Brandwave

Nationwide vs The Hartford:Which is more popular?

In September 2026, The Hartford had more branded searches than Nationwide among small business insurance providers in the United States. The Hartford had about 246,000 branded searches, while Nationwide had 1,300. The Hartford made up 56.5% 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, The Hartford appeared in three of the five answers and Nationwide in two. The Hartford was mentioned before Nationwide in every answer that named either.

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

Who do people search for more?

The Hartford, about 189 searches for every 1 for Nationwide

The Hartford 246K searchesNationwide 1.3K searches

Who does AI mention more?

The Hartford, mentioned in 3 of 5 answers, Nationwide in 2

The Hartford in 3 of 5Nationwide in 2 of 5

Who does AI recommend more?

The Hartford, named ahead of Nationwide in 3 of 3 answers

The Hartford first in 3Nationwide never first

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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. 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. The Hartford was listed before Nationwide in every answer that named either.

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 The Hartford more popular in search?

This chart shows how often people search Google for Nationwide 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.

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

Share of searches by month for The Hartford, 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 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?

2 changes

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

  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?

2 search terms

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

Nationwide

1 branded search term

  • nationwide 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

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