---
title: "Home insurance brands in the United Kingdom: Which are searched most?"
description: "Compare the companies people in the UK buy home insurance from. Share of Search among Tesco Insurance, Admiral, Aviva, LV=, Direct Line, NFU Mutual, Hastings Direct and Churchill, the home insurance brands 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-home-insurance-brands"
publisher: "Brandwave"
---

# Home insurance brands in the United Kingdom: Which are searched most?

Compare the companies people in the UK buy home insurance from. Share of Search among Tesco Insurance, Admiral, Aviva, LV=, Direct Line, NFU Mutual, Hastings Direct and Churchill, the home insurance brands 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**: Home insurance brands
- **Market**: United Kingdom
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: Tesco Insurance, 26.7%

## Which brand is most popular in search among home insurance brands in the United Kingdom?

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| NFU Mutual | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| Aviva | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| Tesco Insurance | 3rd | 3 of 3 | 0 of 2 | 3 of 5 |
| Admiral | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| Direct Line | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| Churchill | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| LV= | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Hastings Direct | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about home insurance brands

- Asked ChatGPT "Which home insurance should I get in the UK?": 1. NFU Mutual, 2. Aviva, 3. Tesco Insurance, 4. Churchill
- Asked ChatGPT "What are the best home insurance companies in the UK?": 1. NFU Mutual, 2. Aviva, 3. Direct Line, 4. Tesco Insurance
- Asked ChatGPT "What's the best value buildings and contents insurance in the UK?": 1. NFU Mutual, 2. Aviva, 3. Admiral, 4. Tesco Insurance
- Searched Google, AI Overview "home insurance": named none of the brands we track
- Searched Google, AI Overview "buildings and contents insurance": named none of the brands we track

Not named in any answer: LV= and Hastings Direct.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026.

## Compare search popularity between leading brands

- [Tesco Insurance vs Admiral: compare search popularity](/demand/uk/compare/admiral-insurance-vs-tesco-insurance): 26.7% against 17.9% Share of Search.
- [Tesco Insurance vs Aviva: compare search popularity](/demand/uk/compare/aviva-vs-tesco-insurance): 26.7% against 17.9% Share of Search.
- [Tesco Insurance vs LV=: compare search popularity](/demand/uk/compare/lv-insurance-vs-tesco-insurance): 26.7% against 11.9% Share of Search.
- [Tesco Insurance vs Direct Line: compare search popularity](/demand/uk/compare/direct-line-vs-tesco-insurance): 26.7% against 9.8% Share of Search.
- [Admiral vs Aviva: compare search popularity](/demand/uk/compare/admiral-insurance-vs-aviva): 17.9% Share of Search each.
- [Admiral vs LV=: compare search popularity](/demand/uk/compare/admiral-insurance-vs-lv-insurance): 17.9% against 11.9% Share of Search.
- [Admiral vs Direct Line: compare search popularity](/demand/uk/compare/admiral-insurance-vs-direct-line): 17.9% against 9.8% Share of Search.
- [Aviva vs LV=: compare search popularity](/demand/uk/compare/aviva-vs-lv-insurance): 17.9% against 11.9% Share of Search.
- [Aviva vs Direct Line: compare search popularity](/demand/uk/compare/aviva-vs-direct-line): 17.9% against 9.8% Share of Search.
- [LV= vs Direct Line: compare search popularity](/demand/uk/compare/direct-line-vs-lv-insurance): 11.9% against 9.8% Share of Search.

## How did search popularity change for United Kingdom home insurance brands in September 2026?

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Tesco Insurance | 26.7% | 33.1K | +22.1% | Tesco |
| 2 | Admiral | 17.9% | 22.2K | +22.7% | Admiral |
| 3 | Aviva | 17.9% | 22.2K | +22.7% | Aviva |
| 4 | LV= | 11.9% | 14.8K | 0.0% | Liverpool Victoria |
| 5 | Direct Line | 9.8% | 12.1K | 0.0% | Direct Line |
| 6 | NFU Mutual | 6.4% | 8K | 0.0% | NFU Mutual |
| 7 | Hastings Direct | 5.1% | 6.3K | 0.0% | Hastings Direct |
| 8 | Churchill | 4.4% | 5.4K | 0.0% | Churchill |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Tesco Insurance | 27.1K | 23.6% | 1 |
| Oct 2025 | Admiral | 22.2K | 19.4% | 2 |
| Oct 2025 | Aviva | 18.1K | 15.8% | 3 |
| Oct 2025 | Direct Line | 14.8K | 12.9% | 4 |
| Oct 2025 | LV= | 14.8K | 12.9% | 5 |
| Oct 2025 | NFU Mutual | 6.8K | 5.9% | 6 |
| Oct 2025 | Hastings Direct | 5.5K | 4.8% | 7 |
| Oct 2025 | Churchill | 5.4K | 4.7% | 8 |
| Nov 2025 | Tesco Insurance | 27.1K | 24.5% | 1 |
| Nov 2025 | Admiral | 22.2K | 20.1% | 2 |
| Nov 2025 | Aviva | 18.1K | 16.4% | 3 |
| Nov 2025 | Direct Line | 14.8K | 13.4% | 4 |
| Nov 2025 | LV= | 12.1K | 10.9% | 5 |
| Nov 2025 | NFU Mutual | 6.8K | 6.1% | 6 |
| Nov 2025 | Hastings Direct | 5.2K | 4.7% | 7 |
| Nov 2025 | Churchill | 4.4K | 4% | 8 |
| Dec 2025 | Tesco Insurance | 22.2K | 25.1% | 1 |
| Dec 2025 | Admiral | 18.1K | 20.5% | 2 |
| Dec 2025 | Aviva | 14.8K | 16.8% | 3 |
| Dec 2025 | Direct Line | 9.9K | 11.2% | 4 |
| Dec 2025 | LV= | 9.9K | 11.2% | 5 |
| Dec 2025 | Hastings Direct | 4.5K | 5.1% | 6 |
| Dec 2025 | NFU Mutual | 4.5K | 5.1% | 7 |
| Dec 2025 | Churchill | 4.4K | 5% | 8 |
| Jan 2026 | Tesco Insurance | 33.1K | 25.4% | 1 |
| Jan 2026 | Admiral | 27.1K | 20.8% | 2 |
| Jan 2026 | Aviva | 22.2K | 17% | 3 |
| Jan 2026 | Direct Line | 14.8K | 11.3% | 4 |
| Jan 2026 | LV= | 14.8K | 11.3% | 5 |
| Jan 2026 | NFU Mutual | 6.8K | 5.2% | 6 |
| Jan 2026 | Hastings Direct | 6.3K | 4.8% | 7 |
| Jan 2026 | Churchill | 5.4K | 4.1% | 8 |
| Feb 2026 | Tesco Insurance | 27.1K | 24.5% | 1 |
| Feb 2026 | Admiral | 22.2K | 20.1% | 2 |
| Feb 2026 | Aviva | 18.1K | 16.4% | 3 |
| Feb 2026 | Direct Line | 14.8K | 13.4% | 4 |
| Feb 2026 | LV= | 12.1K | 10.9% | 5 |
| Feb 2026 | Hastings Direct | 5.5K | 5% | 6 |
| Feb 2026 | NFU Mutual | 5.5K | 5% | 7 |
| Feb 2026 | Churchill | 5.4K | 4.9% | 8 |
| Mar 2026 | Tesco Insurance | 27.1K | 23.8% | 1 |
| Mar 2026 | Admiral | 22.2K | 19.5% | 2 |
| Mar 2026 | Aviva | 18.1K | 15.9% | 3 |
| Mar 2026 | Direct Line | 14.8K | 13% | 4 |
| Mar 2026 | LV= | 14.8K | 13% | 5 |
| Mar 2026 | NFU Mutual | 6K | 5.3% | 6 |
| Mar 2026 | Hastings Direct | 5.5K | 4.8% | 7 |
| Mar 2026 | Churchill | 5.4K | 4.7% | 8 |
| Apr 2026 | Tesco Insurance | 27.1K | 27.4% | 1 |
| Apr 2026 | Admiral | 18.1K | 18.3% | 2 |
| Apr 2026 | Aviva | 14.8K | 15% | 3 |
| Apr 2026 | Direct Line | 12.1K | 12.2% | 4 |
| Apr 2026 | LV= | 12.1K | 12.2% | 5 |
| Apr 2026 | Churchill | 5.4K | 5.5% | 6 |
| Apr 2026 | NFU Mutual | 4.8K | 4.9% | 7 |
| Apr 2026 | Hastings Direct | 4.5K | 4.6% | 8 |
| May 2026 | Tesco Insurance | 27.1K | 26.3% | 1 |
| May 2026 | Admiral | 18.1K | 17.6% | 2 |
| May 2026 | Aviva | 18.1K | 17.6% | 3 |
| May 2026 | Direct Line | 12.1K | 11.8% | 4 |
| May 2026 | LV= | 12.1K | 11.8% | 5 |
| May 2026 | Churchill | 5.4K | 5.2% | 6 |
| May 2026 | Hastings Direct | 5.2K | 5.1% | 7 |
| May 2026 | NFU Mutual | 4.8K | 4.7% | 8 |
| Jun 2026 | Tesco Insurance | 27.1K | 26.3% | 1 |
| Jun 2026 | Admiral | 18.1K | 17.6% | 2 |
| Jun 2026 | Aviva | 18.1K | 17.6% | 3 |
| Jun 2026 | Direct Line | 12.1K | 11.7% | 4 |
| Jun 2026 | LV= | 12.1K | 11.7% | 5 |
| Jun 2026 | NFU Mutual | 6K | 5.8% | 6 |
| Jun 2026 | Hastings Direct | 5.2K | 5% | 7 |
| Jun 2026 | Churchill | 4.4K | 4.3% | 8 |
| Jul 2026 | Tesco Insurance | 27.1K | 26.1% | 1 |
| Jul 2026 | Admiral | 18.1K | 17.4% | 2 |
| Jul 2026 | Aviva | 18.1K | 17.4% | 3 |
| Jul 2026 | Direct Line | 12.1K | 11.6% | 4 |
| Jul 2026 | LV= | 12.1K | 11.6% | 5 |
| Jul 2026 | NFU Mutual | 6.5K | 6.3% | 6 |
| Jul 2026 | Hastings Direct | 5.5K | 5.3% | 7 |
| Jul 2026 | Churchill | 4.4K | 4.2% | 8 |
| Aug 2026 | Tesco Insurance | 27.1K | 24.7% | 1 |
| Aug 2026 | Admiral | 18.1K | 16.5% | 2 |
| Aug 2026 | Aviva | 18.1K | 16.5% | 3 |
| Aug 2026 | LV= | 14.8K | 13.5% | 4 |
| Aug 2026 | Direct Line | 12.1K | 11% | 5 |
| Aug 2026 | NFU Mutual | 8K | 7.3% | 6 |
| Aug 2026 | Hastings Direct | 6.3K | 5.7% | 7 |
| Aug 2026 | Churchill | 5.4K | 4.9% | 8 |
| Sep 2026 | Tesco Insurance | 33.1K | 26.7% | 1 |
| Sep 2026 | Admiral | 22.2K | 17.9% | 2 |
| Sep 2026 | Aviva | 22.2K | 17.9% | 3 |
| Sep 2026 | LV= | 14.8K | 11.9% | 4 |
| Sep 2026 | Direct Line | 12.1K | 9.8% | 5 |
| Sep 2026 | NFU Mutual | 8K | 6.4% | 6 |
| Sep 2026 | Hastings Direct | 6.3K | 5.1% | 7 |
| Sep 2026 | Churchill | 5.4K | 4.4% | 8 |

## What is being compared

- **Admiral**: Measured on the search term “admiral home insurance”.
- **Aviva**: Measured on the search term “aviva home insurance”.
- **Churchill**: Measured on the search term “churchill home insurance”.
- **Direct Line**: Measured on the search term “direct line home insurance”.
- **Hastings Direct**: Measured on the search terms “hastings direct home insurance” and “hastings home insurance”, summed into one figure.
- **LV=**: Measured on the search term “lv home insurance”.
- **NFU Mutual**: Measured on the search terms “nfu home insurance” and “nfu mutual home insurance”, summed into one figure.
- **Tesco Insurance**: Measured on the search term “tesco home insurance”.

- [Admiral](/demand/uk/brands/admiral-insurance)
- [Aviva](/demand/uk/brands/aviva)
- [Churchill](/demand/uk/brands/churchill-insurance)
- [Direct Line](/demand/uk/brands/direct-line)
- [Hastings Direct](/demand/uk/brands/hastings-direct)
- [LV=](/demand/uk/brands/lv-insurance)
- [NFU Mutual](/demand/uk/brands/nfu-mutual)
- [Tesco Insurance](/demand/uk/brands/tesco-insurance)

## 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 home insurance brands in the United Kingdom?

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.

## Cite this page

Brandwave. "Home insurance brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-home-insurance-brands

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-home-insurance-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.