Alan Boswell vs Direct Line:Which is more popular?
In September 2026, Direct Line had more branded searches than Alan Boswell among landlord insurance providers in the United Kingdom. Direct Line had about 5,400 branded searches, while Alan Boswell had 480. Direct Line made up 29.2% of all landlord insurance provider searches we track, and Alan Boswell accounted for 2.6%. When we asked ChatGPT and Google AI Overviews about landlord insurance providers, Direct Line appeared in four of the five answers and Alan Boswell in three. Alan Boswell was mentioned before Direct Line in every answer.
Who do people search for more?
Direct Line, about 11 searches for every 1 for Alan Boswell
Who does AI mention more?
Direct Line, mentioned in 4 of 5 answers, Alan Boswell in 3
Who does AI recommend more?
Alan Boswell, named ahead of Direct Line in every answer
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Top landlord insurance providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Direct Line was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Alan Boswell was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Alan Boswell was listed before Direct Line in every answer.
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.
- 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?”
Asked ChatGPT
“Which company should I use for landlord insurance on a buy-to-let?”
Asked ChatGPT
“Who offers the best rent guarantee and landlord cover?”
Searched Google, AI Overview
“landlord insurance”
Searched Google, AI Overview
“landlord insurance uk”
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 Alan Boswell or Direct Line more popular in search?
This chart shows how often people search Google for Alan Boswell and Direct Line 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 by month for Direct Line, Alan Boswell. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
Direct Line sells other things too, so only its searches that name this product count here, like “direct line landlord insurance”.
How has the Alan Boswell and Direct Line comparison changed over the last 12 months?
3 findings
- Direct Line was ahead of Alan Boswell in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Alan Boswell’s share of searches among landlord insurance providers in the United Kingdom moved from 1.8% to 2.6%, and its estimated monthly branded searches moved from 320 to 480.
- Across the 12 months ending September 2026, Direct Line’s share of searches among landlord insurance providers in the United Kingdom moved from 37.7% to 29.2%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
How did search popularity change for United Kingdom landlord insurance providers in September 2026?
2 changes
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Alan Boswell’s and Direct Line’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.
Alan Boswell
1 branded search term
- alan boswell landlord insurance
Direct Line
1 branded search term
- direct line landlord insurance
Other head-to-heads among landlord insurance providers
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