AXA vs Vitality:Which is more popular?
In September 2026, Vitality had more branded searches than AXA among dental plan providers in the United Kingdom. Vitality had about 880 branded searches, while AXA had 720. Vitality made up 2.7% 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 appeared in four of the five answers and Vitality in one. AXA was mentioned before Vitality in every answer.
Who do people search for more?
Vitality, about 22% more searches than AXA
Who does AI mention more?
AXA, mentioned in 4 of 5 answers, Vitality in 1
Who does AI recommend more?
AXA, named ahead of Vitality in every answer
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Top dental plan 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 two of the three ChatGPT answers and in both Google AI Overviews. Vitality was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. AXA was listed before Vitality in every answer.
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 Vitality more popular in search?
This chart shows how often people search Google for AXA and Vitality 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 Vitality, 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% |
How has the AXA and Vitality comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Vitality took it in 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, Vitality’s share of searches among dental plan providers in the United Kingdom moved from 2.5% to 2.7%, and its estimated monthly branded searches moved from 1K to 880.
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%.
In September 2026, Vitality rose from 5th to 4th among dental plan providers in the United Kingdom.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using AXA’s and Vitality’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.
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