Small business insurance providers in the United States:Which are most popular?
In September 2026, The Hartford was the most searched small business insurance provider in the United States, accounting for 56.5% of all searches among the eight providers we track. When we checked with ChatGPT and Google AI Overviews, Hiscox was mentioned most often, in four of the five answers. Hiscox was recommended most often, coming first in one out of four responses that gave a list.
The HartfordShare of searches 56.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Next InsuranceShare of searches 17%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
HiscoxShare of searches 12.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
ProgressiveShare of searches 6.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
Simply BusinessShare of searches 5.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top small business insurance providers in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Hiscox was mentioned most often, in four of the five answers. Hiscox was recommended most often, coming first in one out of four answers that gave a list. The Hartford was second, and Next Insurance was third. Simply Business, which ranked fifth in searches, was not mentioned at all.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Hiscox1st
- The Hartford2nd
- Next Insurance3rd
- Progressive4th
Nationwide5th
Thimble6th
Travelers7th- Simply Business–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Hiscox4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- The Hartford3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Next Insurance3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Progressive3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Travelers3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Nationwide2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Thimble1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Simply Business0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about small business insurance providers
5 answers
Asked ChatGPT
“What's the best small business insurance company in the US?”
Asked ChatGPT
“Where can a small business in the US get general liability insurance online?”
Asked ChatGPT
“Which insurers are best for small business insurance in the US?”
Searched Google, AI Overview
“small business insurance”
Searched Google, AI Overview
“general liability insurance”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 23, 2026.
Which small business insurance providers do people search for most?
This chart shows how often people search Google for each small business insurance provider by name. Each line represents a brand's share of searches for all eight small business insurance providers we track, month by month, from searches in United States.
Share of searches by month for The Hartford, Next Insurance, Hiscox, Progressive, Simply Business. The figures are in the table below the chart.
View monthly share of searches table
| Month | The Hartford | Next Insurance | Hiscox | Progressive | Simply Business | Thimble | Travelers | Nationwide |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 57% | 21% | 9.7% | 6.2% | 4.4% | 1.3% | 0.3% | 0.17% |
| Nov 2025 | 57% | 21% | 9.7% | 6.2% | 4.5% | 1.2% | 0.28% | 0.17% |
| Dec 2025 | 61.1% | 18.4% | 8.5% | 6.5% | 3.9% | 1.1% | 0.32% | 0.18% |
| Jan 2026 | 57.3% | 20.9% | 9.8% | 5.8% | 4.5% | 1.3% | 0.3% | 0.17% |
| Feb 2026 | 55.9% | 20.6% | 11.6% | 5.3% | 4.6% | 1.5% | 0.36% | 0.16% |
| Mar 2026 | 50.5% | 22.6% | 13.6% | 5.9% | 4.8% | 2% | 0.33% | 0.18% |
| Apr 2026 | 52.7% | 23.6% | 11% | 5% | 5% | 2.1% | 0.34% | 0.15% |
| May 2026 | 56.1% | 20.6% | 10.3% | 5.4% | 5.4% | 1.8% | 0.3% | 0.13% |
| Jun 2026 | 56.4% | 20.7% | 10.4% | 5.2% | 5.4% | 1.5% | 0.37% | 0.11% |
| Jul 2026 | 59.2% | 17.8% | 10.1% | 5.4% | 5.4% | 1.6% | 0.39% | 0.12% |
| Aug 2026 | 58.4% | 17.6% | 10.7% | 5.3% | 5.6% | 1.9% | 0.38% | 0.11% |
| Sep 2026 | 56.5% | 17% | 12.7% | 6.1% | 5.4% | 1.5% | 0.44% | 0.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 56.5% | 246K | 0% | -1.9 points | |
| 2, held 2nd | 17% | 74K | 0% | -0.6 points | |
| 3, held 3rd | 12.7% | 55.3K | +22.3% | +2 points | |
| 4, moved from 5th to 4th | 6.1% | 26.6K | +18.2% | +0.8 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 5.4% | 23.5K | 0% | -0.2 pointsmoved from 4th to 5th | |
| 6, held 6th | 1.5% | 6.6K | -18.5% | -0.4 points | |
| 7, held 7th | 0.44% | 1.9K | +18.8% | +0.1 points | |
| 8, held 8th | 0.3% | 1.3K | +170.8% | +0.2 points |
56.5%
Held 1st. 246K estimated branded searches, 0% vs prior month. Share -1.9 points.
17%
Held 2nd. 74K estimated branded searches, 0% vs prior month. Share -0.6 points.
3.
Hiscox12.7%
Held 3rd. 55.3K estimated branded searches, +22.3% vs prior month. Share +2 points.
6.1%
Moved from 5th to 4th. 26.6K estimated branded searches, +18.2% vs prior month. Share +0.8 points.
5.4%
Moved from 4th to 5th. 23.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
6.
Thimble1.5%
Held 6th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.4 points.
0.44%
Held 7th. 1.9K estimated branded searches, +18.8% vs prior month. Share +0.1 points.
0.3%
Held 8th. 1.3K estimated branded searches, +170.8% vs prior month. Share +0.2 points.
Which brand is most popular in search among small business insurance providers in the United States?
8 brands
In September 2026, The Hartford was the most searched among small business insurance providers in the United States, with an estimated 246K branded searches, 56.5% of all searches for the eight we track. Next Insurance is in 2nd place, 39.5 percentage points behind at 17%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| The Hartford | 57% → 56.5% | 61.1%Dec 2025 | 50.5%Mar 2026 | 1st |
| Next Insurance | 21% → 17% | 23.6%Apr 2026 | 17%Sep 2026 | 2nd |
| Hiscox | 9.7% → 12.7% | 13.6%Mar 2026 | 8.5%Dec 2025 | 3rd |
| Progressive | 6.2% → 6.1% | 6.5%Dec 2025 | 5%Apr 2026 | 4th |
| Simply Business | 4.4% → 5.4% | 5.6%Aug 2026 | 3.9%Dec 2025 | 5th |
| Thimble | 1.3% → 1.5% | 2.1%Apr 2026 | 1.1%Dec 2025 | 6th |
| Travelers | 0.3% → 0.44% | 0.44%Sep 2026 | 0.28%Nov 2025 | 7th |
| Nationwide | 0.17% → 0.3% | 0.3%Sep 2026 | 0.11%Jun 2026 | 8th |
Each finding as a sentence
- Across the 12 months ending September 2026, Next Insurance’s share of searches among small business insurance providers in the United States decreased from 21% to 17%.
- Across the 12 months ending September 2026, Hiscox’s share of searches among small business insurance providers in the United States increased from 9.7% to 12.7%.
- Across the 12 months ending September 2026, Simply Business’ share of searches among small business insurance providers in the United States increased from 4.4% to 5.4%.
- Across the 12 months ending September 2026, The Hartford’s share of searches among small business insurance providers in the United States peaked at 61.1% in December 2025 and was lowest at 50.5% in March 2026.
- Across the 12 months ending September 2026, Next Insurance’s share of searches among small business insurance providers in the United States peaked at 23.6% in April 2026 and was lowest at 17% in September 2026.
- Across the 12 months ending September 2026, Hiscox’s share of searches among small business insurance providers in the United States peaked at 13.6% in March 2026 and was lowest at 8.5% in December 2025.
- Across the 12 months ending September 2026, Progressive’s share of searches among small business insurance providers in the United States peaked at 6.5% in December 2025 and was lowest at 5% in April 2026.
- Across the 12 months ending September 2026, Simply Business’ share of searches among small business insurance providers in the United States peaked at 5.6% in August 2026 and was lowest at 3.9% in December 2025.
- Across the 12 months ending September 2026, Thimble’s share of searches among small business insurance providers in the United States peaked at 2.1% in April 2026 and was lowest at 1.1% in December 2025.
- Across the 12 months ending September 2026, The Hartford, Progressive, Thimble, Travelers and Nationwide held steady: their share of searches among small business insurance providers in the United States each moved less than 0.5 percentage points.
How did search popularity change for United States small business insurance providers in September 2026?
8 changes
In September 2026, Progressive overtook Simply Business to rank 4th among small business insurance providers in the United States, with 6.1% of the searches.
In September 2026, Hiscox gained share of searches among small business insurance providers in the United States, from 10.7% to 12.7%.
In September 2026, The Hartford lost share of searches among small business insurance providers in the United States, from 58.4% to 56.5%.
In September 2026, Next Insurance lost share of searches among small business insurance providers in the United States, from 17.6% to 17%.
Estimated monthly branded searches for Nationwide in the United States rose 80.6% over 12 measured months, from 720 to 1.3K in September 2026.
Estimated monthly branded searches for Travelers in the United States rose 46.2% over 12 measured months, from 1.3K to 1.9K in September 2026.
Estimated monthly branded searches for Simply Business in the United States rose 22.4% over 12 measured months, from 19.2K to 23.5K in September 2026.
Estimated monthly branded searches for Thimble in the United States rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.
Compare popularity between leading brands
- The Hartford vs Next Insurance: compare popularity
- The Hartford vs Hiscox: compare popularity
- The Hartford vs Progressive: compare popularity
- The Hartford vs Simply Business: compare popularity
- Next Insurance vs Hiscox: compare popularity
- Next Insurance vs Progressive: compare popularity
- Next Insurance vs Simply Business: compare popularity
- Hiscox vs Progressive: compare popularity
- Hiscox vs Simply Business: compare popularity
- Progressive vs Simply Business: compare popularity
- Compare any of these brands
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