Animal Friends vs Direct Line:Which is more popular?
In September 2026, Animal Friends had more branded searches than Direct Line among pet insurance providers in the United Kingdom. Animal Friends had about 14,800 branded searches, while Direct Line had 3,600. Animal Friends made up 12.7% 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, Animal Friends appeared in one of the five answers and Direct Line in none.
Who do people search for more?
Animal Friends, about 4 searches for every 1 for Direct Line
Who does AI mention more?
Animal Friends, mentioned in 1 of 5 answers, Direct Line in 0
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Top pet insurance providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Animal Friends was mentioned in one out of five: in one of the 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 Animal Friends or Direct Line more popular in search?
This chart shows how often people search Google for Animal Friends and Direct Line 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 Animal Friends, 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 Animal Friends and Direct Line comparison changed over the last 12 months?
3 findings
- Animal Friends was ahead of Direct Line in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Animal Friends’ share of searches among pet insurance providers in the United Kingdom moved from 15.4% to 12.7%, and its estimated monthly branded searches moved from 18.1K to 14.8K.
- 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.
How did search popularity change for United Kingdom pet insurance providers in September 2026?
1 change
In September 2026, Animal Friends lost share of searches among pet insurance providers in the United Kingdom, from 13.6% to 12.7%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Animal Friends’ 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.
Animal Friends
1 branded search term
- animal friends insurance
Direct Line
1 branded search term
- direct line pet insurance
Other head-to-heads among pet insurance providers
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