YouGov BrandIndex data shows which insurance brands Indonesian consumers consider, and how the picture differs among higher-income households.
Insurance brands compete to be considered long before a policy is purchased. Knowing which names make consumers’ shortlists, and how those shortlists differ by audience, helps marketers see where they stand against competitors.
YouGov BrandIndex data collected from 1 October 2025 to 30 September 2026 ranks the insurance brands Indonesian adults would consider when next in the market for a financial-services product or service. Allianz takes the top spot amongst general population and among those with higher income.
Beyond the leader, the order shifts, and several brands register stronger Consideration in the higher-income group.
This analysis looks at national leaders, higher-income leaders, and the largest positive differences between the two audiences.
Which insurance brands lead consideration nationally?
Allianz ranks first at 21.8%, narrowly ahead of Prudential (20.7%) and BCA Insurance (19.1%). The top three are separated by 2.6 percentage points, with a larger gap to fourth-placed AXA Mandiri (12.5%).
Manulife is fifth at 11.8%. The top ten also includes Astra, BRI Life, AIA, BNI Life and Astra.
Does the order change among higher-income Indonesians?
Allianz remains first among respondents with monthly household income of IDR 10 million or more, reaching 33.1% Consideration. Prudential follows at 28.8%, while Manulife moves into third at 22.2%, ahead of BCA Insurance (19.5%) and AXA Mandiri (17.9%).
AIA ranks sixth in the higher-income group, compared with eighth nationally. Zurich and FWD enter the higher-income top ten, even though neither appears in the national top ten. The leading pair is unchanged, but the brands immediately behind them present a different competitive ordering.
Which brands have the largest positive higher-income consideration gaps?
Allianz has the largest absolute gap: 33.1% Consideration among higher-income respondents, against 21.8% nationally — a difference of 11.4 percentage points. Manulife has the second-largest positive gap at 10.5 points, followed by Prudential at 8.2 points.
The next-largest gaps belong to AIA (6.9 percentage points), Zurich (5.6), FWD (5.4), AXA Mandiri (5.3) and Generali (4.8).
BCA Insurance offers a useful contrast. Despite ranking third nationally, its Consideration score barely moves between audiences: 19.1% nationally and 19.5% among higher-income respondents.
See rankings for the other APAC markets: Australia and Singapore
For marketers and insights teams, the rankings show not only which insurance brands lead nationally, but also where a brand’s standing strengthens among higher-income consumers. Tracking consideration alongside other BrandIndex measures, such as value, quality, awareness and satisfaction, can help explain what sets each brand apart with different audiences.
Interested in how your brand performs across audiences and metrics? Get in touch with our researchers to explore BrandIndex data for Indonesia in depth.
Methodology
This analysis uses YouGov BrandIndex data for Indonesia’s insurance sector from 1 October 2025 to 30 September 2026. For the displayed brands, the national representative sample base is n>19,590 and the higher-income sample base is n>3,120. Both rankings use the same Consideration metric. Higher income in the study refers to a monthly household income of IDR 10,000,000 or more.
Consideration question: “When you are in the market next to acquire a new insurance policy (e.g, health, life, auto, etc.), from which of the following would you consider acquiring a new policy?”
Disclosure: The data analysis in this article was conducted by YouGov with the assistance of AI tools.
About YouGov BrandIndex
YouGov BrandIndex is an always-on brand tracking tool measuring consumer perceptions of brands across markets and sectors. It enables brand teams to examine awareness, consideration, brand perceptions and audience differences over time.
Explore more insurance brand data
The rankings provide a starting point for understanding consideration of insurance brands in Indonesia. YouGov BrandIndex can support deeper exploration of relevant competitors, audience groups and additional brand-health measures.