Who gets found first in life insurance.

One measure of how Australians find life insurance, across Google, AI answers, social platforms and brand demand. 244 brands discovered and 100 recorded, ranked on a single presence score. August 2026 edition.

Find your brand on this board

Leading this boardAugust 2026

#1TAL51.4

#2MoneySmart48.2

#3Canstar33.1

See all 100 recorded →

Measured across

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

The board in brief

The lead 51.4 TAL

3.2 points clear of MoneySmart, who sits at 48.2.

The chase 48.2–28.5 3 brands chasing

MoneySmart 48.2
Canstar 33.1
Real Insurance 28.5

The deciding channel 30% AI visibility

TAL 63.9
NobleOak 55.5

At 30% 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 MoneySmart 71.5 · #2 overall

AI 30% of the score TAL 63.9

Social 15% of the score TAL 39.5

Demand 10% of the score Real Insurance 39.3 · #4 overall

The board · August 2026

1 Move — TAL tal.com.au Search 51.9 AI 63.9 Social 39.5 Demand 29.7 51.4

2 Move — MoneySmart moneysmart.gov.au Search 71.5 AI 52.3 Social 2.4 Demand 0.0 48.2

3 Move — Canstar canstar.com.au Search 37.1 AI 45.2 Social 18.4 Demand 0.8 33.1

4 Move — Real Insurance realinsurance.com.au Search 23.4 AI 36.0 Social 21.8 Demand 39.3 28.5

5 Move — AAMI aami.com.au Search 27.1 AI 33.3 Social 16.1 Demand 20.9 26.7

6 Move — Allianz allianz.com.au Search 32.8 AI 24.1 Social 5.3 Demand 27.9 25.6

7 Move — Medibank medibank.com.au Search 23.6 AI 30.9 Social 16.7 Demand 21.7 24.6

8 Move — NobleOak nobleoak.com.au Search 3.9 AI 55.5 Social 15.0 Demand 35.2 24.2

9 Move — Budget Direct budgetdirect.com.au Search 16.4 AI 40.3 Social 7.6 Demand 13.7 22.0

10 Move — Finder finder.com.au Search 3.9 AI 50.7 Social 28.3 Demand 0.0 21.2

11 Move — Zurich Australia zurich.com.au Search 15.6 AI 34.6 Social 17.3 Demand 0.0 20.0

12 Move — Suncorp suncorp.com.au Search 4.7 AI 35.7 Social 18.4 Demand 18.6 17.4

13 Move — Australian Seniors seniors.com.au Search 7.8 AI 37.0 Social 2.3 Demand 14.4 16.4

14 Move — AIA Australia aia.com.au Search 0.0 AI 39.6 Social 24.0 Demand 0.0 15.5

15 Move — Compare the Market comparethemarket.com.au Search 20.2 AI 8.6 Social 18.8 Demand 10.3 15.5

16 Move — iSelect iselect.com.au Search 17.8 AI 16.5 Social 12.5 Demand 0.0 14.8

17 Move — APIA apia.com.au Search 7.6 AI 30.7 Social 0.0 Demand 14.6 14.1

18 Move — Australian Retirement Trust australianretirementtrust.com.au Search 3.9 AI 20.6 Social 34.9 Demand 6.4 13.8

19 Move — HCF hcf.com.au Search 0.0 AI 35.9 Social 5.0 Demand 17.6 13.3

20 Move — AustralianSuper australiansuper.com Search 8.0 AI 22.2 Social 18.8 Demand 1.6 13.3

Head to head

Compare two brands.

Your brandTheir brand

TALRank #151.4

AISocialDemand

MoneySmartRank #248.2

Search discoverability51.971.5AI visibility63.952.3Social discoverability39.52.4Brand demand29.70.0

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

17 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 TAL, ranked first on life insurance

51.4 of 100

TAL scores 51.4

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 +23.3 51.9 scored × 45% AI visibility +19.2 63.9 scored × 30% Social discoverability +5.9 39.5 scored × 15% Brand demand +3.0 29.7 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 life 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 life 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