--- title: "Aviva vs Hastings Direct: Which is searched more in the United Kingdom?" description: "Is Aviva or Hastings Direct more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Home insurance brands set in the United Kingdom. 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/compare/aviva-vs-hastings-direct" publisher: "Brandwave" --- # Aviva vs Hastings Direct: Which is searched more in the United Kingdom? Is Aviva or Hastings Direct more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Home insurance brands set in the United Kingdom. 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 - **Compared**: Aviva and Hastings Direct - **Competitive set**: Home insurance brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Aviva Share of Search**: 17.9% - **Hastings Direct Share of Search**: 5.1% ## Is Aviva or Hastings Direct more popular in search? - In September 2026, Aviva had more branded searches than Hastings Direct among home insurance brands in the United Kingdom. Aviva had about 22,200 branded searches, while Hastings Direct had 6,300. Aviva made up 17.9% of all home insurance brand searches we track, and Hastings Direct accounted for 5.1%. - Aviva was ahead of Hastings Direct in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Aviva’s share of searches among home insurance brands in the United Kingdom moved from 15.8% to 17.9%, and its estimated monthly branded searches moved from 18.1K to 22.2K. - Across the 12 months ending September 2026, Hastings Direct’s share of searches among home insurance brands in the United Kingdom moved from 4.8% to 5.1%, and its estimated monthly branded searches moved from 5.5K to 6.3K. ## Top home insurance brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Aviva was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Hastings Direct did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | NFU Mutual | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Aviva | 2nd | 3 of 3 | 0 of 2 | 3 of 5 | | Tesco Insurance | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Admiral | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | Direct Line | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | Churchill | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | LV= | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hastings Direct | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about home insurance brands - Asked ChatGPT "Which home insurance should I get in the UK?": 1. NFU Mutual, 2. Aviva, 3. Tesco Insurance, 4. Churchill - Asked ChatGPT "What are the best home insurance companies in the UK?": 1. NFU Mutual, 2. Aviva, 3. Direct Line, 4. Tesco Insurance - Asked ChatGPT "What's the best value buildings and contents insurance in the UK?": 1. NFU Mutual, 2. Aviva, 3. Admiral, 4. Tesco Insurance - Searched Google, AI Overview "home insurance": named none of the brands we track - Searched Google, AI Overview "buildings and contents insurance": named none of the brands we track Not named in any answer: LV= and Hastings Direct. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 22, 2026. ## How did search popularity change for United Kingdom home insurance brands in September 2026? - In September 2026, Aviva gained share of searches among home insurance brands in the United Kingdom, from 16.5% to 17.9%. - In September 2026, Hastings Direct lost share of searches among home insurance brands in the United Kingdom, from 5.7% to 5.1%. ## Month by month | Month | Aviva estimated searches | Aviva Share of Search | Aviva rank | Hastings Direct estimated searches | Hastings Direct Share of Search | Hastings Direct rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 18.1K | 15.8% | 3 | 5.5K | 4.8% | 7 | | Nov 2025 | 18.1K | 16.4% | 3 | 5.2K | 4.7% | 7 | | Dec 2025 | 14.8K | 16.8% | 3 | 4.5K | 5.1% | 6 | | Jan 2026 | 22.2K | 17% | 3 | 6.3K | 4.8% | 7 | | Feb 2026 | 18.1K | 16.4% | 3 | 5.5K | 5% | 6 | | Mar 2026 | 18.1K | 15.9% | 3 | 5.5K | 4.8% | 7 | | Apr 2026 | 14.8K | 15% | 3 | 4.5K | 4.6% | 8 | | May 2026 | 18.1K | 17.6% | 3 | 5.2K | 5.1% | 7 | | Jun 2026 | 18.1K | 17.6% | 3 | 5.2K | 5% | 7 | | Jul 2026 | 18.1K | 17.4% | 3 | 5.5K | 5.3% | 7 | | Aug 2026 | 18.1K | 16.5% | 3 | 6.3K | 5.7% | 7 | | Sep 2026 | 22.2K | 17.9% | 3 | 6.3K | 5.1% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Aviva’s and Hastings Direct’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**: Measured on the search term “aviva home insurance”. - **Hastings Direct**: Measured on the search terms “hastings direct home insurance” and “hastings home insurance”, summed into one figure. - [Aviva profile](/demand/uk/brands/aviva) - [Hastings Direct profile](/demand/uk/brands/hastings-direct) - [All home insurance brands in the United Kingdom](/demand/uk/categories/uk-home-insurance-brands): The set both shares are measured inside, 8 brands. ## 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 ### Is Aviva or Hastings Direct more popular in search? In September 2026, Aviva had more branded searches than Hastings Direct among home insurance brands in the United Kingdom. Aviva had about 22,200 branded searches, while Hastings Direct had 6,300. Aviva made up 17.9% of all home insurance brand searches we track, and Hastings Direct accounted for 5.1%. ## Cite this page Brandwave. "Aviva vs Hastings Direct: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/aviva-vs-hastings-direct This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/aviva-vs-hastings-direct. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.