Who gets found first in home & contents insurance.

One measure of how Australians find home & contents insurance, across Google, AI answers, social platforms and brand demand. 125 brands discovered and 100 recorded, ranked on a single presence score. August 2026 edition.

Find your brand on this board

Leading this boardAugust 2026

#1Allianz60.2

#2AAMI47.9

#3Canstar47.1

See all 100 recorded →

Measured across

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

The board in brief

The lead 60.2 Allianz

12.3 points clear of AAMI, who sits at 47.9.

The chase 47.9–36.9 3 brands chasing

AAMI 47.9
Canstar 47.1
Budget Direct 36.9

The deciding channel 45% Search discoverability

Allianz 65.7
Canstar 51.0

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 Allianz 65.7

AI 30% of the score Allianz 67.3

Social 15% of the score Budget Direct 49.3 · #4 overall

Demand 10% of the score Allianz 51.7

The board · August 2026

1 Move — Allianz allianz.com.au Search 65.7 AI 67.3 Social 35.4 Demand 51.7 60.2

2 Move — AAMI aami.com.au Search 48.6 AI 58.4 Social 26.1 Demand 45.8 47.9

3 Move — Canstar canstar.com.au Search 51.0 AI 65.3 Social 19.2 Demand 16.7 47.1

4 Move — Budget Direct budgetdirect.com.au Search 17.2 AI 58.4 Social 49.3 Demand 42.0 36.9

5 Move — Suncorp suncorp.com.au Search 28.0 AI 24.8 Social 34.0 Demand 37.3 28.9

6 Move — QBE qbe.com Search 11.3 AI 54.5 Social 27.0 Demand 33.4 28.8

7 Move — CHOICE choice.com.au Search 0.0 AI 64.4 Social 37.3 Demand 6.4 25.5

8 Move — RACV racv.com.au Search 27.3 AI 13.9 Social 32.5 Demand 40.0 25.3

9 Move — Youi youi.com.au Search 3.6 AI 47.0 Social 33.2 Demand 37.8 24.5

10 Move — Finder finder.com.au Search 3.9 AI 62.1 Social 15.8 Demand 9.2 23.7

11 Move — NRMA Insurance nrma.com.au Search 14.8 AI 34.7 Social 42.9 Demand 0.0 23.5

12 Move — Compare the Market comparethemarket.com.au Search 21.1 AI 17.0 Social 34.3 Demand 34.0 23.1

13 Move — Moneysmart moneysmart.gov.au Search 24.7 AI 25.7 Social 0.0 Demand 0.0 18.8

14 Move — iSelect iselect.com.au Search 24.3 AI 17.6 Social 3.5 Demand 19.7 18.7

15 Move — Australian Seniors seniors.com.au Search 7.6 AI 44.7 Social 0.0 Demand 14.6 18.3

16 Move — CommBank commbank.com.au Search 16.0 AI 8.3 Social 15.6 Demand 32.9 15.3

17 Move — Terri Scheer terrischeer.com.au Search 0.0 AI 28.7 Social 17.4 Demand 36.7 14.9

18 Move — Apia apia.com.au Search 3.7 AI 30.6 Social 6.0 Demand 30.8 14.8

19 Move — RACQ racq.com.au Search 7.2 AI 24.5 Social 2.6 Demand 34.5 14.4

20 Move — ANZ anz.com.au Search 0.0 AI 35.9 Social 6.0 Demand 22.8 14.0

Head to head

Compare two brands.

Your brandTheir brand

AllianzRank #160.2

SearchAISocialDemand

AAMIRank #247.9

No channel wins

Search discoverability65.748.6AI visibility67.358.4Social discoverability35.426.1Brand demand51.745.8

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 Allianz, ranked first on home & contents insurance

60.2 of 100

Allianz scores 60.2

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 +29.5 65.7 scored × 45% AI visibility +20.2 67.3 scored × 30% Social discoverability +5.3 35.4 scored × 15% Brand demand +5.2 51.7 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 home & contents 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 home & contents insurance board, in your inbox when it publishes.

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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