Brandwave

Progressive vs USAA:Which is more popular?

In September 2026, Progressive had more branded searches than USAA among renters insurance companies in the United States. Progressive had about 40,500 branded searches, while USAA had 9,900. Progressive made up 9.7% of all renters insurance company searches we track, and USAA accounted for 2.4%. When we asked ChatGPT and Google AI Overviews about renters insurance companies, USAA appeared in four of the five answers and Progressive in none.

Among renters insurance companies in the United States in September 2026

Who do people search for more?

Progressive, about 4 searches for every 1 for USAA

Progressive 40.5K searchesUSAA 9.9K searches

Who does AI mention more?

USAA, mentioned in 4 of 5 answers, Progressive in 0

USAA in 4 of 5Progressive in 0 of 5

Who does AI recommend more?

USAA, the only one of the two named

USAA first in 4Progressive never named

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Top renters insurance companies 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. Progressive did not appear in any of the five answers.

Most recommended by AI

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

  1. State Farm1st
  2. Lemonade2nd
  3. Amica3rd
  4. USAA4th
  5. Allstate5th
  6. Progressive–
  7. Assurant–
  8. Liberty Mutual–
  9. Toggle–

Mentioned by AI

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

  • Lemonade4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • 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
  • Amica3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Allstate1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Progressive0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Assurant0 of 5Named in 0 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
  • Toggle0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about renters insurance companies

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 22, 2026.

Is Progressive or USAA more popular in search?

This chart shows how often people search Google for Progressive and USAA by name. Each line represents a brand's share of searches for all nine renters insurance companies we track, month by month, from searches in United States.

Progressive and USAA among renters insurance companies in the United States, by month

Share of searches by month for Progressive, USAA. The figures are in the table below the chart.

View monthly share of searches table
MonthLemonadeAllstateState FarmProgressiveAssurantLiberty MutualToggleUSAAAmica
Oct 202526.7%6.5%14.6%14.6%15.2%2.4%15.9%3.6%0.7%
Nov 202526.4%7.9%14.5%14.5%15%2.4%15.8%2.9%0.69%
Dec 202522.9%6.8%18.7%22.9%13%1.7%11%2.5%0.49%
Jan 202626.5%21.7%14.5%11.9%10.1%1.9%10.4%2.4%0.56%
Feb 202627.7%10.1%27.7%10.1%8.6%3.7%9%2.5%0.58%
Mar 202628.2%8.5%19%23.2%8.8%2.1%7.6%2.1%0.49%
Apr 202628.8%10.5%15.7%19.2%10.9%1.7%9.2%3.1%0.76%
May 202635.1%19.3%19.3%8.6%7.3%1.4%5.1%3.1%0.77%
Jun 202636.5%4.9%20%20%7.6%1.8%5.3%3.3%0.64%
Jul 202635.2%7.1%15.8%23.4%7.3%1.7%5.1%3.9%0.62%
Aug 202639.8%6.5%14.6%11.9%12.3%2.4%7%4.4%1.1%
Sep 202639.3%14.4%14.4%9.7%8.1%6.5%4.6%2.4%0.57%

How has the Progressive and USAA comparison changed over the last 12 months?

3 findings

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

4 changes

  1. 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.

  2. 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.

  3. In September 2026, Progressive lost share of searches among renters insurance companies in the United States, from 11.9% to 9.7%.

  4. In September 2026, USAA lost share of searches among renters insurance companies in the United States, from 4.4% to 2.4%.

How are branded searches counted?

2 search terms

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

Progressive

1 branded search term

  • progressive renters insurance

USAA

1 branded search term

  • usaa renters insurance

How the Brand Demand Index is measured

Other head-to-heads among renters insurance companies

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