Landlord insurance providers in the United Kingdom:Which are most popular?

Name: Landlord insurance providers in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, HomeLet was the most searched landlord insurance provider in the United Kingdom, accounting for 53.5% of all searches among the seven providers we track. When we checked with ChatGPT and Google AI Overviews, Direct Line was mentioned most often, in four of the five answers. Alan Boswell was recommended most often, coming first in all three responses that gave a list.

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Top landlord insurance providers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Direct Line was mentioned most often, in four of the five answers. Alan Boswell was recommended most often, coming first in all three answers that gave a list. Direct Line was second, and Aviva was third. HomeLet, which ranked first in searches, was not mentioned at all.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Direct Line	Named in 3 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	4 of 5
Alan Boswell	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
Aviva	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
HomeLet	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Simply Business	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Rentguard	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Hiscox	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

Direct Line4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Alan Boswell3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Aviva2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
HomeLet0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Simply Business0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Rentguard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hiscox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about landlord insurance providers

5 answers

Asked ChatGPT
“What's the best landlord insurance in the UK?”
1. 1Alan Boswell
2. 2Direct Line
3. 3Aviva
Asked ChatGPT
“Which company should I use for landlord insurance on a buy-to-let?”
1. 1Alan Boswell
2. 2Direct Line
3. 3Aviva
Asked ChatGPT
“Who offers the best rent guarantee and landlord cover?”
1. 1Alan Boswell
2. 2Direct Line
Searched Google, AI Overview
“landlord insurance”
Searched Google, AI Overview
“landlord insurance uk”
1. 1Direct Line

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.

Which landlord insurance providers do people search for most?

This chart shows how often people search Google for each landlord insurance provider by name. Each line represents a brand's share of searches for all seven landlord insurance providers we track, month by month, from searches in United Kingdom.

Share of searches among landlord insurance providers in the United Kingdom, by month

Month	HomeLet	Direct Line	Simply Business	Aviva	Alan Boswell	Rentguard	Hiscox
Oct 2025	46.3%	37.7%	7.4%	5%	1.8%	1.5%	0.29%
Nov 2025	46.7%	38%	7.5%	4.1%	1.8%	1.5%	0.29%
Dec 2025	46.2%	37.8%	7%	5%	2.2%	1.5%	0.35%
Jan 2026	41.8%	41.8%	8.2%	4.5%	2%	1.3%	0.36%
Feb 2026	46.6%	38%	7.5%	4.1%	2.2%	1.2%	0.4%
Mar 2026	46.3%	37.8%	7.4%	4.1%	2.7%	1.2%	0.4%
Apr 2026	51.4%	34.3%	6.3%	3.7%	2.5%	1.3%	0.44%
May 2026	56.4%	30.8%	5.7%	3.4%	2.2%	0.97%	0.51%
Jun 2026	56.7%	30.9%	5.7%	3.4%	1.8%	0.97%	0.4%
Jul 2026	60.9%	27.2%	5%	3.6%	2%	0.86%	0.45%
Aug 2026	54.5%	29.7%	7.2%	4.8%	2.6%	0.77%	0.39%
Sep 2026	53.5%	29.2%	8.6%	4.8%	2.6%	0.92%	0.38%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	HomeLet	53.5%	9.9K	0%	-1 points
2, held 2nd	Direct Line	29.2%	5.4K	0%	-0.5 points
3, held 3rd	Simply Business	8.6%	1.6K	+23.1%	+1.5 points
4, held 4th	Aviva	4.8%	880	0%	-0.1 points
5, held 5th	Alan Boswell	2.6%	480	0%	0 points
6, held 6th	Rentguard	0.92%	170	+21.4%	+0.1 points
7, held 7th	Hiscox	0.38%	70	0%	0 points

1.HomeLet
53.5%
Held 1st. 9.9K estimated branded searches, 0% vs prior month. Share -1 points.
2.Direct Line
29.2%
Held 2nd. 5.4K estimated branded searches, 0% vs prior month. Share -0.5 points.
3.Simply Business
8.6%
Held 3rd. 1.6K estimated branded searches, +23.1% vs prior month. Share +1.5 points.
4.Aviva
4.8%
Held 4th. 880 estimated branded searches, 0% vs prior month. Share -0.1 points.
5.Alan Boswell
2.6%
Held 5th. 480 estimated branded searches, 0% vs prior month. Share 0 points.
6.Rentguard
0.92%
Held 6th. 170 estimated branded searches, +21.4% vs prior month. Share +0.1 points.
7.Hiscox
0.38%
Held 7th. 70 estimated branded searches, 0% vs prior month. Share 0 points.

Direct Line, Simply Business and 2 other brands sell other things too, so only their searches that name this product count here, like “direct line landlord insurance”.

Which brand is most popular in search among landlord insurance providers in the United Kingdom?

7 brands

In September 2026, HomeLet was the most searched among landlord insurance providers in the United Kingdom, with an estimated 9.9K branded searches, 53.5% of all searches for the seven we track. Direct Line is in 2nd place, 24.3 percentage points behind at 29.2%.

United Kingdom landlord insurance providers, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
HomeLet	46.3% → 53.5%	60.9%Jul 2026	41.8%Jan 2026	1st
Direct Line	37.7% → 29.2%	41.8%Jan 2026	27.2%Jul 2026	2nd
Simply Business	7.4% → 8.6%	8.6%Sep 2026	5%Jul 2026	3rd
Aviva	5% → 4.8%	5%Dec 2025	3.4%May 2026	4th
Alan Boswell	1.8% → 2.6%	2.7%Mar 2026	1.8%Oct 2025	5th
Rentguard	1.5% → 0.92%	1.5%Nov 2025	0.77%Aug 2026	6th
Hiscox	0.29% → 0.38%	0.51%May 2026	0.29%Oct 2025	7th

Each finding as a sentence

Across the 12 months ending September 2026, HomeLet’s share of searches among landlord insurance providers in the United Kingdom increased from 46.3% to 53.5%.
Across the 12 months ending September 2026, Direct Line’s share of searches among landlord insurance providers in the United Kingdom decreased from 37.7% to 29.2%.
Across the 12 months ending September 2026, Simply Business’ share of searches among landlord insurance providers in the United Kingdom increased from 7.4% to 8.6%.
Across the 12 months ending September 2026, Alan Boswell’s share of searches among landlord insurance providers in the United Kingdom increased from 1.8% to 2.6%.
Across the 12 months ending September 2026, Rentguard’s share of searches among landlord insurance providers in the United Kingdom decreased from 1.5% to 0.92%.
Across the 12 months ending September 2026, HomeLet’s share of searches among landlord insurance providers in the United Kingdom peaked at 60.9% in July 2026 and was lowest at 41.8% in January 2026.
Across the 12 months ending September 2026, Direct Line’s share of searches among landlord insurance providers in the United Kingdom peaked at 41.8% in January 2026 and was lowest at 27.2% in July 2026.
Across the 12 months ending September 2026, Simply Business’ share of searches among landlord insurance providers in the United Kingdom peaked at 8.6% in September 2026 and was lowest at 5% in July 2026.
Across the 12 months ending September 2026, Aviva’s share of searches among landlord insurance providers in the United Kingdom peaked at 5% in December 2025 and was lowest at 3.4% in May 2026.
Across the 12 months ending September 2026, Aviva and Hiscox held steady: their share of searches among landlord insurance providers in the United Kingdom each moved less than 0.5 percentage points.

How did search popularity change for United Kingdom landlord insurance providers in September 2026?

6 changes

In September 2026, Simply Business gained share of searches among landlord insurance providers in the United Kingdom, from 7.2% to 8.6%.
In September 2026, HomeLet lost share of searches among landlord insurance providers in the United Kingdom, from 54.5% to 53.5%.
In September 2026, Direct Line lost share of searches among landlord insurance providers in the United Kingdom, from 29.7% to 29.2%.
Estimated monthly branded searches for Alan Boswell in the United Kingdom rose 50% over 12 measured months, from 320 to 480 in September 2026.
Estimated monthly branded searches for Hiscox in the United Kingdom rose 40% over 12 measured months, from 50 to 70 in September 2026.
Estimated monthly branded searches for Rentguard in the United Kingdom fell 34.6% over 12 measured months, from 260 to 170 in September 2026.

How are branded searches counted for landlord insurance providers?

7 search terms

Each brand's share of searches among landlord insurance providers comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.