--- title: "Hastings Direct vs Principal Insurance: Which is searched more in the United Kingdom?" description: "Is Hastings Direct or Principal Insurance more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Motorbike 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/hastings-direct-vs-principal-insurance" publisher: "Brandwave" --- # Hastings Direct vs Principal Insurance: Which is searched more in the United Kingdom? Is Hastings Direct or Principal Insurance more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Motorbike 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**: Hastings Direct and Principal Insurance - **Competitive set**: Motorbike insurance providers - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Hastings Direct Share of Search**: 1.9% - **Principal Insurance Share of Search**: 5.3% ## Is Hastings Direct or Principal Insurance more popular in search? - In September 2026, Principal Insurance had more branded searches than Hastings Direct among motorbike insurance providers in the United Kingdom. Principal Insurance had about 4,400 branded searches, while Hastings Direct had 1,600. Principal Insurance made up 5.3% of all motorbike insurance provider searches we track, and Hastings Direct accounted for 1.9%. - Principal Insurance was ahead of Hastings Direct in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Hastings Direct’s share of searches among motorbike insurance providers in the United Kingdom moved from 1.5% to 1.9%, and its estimated monthly branded searches moved from 1.3K to 1.6K. - Across the 12 months ending September 2026, Principal Insurance’s share of searches among motorbike insurance providers in the United Kingdom moved from 3.4% to 5.3%, and its estimated monthly branded searches moved from 2.9K to 4.4K. ## Top motorbike insurance providers in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, neither Hastings Direct nor Principal Insurance showed up 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 | | --- | --- | --- | --- | --- | | Bennetts | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | BeMoto | 2nd | 2 of 3 | 0 of 2 | 2 of 5 | | Carole Nash | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Devitt Insurance | 4th | 1 of 3 | 0 of 2 | 1 of 5 | | The Bike Insurer | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Lexham Insurance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Bikesure | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Principal Insurance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Hastings Direct | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | MCE Insurance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Admiral | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about motorbike insurance providers - Asked ChatGPT "Who is the best motorbike insurance provider in the UK?": 1. Bennetts, 2. BeMoto, 3. Devitt Insurance, 4. Carole Nash, 5. The Bike Insurer - Asked ChatGPT "Which company should I use to insure my motorbike?": 1. Bennetts, 2. Carole Nash, 3. BeMoto, 4. The Bike Insurer - Asked ChatGPT "What's the cheapest motorbike insurance for a new rider in the UK?": 1. The Bike Insurer - Searched Google, AI Overview "motorbike insurance": 1. Bennetts - Searched Google, AI Overview "motorcycle insurance": named none of the brands we track Not named in any answer: Lexham Insurance, Bikesure, Principal Insurance, Hastings Direct, MCE Insurance and Admiral. 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 motorbike insurance providers in September 2026? - In September 2026, Hastings Direct rose from 8th to 7th among motorbike insurance providers in the United Kingdom. - 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. ## Month by month | Month | Hastings Direct estimated searches | Hastings Direct Share of Search | Hastings Direct rank | Principal Insurance estimated searches | Principal Insurance Share of Search | Principal Insurance rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.3K | 1.5% | 9 | 2.9K | 3.4% | 6 | | Nov 2025 | 1K | 1.3% | 9 | 2.9K | 3.8% | 6 | | Dec 2025 | 880 | 1.4% | 9 | 2.4K | 3.8% | 6 | | Jan 2026 | 1.3K | 1.5% | 9 | 2.9K | 3.5% | 6 | | Feb 2026 | 1.6K | 2% | 8 | 2.9K | 3.6% | 6 | | Mar 2026 | 2.4K | 2.2% | 7 | 5.4K | 4.9% | 6 | | Apr 2026 | 1.9K | 1.8% | 9 | 5.4K | 5.1% | 6 | | May 2026 | 1.9K | 1.8% | 9 | 5.4K | 5.2% | 6 | | Jun 2026 | 1.9K | 2% | 7 | 5.4K | 5.6% | 5 | | Jul 2026 | 1.6K | 1.7% | 8 | 5.4K | 5.8% | 6 | | Aug 2026 | 1.6K | 1.8% | 8 | 4.4K | 5% | 6 | | Sep 2026 | 1.6K | 1.9% | 7 | 4.4K | 5.3% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using Hastings Direct’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. - **Hastings Direct**: Measured on the search term “hastings motorbike insurance”. - **Principal Insurance**: Measured on the search term “principal insurance”. - [Hastings Direct profile](/demand/uk/brands/hastings-direct) - [Principal Insurance profile](/demand/uk/brands/principal-insurance) - [All motorbike insurance providers in the United Kingdom](/demand/uk/categories/uk-motorbike-insurance-providers): The set both shares are measured inside, 11 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 Hastings Direct or Principal Insurance more popular in search? In September 2026, Principal Insurance had more branded searches than Hastings Direct among motorbike insurance providers in the United Kingdom. Principal Insurance had about 4,400 branded searches, while Hastings Direct had 1,600. Principal Insurance made up 5.3% of all motorbike insurance provider searches we track, and Hastings Direct accounted for 1.9%. ## Cite this page Brandwave. "Hastings Direct vs Principal Insurance: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/hastings-direct-vs-principal-insurance This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/hastings-direct-vs-principal-insurance. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.