Brandwave

Nationwide vs Progressive:Which is more popular?

In September 2026, Progressive had more branded searches than Nationwide among small business insurance providers in the United States. Progressive had about 26,600 branded searches, while Nationwide had 1,300. Progressive made up 6.1% of all small business insurance provider searches we track, and Nationwide accounted for 0.3%. When we asked ChatGPT and Google AI Overviews about small business insurance providers, Progressive appeared in three of the five answers and Nationwide in two. Nationwide and Progressive were each mentioned first in two of the four answers.

Among small business insurance providers in the United States in September 2026

Who do people search for more?

Progressive, about 20 searches for every 1 for Nationwide

Progressive 26.6K searchesNationwide 1.3K searches

Who does AI mention more?

Progressive, mentioned in 3 of 5 answers, Nationwide in 2

Progressive in 3 of 5Nationwide in 2 of 5

Who does AI recommend more?

Each is named first in 2 of 4 answers.

Nationwide first in 2Progressive first in 2

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Top small business insurance providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Progressive was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Nationwide was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nationwide and Progressive were each listed first in two of the four answers.

Most recommended by AI

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

  1. Hiscox1st
  2. The Hartford2nd
  3. Next Insurance3rd
  4. Progressive4th
  5. Nationwide5th
  6. Thimble6th
  7. Travelers7th
  8. 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

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 Nationwide or Progressive more popular in search?

This chart shows how often people search Google for Nationwide and Progressive 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.

Nationwide and Progressive among small business insurance providers in the United States, by month

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

View monthly share of searches table
MonthThe HartfordNext InsuranceHiscoxProgressiveSimply BusinessThimbleTravelersNationwide
Oct 202557%21%9.7%6.2%4.4%1.3%0.3%0.17%
Nov 202557%21%9.7%6.2%4.5%1.2%0.28%0.17%
Dec 202561.1%18.4%8.5%6.5%3.9%1.1%0.32%0.18%
Jan 202657.3%20.9%9.8%5.8%4.5%1.3%0.3%0.17%
Feb 202655.9%20.6%11.6%5.3%4.6%1.5%0.36%0.16%
Mar 202650.5%22.6%13.6%5.9%4.8%2%0.33%0.18%
Apr 202652.7%23.6%11%5%5%2.1%0.34%0.15%
May 202656.1%20.6%10.3%5.4%5.4%1.8%0.3%0.13%
Jun 202656.4%20.7%10.4%5.2%5.4%1.5%0.37%0.11%
Jul 202659.2%17.8%10.1%5.4%5.4%1.6%0.39%0.12%
Aug 202658.4%17.6%10.7%5.3%5.6%1.9%0.38%0.11%
Sep 202656.5%17%12.7%6.1%5.4%1.5%0.44%0.3%

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

3 findings

How did search popularity change for United States small business insurance providers in September 2026?

2 changes

  1. 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.

  2. 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.

How are branded searches counted?

3 search terms

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

Nationwide

1 branded search term

  • nationwide business insurance

Progressive

2 branded search terms

  • progressive business insurance
  • progressive commercial

How the Brand Demand Index is measured

Other head-to-heads among small business insurance providers

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