Brandwave

Hastings Direct vs Lexham Insurance:Which is more popular?

In September 2026, Lexham Insurance had more branded searches than Hastings Direct among motorbike insurance providers in the United Kingdom. Lexham Insurance had about 18,100 branded searches, while Hastings Direct had 1,600. Lexham Insurance made up 21.8% of all motorbike insurance provider searches we track, and Hastings Direct accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about motorbike insurance providers, neither Hastings Direct nor Lexham 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?

Lexham Insurance, about 11 searches for every 1 for Hastings Direct

Lexham Insurance 18.1K searchesHastings Direct 1.6K searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Hastings Direct in 0 of 5Lexham 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 Hastings Direct nor Lexham 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 Hastings Direct or Lexham Insurance more popular in search?

This chart shows how often people search Google for Hastings Direct and Lexham 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.

Hastings Direct and Lexham Insurance among motorbike insurance providers in the United Kingdom, by month

Share of searches by month for Lexham Insurance, Hastings Direct. 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 Hastings Direct and Lexham 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, 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, Hastings Direct rose from 8th to 7th among motorbike insurance providers in the United Kingdom.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Hastings Direct’s and Lexham 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.

Hastings Direct

1 branded search term

  • hastings motorbike insurance

Lexham Insurance

1 branded search term

  • lexham insurance

How the Brand Demand Index is measured

Other head-to-heads among motorbike insurance providers

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