Aviva vs Direct Line:Which is more popular?
In September 2026, Direct Line had more branded searches than Aviva among van insurance providers in the United Kingdom. Direct Line had about 3,600 branded searches, while Aviva had 2,400. Direct Line made up 19.3% of all van insurance provider searches we track, and Aviva accounted for 12.9%. When we asked ChatGPT and Google AI Overviews about van insurance providers, Aviva and Direct Line each appeared in one of the five answers. Aviva and Direct Line were each mentioned first in one of the two answers.
Who do people search for more?
Direct Line, about 50% more searches than Aviva
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top van insurance providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Aviva and Direct Line were each mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Aviva and Direct Line were each listed first in one of the two answers.
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.
The Van Insurer3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
RAC2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Direct Line1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Aviva1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
AXA1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Admiral0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Tradex Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hastings Direct0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ageas0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
1st Central0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about van insurance providers
5 answers
Asked ChatGPT
“Who has the best van insurance in the UK?”
Asked ChatGPT
“Which company should I insure my van with?”
Asked ChatGPT
“What's the cheapest van insurance for a tradesperson in the UK?”
Searched Google, AI Overview
“van insurance”
Searched Google, AI Overview
“van insurance quote”
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 Aviva or Direct Line more popular in search?
This chart shows how often people search Google for Aviva and Direct Line by name. Each line represents a brand's share of searches for all ten van insurance providers we track, month by month, from searches in United Kingdom.
Share of searches by month for Direct Line, Aviva. The figures are in the table below the chart.
View monthly share of searches table
| Month | Admiral | Direct Line | Aviva | Tradex Insurance | Hastings Direct | AXA | RAC | Ageas | The Van Insurer | 1st Central |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 34% | 22.7% | 9.8% | 12.4% | 8.2% | 4.5% | 2.5% | 3.7% | 1.3% | 0.88% |
| Nov 2025 | 37.7% | 20.6% | 10.9% | 10.9% | 7.4% | 4.1% | 2.7% | 3.4% | 1.5% | 0.8% |
| Dec 2025 | 35.7% | 23.8% | 10.6% | 10.6% | 6.6% | 4.8% | 2.6% | 3.2% | 1.4% | 0.73% |
| Jan 2026 | 33.1% | 22.1% | 12% | 9.5% | 8% | 5% | 3.6% | 3.6% | 2% | 1.1% |
| Feb 2026 | 33.3% | 22.2% | 12.1% | 9.6% | 8.1% | 4.4% | 3.6% | 3.6% | 2% | 1.1% |
| Mar 2026 | 36.2% | 19.7% | 10.7% | 10.7% | 8.5% | 4.5% | 3.2% | 3.9% | 1.7% | 0.76% |
| Apr 2026 | 33.8% | 22.5% | 12.3% | 9.7% | 8.2% | 4.5% | 3% | 3.7% | 1.6% | 0.72% |
| May 2026 | 36.9% | 20.1% | 10.6% | 8.9% | 8.9% | 5.6% | 2.7% | 3.3% | 2.2% | 0.78% |
| Jun 2026 | 35.4% | 19.3% | 12.9% | 10.2% | 8.6% | 4.7% | 3.2% | 3.2% | 1.7% | 0.75% |
| Jul 2026 | 35.6% | 19.4% | 12.9% | 10.2% | 8.6% | 4.7% | 3.2% | 3.2% | 1.4% | 0.75% |
| Aug 2026 | 36.4% | 19.8% | 13.2% | 8.8% | 8.8% | 4.8% | 3.3% | 2.6% | 1.4% | 0.77% |
| Sep 2026 | 35.4% | 19.3% | 12.9% | 10.2% | 8.6% | 5.4% | 3.2% | 2.6% | 1.7% | 0.75% |
Direct Line and Aviva sell other things too, so only their searches that name this product count here, like “direct line van insurance”.
How has the Aviva and Direct Line comparison changed over the last 12 months?
3 findings
- Direct Line was ahead of Aviva in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Aviva’s share of searches among van insurance providers in the United Kingdom moved from 9.8% to 12.9%, and its estimated monthly branded searches moved from 1.9K to 2.4K.
- Across the 12 months ending September 2026, Direct Line’s share of searches among van insurance providers in the United Kingdom moved from 22.7% to 19.3%, and its estimated monthly branded searches moved from 4.4K to 3.6K.
How did search popularity change for United Kingdom van insurance providers in September 2026?
2 changes
In September 2026, Direct Line lost share of searches among van insurance providers in the United Kingdom, from 19.8% to 19.3%.
Estimated monthly branded searches for Aviva in the United Kingdom rose 26.3% over 12 measured months, from 1.9K to 2.4K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Aviva’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.
Aviva
1 branded search term
- aviva van insurance
Direct Line
1 branded search term
- direct line van insurance
Other head-to-heads among van insurance providers
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