--- title: "Home insurance brands in United States: Which are searched most?" description: "Compare the home insurance brands operators run on. Share of Search among State Farm, Liberty Mutual, Allstate and Lemonade, the home insurance brands Brandwave compares in United States, using the same methodology, market, and reporting period. 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/categories/us-home-insurance-brands" publisher: "Brandwave" --- # Home insurance brands in United States: Which are searched most? Compare the home insurance brands operators run on. Share of Search among State Farm, Liberty Mutual, Allstate and Lemonade, the home insurance brands Brandwave compares in United States, using the same methodology, market, and reporting period. 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 - **Competitive set**: Home insurance brands - **Market**: United States - **Brands compared**: 4 - **Month measured**: Sep 2026 - **Highest Share of Search**: State Farm, 60.4% ## Which brand is most popular in search among home insurance brands in United States? - In September 2026, State Farm was the most searched among home insurance brands in United States, with an estimated 1.7M branded searches and 60.4% estimated Share of Search within this set. - Liberty Mutual is in 2nd place, 37.1 percentage points behind at 23.3% Share of Search. - Across the 12 months ending September 2026, State Farm’s estimated Share of Search among home insurance brands in United States decreased from 63.5% to 60.4%. - Across the 12 months ending September 2026, Liberty Mutual’s estimated Share of Search among home insurance brands in United States increased from 20% to 23.3%. - Across the 12 months ending September 2026, State Farm’s estimated Share of Search among home insurance brands in United States peaked at 66.4% in November 2025 and was lowest at 58.7% in February 2026. - Across the 12 months ending September 2026, Liberty Mutual’s estimated Share of Search among home insurance brands in United States peaked at 23.3% in September 2026 and was lowest at 17% in December 2025. - Across the 12 months ending September 2026, Allstate’s estimated Share of Search among home insurance brands in United States peaked at 15.1% in February 2026 and was lowest at 7.6% in August 2026. - Across the 12 months ending September 2026, Lemonade’s estimated Share of Search among home insurance brands in United States peaked at 11.9% in July 2026 and was lowest at 7.1% in November 2025. - Across the 12 months ending September 2026, Allstate and Lemonade held steady: their estimated Share of Search among home insurance brands in United States each moved less than 0.5 percentage points. ## Compare search popularity between leading brands - [State Farm vs Liberty Mutual: compare search popularity](/demand/us/compare/liberty-mutual-vs-state-farm): 60.4% against 23.3% Share of Search. - [State Farm vs Allstate: compare search popularity](/demand/us/compare/allstate-vs-state-farm): 60.4% against 8.5% Share of Search. - [State Farm vs Lemonade: compare search popularity](/demand/us/compare/lemonade-vs-state-farm): 60.4% against 7.8% Share of Search. - [Liberty Mutual vs Allstate: compare search popularity](/demand/us/compare/allstate-vs-liberty-mutual): 23.3% against 8.5% Share of Search. - [Liberty Mutual vs Lemonade: compare search popularity](/demand/us/compare/lemonade-vs-liberty-mutual): 23.3% against 7.8% Share of Search. - [Allstate vs Lemonade: compare search popularity](/demand/us/compare/allstate-vs-lemonade): 8.5% against 7.8% Share of Search. ## How did search popularity change for United States home insurance brands in September 2026? - In September 2026, Allstate overtook Lemonade to rank 3rd among home insurance brands in United States, with 8.5% estimated Share of Search. - In September 2026, Liberty Mutual gained estimated Share of Search among home insurance brands in United States, from 20.7% to 23.3%. - In September 2026, State Farm lost estimated Share of Search among home insurance brands in United States, from 64% to 60.4%. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | State Farm | 60.4% | 1.7M | -15.9% | State Farm | | 2 | Liberty Mutual | 23.3% | 673K | 0.0% | Liberty Mutual | | 3 | Allstate | 8.5% | 246K | 0.0% | Allstate | | 4 | Lemonade | 7.8% | 225K | -10.3% | Lemonade | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | State Farm | 1.7M | 63.5% | 1 | | Oct 2025 | Liberty Mutual | 550K | 20% | 2 | | Oct 2025 | Allstate | 246K | 9% | 3 | | Oct 2025 | Lemonade | 206K | 7.5% | 4 | | Nov 2025 | State Farm | 1.7M | 66.4% | 1 | | Nov 2025 | Liberty Mutual | 450K | 17.1% | 2 | | Nov 2025 | Allstate | 246K | 9.4% | 3 | | Nov 2025 | Lemonade | 186K | 7.1% | 4 | | Dec 2025 | State Farm | 1.7M | 65.9% | 1 | | Dec 2025 | Liberty Mutual | 450K | 17% | 2 | | Dec 2025 | Allstate | 246K | 9.3% | 3 | | Dec 2025 | Lemonade | 207K | 7.8% | 4 | | Jan 2026 | State Farm | 1.8M | 62.7% | 1 | | Jan 2026 | Liberty Mutual | 550K | 19.1% | 2 | | Jan 2026 | Lemonade | 277K | 9.6% | 3 | | Jan 2026 | Allstate | 246K | 8.6% | 4 | | Feb 2026 | State Farm | 1.7M | 58.7% | 1 | | Feb 2026 | Liberty Mutual | 550K | 18.5% | 2 | | Feb 2026 | Allstate | 450K | 15.1% | 3 | | Feb 2026 | Lemonade | 229K | 7.7% | 4 | | Mar 2026 | State Farm | 2.1M | 66.3% | 1 | | Mar 2026 | Liberty Mutual | 550K | 17.1% | 2 | | Mar 2026 | Lemonade | 285K | 8.9% | 3 | | Mar 2026 | Allstate | 246K | 7.7% | 4 | | Apr 2026 | State Farm | 1.8M | 63.2% | 1 | | Apr 2026 | Liberty Mutual | 550K | 19.3% | 2 | | Apr 2026 | Lemonade | 253K | 8.9% | 3 | | Apr 2026 | Allstate | 246K | 8.6% | 4 | | May 2026 | State Farm | 1.7M | 61.8% | 1 | | May 2026 | Liberty Mutual | 550K | 19.5% | 2 | | May 2026 | Lemonade | 282K | 10% | 3 | | May 2026 | Allstate | 246K | 8.7% | 4 | | Jun 2026 | State Farm | 1.7M | 61.1% | 1 | | Jun 2026 | Liberty Mutual | 550K | 19.2% | 2 | | Jun 2026 | Lemonade | 316K | 11.1% | 3 | | Jun 2026 | Allstate | 246K | 8.6% | 4 | | Jul 2026 | State Farm | 1.7M | 60.5% | 1 | | Jul 2026 | Liberty Mutual | 550K | 19.1% | 2 | | Jul 2026 | Lemonade | 342K | 11.9% | 3 | | Jul 2026 | Allstate | 246K | 8.5% | 4 | | Aug 2026 | State Farm | 2.1M | 64% | 1 | | Aug 2026 | Liberty Mutual | 673K | 20.7% | 2 | | Aug 2026 | Lemonade | 251K | 7.7% | 3 | | Aug 2026 | Allstate | 246K | 7.6% | 4 | | Sep 2026 | State Farm | 1.7M | 60.4% | 1 | | Sep 2026 | Liberty Mutual | 673K | 23.3% | 2 | | Sep 2026 | Allstate | 246K | 8.5% | 3 | | Sep 2026 | Lemonade | 225K | 7.8% | 4 | ## What is being compared - **Allstate**: Measured on the search term “allstate insurance”. - **Lemonade**: Measured on the search terms “lemonade cat insurance”, “lemonade home insurance”, “lemonade insurance” and “lemonade pet insurance”, summed into one figure. - **Liberty Mutual**: Measured on the search term “liberty mutual”. - **State Farm**: Measured on the search terms “state farm” and “state farm insurance”, summed into one figure. - [Allstate](/demand/us/brands/allstate) - [Lemonade](/demand/us/brands/lemonade) - [Liberty Mutual](/demand/us/brands/liberty-mutual) - [State Farm](/demand/us/brands/state-farm) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among home insurance brands in United States? In September 2026, State Farm was the most searched among home insurance brands in United States, with an estimated 1.7M branded searches and 60.4% estimated Share of Search within this set. ## Cite this page Brandwave. "Home insurance brands in United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-home-insurance-brands This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-home-insurance-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.