Australia's insurance sector has increased total advertising spend 4.7% year-on-year, according to data from Nielsen Ad Intel.
From September 2024 to August 2025, insurers spent $463.7 million, up from $443.1 million in the previous 12 months.
The figures highlight competition among established players and emerging brands, as companies invest in maintaining awareness, building trust and winning customer relationships.
Youi led insurance advertisers, followed by Allianz Australia Insurance, Budget Direct, AAMI Insurance and HCF Australia.
Rounding out the top 12 were Medibank Private, Bupa Australia, Greenstone Financial Services, Compare the Market, Australian Health Management, NRMA Insurance and GIO Insurance.
Australia's insurance advertising increase wasn't spread evenly across categories.
Pet insurance led the charge, with ad spend rising 189.5% year-on-year, followed by motor vehicle insurance which jumped 40.4%, then home and contents insurance with a 32.3% increase.
Life insurance spend rose 5.2%.
Rose Lopreiato, Nielsen Ad Intel's Australia commercial lead, said the results highlighted how competitive the insurance landscape had become, with brands investing to maintain visibility, connection and trust in a market defined by choice and change.
"Advertising isn't just about market share - it's about demonstrating reliability and building long-term customer relationships," she said.
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