Brandwave

How popular isGuardian Life?

In September 2026, people searched for Guardian Life by name about 27,100 times worldwide, a 22.1% increase from the previous year. These searches made up 7.3% of all global income protection brand searches, placing Guardian Life fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about income protection brands, Guardian Life appeared in three of the five answers and was the most recommended of the five.

Search and AI answers in September 2026

Guardian Life is the fourth most searched of 5 competitors and the most recommended in AI answers.

  1. Mutual of OmahaShare of searches 66.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  2. AvivaShare of searches 13.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. MetLifeShare of searches 13.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. Guardian LifeShare of searches 7.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  5. BupaShare of searches 0.03%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top income protection brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Guardian Life was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Guardian Life is the most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Guardian Life1st
  2. Mutual of Omaha2nd
  3. Aviva–
  4. MetLife–
  5. Bupa–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Guardian Life3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mutual of Omaha2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Aviva0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MetLife0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bupa0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about income protection brands

5 answers

  • Asked ChatGPT

    “Which income protection brand should I buy?”

    1. 1Guardian Life
    2. 2Mutual of Omaha

  • Asked ChatGPT

    “What are the best income protection brands?”

    1. 1Guardian Life
    2. 2Mutual of Omaha

  • Asked ChatGPT

    “What's the best income protection brand for loss of income?”

    1. 1Guardian Life

  • Searched Google, AI Overview

    “income protection insurance”

    1. Searched Google, AI Overview

      “salary protection insurance”

      Not named in any answer:

      Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

      Which income protection brands compete with Guardian Life?

      Guardian Life against income protection brands worldwide, by month

      Share of searches by month for Mutual of Omaha, Aviva, MetLife, Guardian Life. The figures are in the table below the chart.

      View monthly share of searches table
      MonthMutual of OmahaAvivaMetLifeGuardian LifeBupa
      Oct 202567%13.5%13.5%6%0.03%
      Nov 202564.1%12.9%15.8%7.1%0.04%
      Dec 202564.2%12.9%15.8%7.1%0.03%
      Jan 202664.2%12.9%15.8%7.1%0.04%
      Feb 202665.3%10.8%13.1%10.8%0.04%
      Mar 202662.3%12.5%12.5%12.5%0.04%
      Apr 202663.8%12.8%12.8%10.5%0.03%
      May 202659%14.5%14.5%11.9%0.03%
      Jun 202667.7%11.2%13.6%7.5%0.02%
      Jul 202667.7%11.2%13.6%7.5%0.03%
      Aug 202666.1%13.3%13.3%7.3%0.02%
      Sep 202666.1%13.3%13.3%7.3%0.03%

      1. 1.Mutual of Omaha

        66.1%

        Held 1st. 246K estimated branded searches, 0% vs prior month. Share 0 points.

      2. 2.Aviva

        13.3%

        Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

      3. 3.MetLife

        13.3%

        Held 3rd. 49.5K estimated branded searches, 0% vs prior month. Share 0 points.

      4. 4.Guardian Life

        7.3%

        Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.

      5. 5.Bupa

        0.03%

        Held 5th. 110 estimated branded searches, +22.2% vs prior month. Share 0 points.

      Compare popularity between Guardian Life and its closest rivals

      Every comparison with Guardian Life

      4 comparisons

      How has branded search demand for Guardian Life changed worldwide over the last 12 months?

      3 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Guardian Life worldwide rose from 22.2K to 27.1K.
      • Across the 12 months ending September 2026, Guardian Life’s share of searches among income protection brands worldwide increased from 6% to 7.3%.
      • Across the 12 months ending September 2026, Guardian Life’s share of searches among income protection brands worldwide peaked at 12.5% in March 2026 and was lowest at 6% in October 2025.

      How did search popularity change for income protection brands worldwide in September 2026?

      2 changes

      1. Mutual of Omaha’s share of searches among income protection brands worldwide has lost ground for 3 months in a row, from 67.7% to 66.1% in September 2026.

      2. Estimated monthly branded searches for Guardian Life worldwide rose 22.1% over 12 measured months, from 22.2K to 27.1K in September 2026.

      How are Guardian Life’s branded searches counted?

      1 search term

      Brandwave collects information about searches that people make online using Guardian Life’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

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      How the Brand Demand Index is measured

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