Brandwave

How popular isMutual of Omaha in search?

In September 2026, people searched for Mutual of Omaha by name about 246,000 times worldwide, about the same as the previous year. These searches made up 66.1% of all global income protection brand searches, placing Mutual of Omaha first out of five brands. These are worldwide searches for English-language branded terms.

Share of searches, September 2026
  1. Mutual of Omaha66.1%
  2. Aviva13.3%
  3. MetLife13.3%
  4. Guardian Life7.3%
  5. Bupa0.03%
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Which income protection brands compete with Mutual of Omaha?

Mutual of Omaha 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 search popularity between Mutual of Omaha and its closest rivals

Every comparison with Mutual of Omaha

4 comparisons

How has branded search demand for Mutual of Omaha changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Mutual of Omaha worldwide held steady at 246K.
  • Across the 12 months ending September 2026, Mutual of Omaha’s share of searches among income protection brands worldwide decreased from 67% to 66.1%.
  • Across the 12 months ending September 2026, Mutual of Omaha’s share of searches among income protection brands worldwide peaked at 67.7% in June 2026 and was lowest at 59% in May 2026.

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 Mutual of Omaha’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Mutual of Omaha’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.

  • mutual of omaha

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How the Brand Demand Index is measured

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