Brandwave

How popular isNationwide?

In September 2026, people searched for Nationwide by name about 265,000 times in the United States, a 17.2% decrease from the previous year. These searches made up 0.3% of all United States small business insurance provider searches, placing Nationwide eighth out of eight providers. When we asked both ChatGPT and Google AI Overviews about small business insurance providers, Nationwide appeared in two of the five answers and was the fifth most recommended of the eight.

Search and AI answers in September 2026

Nationwide is the eighth most searched of 8 competitors and the fifth most recommended in AI answers.

  1. The HartfordShare of searches 56.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. Next InsuranceShare of searches 17%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. HiscoxShare of searches 12.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  4. ProgressiveShare of searches 6.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. NationwideShare of searches 0.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

+3 more

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Top small business insurance providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nationwide was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nationwide is the fifth most recommended of the eight.

Most recommended by AI

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

  1. Hiscox1st
  2. The Hartford2nd
  3. Next Insurance3rd
  4. Progressive4th
  5. Nationwide5th
  6. Thimble6th
  7. Travelers7th
  8. Simply Business–

Mentioned by AI

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

  • Hiscox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • The Hartford3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Next Insurance3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Progressive3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Travelers3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nationwide2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thimble1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Simply Business0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about small business 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 States on October 23, 2026.

Which small business insurance providers compete with Nationwide?

Nationwide against small business insurance providers in the United States, by month

Share of searches by month for The Hartford, Next Insurance, Hiscox, Progressive, Simply Business, Nationwide. The figures are in the table below the chart.

View monthly share of searches table
MonthThe HartfordNext InsuranceHiscoxProgressiveSimply BusinessThimbleTravelersNationwide
Oct 202557%21%9.7%6.2%4.4%1.3%0.3%0.17%
Nov 202557%21%9.7%6.2%4.5%1.2%0.28%0.17%
Dec 202561.1%18.4%8.5%6.5%3.9%1.1%0.32%0.18%
Jan 202657.3%20.9%9.8%5.8%4.5%1.3%0.3%0.17%
Feb 202655.9%20.6%11.6%5.3%4.6%1.5%0.36%0.16%
Mar 202650.5%22.6%13.6%5.9%4.8%2%0.33%0.18%
Apr 202652.7%23.6%11%5%5%2.1%0.34%0.15%
May 202656.1%20.6%10.3%5.4%5.4%1.8%0.3%0.13%
Jun 202656.4%20.7%10.4%5.2%5.4%1.5%0.37%0.11%
Jul 202659.2%17.8%10.1%5.4%5.4%1.6%0.39%0.12%
Aug 202658.4%17.6%10.7%5.3%5.6%1.9%0.38%0.11%
Sep 202656.5%17%12.7%6.1%5.4%1.5%0.44%0.3%

  1. 1.The Hartford

    56.5%

    Held 1st. 246K estimated branded searches, 0% vs prior month. Share -1.9 points.

  2. 2.Next Insurance

    17%

    Held 2nd. 74K estimated branded searches, 0% vs prior month. Share -0.6 points.

  3. 3.Hiscox

    12.7%

    Held 3rd. 55.3K estimated branded searches, +22.3% vs prior month. Share +2 points.

  4. 4.Progressive

    6.1%

    Moved from 5th to 4th. 26.6K estimated branded searches, +18.2% vs prior month. Share +0.8 points.

  5. 5.Simply Business

    5.4%

    Moved from 4th to 5th. 23.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  6. 6.Thimble

    1.5%

    Held 6th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.4 points.

  7. 7.Travelers

    0.44%

    Held 7th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.1 points.

  8. 8.Nationwide

    0.3%

    Held 8th. 1.3K estimated branded searches, +170.8% vs prior month. Share +0.2 points.

Compare popularity between Nationwide and its closest rivals

Every comparison with Nationwide

24 comparisons

How has branded search demand for Nationwide changed in the United States over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Nationwide in the United States fell from 320K to 265K.
  • Across the 12 months ending September 2026, Nationwide’s share of searches among small business insurance providers in the United States held steady, from 0.17% to 0.3%.

How did search popularity change for United States small business insurance providers in September 2026?

6 changes

  1. In September 2026, Progressive overtook Simply Business to rank 4th among small business insurance providers in the United States, with 6.1% of the searches.

  2. In September 2026, Hiscox gained share of searches among small business insurance providers in the United States, from 10.7% to 12.7%.

  3. In September 2026, The Hartford lost share of searches among small business insurance providers in the United States, from 58.4% to 56.5%.

  4. In September 2026, Next Insurance lost share of searches among small business insurance providers in the United States, from 17.6% to 17%.

  5. Estimated monthly branded searches for Nationwide in the United States rose 80.6% over 12 measured months, from 720 to 1.3K in September 2026.

  6. Estimated monthly branded searches for Travelers in the United States rose 46.2% over 12 measured months, from 1.3K to 1.9K in September 2026.

How are Nationwide’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Nationwide’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • nationwide business insurance
  • nationwide insurance
  • nationwide pet
  • nationwide pet insurance

Do you work for Nationwide? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Nationwide compete?

Nationwide is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Car insurance brands4th of 113.8%Show ranking
Pet insurance providers3rd of 1013.9%Show ranking
Small business insurance providers8th of 80.3%Shown above
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