Brandwave

Bikesure vs Principal Insurance:Which is more popular?

In September 2026, Bikesure had more branded searches than Principal Insurance among motorbike insurance providers in the United Kingdom. Bikesure had about 14,800 branded searches, while Principal Insurance had 4,400. Bikesure made up 17.8% of all motorbike insurance provider searches we track, and Principal Insurance accounted for 5.3%. When we asked ChatGPT and Google AI Overviews about motorbike insurance providers, neither Bikesure nor Principal Insurance appeared in any of the five answers.

Among motorbike insurance providers in the United Kingdom in September 2026

Who do people search for more?

Bikesure, about 3 searches for every 1 for Principal Insurance

Bikesure 14.8K searchesPrincipal Insurance 4.4K searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Bikesure in 0 of 5Principal Insurance in 0 of 5

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Top motorbike insurance providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, neither Bikesure nor Principal Insurance showed up in any of the five answers.

Most recommended by AI

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

  1. Bennetts1st
  2. BeMoto2nd
  3. Carole Nash3rd
  4. Devitt Insurance4th
  5. The Bike Insurer5th
  6. Lexham Insurance–
  7. Bikesure–
  8. Principal Insurance–
  9. Hastings Direct–
  10. MCE Insurance–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Bennetts3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Bike Insurer3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Carole Nash2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • BeMoto2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Devitt Insurance1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lexham Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bikesure0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Principal 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
  • MCE Insurance0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about motorbike insurance providers

5 answers

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 Bikesure or Principal Insurance more popular in search?

This chart shows how often people search Google for Bikesure and Principal Insurance by name. Each line represents a brand's share of searches for all 11 motorbike insurance providers we track, month by month, from searches in United Kingdom.

Bikesure and Principal Insurance among motorbike insurance providers in the United Kingdom, by month

Share of searches by month for Bikesure, Principal Insurance. The figures are in the table below the chart.

View monthly share of searches table
MonthBennettsLexham InsuranceBikesureCarole NashDevitt InsurancePrincipal InsuranceHastings DirectThe Bike InsurerBeMotoMCE InsuranceAdmiral
Oct 202531%25.8%14.1%14%5%3.4%1.5%1.9%2.2%0.69%0.45%
Nov 202533%23.8%15.9%12.9%4.8%3.8%1.3%1.7%1.8%0.77%0.34%
Dec 202533.1%23.3%15.6%12.6%5.5%3.8%1.4%1.6%1.9%0.93%0.41%
Jan 202625.9%26.5%17.6%14.3%6.1%3.5%1.5%1.9%1.6%0.7%0.38%
Feb 202628%22.5%18.4%13.4%6.6%3.6%2%2.4%1.8%0.73%0.49%
Mar 202630.4%20%20%12.2%5.8%4.9%2.2%1.7%1.8%0.53%0.43%
Apr 202626%20.9%20.9%12.7%7.2%5.1%1.8%2.3%2.2%0.45%0.45%
May 202626.6%21.4%21.4%12%6%5.2%1.8%2.3%2.2%0.57%0.46%
Jun 202627.8%23.2%18.9%12.5%5.3%5.6%2%2%1.7%0.5%0.41%
Jul 202625.4%24%19.6%11.9%6.9%5.8%1.7%2.1%1.6%0.52%0.52%
Aug 202626.6%20.5%20.5%12.2%8.6%5%1.8%2.2%1.7%0.54%0.36%
Sep 202628.3%21.8%17.8%13%7.6%5.3%1.9%1.9%1.6%0.47%0.31%

How has the Bikesure and Principal Insurance comparison changed over the last 12 months?

3 findings

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

3 changes

  1. In September 2026, Lexham Insurance overtook Bikesure to rank 2nd among motorbike insurance providers in the United Kingdom, with 21.8% of the searches.

  2. In September 2026, Bikesure lost share of searches among motorbike insurance providers in the United Kingdom, from 20.5% to 17.8%.

  3. Estimated monthly branded searches for Principal Insurance in the United Kingdom rose 51.7% over 12 measured months, from 2.9K to 4.4K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Bikesure’s and Principal Insurance’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.

Bikesure

1 branded search term

  • bikesure

Principal Insurance

1 branded search term

  • principal insurance

How the Brand Demand Index is measured

Other head-to-heads among motorbike insurance providers

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