--- title: "Income protection brands: Which are searched most?" description: "Compare the income protection brands people buy. Share of Search among Aviva, MetLife and Bupa, the income protection brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/categories/income-protection-brands" publisher: "Brandwave" --- # Income protection brands: Which are searched most? Compare the income protection brands people buy. Share of Search among Aviva, MetLife and Bupa, the income protection brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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 - **Competitive set**: Income protection brands - **Market**: Global - **Brands compared**: 3 - **Month measured**: Sep 2026 - **Highest Share of Search**: Aviva, 49.9% ## Which brand is most popular in search among income protection brands worldwide? - Aviva and MetLife share the highest estimated Share of Search among income protection brands worldwide, at 49.9% in September 2026. - Across the 12 months ending September 2026, Aviva’s estimated Share of Search among income protection brands worldwide peaked at 50% in August 2026 and was lowest at 44.9% in November 2025. - Across the 12 months ending September 2026, MetLife’s estimated Share of Search among income protection brands worldwide peaked at 54.9% in December 2025 and was lowest at 49.9% in March 2026. - Across the 12 months ending September 2026, Aviva, MetLife and Bupa held steady: their estimated Share of Search among income protection brands worldwide each moved less than 0.5 percentage points. ## Compare search popularity between leading brands - [Aviva vs MetLife: compare search popularity](/demand/global-en/compare/aviva-vs-metlife): 49.9% Share of Search each. ## How did search popularity change for income protection brands worldwide in September 2026? - MetLife’s estimated Share of Search among income protection brands worldwide has lost ground for 3 months in a row, from 54.9% to 49.9% in September 2026. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Aviva | 49.9% | 49.5K | 0.0% | Aviva | | 2 | MetLife | 49.9% | 49.5K | 0.0% | MetLife | | 3 | Bupa | 0.11% | 110 | +22.2% | Bupa | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Aviva | 49.5K | 49.9% | 1 | | Oct 2025 | MetLife | 49.5K | 49.9% | 2 | | Oct 2025 | Bupa | 110 | 0.11% | 3 | | Nov 2025 | MetLife | 49.5K | 54.9% | 1 | | Nov 2025 | Aviva | 40.5K | 44.9% | 2 | | Nov 2025 | Bupa | 140 | 0.16% | 3 | | Dec 2025 | MetLife | 49.5K | 54.9% | 1 | | Dec 2025 | Aviva | 40.5K | 45% | 2 | | Dec 2025 | Bupa | 90 | 0.1% | 3 | | Jan 2026 | MetLife | 60.5K | 54.9% | 1 | | Jan 2026 | Aviva | 49.5K | 44.9% | 2 | | Jan 2026 | Bupa | 140 | 0.13% | 3 | | Feb 2026 | MetLife | 49.5K | 54.9% | 1 | | Feb 2026 | Aviva | 40.5K | 44.9% | 2 | | Feb 2026 | Bupa | 140 | 0.16% | 3 | | Mar 2026 | Aviva | 49.5K | 49.9% | 1 | | Mar 2026 | MetLife | 49.5K | 49.9% | 2 | | Mar 2026 | Bupa | 140 | 0.14% | 3 | | Apr 2026 | Aviva | 49.5K | 49.9% | 1 | | Apr 2026 | MetLife | 49.5K | 49.9% | 2 | | Apr 2026 | Bupa | 110 | 0.11% | 3 | | May 2026 | Aviva | 49.5K | 49.9% | 1 | | May 2026 | MetLife | 49.5K | 49.9% | 2 | | May 2026 | Bupa | 110 | 0.11% | 3 | | Jun 2026 | MetLife | 49.5K | 54.9% | 1 | | Jun 2026 | Aviva | 40.5K | 45% | 2 | | Jun 2026 | Bupa | 90 | 0.1% | 3 | | Jul 2026 | MetLife | 49.5K | 54.9% | 1 | | Jul 2026 | Aviva | 40.5K | 44.9% | 2 | | Jul 2026 | Bupa | 110 | 0.12% | 3 | | Aug 2026 | Aviva | 49.5K | 50% | 1 | | Aug 2026 | MetLife | 49.5K | 50% | 2 | | Aug 2026 | Bupa | 90 | 0.09% | 3 | | Sep 2026 | Aviva | 49.5K | 49.9% | 1 | | Sep 2026 | MetLife | 49.5K | 49.9% | 2 | | Sep 2026 | Bupa | 110 | 0.11% | 3 | ## What is being compared - **Aviva**: Measured on the search term “aviva insurance”. - **Bupa**: Measured on the search term “bupa income protection”. - **MetLife**: Measured on the search term “metlife insurance”. - [Aviva](/demand/global-en/brands/aviva) - [Bupa](/demand/global-en/brands/bupa) - [MetLife](/demand/global-en/brands/metlife) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Which brand is most popular in search among income protection brands worldwide? Aviva and MetLife share the highest estimated Share of Search among income protection brands worldwide, at 49.9% in September 2026. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Income protection brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/income-protection-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/income-protection-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.