This page was rebuilt in August 2026. It previously listed keyword volumes captured in 2024. It now reports live monthly measurement of the same market: who ranks, who Google cites in its AI answers, and what those searches actually return. The method is published in full on our methodology page.
Search demand for insurance in the United States is at its highest point in five years, and the rise is not small.
| Line | 2021 average | Last 12 months | Change |
|---|---|---|---|
| Car insurance | 27.6 | 74.1 | +168% |
| Home insurance | 10.0 | 28.4 | +184% |
| Business insurance | 3.8 | 19.6 | +415% |
Figures are Google Trends relative search interest, indexed so that the five-year peak equals 100. They measure interest relative to total search volume, not absolute query counts.
Business insurance interest is close to seven times its 2021 level. The peak month across all three lines was March 2026.
The rise is not evenly spread across the five years
Interest was flat from 2021 through 2023. It began climbing in 2024 and accelerated sharply through 2025 and 2026. That timing lines up with the period of steep premium increases across US personal lines, which is the most plausible explanation: when prices rise, people shop.
That matters for anyone selling insurance, because a shopper who is searching because their renewal went up is further along than a shopper browsing.
What changed at the same time
Demand arriving at Google is one thing. What Google does with it is another, and that changed in the same period.
On coverage and pricing questions, Google now writes its own answer 97.9% of the time, names two or three insurers inside it, and lists the sources it used. On near-me searches it skips the answer entirely and shows a map of three local businesses, 99.8% of the time.
So record demand is arriving into a results page that resolves a growing share of it without a click. Both things are true at once, and treating either in isolation gives the wrong strategy.
What we do about it
We measure four separate outcomes every month across every US state, every Canadian province and 109 cities: where a brand ranks, whether the AI answer names it, whether Google credits it as a source, and whether it appears in the local map. The full Index is free to read, and the method is published alongside it.
Method and limits
Demand figures are Google Trends, United States, August 2021 to July 2026, monthly. Trends reports relative interest indexed to the peak, not absolute search volume, so the percentage changes describe relative movement rather than a count of searches.
Results-page figures come from our own August 2026 capture: 819 coverage and pricing searches across auto and commercial lines, and 1,308 near-me searches across 109 metros.