Brandwave

How popular isLegal & General in search?

In August 2026, there were an estimated 165K branded searches for Legal & General worldwide which is down 17.9% over the last 11 months. Legal & General holds 50.1% estimated Share of Search among life insurance brands worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Legal & General50.1%
  2. Aviva15%
  3. MetLife15%
  4. New York Life15%
  5. Prudential4.5%
  6. Northwestern Mutual0.3%
Legal & General website (opens in a new tab)

Follow Legal & General and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Which life insurance brands compete with Legal & General?

Legal & General against life insurance brands worldwide, by month

Share of Search by month for Legal & General, Aviva, MetLife, New York Life, Prudential. The figures are in the table below the chart.

View monthly share of search table
MonthLegal & GeneralAvivaMetLifeNew York LifePrudentialNorthwestern Mutual
Oct 202555%13.6%13.6%13.6%4.1%0.27%
Nov 202551.5%12.6%15.5%15.5%4.6%0.31%
Dec 202553%13%15.9%13%4.8%0.32%
Jan 202652.9%13%15.9%13%4.8%0.42%
Feb 202656.4%11.4%13.9%13.9%4.2%0.36%
Mar 202654.5%13.4%13.4%13.4%4.9%0.35%
Apr 202654.5%13.4%13.4%13.4%4.9%0.27%
May 202656.4%13.9%11.4%13.9%4.2%0.28%
Jun 202657.9%11.7%14.3%11.7%4.3%0.25%
Jul 202653%13%15.9%13%4.8%0.28%
Aug 202650.1%15%15%15%4.5%0.3%
Sep 2026——————

  1. 1.Legal & General

    50.1%

    Held 1st. 165K estimated branded searches, 0% vs prior month. Share -2.9 points.

  2. 2.Aviva

    15%

    Moved from 3rd to 2nd. 49.5K estimated branded searches, +22.2% vs prior month. Share +2 points.

  3. 3.MetLife

    15%

    Moved from 2nd to 3rd. 49.5K estimated branded searches, 0% vs prior month. Share -0.9 points.

  4. 4.New York Life

    15%

    Held 4th. 49.5K estimated branded searches, +22.2% vs prior month. Share +2 points.

  5. 5.Prudential

    4.5%

    Held 5th. 14.8K estimated branded searches, 0% vs prior month. Share -0.3 points.

  6. 6.Northwestern Mutual

    0.3%

    Held 6th. 1K estimated branded searches, +13.6% vs prior month. Share 0 points.

Compare search popularity between Legal & General and its closest rivals

How has branded search demand for Legal & General changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Legal & General worldwide fell from 201K to 165K.
  • Across the 11 months ending August 2026, Legal & General’s estimated Share of Search among life insurance brands worldwide decreased from 55% to 50.1%.
  • Across the 11 months ending August 2026, Legal & General’s estimated Share of Search among life insurance brands worldwide peaked at 57.9% in June 2026 and was lowest at 50.1% in August 2026.

How did search popularity change for life insurance brands worldwide in August 2026?

  1. In August 2026, Aviva overtook MetLife to rank 2nd among life insurance brands worldwide, at 15%.

  2. In August 2026, New York Life gained estimated Share of Search among life insurance brands worldwide, from 13% to 15%.

  3. In August 2026, Legal & General lost estimated Share of Search among life insurance brands worldwide, from 53% to 50.1%.

  4. In August 2026, MetLife lost estimated Share of Search among life insurance brands worldwide, from 15.9% to 15%.

How is Legal & General measured?

Brandwave collects information about searches that people make online using Legal & General’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.

1 branded search term

  • legal and general

Do you work for Legal & General? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Legal & General your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free