--- title: "AXA vs National Friendly: Which is searched more in the United Kingdom?" description: "Is AXA or National Friendly 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-national-friendly" publisher: "Brandwave" --- # AXA vs National Friendly: Which is searched more in the United Kingdom? Is AXA or National Friendly 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 National Friendly - **Competitive set**: Private health insurance providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **AXA Share of Search**: 24.9% - **National Friendly Share of Search**: 1.5% ## Is AXA or National Friendly more popular in search? - In September 2026, AXA had more branded searches than National Friendly among private health insurance providers in the United Kingdom. AXA had about 59,400 branded searches, while National Friendly had 3,600. AXA made up 24.9% of all private health insurance provider searches we track, and National Friendly accounted for 1.5%. - AXA was ahead of National Friendly 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, National Friendly’s share of searches among private health insurance providers in the United Kingdom moved from 1.2% to 1.5%, and its estimated monthly branded searches moved from 2.9K to 3.6K. ## Top private health insurance providers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, AXA appeared in all five answers. National Friendly 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 | | --- | --- | --- | --- | --- | | 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, AXA lost share of searches among private health insurance providers in the United Kingdom, from 27.3% to 24.9%. - Estimated monthly branded searches for National Friendly in the United Kingdom rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026. ## Month by month | Month | AXA estimated searches | AXA Share of Search | AXA rank | National Friendly estimated searches | National Friendly Share of Search | National Friendly rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 57.6K | 23.9% | 2 | 2.9K | 1.2% | 7 | | Nov 2025 | 56.1K | 23.7% | 2 | 2.4K | 1% | 7 | | Dec 2025 | 47.1K | 24.8% | 2 | 1.9K | 1% | 7 | | Jan 2026 | 70.4K | 24.8% | 2 | 2.9K | 1% | 7 | | Feb 2026 | 68.6K | 27.1% | 2 | 2.9K | 1.1% | 7 | | Mar 2026 | 68.6K | 24.5% | 2 | 3.6K | 1.3% | 7 | | Apr 2026 | 68.6K | 28.1% | 2 | 2.4K | 0.98% | 7 | | May 2026 | 68.6K | 29.2% | 2 | 2.4K | 1% | 7 | | Jun 2026 | 68.6K | 28.6% | 2 | 3.6K | 1.5% | 7 | | Jul 2026 | 57.6K | 25.4% | 2 | 2.9K | 1.3% | 7 | | Aug 2026 | 56.1K | 27.3% | 2 | 2.9K | 1.4% | 7 | | Sep 2026 | 59.4K | 24.9% | 2 | 3.6K | 1.5% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using AXA’s and National Friendly’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. - **National Friendly**: Measured on the search term “national friendly”. - [AXA profile](/demand/uk/brands/axa) - [National Friendly profile](/demand/uk/brands/national-friendly) - [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 National Friendly more popular in search? In September 2026, AXA had more branded searches than National Friendly among private health insurance providers in the United Kingdom. AXA had about 59,400 branded searches, while National Friendly had 3,600. AXA made up 24.9% of all private health insurance provider searches we track, and National Friendly accounted for 1.5%. ## Cite this page Brandwave. "AXA vs National Friendly: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/axa-vs-national-friendly This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/axa-vs-national-friendly. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.