Brandwave

How popular isUSAA?

In September 2026, people searched for USAA by name about 265,000 times in the United States, a 7.8% increase from the previous year. These searches made up 4.4% of all United States home insurance brand searches, placing USAA fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about home insurance brands, USAA appeared in four of the five answers and was the third most recommended of the eight.

Search and AI answers in September 2026

USAA is the fifth most searched of 8 competitors and the third most recommended in AI answers.

  1. State FarmShare of searches 52.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. Liberty MutualShare of searches 20.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. TravelersShare of searches 9.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. AllstateShare of searches 7.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. USAAShare of searches 4.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd

+3 more

USAA website (opens in a new tab)

Follow USAA and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top home insurance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, USAA was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. USAA is the third most recommended of the eight.

Most recommended by AI

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

  1. Amica1st
  2. State Farm2nd
  3. USAA3rd
  4. Travelers4th
  5. Allstate5th
  6. Chubb6th
  7. Liberty Mutual–
  8. Lemonade–

Mentioned by AI

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

  • State Farm4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • USAA4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Travelers3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Allstate3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Amica3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Chubb2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Liberty Mutual0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lemonade0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about home insurance brands

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 19, 2026.

Which home insurance brands compete with USAA?

USAA against home insurance brands in the United States, by month

Share of searches by month for State Farm, Liberty Mutual, Travelers, Allstate, USAA, Lemonade. The figures are in the table below the chart.

View monthly share of searches table
MonthState FarmLiberty MutualTravelersAllstateUSAALemonadeAmicaChubb
Oct 202555.3%17.4%8.1%7.8%4.7%3.6%1.6%1.6%
Nov 202558%14.9%8.4%8.2%4.9%3.1%1.3%1.2%
Dec 202557.9%14.9%8.5%8.2%5%3.1%1.3%1.2%
Jan 202654.7%16.7%9.5%7.5%4.6%4.2%1.5%1.3%
Feb 202652%16.4%7.7%13.4%4.7%3.4%1.5%1%
Mar 202658.8%15.2%8.6%6.8%4.8%3.2%1.4%1.2%
Apr 202655%16.8%9.6%7.5%4.8%3.5%1.5%1.3%
May 202655%17.3%9.8%7.7%4.2%3.6%1.3%1.1%
Jun 202655.2%17.4%9.9%7.8%3.9%3.6%1.3%1.1%
Jul 202654.6%17.2%9.9%7.7%3.8%4.4%1.3%1.2%
Aug 202656.5%18.3%8.5%6.7%3.9%3.8%1.3%0.94%
Sep 202652.6%20.3%9.4%7.4%4.4%3.4%1.5%1%

  1. 1.State Farm

    52.6%

    Held 1st. 1.7M estimated branded searches, -15.9% vs prior month. Share -3.9 points.

  2. 2.Liberty Mutual

    20.3%

    Held 2nd. 673K estimated branded searches, 0% vs prior month. Share +2 points.

  3. 3.Travelers

    9.4%

    Held 3rd. 311K estimated branded searches, 0% vs prior month. Share +0.9 points.

  4. 4.Allstate

    7.4%

    Held 4th. 246K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.USAA

    4.4%

    Held 5th. 145K estimated branded searches, 0% vs prior month. Share +0.4 points.

  6. 6.Lemonade

    3.4%

    Held 6th. 114K estimated branded searches, -18.5% vs prior month. Share -0.4 points.

  7. 7.Amica

    1.5%

    Held 7th. 49.5K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.Chubb

    1%

    Held 8th. 34.1K estimated branded searches, -0.87% vs prior month. Share +0.1 points.

Compare popularity between USAA and its closest rivals

Every comparison with USAA

15 comparisons

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

2 findings
  • 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 home insurance brands in the United States peaked at 5% in December 2025 and was lowest at 3.8% in July 2026.

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

5 changes

  1. In September 2026, Liberty Mutual gained share of searches among home insurance brands in the United States, from 18.3% to 20.3%.

  2. In September 2026, Travelers gained share of searches among home insurance brands in the United States, from 8.5% to 9.4%.

  3. In September 2026, Allstate gained share of searches among home insurance brands in the United States, from 6.7% to 7.4%.

  4. In September 2026, State Farm lost share of searches among home insurance brands in the United States, from 56.5% to 52.6%.

  5. 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 are USAA’s branded searches counted?

4 search terms

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

Do you work for USAA? 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 USAA compete?

USAA 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 brands6th of 112.5%Show ranking
Home insurance brands5th of 84.4%Shown above
Renters insurance companies8th of 92.4%Show ranking
Creator with pink hair and a pink jacket

Is USAA your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free