Brandwave

How popular isNorthwestern Mutual in search?

In August 2026, there were an estimated 1K branded searches for Northwestern Mutual worldwide which held steady over the last 11 months. Northwestern Mutual holds 0.3% estimated Share of Search among life insurance brands worldwide and is ranked 6th 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%
Northwestern Mutual website (opens in a new tab)

Follow Northwestern Mutual 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 Northwestern Mutual?

Northwestern Mutual against life insurance brands worldwide, by month

Share of Search by month for Legal & General, Aviva, MetLife, New York Life, Prudential, Northwestern Mutual. 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 Northwestern Mutual and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Northwestern Mutual worldwide held steady at 1K.
  • Across the 11 months ending August 2026, Northwestern Mutual’s estimated Share of Search among life insurance brands worldwide held steady, from 0.27% to 0.3%.

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 Northwestern Mutual measured?

Brandwave collects information about searches that people make online using Northwestern Mutual’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

  • northwestern mutual insurance

Do you work for Northwestern Mutual? 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 Northwestern Mutual 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