---
title: "USAA: search popularity in the United States"
description: "An American insurer and bank for military members, veterans and their families. 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/us/brands/usaa"
publisher: "Brandwave"
---

# USAA: search popularity in the United States

An American insurer and bank for military members, veterans and their families. 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

- **Brand**: USAA
- **Market**: United States
- **Measured month**: Sep 2026
- **Share of Search among car insurance brands**: 2.5%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Car insurance brands | 6 | 2.5% | 110K |
| Home insurance brands | 5 | 4.4% | 145K |
| Renters insurance companies | 8 | 2.4% | 9.9K |

- [Car insurance brands](/demand/us/categories/us-car-insurance-brands)
- [Home insurance brands](/demand/us/categories/us-home-insurance-brands)
- [Renters insurance companies in the US](/demand/us/categories/us-renters-insurance-companies)

## Top car insurance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, USAA appeared in all five answers. USAA is the third most recommended of the 11.

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 |
| --- | --- | --- | --- | --- |
| GEICO | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Travelers | 2nd | 1 of 3 | 2 of 2 | 3 of 5 |
| USAA | 3rd | 3 of 3 | 2 of 2 | 5 of 5 |
| Progressive | 4th | 3 of 3 | 2 of 2 | 5 of 5 |
| State Farm | 5th | 2 of 3 | 0 of 2 | 2 of 5 |
| Erie Insurance | 6th | 1 of 3 | 2 of 2 | 3 of 5 |
| Nationwide | 7th | 1 of 3 | 1 of 2 | 2 of 5 |
| Root | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Allstate | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Liberty Mutual | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Farmers Insurance | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about car insurance brands

- Asked ChatGPT "Which car insurance company should I use in the US?": 1. GEICO, 2. State Farm, 3. Progressive, 4. USAA
- Asked ChatGPT "What are the best car insurance companies in the US?": 1. Travelers, 2. GEICO, 3. Erie Insurance, 4. Progressive, 5. USAA, 6. Nationwide
- Asked ChatGPT "What's the cheapest good car insurance in the US for a new driver?": 1. GEICO, 2. State Farm, 3. Progressive, 4. USAA
- Searched Google, AI Overview "cheapest car insurance": 1. Travelers, 2. GEICO, 3. USAA, 4. Erie Insurance, 5. Progressive
- Searched Google, AI Overview "best car insurance": 1. Travelers, 2. USAA, 3. GEICO, 4. Progressive, 5. Nationwide, 6. Erie Insurance

Not named in any answer: Root, Allstate, Liberty Mutual and Farmers Insurance.

Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026.

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

- Across the 12 months ending September 2026, estimated monthly branded searches for USAA in the United States rose from 246K to 265K.
- Across the 12 months ending September 2026, USAA’s share of searches among car insurance brands in the United States peaked at 4.9% in February 2026 and was lowest at 1.7% in June 2026.
- Across the 12 months ending September 2026, USAA’s share of searches among home insurance brands in the United States peaked at 5% in December 2025 and was lowest at 3.8% in July 2026.
- Across the 12 months ending September 2026, USAA’s share of searches among renters insurance companies in the United States decreased from 3.6% to 2.4%.
- Across the 12 months ending September 2026, USAA’s share of searches among renters insurance companies in the United States peaked at 4.4% in August 2026 and was lowest at 2.1% in March 2026.
- Across the 12 months ending September 2026, USAA fell from 7th to 8th among renters insurance companies in the United States.

## How did search popularity change for United States car insurance brands in September 2026?

- In September 2026, Progressive gained share of searches among car insurance brands in the United States, from 21% to 24.3%.
- In September 2026, GEICO lost share of searches among car insurance brands in the United States, from 57.3% to 55.1%.
- In September 2026, Erie Insurance lost share of searches among car insurance brands in the United States, from 7.1% to 5.6%.
- In September 2026, Travelers lost share of searches among car insurance brands in the United States, from 2.1% to 1.4%.
- USAA’s share of searches among car insurance brands in the United States has gained ground for 3 months in a row, from 1.7% to 2.5% in September 2026.
- Liberty Mutual’s share of searches among car insurance brands in the United States has gained ground for 3 months in a row, from 0.62% to 1.1% in September 2026.

## How did search popularity change for United States home insurance brands in September 2026?

- In September 2026, Liberty Mutual gained share of searches among home insurance brands in the United States, from 18.3% to 20.3%.
- In September 2026, Travelers gained share of searches among home insurance brands in the United States, from 8.5% to 9.4%.
- In September 2026, Allstate gained share of searches among home insurance brands in the United States, from 6.7% to 7.4%.
- In September 2026, State Farm lost share of searches among home insurance brands in the United States, from 56.5% to 52.6%.
- Estimated monthly branded searches for Chubb in the United States fell 34.3% over 12 measured months, from 51.9K to 34.1K in September 2026.

## How did search popularity change for United States renters insurance companies in September 2026?

- In September 2026, Liberty Mutual overtook Toggle and USAA to rank 6th among renters insurance companies in the United States, with 6.5% of the searches.
- In September 2026, Allstate overtook State Farm and 3 others to rank 2nd among renters insurance companies in the United States, with 14.4% of the searches.
- In September 2026, Assurant lost share of searches among renters insurance companies in the United States, from 12.3% to 8.1%.
- In September 2026, Toggle lost share of searches among renters insurance companies in the United States, from 7% to 4.6%.
- In September 2026, Progressive lost share of searches among renters insurance companies in the United States, from 11.9% to 9.7%.
- In September 2026, USAA lost share of searches among renters insurance companies in the United States, from 4.4% to 2.4%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Car insurance brands | 90.5K | 2% | 6 |
| Nov 2025 | Car insurance brands | 90.5K | 2.2% | 6 |
| Dec 2025 | Car insurance brands | 135K | 2.9% | 6 |
| Jan 2026 | Car insurance brands | 135K | 2.8% | 6 |
| Feb 2026 | Car insurance brands | 246K | 4.9% | 4 |
| Mar 2026 | Car insurance brands | 201K | 3.9% | 4 |
| Apr 2026 | Car insurance brands | 135K | 2.8% | 6 |
| May 2026 | Car insurance brands | 110K | 2.4% | 6 |
| Jun 2026 | Car insurance brands | 74K | 1.7% | 7 |
| Jul 2026 | Car insurance brands | 74K | 1.7% | 8 |
| Aug 2026 | Car insurance brands | 90.5K | 2.1% | 7 |
| Sep 2026 | Car insurance brands | 110K | 2.5% | 6 |
| Oct 2025 | Home insurance brands | 147K | 4.7% | 5 |
| Nov 2025 | Home insurance brands | 147K | 4.9% | 5 |
| Dec 2025 | Home insurance brands | 150K | 5% | 5 |
| Jan 2026 | Home insurance brands | 153K | 4.6% | 5 |
| Feb 2026 | Home insurance brands | 157K | 4.7% | 5 |
| Mar 2026 | Home insurance brands | 176K | 4.8% | 5 |
| Apr 2026 | Home insurance brands | 157K | 4.8% | 5 |
| May 2026 | Home insurance brands | 132K | 4.2% | 5 |
| Jun 2026 | Home insurance brands | 122K | 3.9% | 5 |
| Jul 2026 | Home insurance brands | 122K | 3.8% | 6 |
| Aug 2026 | Home insurance brands | 145K | 3.9% | 5 |
| Sep 2026 | Home insurance brands | 145K | 4.4% | 5 |
| Oct 2025 | Renters insurance companies | 8.1K | 3.6% | 7 |
| Nov 2025 | Renters insurance companies | 5.4K | 2.9% | 7 |
| Dec 2025 | Renters insurance companies | 6.6K | 2.5% | 7 |
| Jan 2026 | Renters insurance companies | 8.1K | 2.4% | 7 |
| Feb 2026 | Renters insurance companies | 8.1K | 2.5% | 8 |
| Mar 2026 | Renters insurance companies | 8.1K | 2.1% | 8 |
| Apr 2026 | Renters insurance companies | 9.9K | 3.1% | 7 |
| May 2026 | Renters insurance companies | 14.8K | 3.1% | 7 |
| Jun 2026 | Renters insurance companies | 14.8K | 3.3% | 7 |
| Jul 2026 | Renters insurance companies | 18.1K | 3.9% | 7 |
| Aug 2026 | Renters insurance companies | 14.8K | 4.4% | 7 |
| Sep 2026 | Renters insurance companies | 9.9K | 2.4% | 8 |

## How are USAA’s branded searches counted?

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

- “usaa car insurance”
- “usaa home insurance”
- “usaa insurance”
- “usaa renters insurance”

## Which car insurance brands compete with USAA?

- [GEICO](/demand/us/brands/geico)
- [Progressive](/demand/us/brands/progressive-insurance)
- [Erie Insurance](/demand/us/brands/erie-insurance): Head-to-head: /demand/us/compare/erie-insurance-vs-usaa
- [Nationwide](/demand/us/brands/nationwide): Head-to-head: /demand/us/compare/nationwide-vs-usaa
- [Root](/demand/us/brands/root): Head-to-head: /demand/us/compare/root-vs-usaa
- [State Farm](/demand/us/brands/state-farm): Head-to-head: /demand/us/compare/state-farm-vs-usaa
- [Travelers](/demand/us/brands/travelers): Head-to-head: /demand/us/compare/travelers-vs-usaa
- [Allstate](/demand/us/brands/allstate)
- [Liberty Mutual](/demand/us/brands/liberty-mutual)
- [Farmers Insurance](/demand/us/brands/farmers-insurance)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "USAA: search popularity in the United States". https://gobrandwave.com/demand/us/brands/usaa

This page is also available as HTML at https://gobrandwave.com/demand/us/brands/usaa. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.