Private health insurance providers in the United Kingdom:Which are most popular?
In September 2026, Bupa was the most searched private health insurance provider in the United Kingdom, accounting for 46% of all searches among the eight providers we track. When we checked with ChatGPT and Google AI Overviews, Bupa, AXA and Aviva showed up in every answer. Bupa was recommended most often, coming first in two out of five responses.
BupaShare of searches 46%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
AXAShare of searches 24.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
Benenden HealthShare of searches 13.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
AvivaShare of searches 6.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 4th
WPAShare of searches 4.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Follow private health insurance providers and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top private health insurance providers in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Bupa, AXA and Aviva appeared every time. Bupa was recommended most often, coming first in two out of five answers. WPA was second, and AXA was third. National Friendly, which ranked seventh in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Bupa1st
- WPA2nd
- AXA3rd
- Aviva4th
Vitality5th- Benenden Health6th
National Friendly–
Freedom Health Insurance–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bupa5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- AXA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Aviva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Vitality4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- WPA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Benenden Health2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- National Friendly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Freedom Health Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about private health insurance providers
5 answers
Asked ChatGPT
“What's the best private health insurance in the UK?”
Asked ChatGPT
“Which private medical insurance provider should I choose?”
Asked ChatGPT
“Who are the best private health insurance providers in the UK?”
Searched Google, AI Overview
“private medical insurance”
Searched Google, AI Overview
“private health 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 23, 2026.
Which private health insurance providers do people search for most?
This chart shows how often people search Google for each private health insurance provider by name. Each line represents a brand's share of searches for all eight private health insurance providers we track, month by month, from searches in United Kingdom.
Share of searches by month for Bupa, AXA, Benenden Health, Aviva, WPA, Vitality. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bupa | AXA | Benenden Health | Aviva | WPA | Vitality | National Friendly | Freedom Health Insurance |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.6% | 23.9% | 16.8% | 6.1% | 3.7% | 2.2% | 1.2% | 0.37% |
| Nov 2025 | 46.5% | 23.7% | 17.1% | 5.1% | 3.8% | 2.3% | 1% | 0.37% |
| Dec 2025 | 47.6% | 24.8% | 14.3% | 6.4% | 3.3% | 2.3% | 1% | 0.38% |
| Jan 2026 | 47.6% | 24.8% | 14.3% | 5.2% | 3.9% | 2.9% | 1% | 0.31% |
| Feb 2026 | 43.4% | 27.1% | 16% | 5.8% | 3.6% | 2.6% | 1.1% | 0.35% |
| Mar 2026 | 48.1% | 24.5% | 14.4% | 5.3% | 3.7% | 2.4% | 1.3% | 0.31% |
| Apr 2026 | 45.1% | 28.1% | 13.6% | 5% | 4.3% | 2.7% | 0.98% | 0.3% |
| May 2026 | 46.7% | 29.2% | 11.5% | 5.1% | 3.8% | 2.3% | 1% | 0.31% |
| Jun 2026 | 45.9% | 28.6% | 11.3% | 5% | 4.6% | 2.8% | 1.5% | 0.3% |
| Jul 2026 | 48.4% | 25.4% | 11.9% | 5.3% | 4.5% | 2.9% | 1.3% | 0.26% |
| Aug 2026 | 44.1% | 27.3% | 13.2% | 5.9% | 4.6% | 3.2% | 1.4% | 0.29% |
| Sep 2026 | 46% | 24.9% | 13.8% | 6.2% | 4.5% | 2.8% | 1.5% | 0.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 46% | 110K | +21.5% | +2 points | |
| 2, held 2nd | 24.9% | 59.4K | +5.9% | -2.5 points | |
| 3, held 3rd | 13.8% | 33.1K | +22.1% | +0.7 points | |
| 4, held 4th | 6.2% | 14.8K | +22.3% | +0.3 points | |
| 5, held 5th | 4.5% | 10.8K | +13.7% | -0.1 points | |
| 6, held 6th | 2.8% | 6.6K | 0% | -0.5 points | |
| 7, held 7th | 1.5% | 3.6K | +24.1% | +0.1 points | |
| 8, held 8th | 0.3% | 720 | +22% | 0 points |
1.
Bupa46%
Held 1st. 110K estimated branded searches, +21.5% vs prior month. Share +2 points.
2.
AXA24.9%
Held 2nd. 59.4K estimated branded searches, +5.9% vs prior month. Share -2.5 points.
13.8%
Held 3rd. 33.1K estimated branded searches, +22.1% vs prior month. Share +0.7 points.
4.
Aviva6.2%
Held 4th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.3 points.
5.
WPA4.5%
Held 5th. 10.8K estimated branded searches, +13.7% vs prior month. Share -0.1 points.
6.
Vitality2.8%
Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share -0.5 points.
1.5%
Held 7th. 3.6K estimated branded searches, +24.1% vs prior month. Share +0.1 points.
0.3%
Held 8th. 720 estimated branded searches, +22% vs prior month. Share 0 points.
Which brand is most popular in search among private health insurance providers in the United Kingdom?
8 brands
In September 2026, Bupa was the most searched among private health insurance providers in the United Kingdom, with an estimated 110K branded searches, 46% of all searches for the eight we track. AXA is in 2nd place, 21.2 percentage points behind at 24.9%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Bupa | 45.6% → 46% | 48.4%Jul 2026 | 43.4%Feb 2026 | 1st |
| AXA | 23.9% → 24.9% | 29.2%May 2026 | 23.7%Nov 2025 | 2nd |
| Benenden Health | 16.8% → 13.8% | 17.1%Nov 2025 | 11.3%Jun 2026 | 3rd |
| Aviva | 6.1% → 6.2% | 6.4%Dec 2025 | 5%Apr 2026 | 4th |
| WPA | 3.7% → 4.5% | 4.6%Aug 2026 | 3.3%Dec 2025 | 5th |
| Vitality | 2.2% → 2.8% | 3.2%Aug 2026 | 2.2%Oct 2025 | 6th |
| National Friendly | 1.2% → 1.5% | 1.5%Sep 2026 | 0.98%Apr 2026 | 7th |
| Freedom Health Insurance | 0.37% → 0.3% | 0.38%Dec 2025 | 0.26%Jul 2026 | 8th |
Each finding as a sentence
- Across the 12 months ending September 2026, AXA’s share of searches among private health insurance providers in the United Kingdom increased from 23.9% to 24.9%.
- Across the 12 months ending September 2026, Benenden Health’s share of searches among private health insurance providers in the United Kingdom decreased from 16.8% to 13.8%.
- Across the 12 months ending September 2026, WPA’s share of searches among private health insurance providers in the United Kingdom increased from 3.7% to 4.5%.
- Across the 12 months ending September 2026, Vitality’s share of searches among private health insurance providers in the United Kingdom increased from 2.2% to 2.8%.
- Across the 12 months ending September 2026, Bupa’s share of searches among private health insurance providers in the United Kingdom peaked at 48.4% in July 2026 and was lowest at 43.4% in February 2026.
- Across the 12 months ending September 2026, AXA’s share of searches among private health insurance providers in the United Kingdom peaked at 29.2% in May 2026 and was lowest at 23.7% in November 2025.
- Across the 12 months ending September 2026, Benenden Health’s share of searches among private health insurance providers in the United Kingdom peaked at 17.1% in November 2025 and was lowest at 11.3% in June 2026.
- Across the 12 months ending September 2026, Aviva’s share of searches among private health insurance providers in the United Kingdom peaked at 6.4% in December 2025 and was lowest at 5% in April 2026.
- Across the 12 months ending September 2026, WPA’s share of searches among private health insurance providers in the United Kingdom peaked at 4.6% in August 2026 and was lowest at 3.3% in December 2025.
- Across the 12 months ending September 2026, Bupa, Aviva, National Friendly and Freedom Health Insurance held steady: their share of searches among private health insurance providers in the United Kingdom each moved less than 0.5 percentage points.
How did search popularity change for United Kingdom private health insurance providers in September 2026?
8 changes
In September 2026, Bupa gained share of searches among private health insurance providers in the United Kingdom, from 44.1% to 46%.
In September 2026, Benenden Health gained share of searches among private health insurance providers in the United Kingdom, from 13.2% to 13.8%.
In September 2026, AXA lost share of searches among private health insurance providers in the United Kingdom, from 27.3% to 24.9%.
Aviva’s share of searches among private health insurance providers in the United Kingdom has gained ground for 3 months in a row, from 5% to 6.2% in September 2026.
Estimated monthly branded searches for National Friendly in the United Kingdom rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.
Estimated monthly branded searches for Vitality in the United Kingdom rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.
Estimated monthly branded searches for WPA in the United Kingdom rose 20% over 12 measured months, from 9K to 10.8K in September 2026.
Estimated monthly branded searches for Freedom Health Insurance in the United Kingdom fell 18.2% over 12 measured months, from 880 to 720 in September 2026.
Compare popularity between leading brands
- Bupa vs AXA: compare popularity
- Bupa vs Benenden Health: compare popularity
- Bupa vs Aviva: compare popularity
- Bupa vs WPA: compare popularity
- AXA vs Benenden Health: compare popularity
- AXA vs Aviva: compare popularity
- AXA vs WPA: compare popularity
- Benenden Health vs Aviva: compare popularity
- Benenden Health vs WPA: compare popularity
- Aviva vs WPA: compare popularity
- Compare any of these brands
See your own brand in this picture
Brandwave tracks your branded demand next to your campaigns, spend and outcomes, so you can see what moved your numbers, not just that they moved.