Aviva vs Simply Business:Which is more popular?
In September 2026, Simply Business had more branded searches than Aviva among landlord insurance providers in the United Kingdom. Simply Business had about 1,600 branded searches, while Aviva had 880. Simply Business made up 8.6% of all landlord insurance provider searches we track, and Aviva accounted for 4.8%. When we asked ChatGPT and Google AI Overviews about landlord insurance providers, Aviva appeared in two of the five answers and Simply Business in none.
Who do people search for more?
Simply Business, about 82% more searches than Aviva
Who does AI mention more?
Aviva, mentioned in 2 of 5 answers, Simply Business in 0
Who does AI recommend more?
Aviva, the only one of the two named
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Top landlord insurance providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Aviva was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Simply Business 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.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Direct Line4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Alan Boswell3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Aviva2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
HomeLet0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Simply Business0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Rentguard0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Hiscox0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about landlord insurance providers
5 answers
Asked ChatGPT
“What's the best landlord insurance in the UK?”
Asked ChatGPT
“Which company should I use for landlord insurance on a buy-to-let?”
Asked ChatGPT
“Who offers the best rent guarantee and landlord cover?”
Searched Google, AI Overview
“landlord insurance”
Searched Google, AI Overview
“landlord insurance uk”
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 Simply Business more popular in search?
This chart shows how often people search Google for Aviva and Simply Business by name. Each line represents a brand's share of searches for all seven landlord insurance providers we track, month by month, from searches in United Kingdom.
Share of searches by month for Simply Business, Aviva. The figures are in the table below the chart.
View monthly share of searches table
| Month | HomeLet | Direct Line | Simply Business | Aviva | Alan Boswell | Rentguard | Hiscox |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.3% | 37.7% | 7.4% | 5% | 1.8% | 1.5% | 0.29% |
| Nov 2025 | 46.7% | 38% | 7.5% | 4.1% | 1.8% | 1.5% | 0.29% |
| Dec 2025 | 46.2% | 37.8% | 7% | 5% | 2.2% | 1.5% | 0.35% |
| Jan 2026 | 41.8% | 41.8% | 8.2% | 4.5% | 2% | 1.3% | 0.36% |
| Feb 2026 | 46.6% | 38% | 7.5% | 4.1% | 2.2% | 1.2% | 0.4% |
| Mar 2026 | 46.3% | 37.8% | 7.4% | 4.1% | 2.7% | 1.2% | 0.4% |
| Apr 2026 | 51.4% | 34.3% | 6.3% | 3.7% | 2.5% | 1.3% | 0.44% |
| May 2026 | 56.4% | 30.8% | 5.7% | 3.4% | 2.2% | 0.97% | 0.51% |
| Jun 2026 | 56.7% | 30.9% | 5.7% | 3.4% | 1.8% | 0.97% | 0.4% |
| Jul 2026 | 60.9% | 27.2% | 5% | 3.6% | 2% | 0.86% | 0.45% |
| Aug 2026 | 54.5% | 29.7% | 7.2% | 4.8% | 2.6% | 0.77% | 0.39% |
| Sep 2026 | 53.5% | 29.2% | 8.6% | 4.8% | 2.6% | 0.92% | 0.38% |
Simply Business and Aviva sell other things too, so only their searches that name this product count here, like “simply business landlord insurance”.
How has the Aviva and Simply Business comparison changed over the last 12 months?
3 findings
- Simply Business 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 landlord insurance providers in the United Kingdom moved from 5% to 4.8%, and its estimated monthly branded searches held steady at 880.
- Across the 12 months ending September 2026, Simply Business’ share of searches among landlord insurance providers in the United Kingdom moved from 7.4% to 8.6%, and its estimated monthly branded searches moved from 1.3K to 1.6K.
How did search popularity change for United Kingdom landlord insurance providers in September 2026?
1 change
In September 2026, Simply Business gained share of searches among landlord insurance providers in the United Kingdom, from 7.2% to 8.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Aviva’s and Simply Business’ 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 landlord insurance
Simply Business
1 branded search term
- simply business landlord insurance
Other head-to-heads among landlord insurance providers
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