Brandwave

State Farm vs USAA:Which is more popular?

In September 2026, USAA had more branded searches than State Farm among car insurance brands in the United States. USAA had about 110,000 branded searches, while State Farm had 60,500. USAA made up 2.5% of all car insurance brand searches we track, and State Farm accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about car insurance brands, USAA appeared in all five answers and State Farm in two. USAA was mentioned before State Farm in three out of five answers.

Among car insurance brands in the United States in September 2026

Who do people search for more?

USAA, about 82% more searches than State Farm

USAA 110K searchesState Farm 60.5K searches

Who does AI mention more?

USAA, mentioned in every answer we collected

USAA in 5 of 5State Farm in 2 of 5

Who does AI recommend more?

USAA, named ahead of State Farm in 3 of 5 answers

USAA first in 3State Farm first in 2

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Top car insurance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, USAA appeared in all five answers. State Farm was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. USAA was listed before State Farm in three out of five answers.

Most recommended by AI

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

  1. GEICO1st
  2. Travelers2nd
  3. USAA3rd
  4. Progressive4th
  5. State Farm5th
  6. Erie Insurance6th
  7. Nationwide7th
  8. Root–
  9. Allstate–
  10. Liberty Mutual–
  11. +1 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • GEICO5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Progressive5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • USAA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Erie Insurance3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Travelers3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nationwide2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • State Farm2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Root0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Allstate0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Liberty Mutual0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about car insurance brands

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 22, 2026.

Is State Farm or USAA more popular in search?

This chart shows how often people search Google for State Farm and USAA by name. Each line represents a brand's share of searches for all 11 car insurance brands we track, month by month, from searches in United States.

State Farm and USAA among car insurance brands in the United States, by month

Share of searches by month for USAA, State Farm. The figures are in the table below the chart.

View monthly share of searches table
MonthGEICOProgressiveErie InsuranceNationwideRootUSAAState FarmTravelersAllstateLiberty MutualFarmers Insurance
Oct 202554.3%24.2%6.8%4.5%4.1%2%1.7%0.61%0.75%0.75%0.22%
Nov 202558.1%21.7%5.9%3.9%4.4%2.2%1.4%0.96%0.64%0.64%0.19%
Dec 202556.7%21.5%5.3%4.4%3.9%2.9%1.6%1.3%0.59%0.72%1.1%
Jan 202654.8%23.7%6.1%4.1%3.7%2.8%1.5%1%0.67%0.67%0.83%
Feb 202656%19.8%6%4%3.7%4.9%1.5%2.7%0.66%0.54%0.16%
Mar 202653.7%21.4%5.8%3.2%3.5%3.9%2.6%2.1%2.1%0.64%1.2%
Apr 202655.5%24%6.2%3.4%3.1%2.8%1.2%1.5%1.5%0.56%0.14%
May 202659.3%20.6%5.4%3.6%3.3%2.4%1.6%1.6%1.3%0.6%0.15%
Jun 202659.8%20.6%6.9%3.8%3.4%1.7%1.7%0.93%0.51%0.62%0.15%
Jul 202658.1%21%5.7%3.9%3.4%1.7%2.1%2.1%1.2%0.63%0.15%
Aug 202657.3%21%7.1%3.9%3.5%2.1%1.4%2.1%0.78%0.64%0.19%
Sep 202655.1%24.3%5.6%3.8%3.4%2.5%1.4%1.4%1.1%1.1%0.19%

How has the State Farm and USAA comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: State Farm took it in July 2026, USAA took it in August 2026.
  • Across the 12 months ending September 2026, State Farm’s share of searches among car insurance brands in the United States moved from 1.7% to 1.4%, and its estimated monthly branded searches moved from 74K to 60.5K.
  • Across the 12 months ending September 2026, USAA’s share of searches among car insurance brands in the United States moved from 2% to 2.5%, and its estimated monthly branded searches moved from 90.5K to 110K.

How did search popularity change for United States car insurance brands in September 2026?

2 changes

  1. USAA’s share of searches among car insurance brands in the United States has gained ground for 3 months in a row, from 1.7% to 2.5% in September 2026.

  2. In September 2026, State Farm rose from 8th to 7th among car insurance brands in the United States.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using State Farm’s and USAA’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.

State Farm

1 branded search term

  • state farm car insurance

USAA

1 branded search term

  • usaa car insurance

How the Brand Demand Index is measured

Other head-to-heads among car insurance brands

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