Hiscox vs The Hartford:Which is more popular?
In September 2026, The Hartford had more branded searches than Hiscox among small business insurance providers in the United States. The Hartford had about 246,000 branded searches, while Hiscox had 55,300. The Hartford made up 56.5% of all small business insurance provider searches we track, and Hiscox accounted for 12.7%. When we asked ChatGPT and Google AI Overviews about small business insurance providers, Hiscox appeared in four of the five answers and The Hartford in three. The Hartford was mentioned before Hiscox in three out of four answers.
Who do people search for more?
The Hartford, about 4 searches for every 1 for Hiscox
Who does AI mention more?
Hiscox, mentioned in 4 of 5 answers, The Hartford in 3
Who does AI recommend more?
The Hartford, named ahead of Hiscox in 3 of 4 answers
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Top small business insurance providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hiscox was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. The Hartford was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. The Hartford was listed before Hiscox in three out of four answers.
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.
Is Hiscox or The Hartford more popular in search?
This chart shows how often people search Google for Hiscox and The Hartford 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, Hiscox. 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% |
How has the Hiscox and The Hartford comparison changed over the last 12 months?
3 findings
- The Hartford was ahead of Hiscox in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hiscox’s share of searches among small business insurance providers in the United States moved from 9.7% to 12.7%, and its estimated monthly branded searches moved from 41.9K to 55.3K.
- Across the 12 months ending September 2026, The Hartford’s share of searches among small business insurance providers in the United States moved from 57% to 56.5%, and its estimated monthly branded searches held steady at 246K.
How did search popularity change for United States small business insurance providers in September 2026?
2 changes
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%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Hiscox’s and The Hartford’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.
Hiscox
2 branded search terms
- hiscox
- hiscox insurance
The Hartford
1 branded search term
- the hartford
Other head-to-heads among small business insurance providers
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