Guardian Life vs Mutual of Omaha:Which is more popular?
In September 2026, Mutual of Omaha had more branded searches than Guardian Life among income protection brands worldwide. Mutual of Omaha had about 246,000 branded searches, while Guardian Life had 27,100. Mutual of Omaha made up 66.1% of all income protection brand searches we track, and Guardian Life accounted for 7.3%. When we asked ChatGPT and Google AI Overviews about income protection brands, Guardian Life appeared in three of the five answers and Mutual of Omaha in two. Guardian Life was mentioned before Mutual of Omaha in every answer.
Who do people search for more?
Mutual of Omaha, about 9 searches for every 1 for Guardian Life
Who does AI mention more?
Guardian Life, mentioned in 3 of 5 answers, Mutual of Omaha in 2
Who does AI recommend more?
Guardian Life, named ahead of Mutual of Omaha in every answer
Follow Guardian Life vs Mutual of Omaha 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
Top income protection brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Guardian Life was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Mutual of Omaha was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Guardian Life was listed before Mutual of Omaha in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Guardian Life3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Mutual of Omaha2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Aviva0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
MetLife0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bupa0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about income protection brands
5 answers
Asked ChatGPT
“Which income protection brand should I buy?”
Asked ChatGPT
“What are the best income protection brands?”
Asked ChatGPT
“What's the best income protection brand for loss of income?”
Searched Google, AI Overview
“income protection insurance”
Searched Google, AI Overview
“salary protection insurance”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Guardian Life or Mutual of Omaha more popular in search?
This chart shows how often people search Google for Guardian Life and Mutual of Omaha by name. Each line represents a brand's share of searches for all five income protection brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Mutual of Omaha, Guardian Life. The figures are in the table below the chart.
View monthly share of searches table
| Month | Mutual of Omaha | Aviva | MetLife | Guardian Life | Bupa |
|---|---|---|---|---|---|
| Oct 2025 | 67% | 13.5% | 13.5% | 6% | 0.03% |
| Nov 2025 | 64.1% | 12.9% | 15.8% | 7.1% | 0.04% |
| Dec 2025 | 64.2% | 12.9% | 15.8% | 7.1% | 0.03% |
| Jan 2026 | 64.2% | 12.9% | 15.8% | 7.1% | 0.04% |
| Feb 2026 | 65.3% | 10.8% | 13.1% | 10.8% | 0.04% |
| Mar 2026 | 62.3% | 12.5% | 12.5% | 12.5% | 0.04% |
| Apr 2026 | 63.8% | 12.8% | 12.8% | 10.5% | 0.03% |
| May 2026 | 59% | 14.5% | 14.5% | 11.9% | 0.03% |
| Jun 2026 | 67.7% | 11.2% | 13.6% | 7.5% | 0.02% |
| Jul 2026 | 67.7% | 11.2% | 13.6% | 7.5% | 0.03% |
| Aug 2026 | 66.1% | 13.3% | 13.3% | 7.3% | 0.02% |
| Sep 2026 | 66.1% | 13.3% | 13.3% | 7.3% | 0.03% |
How has the Guardian Life and Mutual of Omaha comparison changed over the last 12 months?
3 findings
- Mutual of Omaha was ahead of Guardian Life in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Guardian Life’s share of searches among income protection brands worldwide moved from 6% to 7.3%, and its estimated monthly branded searches moved from 22.2K to 27.1K.
- Across the 12 months ending September 2026, Mutual of Omaha’s share of searches among income protection brands worldwide moved from 67% to 66.1%, and its estimated monthly branded searches held steady at 246K.
How did search popularity change for income protection brands worldwide in September 2026?
2 changes
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.
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 branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Guardian Life’s and Mutual of Omaha’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Guardian Life
1 branded search term
- guardian life insurance
Mutual of Omaha
1 branded search term
- mutual of omaha
Other head-to-heads among income protection brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.