AXA vs Vitality:Which is more popular?
In September 2026, AXA had more branded searches than Vitality among private health insurance providers in the United Kingdom. AXA had about 59,400 branded searches, while Vitality had 6,600. AXA made up 24.9% of all private health insurance provider searches we track, and Vitality accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about private health insurance providers, AXA appeared in all five answers and Vitality in four. AXA was mentioned before Vitality in every answer.
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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. Vitality was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. AXA was listed before Vitality in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Bupa1st
WPA2nd
AXA3rd
Aviva4th
Vitality5th
Benenden Health6th
National Friendly–
Freedom Health Insurance–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Bupa5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- AXA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Aviva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Vitality4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- WPA3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Benenden Health2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- National Friendly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Freedom Health Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about private health insurance providers
5 answers
Asked ChatGPT
“What's the best private health insurance in the UK?”
Asked ChatGPT
“Which private medical insurance provider should I choose?”
Asked ChatGPT
“Who are the best private health insurance providers in the UK?”
Searched Google, AI Overview
“private medical insurance”
Searched Google, AI Overview
“private health insurance”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Is AXA or Vitality more popular in search?
This chart shows how often people search Google for AXA and Vitality by name. Each line represents a brand's share of searches for all eight private health insurance providers we track, month by month, from searches in United Kingdom.
Share of searches by month for AXA, Vitality. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bupa | AXA | Benenden Health | Aviva | WPA | Vitality | National Friendly | Freedom Health Insurance |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 45.6% | 23.9% | 16.8% | 6.1% | 3.7% | 2.2% | 1.2% | 0.37% |
| Nov 2025 | 46.5% | 23.7% | 17.1% | 5.1% | 3.8% | 2.3% | 1% | 0.37% |
| Dec 2025 | 47.6% | 24.8% | 14.3% | 6.4% | 3.3% | 2.3% | 1% | 0.38% |
| Jan 2026 | 47.6% | 24.8% | 14.3% | 5.2% | 3.9% | 2.9% | 1% | 0.31% |
| Feb 2026 | 43.4% | 27.1% | 16% | 5.8% | 3.6% | 2.6% | 1.1% | 0.35% |
| Mar 2026 | 48.1% | 24.5% | 14.4% | 5.3% | 3.7% | 2.4% | 1.3% | 0.31% |
| Apr 2026 | 45.1% | 28.1% | 13.6% | 5% | 4.3% | 2.7% | 0.98% | 0.3% |
| May 2026 | 46.7% | 29.2% | 11.5% | 5.1% | 3.8% | 2.3% | 1% | 0.31% |
| Jun 2026 | 45.9% | 28.6% | 11.3% | 5% | 4.6% | 2.8% | 1.5% | 0.3% |
| Jul 2026 | 48.4% | 25.4% | 11.9% | 5.3% | 4.5% | 2.9% | 1.3% | 0.26% |
| Aug 2026 | 44.1% | 27.3% | 13.2% | 5.9% | 4.6% | 3.2% | 1.4% | 0.29% |
| Sep 2026 | 46% | 24.9% | 13.8% | 6.2% | 4.5% | 2.8% | 1.5% | 0.3% |
How has the AXA and Vitality comparison changed over the last 12 months?
3 findings
- AXA was ahead of Vitality 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, Vitality’s share of searches among private health insurance providers in the United Kingdom moved from 2.2% to 2.8%, and its estimated monthly branded searches moved from 5.4K to 6.6K.
How did search popularity change for United Kingdom private health insurance providers in September 2026?
2 changes
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 Vitality in the United Kingdom rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using AXA’s and Vitality’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.
Other head-to-heads among private health insurance providers
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