Australian insurance brands gain 25% despite QBE slip

QBE remained the country’s top insurance brand after rising 23% to $2.5b

Australian insurance brands increased their combined brand value by 25% to $6.0b (A$8.6b) in 2026, driven by higher premiums and steady investment returns.

Brand Finance’s Insurance 100 2026 report found that all four Australian insurers included in the global ranking posted double-digit growth in brand value, helping lift the country's insurance sector from $4.8b (A$6.9b) a year earlier.

QBE remained Australia's most valuable insurance brand, with its brand value rising 23% to $2.5b (A$3.5b).

The insurer climbed five places to rank 46th globally after reporting a statutory net profit after tax of $1.5b (A$2.2b) and an adjusted return on equity of nearly 20%.

Brand Finance said the result reflects QBE's multi-year turnaround and shift towards more consistent earnings.

However, its Brand Strength Index (BSI) score slipped to 60.7 out of 100 from 62.6, largely due to portfolio exits that reduced customer touchpoints and market presence.

NRMA Insurance recorded the strongest growth amongst Australian insurers, with its brand value increasing 45% to $1.4b (A$2.0b).

The brand jumped 19 places to rank 71st globally and was named the sixth-strongest insurance brand worldwide, with a BSI score of 86.4.

Brand Finance attributed the growth to a 6.8% rise in operating revenue and an increase in membership to 3.4 million as of November 2025.

Improvements in familiarity, appeal, price acceptance and customer preference also supported its ranking.

Suncorp's brand value rose 14% to $1.2b (A$1.7b), lifting it to 85th place globally. The insurer reported a 50% increase in net profit after tax to $1.3b (A$1.8b) in the 2025 financial year.

Brand Finance said profitability benefited from natural disaster claims remaining below provisions set aside by the company. 
Its BSI score improved to 56.2 from 51.8, helping it climb two places in the global brand strength ranking.

Medibank increased its brand value by 18% to $0.9b (A$1.3b) and moved up six places to rank 94th globally.

The health insurer reported revenue growth of more than 5% year on year to A$8.8b ($6.3b), supported by higher premiums and growth in policyholder numbers.

Brand Finance also noted that investments by major Australian funds boosted investor confidence, contributing to gains in its share price and market capitalisation.

Mark Crowe, managing director of Brand Finance Australia, said the results reflected strong financial performance, customer trust and continued investment in areas such as climate resilience, customer engagement and operational transformation.

Globally, the insurance sector recorded its strongest brand value growth in five years, with the combined value of the world's 100 largest insurance brands increasing 14% to $606.7b.

($1.00 = A$1.42)