Brandwave

Simply Business vs The Hartford:Which is more popular?

In September 2026, The Hartford had more branded searches than Simply Business among small business insurance providers in the United States. The Hartford had about 246,000 branded searches, while Simply Business had 23,500. The Hartford made up 56.5% of all small business insurance provider searches we track, and Simply Business accounted for 5.4%. When we asked ChatGPT and Google AI Overviews about small business insurance providers, The Hartford appeared in three of the five answers and Simply Business in none.

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

Who do people search for more?

The Hartford, about 10 searches for every 1 for Simply Business

The Hartford 246K searchesSimply Business 23.5K searches

Who does AI mention more?

The Hartford, mentioned in 3 of 5 answers, Simply Business in 0

The Hartford in 3 of 5Simply Business in 0 of 5

Who does AI recommend more?

The Hartford, the only one of the two named

The Hartford first in 3Simply Business never named

Follow Simply Business vs The Hartford and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top small business insurance providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and 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. Simply Business 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. 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 Simply Business or The Hartford more popular in search?

This chart shows how often people search Google for Simply Business 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.

Simply Business and The Hartford among small business insurance providers in the United States, by month

Share of searches by month for The Hartford, Simply Business. 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 Simply Business and The Hartford comparison changed over the last 12 months?

3 findings

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

3 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. In September 2026, The Hartford lost share of searches among small business insurance providers in the United States, from 58.4% to 56.5%.

  3. 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.

How are branded searches counted?

3 search terms

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

Simply Business

2 branded search terms

  • simply business
  • simply business insurance

The Hartford

1 branded search term

  • the hartford

How the Brand Demand Index is measured

Other head-to-heads among small business insurance providers

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free