---
title: "Legal & General: search popularity and Share of Search worldwide"
description: "Legal & General is insurer. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/global-en/brands/legal-general"
publisher: "Brandwave"
---

# Legal & General: search popularity and Share of Search worldwide

Legal & General is insurer. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Brand**: Legal & General
- **Market**: Global
- **Measured month**: Aug 2026
- **Share of Search among life insurance brands**: 50.1%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Life insurance brands | 1 | 50.1% | 165K |

- [Life insurance brands](/demand/global-en/categories/life-insurance-brands)

## 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?

- In August 2026, Aviva overtook MetLife to rank 2nd among life insurance brands worldwide, at 15%.
- In August 2026, New York Life gained estimated Share of Search among life insurance brands worldwide, from 13% to 15%.
- In August 2026, Legal & General lost estimated Share of Search among life insurance brands worldwide, from 53% to 50.1%.
- In August 2026, MetLife lost estimated Share of Search among life insurance brands worldwide, from 15.9% to 15%.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Life insurance brands | 201K | 55% | 1 |
| Nov 2025 | Life insurance brands | 165K | 51.5% | 1 |
| Dec 2025 | Life insurance brands | 165K | 53% | 1 |
| Jan 2026 | Life insurance brands | 201K | 52.9% | 1 |
| Feb 2026 | Life insurance brands | 201K | 56.4% | 1 |
| Mar 2026 | Life insurance brands | 201K | 54.5% | 1 |
| Apr 2026 | Life insurance brands | 201K | 54.5% | 1 |
| May 2026 | Life insurance brands | 201K | 56.4% | 1 |
| Jun 2026 | Life insurance brands | 201K | 57.9% | 1 |
| Jul 2026 | Life insurance brands | 165K | 53% | 1 |
| Aug 2026 | Life insurance brands | 165K | 50.1% | 1 |
| Sep 2026 | Life insurance brands | — | — | — |

## 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.

- “legal and general”

## Which life insurance brands compete with Legal & General?

- [Aviva](/demand/global-en/brands/aviva): Head-to-head: /demand/global-en/compare/aviva-vs-legal-general
- [MetLife](/demand/global-en/brands/metlife): Head-to-head: /demand/global-en/compare/legal-general-vs-metlife
- [New York Life](/demand/global-en/brands/new-york-life): Head-to-head: /demand/global-en/compare/legal-general-vs-new-york-life
- [Prudential](/demand/global-en/brands/prudential): Head-to-head: /demand/global-en/compare/legal-general-vs-prudential
- [Northwestern Mutual](/demand/global-en/brands/northwestern-mutual): Head-to-head: /demand/global-en/compare/legal-general-vs-northwestern-mutual

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Legal & General: search popularity and Share of Search worldwide". https://gobrandwave.com/demand/global-en/brands/legal-general

This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/legal-general. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.