---
title: "Landlord insurance providers in the United Kingdom: Which are searched most?"
description: "Compare the companies landlords in the UK insure their rental properties with. Share of Search among HomeLet, Direct Line, Simply Business, Aviva, Alan Boswell, Rentguard and Hiscox, the landlord insurance providers 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-landlord-insurance-providers"
publisher: "Brandwave"
---

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

Compare the companies landlords in the UK insure their rental properties with. Share of Search among HomeLet, Direct Line, Simply Business, Aviva, Alan Boswell, Rentguard and Hiscox, the landlord insurance providers 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**: Landlord insurance providers
- **Market**: United Kingdom
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: HomeLet, 53.5%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Alan Boswell | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| Direct Line | 2nd | 3 of 3 | 1 of 2 | 4 of 5 |
| Aviva | 3rd | 2 of 3 | 0 of 2 | 2 of 5 |
| HomeLet | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Simply Business | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Rentguard | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Hiscox | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about landlord insurance providers

- Asked ChatGPT "What's the best landlord insurance in the UK?": 1. Alan Boswell, 2. Direct Line, 3. Aviva
- Asked ChatGPT "Which company should I use for landlord insurance on a buy-to-let?": 1. Alan Boswell, 2. Direct Line, 3. Aviva
- Asked ChatGPT "Who offers the best rent guarantee and landlord cover?": 1. Alan Boswell, 2. Direct Line
- Searched Google, AI Overview "landlord insurance": named none of the brands we track
- Searched Google, AI Overview "landlord insurance uk": 1. Direct Line

Not named in any answer: HomeLet, Simply Business, Rentguard and Hiscox.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026.

## Compare search popularity between leading brands

- [HomeLet vs Direct Line: compare search popularity](/demand/uk/compare/direct-line-vs-homelet): 53.5% against 29.2% Share of Search.
- [HomeLet vs Simply Business: compare search popularity](/demand/uk/compare/homelet-vs-simply-business): 53.5% against 8.6% Share of Search.
- [HomeLet vs Aviva: compare search popularity](/demand/uk/compare/aviva-vs-homelet): 53.5% against 4.8% Share of Search.
- [HomeLet vs Alan Boswell: compare search popularity](/demand/uk/compare/alan-boswell-vs-homelet): 53.5% against 2.6% Share of Search.
- [Direct Line vs Simply Business: compare search popularity](/demand/uk/compare/direct-line-vs-simply-business): 29.2% against 8.6% Share of Search.
- [Direct Line vs Aviva: compare search popularity](/demand/uk/compare/aviva-vs-direct-line): 29.2% against 4.8% Share of Search.
- [Direct Line vs Alan Boswell: compare search popularity](/demand/uk/compare/alan-boswell-vs-direct-line): 29.2% against 2.6% Share of Search.
- [Simply Business vs Aviva: compare search popularity](/demand/uk/compare/aviva-vs-simply-business): 8.6% against 4.8% Share of Search.
- [Simply Business vs Alan Boswell: compare search popularity](/demand/uk/compare/alan-boswell-vs-simply-business): 8.6% against 2.6% Share of Search.
- [Aviva vs Alan Boswell: compare search popularity](/demand/uk/compare/alan-boswell-vs-aviva): 4.8% against 2.6% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | HomeLet | 53.5% | 9.9K | 0.0% | HomeLet |
| 2 | Direct Line | 29.2% | 5.4K | 0.0% | Direct Line |
| 3 | Simply Business | 8.6% | 1.6K | +23.1% | Simply Business |
| 4 | Aviva | 4.8% | 880 | 0.0% | Aviva |
| 5 | Alan Boswell | 2.6% | 480 | 0.0% | Alan Boswell |
| 6 | Rentguard | 0.92% | 170 | +21.4% | Rentguard |
| 7 | Hiscox | 0.38% | 70 | 0.0% | Hiscox |

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”.

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | HomeLet | 8.1K | 46.3% | 1 |
| Oct 2025 | Direct Line | 6.6K | 37.7% | 2 |
| Oct 2025 | Simply Business | 1.3K | 7.4% | 3 |
| Oct 2025 | Aviva | 880 | 5% | 4 |
| Oct 2025 | Alan Boswell | 320 | 1.8% | 5 |
| Oct 2025 | Rentguard | 260 | 1.5% | 6 |
| Oct 2025 | Hiscox | 50 | 0.29% | 7 |
| Nov 2025 | HomeLet | 8.1K | 46.7% | 1 |
| Nov 2025 | Direct Line | 6.6K | 38% | 2 |
| Nov 2025 | Simply Business | 1.3K | 7.5% | 3 |
| Nov 2025 | Aviva | 720 | 4.1% | 4 |
| Nov 2025 | Alan Boswell | 320 | 1.8% | 5 |
| Nov 2025 | Rentguard | 260 | 1.5% | 6 |
| Nov 2025 | Hiscox | 50 | 0.29% | 7 |
| Dec 2025 | HomeLet | 6.6K | 46.2% | 1 |
| Dec 2025 | Direct Line | 5.4K | 37.8% | 2 |
| Dec 2025 | Simply Business | 1K | 7% | 3 |
| Dec 2025 | Aviva | 720 | 5% | 4 |
| Dec 2025 | Alan Boswell | 320 | 2.2% | 5 |
| Dec 2025 | Rentguard | 210 | 1.5% | 6 |
| Dec 2025 | Hiscox | 50 | 0.35% | 7 |
| Jan 2026 | Direct Line | 8.1K | 41.8% | 1 |
| Jan 2026 | HomeLet | 8.1K | 41.8% | 2 |
| Jan 2026 | Simply Business | 1.6K | 8.2% | 3 |
| Jan 2026 | Aviva | 880 | 4.5% | 4 |
| Jan 2026 | Alan Boswell | 390 | 2% | 5 |
| Jan 2026 | Rentguard | 260 | 1.3% | 6 |
| Jan 2026 | Hiscox | 70 | 0.36% | 7 |
| Feb 2026 | HomeLet | 8.1K | 46.6% | 1 |
| Feb 2026 | Direct Line | 6.6K | 38% | 2 |
| Feb 2026 | Simply Business | 1.3K | 7.5% | 3 |
| Feb 2026 | Aviva | 720 | 4.1% | 4 |
| Feb 2026 | Alan Boswell | 390 | 2.2% | 5 |
| Feb 2026 | Rentguard | 210 | 1.2% | 6 |
| Feb 2026 | Hiscox | 70 | 0.4% | 7 |
| Mar 2026 | HomeLet | 8.1K | 46.3% | 1 |
| Mar 2026 | Direct Line | 6.6K | 37.8% | 2 |
| Mar 2026 | Simply Business | 1.3K | 7.4% | 3 |
| Mar 2026 | Aviva | 720 | 4.1% | 4 |
| Mar 2026 | Alan Boswell | 480 | 2.7% | 5 |
| Mar 2026 | Rentguard | 210 | 1.2% | 6 |
| Mar 2026 | Hiscox | 70 | 0.4% | 7 |
| Apr 2026 | HomeLet | 8.1K | 51.4% | 1 |
| Apr 2026 | Direct Line | 5.4K | 34.3% | 2 |
| Apr 2026 | Simply Business | 1K | 6.3% | 3 |
| Apr 2026 | Aviva | 590 | 3.7% | 4 |
| Apr 2026 | Alan Boswell | 390 | 2.5% | 5 |
| Apr 2026 | Rentguard | 210 | 1.3% | 6 |
| Apr 2026 | Hiscox | 70 | 0.44% | 7 |
| May 2026 | HomeLet | 9.9K | 56.4% | 1 |
| May 2026 | Direct Line | 5.4K | 30.8% | 2 |
| May 2026 | Simply Business | 1K | 5.7% | 3 |
| May 2026 | Aviva | 590 | 3.4% | 4 |
| May 2026 | Alan Boswell | 390 | 2.2% | 5 |
| May 2026 | Rentguard | 170 | 0.97% | 6 |
| May 2026 | Hiscox | 90 | 0.51% | 7 |
| Jun 2026 | HomeLet | 9.9K | 56.7% | 1 |
| Jun 2026 | Direct Line | 5.4K | 30.9% | 2 |
| Jun 2026 | Simply Business | 1K | 5.7% | 3 |
| Jun 2026 | Aviva | 590 | 3.4% | 4 |
| Jun 2026 | Alan Boswell | 320 | 1.8% | 5 |
| Jun 2026 | Rentguard | 170 | 0.97% | 6 |
| Jun 2026 | Hiscox | 70 | 0.4% | 7 |
| Jul 2026 | HomeLet | 12.1K | 60.9% | 1 |
| Jul 2026 | Direct Line | 5.4K | 27.2% | 2 |
| Jul 2026 | Simply Business | 1K | 5% | 3 |
| Jul 2026 | Aviva | 720 | 3.6% | 4 |
| Jul 2026 | Alan Boswell | 390 | 2% | 5 |
| Jul 2026 | Rentguard | 170 | 0.86% | 6 |
| Jul 2026 | Hiscox | 90 | 0.45% | 7 |
| Aug 2026 | HomeLet | 9.9K | 54.5% | 1 |
| Aug 2026 | Direct Line | 5.4K | 29.7% | 2 |
| Aug 2026 | Simply Business | 1.3K | 7.2% | 3 |
| Aug 2026 | Aviva | 880 | 4.8% | 4 |
| Aug 2026 | Alan Boswell | 480 | 2.6% | 5 |
| Aug 2026 | Rentguard | 140 | 0.77% | 6 |
| Aug 2026 | Hiscox | 70 | 0.39% | 7 |
| Sep 2026 | HomeLet | 9.9K | 53.5% | 1 |
| Sep 2026 | Direct Line | 5.4K | 29.2% | 2 |
| Sep 2026 | Simply Business | 1.6K | 8.6% | 3 |
| Sep 2026 | Aviva | 880 | 4.8% | 4 |
| Sep 2026 | Alan Boswell | 480 | 2.6% | 5 |
| Sep 2026 | Rentguard | 170 | 0.92% | 6 |
| Sep 2026 | Hiscox | 70 | 0.38% | 7 |

## What is being compared

- **Alan Boswell**: Measured on the search term “alan boswell landlord insurance”.
- **Aviva**: Measured on the search term “aviva landlord insurance”.
- **Direct Line**: Measured on the search term “direct line landlord insurance”.
- **Hiscox**: Measured on the search term “hiscox landlord insurance”.
- **HomeLet**: Measured on the search term “homelet”.
- **Rentguard**: Measured on the search term “rentguard”.
- **Simply Business**: Measured on the search term “simply business landlord insurance”.

- [Alan Boswell](/demand/uk/brands/alan-boswell)
- [Aviva](/demand/uk/brands/aviva)
- [Direct Line](/demand/uk/brands/direct-line)
- [Hiscox](/demand/uk/brands/hiscox-insurance)
- [HomeLet](/demand/uk/brands/homelet)
- [Rentguard](/demand/uk/brands/rentguard)
- [Simply Business](/demand/uk/brands/simply-business)

## 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 landlord insurance providers in the United Kingdom?

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.

## Cite this page

Brandwave. "Landlord insurance providers in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-landlord-insurance-providers

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