Who gets found first in health insurance.

One measure of how Australians find health insurance, across Google, AI answers, social platforms and brand demand. 214 brands discovered and 99 recorded, ranked on a single presence score. August 2026 edition.

Find your brand on this board

Leading this boardAugust 2026

#1Medibank64.2

#2Bupa53.0

#3HCF46.3

See all 99 recorded →

Measured across

Google AI Overviews ChatGPT Gemini Claude Perplexity Copilot TikTok Instagram YouTube Reddit

The board in brief

The lead 64.2 Medibank

11.2 points clear of Bupa, who sits at 53.0.

The chase 53.0–38.8 3 brands chasing

Bupa 53.0
HCF 46.3
Canstar 38.8

The deciding channel 45% Search discoverability

Medibank 59.8
Bupa 52.6

At 45% of the score, the lead over the next brand here moves the ranking further than any other channel's does.

Who owns each channel

Search 45% of the score Medibank 59.8

AI 30% of the score Medibank 71.1

Social 15% of the score Medicare 78.0 · #11 overall

Demand 10% of the score Bupa 54.7 · #2 overall

The board · August 2026

1 Move — Medibank medibank.com.au Search 59.8 AI 71.1 Social 75.7 Demand 46.4 64.2

2 Move — Bupa bupa.com.au Search 52.6 AI 55.8 Social 47.7 Demand 54.7 53.0

3 Move — HCF hcf.com.au Search 25.8 AI 61.0 Social 75.2 Demand 51.0 46.3

4 Move — Canstar canstar.com.au Search 46.3 AI 48.9 Social 11.3 Demand 15.5 38.8

5 Move — privatehealth.gov.au privatehealth.gov.au Search 44.7 AI 42.6 Social 27.6 Demand 0.0 37.0

6 Move — ahm ahm.com.au Search 32.3 AI 34.9 Social 22.3 Demand 47.6 33.1

7 Move — iSelect iselect.com.au Search 21.6 AI 48.5 Social 10.4 Demand 43.2 30.2

8 Move — NIB nib.com.au Search 17.5 AI 41.9 Social 32.6 Demand 44.7 29.8

9 Move — CHOICE choice.com.au Search 3.5 AI 51.7 Social 49.6 Demand 7.6 25.3

10 Move — HBF hbf.com.au Search 0.0 AI 42.9 Social 41.4 Demand 42.8 23.4

11 Move — Medicare Search 0.0 AI 29.5 Social 78.0 Demand 18.3 22.4

12 Move — health.gov.au health.gov.au Search 41.1 AI 4.2 Social 17.2 Demand 0.0 22.3

13 Move — Finder finder.com.au Search 0.0 AI 36.3 Social 63.8 Demand 13.6 21.8

14 Move — Frank Health Insurance frankhealthinsurance.com.au Search 7.1 AI 37.1 Social 4.7 Demand 38.1 18.8

15 Move — Allianz Care Australia allianzcare.com.au Search 8.1 AI 33.4 Social 12.1 Demand 0.0 15.5

16 Move — HIF hif.com.au Search 7.5 AI 28.8 Social 0.0 Demand 31.8 15.2

17 Move — smile.com.au smile.com.au Search 3.5 AI 40.3 Social 2.4 Demand 0.0 14.0

18 Move — Westfund westfund.com.au Search 0.0 AI 34.1 Social 2.5 Demand 26.8 13.3

19 Move — The Australian Search 0.0 AI 12.4 Social 55.3 Demand 0.0 12.0

20 Move — GMHBA gmhba.com.au Search 0.0 AI 23.1 Social 12.3 Demand 30.1 11.8

Head to head

Compare two brands.

Your brandTheir brand

MedibankRank #164.2

SearchAISocial

BupaRank #253.0

Demand

Search discoverability59.852.6AI visibility71.155.8Social discoverability75.747.7Brand demand46.454.7

A channel showing n/m could not be measured for that brand this edition, so neither side wins it. It is not a zero.

Method

Four channels, one number.

Each channel is scored out of 100 against the set below, on its own terms, then combined on fixed weights. Nothing in this edition passes 76 and nothing realistically will: a brand would have to lead every channel at once.

45% 30% 15% 10%

45% Organic search

Google AI Overviews

19 category keywords per board, position weighted

30% AI answers

ChatGPT Gemini Claude Perplexity Copilot AI Mode

25 questions put to 7 engines, scored on who gets named

15% Social search

TikTok Instagram YouTube Reddit

Searches run inside each platform, not on the open web

10% Brand demand

Monthly Australian search volume for the brand name and its close variants

Worked example Medibank, ranked first on health insurance

64.2 of 100

Medibank scores 64.2

Four channels, each scored out of 100 on its own terms, then weighted and added. The dotted arc is the headroom nobody in the index has taken.

Search discoverability +26.9 59.8 scored × 45% AI visibility +21.3 71.1 scored × 30% Social discoverability +11.4 75.7 scored × 15% Brand demand +4.6 46.4 scored × 10%

Add the four contributions together and you have the presence score. A brand strong on one channel only cannot climb far, which is the point. Where a channel could not be measured its weight is shared across the rest rather than counted as zero, so the percentages here always total 100. Contributions are rounded to one decimal place.

Read the full method

Not where you expected

Not on this board, or lower than you expected?

Every brand in health insurance is scored on the same four channels, whether it engages with us or not. If you are not here, or not where you thought, a strategist can tell you which channel is costing you the most and whether it is worth closing.

Talk to a strategist

A read of your four channels and what is actually movable. Scores are never influenced by working with us: the method is fixed and public.

Board alerts

A note when the numbers change.

Every edition of the health insurance board, in your inbox when it publishes.

health insurance board

What lands in the email

Who leads the board, and what changed at the top
Who climbed and who fell
Any brand entering the top 20
What shifted across the four channels