Direct Line vs Petplan:Which is more popular?
In September 2026, Petplan had more branded searches than Direct Line among pet insurance providers in the United Kingdom. Petplan had about 60,500 branded searches, while Direct Line had 3,600. Petplan made up 51.8% of all pet insurance provider searches we track, and Direct Line accounted for 3.1%. When we asked ChatGPT and Google AI Overviews about pet insurance providers, Petplan appeared in three of the five answers and Direct Line in none.
Who do people search for more?
Petplan, about 17 searches for every 1 for Direct Line
Who does AI mention more?
Petplan, mentioned in 3 of 5 answers, Direct Line in 0
Who does AI recommend more?
Petplan, the only one of the two named
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Top pet insurance providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Petplan was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Direct Line did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Agria1st- Petplan2nd
ManyPets3rd
Animal Friends4th
Direct Line–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Petplan3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Agria3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- ManyPets3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Animal Friends1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Direct Line0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about pet insurance providers
5 answers
Asked ChatGPT
“Which pet insurance provider should I use in the UK?”
Asked ChatGPT
“What are the best pet insurance providers in the UK?”
Asked ChatGPT
“What's the best lifetime pet insurance in the UK for a puppy?”
Searched Google, AI Overview
“pet insurance”
Searched Google, AI Overview
“best pet 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.
Is Direct Line or Petplan more popular in search?
This chart shows how often people search Google for Direct Line and Petplan by name. Each line represents a brand's share of searches for all five pet insurance providers we track, month by month, from searches in United Kingdom.
Share of searches by month for Petplan, Direct Line. The figures are in the table below the chart.
View monthly share of searches table
| Month | Petplan | Agria | Animal Friends | ManyPets | Direct Line |
|---|---|---|---|---|---|
| Oct 2025 | 51.5% | 18.9% | 15.4% | 11.1% | 3.1% |
| Nov 2025 | 54.8% | 16.4% | 16.4% | 9.8% | 2.6% |
| Dec 2025 | 54.9% | 16.4% | 16.4% | 9.6% | 2.6% |
| Jan 2026 | 54.5% | 16.3% | 16.3% | 9.6% | 3.2% |
| Feb 2026 | 54.5% | 16.3% | 16.3% | 9.7% | 3.2% |
| Mar 2026 | 52.5% | 19.3% | 15.7% | 9.4% | 3.1% |
| Apr 2026 | 52.9% | 19.4% | 15.8% | 9.3% | 2.5% |
| May 2026 | 52.9% | 19.4% | 15.8% | 9.3% | 2.5% |
| Jun 2026 | 53% | 19.4% | 15.9% | 9.2% | 2.5% |
| Jul 2026 | 50.5% | 22.6% | 15.1% | 8.8% | 3% |
| Aug 2026 | 55.5% | 20.3% | 13.6% | 8% | 2.7% |
| Sep 2026 | 51.8% | 23.2% | 12.7% | 9.2% | 3.1% |
How has the Direct Line and Petplan comparison changed over the last 12 months?
3 findings
- Petplan was ahead of Direct Line in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Direct Line’s share of searches among pet insurance providers in the United Kingdom held steady at 3.1%, and its estimated monthly branded searches held steady at 3.6K.
- Across the 12 months ending September 2026, Petplan’s share of searches among pet insurance providers in the United Kingdom moved from 51.5% to 51.8%, and its estimated monthly branded searches held steady at 60.5K.
How did search popularity change for United Kingdom pet insurance providers in September 2026?
1 change
In September 2026, Petplan lost share of searches among pet insurance providers in the United Kingdom, from 55.5% to 51.8%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Direct Line’s and Petplan’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.
Direct Line
1 branded search term
- direct line pet insurance
Petplan
1 branded search term
- petplan
Other head-to-heads among pet insurance providers
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