---
title: "Private health insurance providers in the United Kingdom: Which are searched most?"
description: "Compare the private medical insurance providers people in the UK buy cover from. Share of Search among Bupa, AXA, Benenden Health, Aviva, WPA, Vitality, National Friendly and Freedom Health Insurance, the private health 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-private-health-insurance-providers"
publisher: "Brandwave"
---

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

Compare the private medical insurance providers people in the UK buy cover from. Share of Search among Bupa, AXA, Benenden Health, Aviva, WPA, Vitality, National Friendly and Freedom Health Insurance, the private health 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**: Private health insurance providers
- **Market**: United Kingdom
- **Brands compared**: 8
- **Month measured**: Sep 2026
- **Highest Share of Search**: Bupa, 46%

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

- 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%.
- 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.

## 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.

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 |
| --- | --- | --- | --- | --- |
| Bupa | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| WPA | 2nd | 3 of 3 | 0 of 2 | 3 of 5 |
| AXA | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Aviva | 4th | 3 of 3 | 2 of 2 | 5 of 5 |
| Vitality | 5th | 2 of 3 | 2 of 2 | 4 of 5 |
| Benenden Health | 6th | 0 of 3 | 2 of 2 | 2 of 5 |
| National Friendly | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Freedom Health Insurance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about private health insurance providers

- Asked ChatGPT "What's the best private health insurance in the UK?": 1. WPA, 2. Bupa, 3. AXA, 4. Aviva, 5. Vitality
- Asked ChatGPT "Which private medical insurance provider should I choose?": 1. WPA, 2. Bupa, 3. AXA, 4. Aviva
- Asked ChatGPT "Who are the best private health insurance providers in the UK?": 1. WPA, 2. Bupa, 3. AXA, 4. Aviva, 5. Vitality
- Searched Google, AI Overview "private medical insurance": 1. Bupa, 2. Aviva, 3. AXA, 4. Vitality, 5. Benenden Health
- Searched Google, AI Overview "private health insurance": 1. Bupa, 2. Aviva, 3. AXA, 4. Vitality, 5. Benenden Health

Not named in any answer: National Friendly and Freedom Health Insurance.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 23, 2026.

## Compare search popularity between leading brands

- [Bupa vs AXA: compare search popularity](/demand/uk/compare/axa-vs-bupa): 46% against 24.9% Share of Search.
- [Bupa vs Benenden Health: compare search popularity](/demand/uk/compare/benenden-health-vs-bupa): 46% against 13.8% Share of Search.
- [Bupa vs Aviva: compare search popularity](/demand/uk/compare/aviva-vs-bupa): 46% against 6.2% Share of Search.
- [Bupa vs WPA: compare search popularity](/demand/uk/compare/bupa-vs-wpa): 46% against 4.5% Share of Search.
- [AXA vs Benenden Health: compare search popularity](/demand/uk/compare/axa-vs-benenden-health): 24.9% against 13.8% Share of Search.
- [AXA vs Aviva: compare search popularity](/demand/uk/compare/aviva-vs-axa): 24.9% against 6.2% Share of Search.
- [AXA vs WPA: compare search popularity](/demand/uk/compare/axa-vs-wpa): 24.9% against 4.5% Share of Search.
- [Benenden Health vs Aviva: compare search popularity](/demand/uk/compare/aviva-vs-benenden-health): 13.8% against 6.2% Share of Search.
- [Benenden Health vs WPA: compare search popularity](/demand/uk/compare/benenden-health-vs-wpa): 13.8% against 4.5% Share of Search.
- [Aviva vs WPA: compare search popularity](/demand/uk/compare/aviva-vs-wpa): 6.2% against 4.5% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Bupa | 46% | 110K | +21.5% | Bupa |
| 2 | AXA | 24.9% | 59.4K | +5.9% | AXA |
| 3 | Benenden Health | 13.8% | 33.1K | +22.1% | Benenden Health |
| 4 | Aviva | 6.2% | 14.8K | +22.3% | Aviva |
| 5 | WPA | 4.5% | 10.8K | +13.7% | WPA |
| 6 | Vitality | 2.8% | 6.6K | 0.0% | Vitality |
| 7 | National Friendly | 1.5% | 3.6K | +24.1% | National Friendly |
| 8 | Freedom Health Insurance | 0.3% | 720 | +22.0% | Freedom Health Insurance |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Bupa | 110K | 45.6% | 1 |
| Oct 2025 | AXA | 57.6K | 23.9% | 2 |
| Oct 2025 | Benenden Health | 40.5K | 16.8% | 3 |
| Oct 2025 | Aviva | 14.8K | 6.1% | 4 |
| Oct 2025 | WPA | 9K | 3.7% | 5 |
| Oct 2025 | Vitality | 5.4K | 2.2% | 6 |
| Oct 2025 | National Friendly | 2.9K | 1.2% | 7 |
| Oct 2025 | Freedom Health Insurance | 880 | 0.37% | 8 |
| Nov 2025 | Bupa | 110K | 46.5% | 1 |
| Nov 2025 | AXA | 56.1K | 23.7% | 2 |
| Nov 2025 | Benenden Health | 40.5K | 17.1% | 3 |
| Nov 2025 | Aviva | 12.1K | 5.1% | 4 |
| Nov 2025 | WPA | 9K | 3.8% | 5 |
| Nov 2025 | Vitality | 5.4K | 2.3% | 6 |
| Nov 2025 | National Friendly | 2.4K | 1% | 7 |
| Nov 2025 | Freedom Health Insurance | 880 | 0.37% | 8 |
| Dec 2025 | Bupa | 90.5K | 47.6% | 1 |
| Dec 2025 | AXA | 47.1K | 24.8% | 2 |
| Dec 2025 | Benenden Health | 27.1K | 14.3% | 3 |
| Dec 2025 | Aviva | 12.1K | 6.4% | 4 |
| Dec 2025 | WPA | 6.3K | 3.3% | 5 |
| Dec 2025 | Vitality | 4.4K | 2.3% | 6 |
| Dec 2025 | National Friendly | 1.9K | 1% | 7 |
| Dec 2025 | Freedom Health Insurance | 720 | 0.38% | 8 |
| Jan 2026 | Bupa | 135K | 47.6% | 1 |
| Jan 2026 | AXA | 70.4K | 24.8% | 2 |
| Jan 2026 | Benenden Health | 40.5K | 14.3% | 3 |
| Jan 2026 | Aviva | 14.8K | 5.2% | 4 |
| Jan 2026 | WPA | 11K | 3.9% | 5 |
| Jan 2026 | Vitality | 8.1K | 2.9% | 6 |
| Jan 2026 | National Friendly | 2.9K | 1% | 7 |
| Jan 2026 | Freedom Health Insurance | 880 | 0.31% | 8 |
| Feb 2026 | Bupa | 110K | 43.4% | 1 |
| Feb 2026 | AXA | 68.6K | 27.1% | 2 |
| Feb 2026 | Benenden Health | 40.5K | 16% | 3 |
| Feb 2026 | Aviva | 14.8K | 5.8% | 4 |
| Feb 2026 | WPA | 9K | 3.6% | 5 |
| Feb 2026 | Vitality | 6.6K | 2.6% | 6 |
| Feb 2026 | National Friendly | 2.9K | 1.1% | 7 |
| Feb 2026 | Freedom Health Insurance | 880 | 0.35% | 8 |
| Mar 2026 | Bupa | 135K | 48.1% | 1 |
| Mar 2026 | AXA | 68.6K | 24.5% | 2 |
| Mar 2026 | Benenden Health | 40.5K | 14.4% | 3 |
| Mar 2026 | Aviva | 14.8K | 5.3% | 4 |
| Mar 2026 | WPA | 10.5K | 3.7% | 5 |
| Mar 2026 | Vitality | 6.6K | 2.4% | 6 |
| Mar 2026 | National Friendly | 3.6K | 1.3% | 7 |
| Mar 2026 | Freedom Health Insurance | 880 | 0.31% | 8 |
| Apr 2026 | Bupa | 110K | 45.1% | 1 |
| Apr 2026 | AXA | 68.6K | 28.1% | 2 |
| Apr 2026 | Benenden Health | 33.1K | 13.6% | 3 |
| Apr 2026 | Aviva | 12.1K | 5% | 4 |
| Apr 2026 | WPA | 10.5K | 4.3% | 5 |
| Apr 2026 | Vitality | 6.6K | 2.7% | 6 |
| Apr 2026 | National Friendly | 2.4K | 0.98% | 7 |
| Apr 2026 | Freedom Health Insurance | 720 | 0.3% | 8 |
| May 2026 | Bupa | 110K | 46.7% | 1 |
| May 2026 | AXA | 68.6K | 29.2% | 2 |
| May 2026 | Benenden Health | 27.1K | 11.5% | 3 |
| May 2026 | Aviva | 12.1K | 5.1% | 4 |
| May 2026 | WPA | 9K | 3.8% | 5 |
| May 2026 | Vitality | 5.4K | 2.3% | 6 |
| May 2026 | National Friendly | 2.4K | 1% | 7 |
| May 2026 | Freedom Health Insurance | 720 | 0.31% | 8 |
| Jun 2026 | Bupa | 110K | 45.9% | 1 |
| Jun 2026 | AXA | 68.6K | 28.6% | 2 |
| Jun 2026 | Benenden Health | 27.1K | 11.3% | 3 |
| Jun 2026 | Aviva | 12.1K | 5% | 4 |
| Jun 2026 | WPA | 11K | 4.6% | 5 |
| Jun 2026 | Vitality | 6.6K | 2.8% | 6 |
| Jun 2026 | National Friendly | 3.6K | 1.5% | 7 |
| Jun 2026 | Freedom Health Insurance | 720 | 0.3% | 8 |
| Jul 2026 | Bupa | 110K | 48.4% | 1 |
| Jul 2026 | AXA | 57.6K | 25.4% | 2 |
| Jul 2026 | Benenden Health | 27.1K | 11.9% | 3 |
| Jul 2026 | Aviva | 12.1K | 5.3% | 4 |
| Jul 2026 | WPA | 10.2K | 4.5% | 5 |
| Jul 2026 | Vitality | 6.6K | 2.9% | 6 |
| Jul 2026 | National Friendly | 2.9K | 1.3% | 7 |
| Jul 2026 | Freedom Health Insurance | 590 | 0.26% | 8 |
| Aug 2026 | Bupa | 90.5K | 44.1% | 1 |
| Aug 2026 | AXA | 56.1K | 27.3% | 2 |
| Aug 2026 | Benenden Health | 27.1K | 13.2% | 3 |
| Aug 2026 | Aviva | 12.1K | 5.9% | 4 |
| Aug 2026 | WPA | 9.5K | 4.6% | 5 |
| Aug 2026 | Vitality | 6.6K | 3.2% | 6 |
| Aug 2026 | National Friendly | 2.9K | 1.4% | 7 |
| Aug 2026 | Freedom Health Insurance | 590 | 0.29% | 8 |
| Sep 2026 | Bupa | 110K | 46% | 1 |
| Sep 2026 | AXA | 59.4K | 24.9% | 2 |
| Sep 2026 | Benenden Health | 33.1K | 13.8% | 3 |
| Sep 2026 | Aviva | 14.8K | 6.2% | 4 |
| Sep 2026 | WPA | 10.8K | 4.5% | 5 |
| Sep 2026 | Vitality | 6.6K | 2.8% | 6 |
| Sep 2026 | National Friendly | 3.6K | 1.5% | 7 |
| Sep 2026 | Freedom Health Insurance | 720 | 0.3% | 8 |

## What is being compared

- **Aviva**: Measured on the search term “aviva health insurance”.
- **AXA**: Measured on the search terms “axa health” and “axa health insurance”, summed into one figure.
- **Benenden Health**: Measured on the search term “benenden health”.
- **Bupa**: Measured on the search term “bupa”.
- **Freedom Health Insurance**: Measured on the search term “freedom health insurance”.
- **National Friendly**: Measured on the search term “national friendly”.
- **Vitality**: Measured on the search term “vitality life insurance”.
- **WPA**: Measured on the search terms “wpa health” and “wpa health insurance”, summed into one figure.

- [Aviva](/demand/uk/brands/aviva)
- [AXA](/demand/uk/brands/axa)
- [Benenden Health](/demand/uk/brands/benenden-health)
- [Bupa](/demand/uk/brands/bupa)
- [Freedom Health Insurance](/demand/uk/brands/freedom-health-insurance)
- [National Friendly](/demand/uk/brands/national-friendly)
- [Vitality](/demand/uk/brands/vitality-uk)
- [WPA](/demand/uk/brands/wpa)

## 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 private health insurance providers in the United Kingdom?

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.

## Cite this page

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

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