Brandwave

AXA vs Direct Line:Which is more popular?

In September 2026, Direct Line had more branded searches than AXA among van insurance providers in the United Kingdom. Direct Line had about 3,600 branded searches, while AXA had 1,000. Direct Line made up 19.3% of all van insurance provider searches we track, and AXA accounted for 5.4%. When we asked ChatGPT and Google AI Overviews about van insurance providers, AXA and Direct Line each appeared in one of the five answers.

Among van insurance providers in the United Kingdom in September 2026

Who do people search for more?

Direct Line, about 4 searches for every 1 for AXA

Direct Line 3.6K searchesAXA 1K searches

Who does AI mention more?

Both were mentioned in 1 of 5 answers.

AXA in 1 of 5Direct Line in 1 of 5

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Top van insurance providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, AXA 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.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. The Van Insurer1st
  2. Aviva2nd
  3. AXA2nd
  4. RAC4th
  5. Direct Line5th
  6. Admiral–
  7. Tradex Insurance–
  8. Hastings Direct–
  9. Ageas–
  10. 1st Central–

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?”

    1. 1AXA
    2. 2The Van Insurer
    3. 3RAC
    4. 4Direct Line

  • Asked ChatGPT

    “Which company should I insure my van with?”

    1. 1Aviva
    2. 2The Van Insurer
    3. 3RAC

  • Asked ChatGPT

    “What's the cheapest van insurance for a tradesperson in the UK?”

    1. 1The Van Insurer

  • Searched Google, AI Overview

    “van insurance”

    1. 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 AXA or Direct Line more popular in search?

      This chart shows how often people search Google for AXA 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.

      AXA and Direct Line among van insurance providers in the United Kingdom, by month

      Share of searches by month for Direct Line, AXA. The figures are in the table below the chart.

      View monthly share of searches table
      MonthAdmiralDirect LineAvivaTradex InsuranceHastings DirectAXARACAgeasThe Van Insurer1st Central
      Oct 202534%22.7%9.8%12.4%8.2%4.5%2.5%3.7%1.3%0.88%
      Nov 202537.7%20.6%10.9%10.9%7.4%4.1%2.7%3.4%1.5%0.8%
      Dec 202535.7%23.8%10.6%10.6%6.6%4.8%2.6%3.2%1.4%0.73%
      Jan 202633.1%22.1%12%9.5%8%5%3.6%3.6%2%1.1%
      Feb 202633.3%22.2%12.1%9.6%8.1%4.4%3.6%3.6%2%1.1%
      Mar 202636.2%19.7%10.7%10.7%8.5%4.5%3.2%3.9%1.7%0.76%
      Apr 202633.8%22.5%12.3%9.7%8.2%4.5%3%3.7%1.6%0.72%
      May 202636.9%20.1%10.6%8.9%8.9%5.6%2.7%3.3%2.2%0.78%
      Jun 202635.4%19.3%12.9%10.2%8.6%4.7%3.2%3.2%1.7%0.75%
      Jul 202635.6%19.4%12.9%10.2%8.6%4.7%3.2%3.2%1.4%0.75%
      Aug 202636.4%19.8%13.2%8.8%8.8%4.8%3.3%2.6%1.4%0.77%
      Sep 202635.4%19.3%12.9%10.2%8.6%5.4%3.2%2.6%1.7%0.75%

      Direct Line sells other things too, so only its searches that name this product count here, like “direct line van insurance”.

      How has the AXA and Direct Line comparison changed over the last 12 months?

      3 findings

      How did search popularity change for United Kingdom van insurance providers in September 2026?

      2 changes

      1. In September 2026, AXA gained share of searches among van insurance providers in the United Kingdom, from 4.8% to 5.4%.

      2. In September 2026, Direct Line lost share of searches among van insurance providers in the United Kingdom, from 19.8% to 19.3%.

      How are branded searches counted?

      2 search terms

      Brandwave collects information about searches that people make online using AXA’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.

      AXA

      1 branded search term

      • axa van insurance

      Direct Line

      1 branded search term

      • direct line van insurance

      How the Brand Demand Index is measured

      Other head-to-heads among van insurance providers

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