Brandwave

Life insurance brands:Which brands are most popular in search?

In August 2026, Legal & General was the most searched among life insurance brands worldwide, with an estimated 165K branded searches and 50.1% estimated Share of Search within this set. 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%

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Share of SearchLeaderboard

Compare the life insurance brands operators run on. 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.

Share of Search among life insurance brands worldwide, by month

Share of Search by month for Legal & General, Aviva, MetLife, New York Life, Prudential. 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——————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among life insurance brands worldwide?

In August 2026, Legal & General was the most searched among life insurance brands worldwide, with an estimated 165K branded searches and 50.1% estimated Share of Search within this set. Aviva is in 2nd place, 35.1 percentage points behind at 15% Share of Search.

Global life insurance brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Legal & General55% → 50.1%57.9%Jun 202650.1%Aug 20261st
Aviva13.6% → 15%15%Aug 202611.4%Feb 20262nd
MetLife13.6% → 15%15.9%Jan 202611.4%May 20263rd
New York Life13.6% → 15%15.5%Nov 202511.7%Jun 20264th
Prudential4.1% → 4.5%4.9%Apr 20264.1%Oct 20255th
Northwestern Mutual0.27% → 0.3%0.42%Jan 20260.25%Jun 20266th

Each finding as a sentence

  • 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, Aviva’s estimated Share of Search among life insurance brands worldwide increased from 13.6% to 15%.
  • Across the 11 months ending August 2026, MetLife’s estimated Share of Search among life insurance brands worldwide increased from 13.6% to 15%.
  • Across the 11 months ending August 2026, New York Life’s estimated Share of Search among life insurance brands worldwide increased from 13.6% to 15%.
  • 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.
  • Across the 11 months ending August 2026, Aviva’s estimated Share of Search among life insurance brands worldwide peaked at 15% in August 2026 and was lowest at 11.4% in February 2026.
  • Across the 11 months ending August 2026, MetLife’s estimated Share of Search among life insurance brands worldwide peaked at 15.9% in January 2026 and was lowest at 11.4% in May 2026.
  • Across the 11 months ending August 2026, New York Life’s estimated Share of Search among life insurance brands worldwide peaked at 15.5% in November 2025 and was lowest at 11.7% in June 2026.
  • Across the 11 months ending August 2026, Prudential and Northwestern Mutual held steady: their estimated Share of Search among life insurance brands worldwide each moved less than 0.5 percentage points.

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%.

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