--- title: "State Farm vs USAA: Which is searched more in the United States?" description: "Is State Farm or USAA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Home insurance brands set in the United States. 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/compare/state-farm-vs-usaa" publisher: "Brandwave" --- # State Farm vs USAA: Which is searched more in the United States? Is State Farm or USAA more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Home insurance brands set in the United States. 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**: State Farm and USAA - **Competitive set**: Home insurance brands - **Market**: United States - **Month measured**: Sep 2026 - **State Farm Share of Search**: 52.6% - **USAA Share of Search**: 4.4% ## Is State Farm or USAA more popular in search? - In September 2026, State Farm had more branded searches than USAA among home insurance brands in the United States. State Farm had about 1.7 million branded searches, while USAA had 145,000. State Farm made up 52.6% of all home insurance brand searches we track, and USAA accounted for 4.4%. - State Farm was ahead of USAA in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, State Farm’s share of searches among home insurance brands in the United States moved from 55.3% to 52.6%, and its estimated monthly branded searches held steady at 1.7M. - Across the 12 months ending September 2026, USAA’s share of searches among home insurance brands in the United States moved from 4.7% to 4.4%, and its estimated monthly branded searches moved from 147K to 145K. ## Top home insurance brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, State Farm and USAA were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. State Farm was listed before USAA in every answer. 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 | | --- | --- | --- | --- | --- | | Amica | 1st | 3 of 3 | 0 of 2 | 3 of 5 | | State Farm | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | USAA | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Travelers | 4th | 3 of 3 | 0 of 2 | 3 of 5 | | Allstate | 5th | 2 of 3 | 1 of 2 | 3 of 5 | | Chubb | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Liberty Mutual | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Lemonade | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about home insurance brands - Asked ChatGPT "Which home insurance brand should I switch to in the US?": 1. Amica, 2. Travelers, 3. State Farm, 4. USAA, 5. Allstate - Asked ChatGPT "What are the best home insurance brands in the US?": 1. Amica, 2. State Farm, 3. USAA, 4. Travelers, 5. Chubb, 6. Allstate - Asked ChatGPT "What's the best home insurance brand in the US for a house?": 1. Amica, 2. State Farm, 3. USAA, 4. Travelers, 5. Chubb - Searched Google, AI Overview "home insurance quotes": named none of the brands we track - Searched Google, AI Overview "cheaper home insurance": 1. Allstate, 2. State Farm, 3. USAA Not named in any answer: Liberty Mutual and Lemonade. Brands are listed in the order each answer named them. The answers were collected in United States on October 19, 2026. ## How did search popularity change for United States home insurance brands in September 2026? - In September 2026, State Farm lost share of searches among home insurance brands in the United States, from 56.5% to 52.6%. ## Month by month | Month | State Farm estimated searches | State Farm Share of Search | State Farm rank | USAA estimated searches | USAA Share of Search | USAA rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.7M | 55.3% | 1 | 147K | 4.7% | 5 | | Nov 2025 | 1.7M | 58% | 1 | 147K | 4.9% | 5 | | Dec 2025 | 1.7M | 57.9% | 1 | 150K | 5% | 5 | | Jan 2026 | 1.8M | 54.7% | 1 | 153K | 4.6% | 5 | | Feb 2026 | 1.7M | 52% | 1 | 157K | 4.7% | 5 | | Mar 2026 | 2.1M | 58.8% | 1 | 176K | 4.8% | 5 | | Apr 2026 | 1.8M | 55% | 1 | 157K | 4.8% | 5 | | May 2026 | 1.7M | 55% | 1 | 132K | 4.2% | 5 | | Jun 2026 | 1.7M | 55.2% | 1 | 122K | 3.9% | 5 | | Jul 2026 | 1.7M | 54.6% | 1 | 122K | 3.8% | 6 | | Aug 2026 | 2.1M | 56.5% | 1 | 145K | 3.9% | 5 | | Sep 2026 | 1.7M | 52.6% | 1 | 145K | 4.4% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using State Farm’s and USAA’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. - **State Farm**: Measured on the search terms “state farm” and “state farm insurance”, summed into one figure. - **USAA**: Measured on the search terms “usaa home insurance” and “usaa insurance”, summed into one figure. - [State Farm profile](/demand/us/brands/state-farm) - [USAA profile](/demand/us/brands/usaa) - [All home insurance brands in the United States](/demand/us/categories/us-home-insurance-brands): The set both shares are measured inside, 8 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 State Farm or USAA more popular in search? In September 2026, State Farm had more branded searches than USAA among home insurance brands in the United States. State Farm had about 1.7 million branded searches, while USAA had 145,000. State Farm made up 52.6% of all home insurance brand searches we track, and USAA accounted for 4.4%. ## Cite this page Brandwave. "State Farm vs USAA: Which is searched more in the United States?". https://gobrandwave.com/demand/us/categories/us-home-insurance-brands/compare/state-farm-vs-usaa This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-home-insurance-brands/compare/state-farm-vs-usaa. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.