AXA vs Bupa:Which is more popular?
In September 2026, Bupa had more branded searches than AXA among dental plan providers in the United Kingdom. Bupa had about 3,600 branded searches, while AXA had 720. Bupa made up 11.2% of all dental plan provider searches we track, and AXA accounted for 2.2%. When we asked ChatGPT and Google AI Overviews about dental plan providers, AXA and Bupa each appeared in four of the five answers. Bupa was mentioned before AXA in three out of four answers.
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Top dental plan providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, AXA and Bupa were each mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Bupa was listed before AXA in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Simplyhealth1st
Bupa2nd
Denplan3rd
AXA4th
Practice Plan5th
Vitality6th- Dentalplan–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Denplan4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Bupa4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- AXA4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Simplyhealth4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Vitality1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Practice Plan1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Dentalplan0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about dental plan providers
5 answers
Asked ChatGPT
“What's the best dental plan in the UK?”
Asked ChatGPT
“Is dental insurance worth it in the UK, and which provider is best?”
Asked ChatGPT
“Which dental payment plan should I join?”
Searched Google, AI Overview
“dental insurance”
Searched Google, AI Overview
“dental plan”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is AXA or Bupa more popular in search?
This chart shows how often people search Google for AXA and Bupa by name. Each line represents a brand's share of searches for all seven dental plan providers we track, month by month, from searches in United Kingdom.
Share of searches by month for Bupa, AXA. The figures are in the table below the chart.
View monthly share of searches table
| Month | Denplan | Bupa | Dentalplan | Vitality | AXA | Simplyhealth | Practice Plan |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 67.2% | 13.4% | 10.9% | 2.5% | 3.2% | 2.5% | 0.35% |
| Nov 2025 | 69.6% | 11.3% | 11.3% | 2.6% | 2.6% | 2.3% | 0.36% |
| Dec 2025 | 69.3% | 11.2% | 11.2% | 2.7% | 2.7% | 2.2% | 0.44% |
| Jan 2026 | 65.4% | 13% | 13% | 2.4% | 3.1% | 2.4% | 0.51% |
| Feb 2026 | 69.1% | 11.2% | 11.2% | 2.2% | 3.3% | 2.2% | 0.66% |
| Mar 2026 | 67.1% | 13.4% | 10.9% | 2.5% | 3.2% | 2.2% | 0.79% |
| Apr 2026 | 69.8% | 11.3% | 11.3% | 2.3% | 2.6% | 1.9% | 0.82% |
| May 2026 | 67.4% | 13.4% | 10.9% | 2.7% | 2.7% | 1.8% | 1.2% |
| Jun 2026 | 68.8% | 11.2% | 11.2% | 2.7% | 2.7% | 2.2% | 1.2% |
| Jul 2026 | 71.1% | 11.5% | 9.3% | 2.3% | 2.3% | 1.9% | 1.5% |
| Aug 2026 | 70.4% | 11.4% | 9.2% | 2.8% | 2.8% | 1.9% | 1.5% |
| Sep 2026 | 68.9% | 11.2% | 11.2% | 2.7% | 2.2% | 2.2% | 1.5% |
Bupa sells other things too, so only its searches that name this product count here, like “bupa dental insurance”.
How has the AXA and Bupa comparison changed over the last 12 months?
3 findings
- Bupa was ahead of AXA in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, AXA’s share of searches among dental plan providers in the United Kingdom moved from 3.2% to 2.2%, and its estimated monthly branded searches moved from 1.3K to 720.
- Across the 12 months ending September 2026, Bupa’s share of searches among dental plan providers in the United Kingdom moved from 13.4% to 11.2%, and its estimated monthly branded searches moved from 5.4K to 3.6K.
How did search popularity change for United Kingdom dental plan providers in September 2026?
2 changes
In September 2026, AXA lost share of searches among dental plan providers in the United Kingdom, from 2.8% to 2.2%.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using AXA’s and Bupa’s 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.
Other head-to-heads among dental plan providers
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