Brandwave

Devitt Insurance vs Principal Insurance:Which is more popular?

In September 2026, Devitt Insurance had more branded searches than Principal Insurance among motorbike insurance providers in the United Kingdom. Devitt Insurance had about 6,280 branded searches, while Principal Insurance had 4,400. Devitt Insurance made up 7.6% 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, Devitt Insurance appeared in one of the five answers and Principal Insurance in none.

Among motorbike insurance providers in the United Kingdom in September 2026

Who do people search for more?

Devitt Insurance, about 43% more searches than Principal Insurance

Devitt Insurance 6.3K searchesPrincipal Insurance 4.4K searches

Who does AI mention more?

Devitt Insurance, mentioned in 1 of 5 answers, Principal Insurance in 0

Devitt Insurance in 1 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, Devitt Insurance was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Principal Insurance did not appear 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 Devitt Insurance or Principal Insurance more popular in search?

This chart shows how often people search Google for Devitt Insurance 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.

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

Share of searches by month for Devitt Insurance, 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 Devitt Insurance 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?

2 changes

  1. In September 2026, Devitt Insurance lost share of searches among motorbike insurance providers in the United Kingdom, from 8.6% to 7.6%.

  2. 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?

3 search terms

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

Devitt Insurance

2 branded search terms

  • devitt
  • devitt insurance

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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