--- title: "AXA vs Hastings Direct: Which is more popular in the United Kingdom?" description: "Is AXA or Hastings Direct more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Van 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-hastings-direct" publisher: "Brandwave" --- # AXA vs Hastings Direct: Which is more popular in the United Kingdom? Is AXA or Hastings Direct more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Van 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 Hastings Direct - **Competitive set**: Van insurance providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **AXA Share of Search**: 5.4% - **Hastings Direct Share of Search**: 8.6% ## Is AXA or Hastings Direct more popular in search? - In September 2026, Hastings Direct had more branded searches than AXA among van insurance providers in the United Kingdom. Hastings Direct had about 1,600 branded searches, while AXA had 1,000. Hastings Direct made up 8.6% of all van insurance provider searches we track, and AXA accounted for 5.4%. - Hastings Direct 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 van insurance providers in the United Kingdom moved from 4.5% to 5.4%, and its estimated monthly branded searches moved from 880 to 1K. - Across the 12 months ending September 2026, Hastings Direct’s share of searches among van insurance providers in the United Kingdom moved from 8.2% to 8.6%, and its estimated monthly branded searches held steady at 1.6K. ## Top van insurance providers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, AXA was mentioned in one out of five: in one of the 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 | | --- | --- | --- | --- | --- | | The Van Insurer | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Aviva | 2nd | 1 of 3 | 0 of 2 | 1 of 5 | | AXA | 2nd | 1 of 3 | 0 of 2 | 1 of 5 | | RAC | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Direct Line | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Admiral | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tradex Insurance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hastings Direct | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Ageas | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | 1st Central | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about van insurance providers - Asked ChatGPT "Who has the best van insurance in the UK?": 1. AXA, 2. The Van Insurer, 3. RAC, 4. Direct Line - Asked ChatGPT "Which company should I insure my van with?": 1. Aviva, 2. The Van Insurer, 3. RAC - Asked ChatGPT "What's the cheapest van insurance for a tradesperson in the UK?": 1. The Van Insurer - Searched Google, AI Overview "van insurance": named none of the brands we track - Searched Google, AI Overview "van insurance quote": named none of the brands we track Not named in any answer: Admiral, Tradex Insurance, Hastings Direct, Ageas and 1st Central. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026. ## How did search popularity change for United Kingdom van insurance providers in September 2026? - In September 2026, Tradex Insurance overtook Hastings Direct to rank 4th among van insurance providers in the United Kingdom, with 10.2% of the searches. - In September 2026, AXA gained share of searches among van insurance providers in the United Kingdom, from 4.8% to 5.4%. ## How has branded search for AXA and Hastings Direct changed in the United Kingdom over the last 12 months? | Month | AXA estimated searches | AXA Share of Search | AXA rank | Hastings Direct estimated searches | Hastings Direct Share of Search | Hastings Direct rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 880 | 4.5% | 6 | 1.6K | 8.2% | 5 | | Nov 2025 | 720 | 4.1% | 6 | 1.3K | 7.4% | 5 | | Dec 2025 | 720 | 4.8% | 6 | 1K | 6.6% | 5 | | Jan 2026 | 1K | 5% | 6 | 1.6K | 8% | 5 | | Feb 2026 | 880 | 4.4% | 6 | 1.6K | 8.1% | 5 | | Mar 2026 | 1K | 4.5% | 6 | 1.9K | 8.5% | 5 | | Apr 2026 | 880 | 4.5% | 6 | 1.6K | 8.2% | 5 | | May 2026 | 1K | 5.6% | 6 | 1.6K | 8.9% | 4 | | Jun 2026 | 880 | 4.7% | 6 | 1.6K | 8.6% | 5 | | Jul 2026 | 880 | 4.7% | 6 | 1.6K | 8.6% | 5 | | Aug 2026 | 880 | 4.8% | 6 | 1.6K | 8.8% | 4 | | Sep 2026 | 1K | 5.4% | 6 | 1.6K | 8.6% | 5 | ## How are AXA’s and Hastings Direct’s branded searches counted? Brandwave collects information about searches that people make online using AXA’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. - **AXA**: Measured on the search term “axa van insurance”. - **Hastings Direct**: Measured on the search term “hastings van insurance”. - [AXA profile](/demand/uk/brands/axa) - [Hastings Direct profile](/demand/uk/brands/hastings-direct) - [All van insurance providers in the United Kingdom](/demand/uk/categories/uk-van-insurance-providers): The set both shares are measured inside, 10 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 Hastings Direct more popular in search? In September 2026, Hastings Direct had more branded searches than AXA among van insurance providers in the United Kingdom. Hastings Direct had about 1,600 branded searches, while AXA had 1,000. Hastings Direct made up 8.6% of all van insurance provider searches we track, and AXA accounted for 5.4%. ## Cite this page Brandwave. "AXA vs Hastings Direct: Which is more popular in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/axa-vs-hastings-direct This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/axa-vs-hastings-direct. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.