--- title: "AXA vs Bupa: Which is searched more in the United Kingdom?" description: "Is AXA or Bupa more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Private health insurance providers 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/axa-vs-bupa" publisher: "Brandwave" --- # AXA vs Bupa: Which is searched more in the United Kingdom? Is AXA or Bupa more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Private health insurance providers 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**: AXA and Bupa - **Competitive set**: Private health insurance providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **AXA Share of Search**: 24.9% - **Bupa Share of Search**: 46% ## Is AXA or Bupa more popular in search? - In September 2026, Bupa had more branded searches than AXA among private health insurance providers in the United Kingdom. Bupa had about 110,000 branded searches, while AXA had 59,400. Bupa made up 46% of all private health insurance provider searches we track, and AXA accounted for 24.9%. - Bupa was ahead of AXA in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, AXA’s share of searches among private health insurance providers in the United Kingdom moved from 23.9% to 24.9%, and its estimated monthly branded searches moved from 57.6K to 59.4K. - Across the 12 months ending September 2026, Bupa’s share of searches among private health insurance providers in the United Kingdom moved from 45.6% to 46%, and its estimated monthly branded searches held steady at 110K. ## Top private health insurance providers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, both AXA and Bupa showed up in all five answers. Bupa was listed before AXA in every answer. 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. ## 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, AXA lost share of searches among private health insurance providers in the United Kingdom, from 27.3% to 24.9%. ## Month by month | Month | AXA estimated searches | AXA Share of Search | AXA rank | Bupa estimated searches | Bupa Share of Search | Bupa rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 57.6K | 23.9% | 2 | 110K | 45.6% | 1 | | Nov 2025 | 56.1K | 23.7% | 2 | 110K | 46.5% | 1 | | Dec 2025 | 47.1K | 24.8% | 2 | 90.5K | 47.6% | 1 | | Jan 2026 | 70.4K | 24.8% | 2 | 135K | 47.6% | 1 | | Feb 2026 | 68.6K | 27.1% | 2 | 110K | 43.4% | 1 | | Mar 2026 | 68.6K | 24.5% | 2 | 135K | 48.1% | 1 | | Apr 2026 | 68.6K | 28.1% | 2 | 110K | 45.1% | 1 | | May 2026 | 68.6K | 29.2% | 2 | 110K | 46.7% | 1 | | Jun 2026 | 68.6K | 28.6% | 2 | 110K | 45.9% | 1 | | Jul 2026 | 57.6K | 25.4% | 2 | 110K | 48.4% | 1 | | Aug 2026 | 56.1K | 27.3% | 2 | 90.5K | 44.1% | 1 | | Sep 2026 | 59.4K | 24.9% | 2 | 110K | 46% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using AXA’s and Bupa’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. - **AXA**: Measured on the search terms “axa health” and “axa health insurance”, summed into one figure. - **Bupa**: Measured on the search term “bupa”. - [AXA profile](/demand/uk/brands/axa) - [Bupa profile](/demand/uk/brands/bupa) - [All private health insurance providers in the United Kingdom](/demand/uk/categories/uk-private-health-insurance-providers): 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 AXA or Bupa more popular in search? In September 2026, Bupa had more branded searches than AXA among private health insurance providers in the United Kingdom. Bupa had about 110,000 branded searches, while AXA had 59,400. Bupa made up 46% of all private health insurance provider searches we track, and AXA accounted for 24.9%. ## Cite this page Brandwave. "AXA vs Bupa: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/axa-vs-bupa This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/axa-vs-bupa. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.