--- title: "AXA vs Bupa: Which is searched more in the United Kingdom?" description: "Is AXA or Bupa more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dental plan providers set in the United Kingdom. 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/compare/axa-vs-bupa" publisher: "Brandwave" --- # AXA vs Bupa: Which is searched more in the United Kingdom? Is AXA or Bupa more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Dental plan providers set in the United Kingdom. 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 - **Compared**: AXA and Bupa - **Competitive set**: Dental plan providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **AXA Share of Search**: 2.2% - **Bupa Share of Search**: 11.2% ## Is AXA or Bupa more popular in search? - 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%. - 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. ## 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. 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. ## How did search popularity change for United Kingdom dental plan providers in September 2026? - 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. ## Month by month | Month | AXA estimated searches | AXA Share of Search | AXA rank | Bupa estimated searches | Bupa Share of Search | Bupa rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.3K | 3.2% | 4 | 5.4K | 13.4% | 2 | | Nov 2025 | 1K | 2.6% | 4 | 4.4K | 11.3% | 2 | | Dec 2025 | 880 | 2.7% | 4 | 3.6K | 11.2% | 2 | | Jan 2026 | 1.3K | 3.1% | 4 | 5.4K | 13% | 2 | | Feb 2026 | 1.3K | 3.3% | 4 | 4.4K | 11.2% | 2 | | Mar 2026 | 1.3K | 3.2% | 4 | 5.4K | 13.4% | 2 | | Apr 2026 | 1K | 2.6% | 4 | 4.4K | 11.3% | 2 | | May 2026 | 880 | 2.7% | 4 | 4.4K | 13.4% | 2 | | Jun 2026 | 880 | 2.7% | 4 | 3.6K | 11.2% | 2 | | Jul 2026 | 720 | 2.3% | 4 | 3.6K | 11.5% | 2 | | Aug 2026 | 880 | 2.8% | 4 | 3.6K | 11.4% | 2 | | Sep 2026 | 720 | 2.2% | 5 | 3.6K | 11.2% | 2 | ## How each brand is measured 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. - **AXA**: Measured on the search term “axa dental insurance”. - **Bupa**: Measured on the search term “bupa dental insurance”. - [AXA profile](/demand/uk/brands/axa) - [Bupa profile](/demand/uk/brands/bupa) - [All dental plan providers in the United Kingdom](/demand/uk/categories/uk-dental-plan-providers): The set both shares are measured inside, 7 brands. ## 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 ### Is AXA or Bupa more popular in search? 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%. ## Cite this page Brandwave. "AXA vs Bupa: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/categories/uk-dental-plan-providers/compare/axa-vs-bupa This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-dental-plan-providers/compare/axa-vs-bupa. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.