--- title: "Direct Line vs HomeLet: Which is searched more in the United Kingdom?" description: "Is Direct Line or HomeLet more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Landlord 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/direct-line-vs-homelet" publisher: "Brandwave" --- # Direct Line vs HomeLet: Which is searched more in the United Kingdom? Is Direct Line or HomeLet more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Landlord 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**: Direct Line and HomeLet - **Competitive set**: Landlord insurance providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Direct Line Share of Search**: 29.2% - **HomeLet Share of Search**: 53.5% ## Is Direct Line or HomeLet more popular in search? - In September 2026, HomeLet had more branded searches than Direct Line among landlord insurance providers in the United Kingdom. HomeLet had about 9,900 branded searches, while Direct Line had 5,400. HomeLet made up 53.5% of all landlord insurance provider searches we track, and Direct Line accounted for 29.2%. - HomeLet was ahead of Direct Line in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Direct Line’s share of searches among landlord insurance providers in the United Kingdom moved from 37.7% to 29.2%, and its estimated monthly branded searches moved from 6.6K to 5.4K. - Across the 12 months ending September 2026, HomeLet’s share of searches among landlord insurance providers in the United Kingdom moved from 46.3% to 53.5%, and its estimated monthly branded searches moved from 8.1K to 9.9K. ## Top landlord insurance providers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Direct Line was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. HomeLet 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 | | --- | --- | --- | --- | --- | | Alan Boswell | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | Direct Line | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Aviva | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | HomeLet | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Simply Business | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Rentguard | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hiscox | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about landlord insurance providers - Asked ChatGPT "What's the best landlord insurance in the UK?": 1. Alan Boswell, 2. Direct Line, 3. Aviva - Asked ChatGPT "Which company should I use for landlord insurance on a buy-to-let?": 1. Alan Boswell, 2. Direct Line, 3. Aviva - Asked ChatGPT "Who offers the best rent guarantee and landlord cover?": 1. Alan Boswell, 2. Direct Line - Searched Google, AI Overview "landlord insurance": named none of the brands we track - Searched Google, AI Overview "landlord insurance uk": 1. Direct Line Not named in any answer: HomeLet, Simply Business, Rentguard and Hiscox. 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 landlord insurance providers in September 2026? - In September 2026, HomeLet lost share of searches among landlord insurance providers in the United Kingdom, from 54.5% to 53.5%. - In September 2026, Direct Line lost share of searches among landlord insurance providers in the United Kingdom, from 29.7% to 29.2%. ## Month by month | Month | Direct Line estimated searches | Direct Line Share of Search | Direct Line rank | HomeLet estimated searches | HomeLet Share of Search | HomeLet rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 6.6K | 37.7% | 2 | 8.1K | 46.3% | 1 | | Nov 2025 | 6.6K | 38% | 2 | 8.1K | 46.7% | 1 | | Dec 2025 | 5.4K | 37.8% | 2 | 6.6K | 46.2% | 1 | | Jan 2026 | 8.1K | 41.8% | 1 | 8.1K | 41.8% | 2 | | Feb 2026 | 6.6K | 38% | 2 | 8.1K | 46.6% | 1 | | Mar 2026 | 6.6K | 37.8% | 2 | 8.1K | 46.3% | 1 | | Apr 2026 | 5.4K | 34.3% | 2 | 8.1K | 51.4% | 1 | | May 2026 | 5.4K | 30.8% | 2 | 9.9K | 56.4% | 1 | | Jun 2026 | 5.4K | 30.9% | 2 | 9.9K | 56.7% | 1 | | Jul 2026 | 5.4K | 27.2% | 2 | 12.1K | 60.9% | 1 | | Aug 2026 | 5.4K | 29.7% | 2 | 9.9K | 54.5% | 1 | | Sep 2026 | 5.4K | 29.2% | 2 | 9.9K | 53.5% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Direct Line’s and HomeLet’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. - **Direct Line**: Measured on the search term “direct line landlord insurance”. - **HomeLet**: Measured on the search term “homelet”. - [Direct Line profile](/demand/uk/brands/direct-line) - [HomeLet profile](/demand/uk/brands/homelet) - [All landlord insurance providers in the United Kingdom](/demand/uk/categories/uk-landlord-insurance-providers): The set both shares are measured inside, 7 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 Direct Line or HomeLet more popular in search? In September 2026, HomeLet had more branded searches than Direct Line among landlord insurance providers in the United Kingdom. HomeLet had about 9,900 branded searches, while Direct Line had 5,400. HomeLet made up 53.5% of all landlord insurance provider searches we track, and Direct Line accounted for 29.2%. ## Cite this page Brandwave. "Direct Line vs HomeLet: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/direct-line-vs-homelet This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/direct-line-vs-homelet. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.