Home insurance brands in the United Kingdom:Which are most popular?
In September 2026, Tesco Insurance was the most searched home insurance brand in the United Kingdom, accounting for 26.7% of all searches among the eight brands we track. When we checked with ChatGPT and Google AI Overviews, Tesco Insurance, Aviva and NFU Mutual were mentioned most often, in three of the five answers. NFU Mutual was recommended most often, coming first in all three responses that gave a list.
Tesco InsuranceShare of searches 26.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
AdmiralShare of searches 17.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
AvivaShare of searches 17.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
LV=Share of searches 11.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
Direct LineShare of searches 9.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
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Top home insurance brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Tesco Insurance, Aviva and NFU Mutual were mentioned most often, in three of the five answers. NFU Mutual was recommended most often, coming first in all three answers that gave a list. Aviva was second, and Tesco Insurance was third. LV=, which ranked fourth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
NFU Mutual1st- Aviva2nd
- Tesco Insurance3rd
- Admiral4th
- Direct Line4th
Churchill6th- LV=–
Hastings Direct–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Tesco Insurance3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Aviva3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- NFU Mutual3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Admiral1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Direct Line1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Churchill1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- LV=0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Hastings Direct0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about home insurance brands
5 answers
Asked ChatGPT
“Which home insurance should I get in the UK?”
Asked ChatGPT
“What are the best home insurance companies in the UK?”
Asked ChatGPT
“What's the best value buildings and contents insurance in the UK?”
Searched Google, AI Overview
“home insurance”
Searched Google, AI Overview
“buildings and contents insurance”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which home insurance brands do people search for most?
This chart shows how often people search Google for each home insurance brand by name. Each line represents a brand's share of searches for all eight home insurance brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Tesco Insurance, Admiral, Aviva, LV=, Direct Line, NFU Mutual, Hastings Direct, Churchill. The figures are in the table below the chart.
View monthly share of searches table
| Month | Tesco Insurance | Admiral | Aviva | LV= | Direct Line | NFU Mutual | Hastings Direct | Churchill |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.6% | 19.4% | 15.8% | 12.9% | 12.9% | 5.9% | 4.8% | 4.7% |
| Nov 2025 | 24.5% | 20.1% | 16.4% | 10.9% | 13.4% | 6.1% | 4.7% | 4% |
| Dec 2025 | 25.1% | 20.5% | 16.8% | 11.2% | 11.2% | 5.1% | 5.1% | 5% |
| Jan 2026 | 25.4% | 20.8% | 17% | 11.3% | 11.3% | 5.2% | 4.8% | 4.1% |
| Feb 2026 | 24.5% | 20.1% | 16.4% | 10.9% | 13.4% | 5% | 5% | 4.9% |
| Mar 2026 | 23.8% | 19.5% | 15.9% | 13% | 13% | 5.3% | 4.8% | 4.7% |
| Apr 2026 | 27.4% | 18.3% | 15% | 12.2% | 12.2% | 4.9% | 4.6% | 5.5% |
| May 2026 | 26.3% | 17.6% | 17.6% | 11.8% | 11.8% | 4.7% | 5.1% | 5.2% |
| Jun 2026 | 26.3% | 17.6% | 17.6% | 11.7% | 11.7% | 5.8% | 5% | 4.3% |
| Jul 2026 | 26.1% | 17.4% | 17.4% | 11.6% | 11.6% | 6.3% | 5.3% | 4.2% |
| Aug 2026 | 24.7% | 16.5% | 16.5% | 13.5% | 11% | 7.3% | 5.7% | 4.9% |
| Sep 2026 | 26.7% | 17.9% | 17.9% | 11.9% | 9.8% | 6.4% | 5.1% | 4.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 26.7% | 33.1K | +22.1% | +2 points | |
| 2, held 2nd | 17.9% | 22.2K | +22.7% | +1.4 points | |
| 3, held 3rd | 17.9% | 22.2K | +22.7% | +1.4 points | |
| 4, held 4th | 11.9% | 14.8K | 0% | -1.5 points | |
| 5, held 5th | 9.8% | 12.1K | 0% | -1.3 points | |
| 6, held 6th | 6.4% | 8K | 0% | -0.8 points | |
| 7, held 7th | 5.1% | 6.3K | 0% | -0.7 points | |
| 8, held 8th | 4.4% | 5.4K | 0% | -0.6 points |
26.7%
Held 1st. 33.1K estimated branded searches, +22.1% vs prior month. Share +2 points.
2.
Admiral17.9%
Held 2nd. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.4 points.
3.
Aviva17.9%
Held 3rd. 22.2K estimated branded searches, +22.7% vs prior month. Share +1.4 points.
4.
LV=11.9%
Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share -1.5 points.
9.8%
Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share -1.3 points.
6.4%
Held 6th. 8K estimated branded searches, 0% vs prior month. Share -0.8 points.
5.1%
Held 7th. 6.3K estimated branded searches, 0% vs prior month. Share -0.7 points.
4.4%
Held 8th. 5.4K estimated branded searches, 0% vs prior month. Share -0.6 points.
Which brand is most popular in search among home insurance brands in the United Kingdom?
8 brands
In September 2026, Tesco Insurance was the most searched among home insurance brands in the United Kingdom, with an estimated 33.1K branded searches, 26.7% of all searches for the eight we track. Admiral is in 2nd place, 8.8 percentage points behind at 17.9%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Tesco Insurance | 23.6% → 26.7% | 27.4%Apr 2026 | 23.6%Oct 2025 | 1st |
| Admiral | 19.4% → 17.9% | 20.8%Jan 2026 | 16.5%Aug 2026 | 2nd |
| Aviva | 15.8% → 17.9% | 17.9%Sep 2026 | 15%Apr 2026 | 3rd |
| LV= | 12.9% → 11.9% | 13.5%Aug 2026 | 10.9%Nov 2025 | 5th → 4th |
| Direct Line | 12.9% → 9.8% | 13.4%Nov 2025 | 9.8%Sep 2026 | 4th → 5th |
| NFU Mutual | 5.9% → 6.4% | 7.3%Aug 2026 | 4.7%May 2026 | 6th |
| Hastings Direct | 4.8% → 5.1% | 5.7%Aug 2026 | 4.6%Apr 2026 | 7th |
| Churchill | 4.7% → 4.4% | 5.5%Apr 2026 | 4%Nov 2025 | 8th |
Each finding as a sentence
- Across the 12 months ending September 2026, Tesco Insurance’s share of searches among home insurance brands in the United Kingdom increased from 23.6% to 26.7%.
- Across the 12 months ending September 2026, Admiral’s share of searches among home insurance brands in the United Kingdom decreased from 19.4% to 17.9%.
- Across the 12 months ending September 2026, Aviva’s share of searches among home insurance brands in the United Kingdom increased from 15.8% to 17.9%.
- Across the 12 months ending September 2026, LV=’s share of searches among home insurance brands in the United Kingdom decreased from 12.9% to 11.9%.
- Across the 12 months ending September 2026, Direct Line’s share of searches among home insurance brands in the United Kingdom decreased from 12.9% to 9.8%.
- Across the 12 months ending September 2026, NFU Mutual’s share of searches among home insurance brands in the United Kingdom increased from 5.9% to 6.4%.
- Across the 12 months ending September 2026, Tesco Insurance’s share of searches among home insurance brands in the United Kingdom peaked at 27.4% in April 2026 and was lowest at 23.6% in October 2025.
- Across the 12 months ending September 2026, Admiral’s share of searches among home insurance brands in the United Kingdom peaked at 20.8% in January 2026 and was lowest at 16.5% in August 2026.
- Across the 12 months ending September 2026, Aviva’s share of searches among home insurance brands in the United Kingdom peaked at 17.9% in September 2026 and was lowest at 15% in April 2026.
- Across the 12 months ending September 2026, LV=’s share of searches among home insurance brands in the United Kingdom peaked at 13.5% in August 2026 and was lowest at 10.9% in November 2025.
- Across the 12 months ending September 2026, Direct Line’s share of searches among home insurance brands in the United Kingdom peaked at 13.4% in November 2025 and was lowest at 9.8% in September 2026.
- Across the 12 months ending September 2026, NFU Mutual’s share of searches among home insurance brands in the United Kingdom peaked at 7.3% in August 2026 and was lowest at 4.7% in May 2026.
- Across the 12 months ending September 2026, Hastings Direct’s share of searches among home insurance brands in the United Kingdom peaked at 5.7% in August 2026 and was lowest at 4.6% in April 2026.
- Across the 12 months ending September 2026, Churchill’s share of searches among home insurance brands in the United Kingdom peaked at 5.5% in April 2026 and was lowest at 4% in November 2025.
- Across the 12 months ending September 2026, LV= rose from 5th to 4th among home insurance brands in the United Kingdom.
- Across the 12 months ending September 2026, Direct Line fell from 4th to 5th among home insurance brands in the United Kingdom.
- Across the 12 months ending September 2026, Hastings Direct and Churchill held steady: their share of searches among home insurance brands in the United Kingdom each moved less than 0.5 percentage points.
How did search popularity change for United Kingdom home insurance brands in September 2026?
8 changes
In September 2026, Tesco Insurance gained share of searches among home insurance brands in the United Kingdom, from 24.7% to 26.7%.
In September 2026, Admiral gained share of searches among home insurance brands in the United Kingdom, from 16.5% to 17.9%.
In September 2026, Aviva gained share of searches among home insurance brands in the United Kingdom, from 16.5% to 17.9%.
In September 2026, LV= lost share of searches among home insurance brands in the United Kingdom, from 13.5% to 11.9%.
In September 2026, Direct Line lost share of searches among home insurance brands in the United Kingdom, from 11% to 9.8%.
In September 2026, NFU Mutual lost share of searches among home insurance brands in the United Kingdom, from 7.3% to 6.4%.
In September 2026, Hastings Direct lost share of searches among home insurance brands in the United Kingdom, from 5.7% to 5.1%.
In September 2026, Churchill lost share of searches among home insurance brands in the United Kingdom, from 4.9% to 4.4%.
Compare popularity between leading brands
- Tesco Insurance vs Admiral: compare popularity
- Tesco Insurance vs Aviva: compare popularity
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- Admiral vs Aviva: compare popularity
- Admiral vs LV=: compare popularity
- Admiral vs Direct Line: compare popularity
- Aviva vs LV=: compare popularity
- Aviva vs Direct Line: compare popularity
- LV= vs Direct Line: compare popularity
- Compare any of these brands
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