | Vitality | 880 | 2.7% | 5 | | Dec 2025 | Simplyhealth | 720 | 2.2% | 6 | | Dec 2025 | Practice Plan | 140 | 0.44% | 7 | | Jan 2026 | Denplan | 27.1K | 65.4% | 1 | | Jan 2026 | Bupa | 5.4K | 13% | 2 | | Jan 2026 | Dentalplan | 5.4K | 13% | 3 | | Jan 2026 | AXA | 1.3K | 3.1% | 4 | | Jan 2026 | Simplyhealth | 1K | 2.4% | 5 | | Jan 2026 | Vitality | 1K | 2.4% | 6 | | Jan 2026 | Practice Plan | 210 | 0.51% | 7 | | Feb 2026 | Denplan | 27.1K | 69.1% | 1 | | Feb 2026 | Bupa | 4.4K | 11.2% | 2 | | Feb 2026 | Dentalplan | 4.4K | 11.2% | 3 | | Feb 2026 | AXA | 1.3K | 3.3% | 4 | | Feb 2026 | Simplyhealth | 880 | 2.2% | 5 | | Feb 2026 | Vitality | 880 | 2.2% | 6 | | Feb 2026 | Practice Plan | 260 | 0.66% | 7 | | Mar 2026 | Denplan | 27.1K | 67.1% | 1 | | Mar 2026 | Bupa | 5.4K | 13.4% | 2 | | Mar 2026 | Dentalplan | 4.4K | 10.9% | 3 | | Mar 2026 | AXA | 1.3K | 3.2% | 4 | | Mar 2026 | Vitality | 1K | 2.5% | 5 | | Mar 2026 | Simplyhealth | 880 | 2.2% | 6 | | Mar 2026 | Practice Plan | 320 | 0.79% | 7 | | Apr 2026 | Denplan | 27.1K | 69.8% | 1 | | Apr 2026 | Bupa | 4.4K | 11.3% | 2 | | Apr 2026 | Dentalplan | 4.4K | 11.3% | 3 | | Apr 2026 | AXA | 1K | 2.6% | 4 | | Apr 2026 | Vitality | 880 | 2.3% | 5 | | Apr 2026 | Simplyhealth | 720 | 1.9% | 6 | | Apr 2026 | Practice Plan | 320 | 0.82% | 7 | | May 2026 | Denplan | 22.2K | 67.4% | 1 | | May 2026 | Bupa | 4.4K | 13.4% | 2 | | May 2026 | Dentalplan | 3.6K | 10.9% | 3 | | May 2026 | AXA | 880 | 2.7% | 4 | | May 2026 | Vitality | 880 | 2.7% | 5 | | May 2026 | Simplyhealth | 590 | 1.8% | 6 | | May 2026 | Practice Plan | 390 | 1.2% | 7 | | Jun 2026 | Denplan | 22.2K | 68.8% | 1 | | Jun 2026 | Bupa | 3.6K | 11.2% | 2 | | Jun 2026 | Dentalplan | 3.6K | 11.2% | 3 | | Jun 2026 | AXA | 880 | 2.7% | 4 | | Jun 2026 | Vitality | 880 | 2.7% | 5 | | Jun 2026 | Simplyhealth | 720 | 2.2% | 6 | | Jun 2026 | Practice Plan | 390 | 1.2% | 7 | | Jul 2026 | Denplan | 22.2K | 71.1% | 1 | | Jul 2026 | Bupa | 3.6K | 11.5% | 2 | | Jul 2026 | Dentalplan | 2.9K | 9.3% | 3 | | Jul 2026 | AXA | 720 | 2.3% | 4 | | Jul 2026 | Vitality | 720 | 2.3% | 5 | | Jul 2026 | Simplyhealth | 590 | 1.9% | 6 | | Jul 2026 | Practice Plan | 480 | 1.5% | 7 | | Aug 2026 | Denplan | 22.2K | 70.4% | 1 | | Aug 2026 | Bupa | 3.6K | 11.4% | 2 | | Aug 2026 | Dentalplan | 2.9K | 9.2% | 3 | | Aug 2026 | AXA | 880 | 2.8% | 4 | | Aug 2026 | Vitality | 880 | 2.8% | 5 | | Aug 2026 | Simplyhealth | 590 | 1.9% | 6 | | Aug 2026 | Practice Plan | 480 | 1.5% | 7 | | Sep 2026 | Denplan | 22.2K | 68.9% | 1 | | Sep 2026 | Bupa | 3.6K | 11.2% | 2 | | Sep 2026 | Dentalplan | 3.6K | 11.2% | 3 | | Sep 2026 | Vitality | 880 | 2.7% | 4 | | Sep 2026 | AXA | 720 | 2.2% | 5 | | Sep 2026 | Simplyhealth | 720 | 2.2% | 6 | | Sep 2026 | Practice Plan | 480 | 1.5% | 7 | ## How are branded searches counted for dental plan providers? - **AXA**: Measured on the search term “axa dental insurance”. - **Bupa**: Measured on the search term “bupa dental insurance”. - **Denplan**: Measured on the search term “denplan”. - **Dentalplan**: Measured on the search term “dentalplan”. - **Practice Plan**: Measured on the search term “practice plan dental”. - **Simplyhealth**: Measured on the search term “simplyhealth dental”. - **Vitality**: Measured on the search term “vitality dental”. - [AXA](/demand/uk/brands/axa) - [Bupa](/demand/uk/brands/bupa) - [Denplan](/demand/uk/brands/denplan) - [Dentalplan](/demand/uk/brands/dentalplan) - [Practice Plan](/demand/uk/brands/practice-plan) - [Simplyhealth](/demand/uk/brands/simplyhealth) - [Vitality](/demand/uk/brands/vitality-uk) ## 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 dental plan providers in the United Kingdom? In September 2026, Denplan was the most searched among dental plan providers in the United Kingdom, with an estimated 22.2K branded searches, 68.9% of all searches for the seven we track. ## Cite this page Brandwave. "Dental plan providers in the United Kingdom: Which are most popular?". https://gobrandwave.com/demand/uk/categories/uk-dental-plan-providers This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-dental-plan-providers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.