---
title: "Life insurance brands: Which are searched most?"
description: "Compare the life insurance brands operators run on. Share of Search among Northwestern Mutual, New York Life, Legal & General, Aviva, MetLife and Prudential, the life insurance 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/life-insurance-brands"
publisher: "Brandwave"
---

# Life insurance brands: Which are searched most?

Compare the life insurance brands operators run on. Share of Search among Northwestern Mutual, New York Life, Legal & General, Aviva, MetLife and Prudential, the life insurance 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**: Life insurance brands
- **Market**: Global
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: Northwestern Mutual, 33.2%

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

- In August 2026, Northwestern Mutual was the most searched among life insurance brands worldwide, with an estimated 247K branded searches and 33.2% estimated Share of Search within this set.
- New York Life is in 2nd place, 4.4 percentage points behind at 28.9% Share of Search.
- Across the 11 months ending August 2026, Northwestern Mutual’s estimated Share of Search among life insurance brands worldwide increased from 31.6% to 33.2%.
- Across the 11 months ending August 2026, New York Life’s estimated Share of Search among life insurance brands worldwide increased from 27.5% to 28.9%.
- Across the 11 months ending August 2026, Legal & General’s estimated Share of Search among life insurance brands worldwide decreased from 26.3% to 22.6%.
- Across the 11 months ending August 2026, Northwestern Mutual’s estimated Share of Search among life insurance brands worldwide peaked at 36% in March 2026 and was lowest at 29% 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 28.9% in August 2026 and was lowest at 24% in June 2026.
- Across the 11 months ending August 2026, Legal & General’s estimated Share of Search among life insurance brands worldwide peaked at 29.4% in May 2026 and was lowest at 22.6% in August 2026.
- Across the 11 months ending August 2026, Aviva’s estimated Share of Search among life insurance brands worldwide peaked at 7.1% in May 2026 and was lowest at 5.5% in February 2026.
- Across the 11 months ending August 2026, MetLife’s estimated Share of Search among life insurance brands worldwide peaked at 7.6% in July 2026 and was lowest at 5.8% in May 2026.
- Across the 11 months ending August 2026, Aviva, MetLife and Prudential held steady: their estimated Share of Search among life insurance brands worldwide each moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [Northwestern Mutual vs New York Life: compare search popularity](/demand/global-en/compare/new-york-life-vs-northwestern-mutual): 33.2% against 28.9% Share of Search.
- [Northwestern Mutual vs Legal & General: compare search popularity](/demand/global-en/compare/legal-general-vs-northwestern-mutual): 33.2% against 22.6% Share of Search.
- [Northwestern Mutual vs Aviva: compare search popularity](/demand/global-en/compare/aviva-vs-northwestern-mutual): 33.2% against 6.7% Share of Search.
- [Northwestern Mutual vs MetLife: compare search popularity](/demand/global-en/compare/metlife-vs-northwestern-mutual): 33.2% against 6.7% Share of Search.
- [New York Life vs Legal & General: compare search popularity](/demand/global-en/compare/legal-general-vs-new-york-life): 28.9% against 22.6% Share of Search.
- [New York Life vs Aviva: compare search popularity](/demand/global-en/compare/aviva-vs-new-york-life): 28.9% against 6.7% Share of Search.
- [New York Life vs MetLife: compare search popularity](/demand/global-en/compare/metlife-vs-new-york-life): 28.9% against 6.7% Share of Search.
- [Legal & General vs Aviva: compare search popularity](/demand/global-en/compare/aviva-vs-legal-general): 22.6% against 6.7% Share of Search.
- [Legal & General vs MetLife: compare search popularity](/demand/global-en/compare/legal-general-vs-metlife): 22.6% against 6.7% Share of Search.
- [Aviva vs MetLife: compare search popularity](/demand/global-en/compare/aviva-vs-metlife): 6.7% Share of Search each.

## How did search popularity change for life insurance brands worldwide in August 2026?

- In August 2026, Northwestern Mutual gained estimated Share of Search among life insurance brands worldwide, from 31.1% to 33.2%.
- In August 2026, New York Life gained estimated Share of Search among life insurance brands worldwide, from 27% to 28.9%.
- In August 2026, Legal & General lost estimated Share of Search among life insurance brands worldwide, from 25.8% to 22.6%.
- In August 2026, MetLife lost estimated Share of Search among life insurance brands worldwide, from 7.6% to 6.7%.
- In August 2026, Aviva rose from 5th to 4th among life insurance brands worldwide.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Northwestern Mutual | 33.2% | 247K | +22.3% | Northwestern Mutual |
| 2 | New York Life | 28.9% | 215K | +22.2% | New York Life |
| 3 | Legal & General | 22.6% | 168K | +0.3% | Legal & General |
| 4 | Aviva | 6.7% | 49.5K | +22.2% | Aviva |
| 5 | MetLife | 6.7% | 49.5K | 0.0% | MetLife |
| 6 | Prudential | 2% | 14.8K | 0.0% | Prudential |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Northwestern Mutual | 247K | 31.6% | 1 |
| Oct 2025 | New York Life | 215K | 27.5% | 2 |
| Oct 2025 | Legal & General | 205K | 26.3% | 3 |
| Oct 2025 | Aviva | 49.5K | 6.3% | 4 |
| Oct 2025 | MetLife | 49.5K | 6.3% | 5 |
| Oct 2025 | Prudential | 14.8K | 1.9% | 6 |
| Nov 2025 | Northwestern Mutual | 202K | 30.6% | 1 |
| Nov 2025 | New York Life | 185K | 28% | 2 |
| Nov 2025 | Legal & General | 169K | 25.5% | 3 |
| Nov 2025 | MetLife | 49.5K | 7.5% | 4 |
| Nov 2025 | Aviva | 40.5K | 6.1% | 5 |
| Nov 2025 | Prudential | 14.8K | 2.2% | 6 |
| Dec 2025 | Northwestern Mutual | 202K | 31% | 1 |
| Dec 2025 | New York Life | 176K | 27% | 2 |
| Dec 2025 | Legal & General | 169K | 25.9% | 3 |
| Dec 2025 | MetLife | 49.5K | 7.6% | 4 |
| Dec 2025 | Aviva | 40.5K | 6.2% | 5 |
| Dec 2025 | Prudential | 14.8K | 2.3% | 6 |
| Jan 2026 | Northwestern Mutual | 248K | 31.1% | 1 |
| Jan 2026 | New York Life | 215K | 27% | 2 |
| Jan 2026 | Legal & General | 205K | 25.8% | 3 |
| Jan 2026 | MetLife | 60.5K | 7.6% | 4 |
| Jan 2026 | Aviva | 49.5K | 6.2% | 5 |
| Jan 2026 | Prudential | 18.1K | 2.3% | 6 |
| Feb 2026 | Northwestern Mutual | 247K | 33.3% | 1 |
| Feb 2026 | Legal & General | 205K | 27.7% | 2 |
| Feb 2026 | New York Life | 185K | 24.9% | 3 |
| Feb 2026 | MetLife | 49.5K | 6.7% | 4 |
| Feb 2026 | Aviva | 40.5K | 5.5% | 5 |
| Feb 2026 | Prudential | 14.8K | 2% | 6 |
| Mar 2026 | Northwestern Mutual | 302K | 36% | 1 |
| Mar 2026 | New York Life | 215K | 25.6% | 2 |
| Mar 2026 | Legal & General | 205K | 24.5% | 3 |
| Mar 2026 | Aviva | 49.5K | 5.9% | 4 |
| Mar 2026 | MetLife | 49.5K | 5.9% | 5 |
| Mar 2026 | Prudential | 18.1K | 2.2% | 6 |
| Apr 2026 | Northwestern Mutual | 247K | 31.5% | 1 |
| Apr 2026 | New York Life | 215K | 27.4% | 2 |
| Apr 2026 | Legal & General | 205K | 26.1% | 3 |
| Apr 2026 | Aviva | 49.5K | 6.3% | 4 |
| Apr 2026 | MetLife | 49.5K | 6.3% | 5 |
| Apr 2026 | Prudential | 18.1K | 2.3% | 6 |
| May 2026 | Legal & General | 205K | 29.4% | 1 |
| May 2026 | Northwestern Mutual | 202K | 29% | 2 |
| May 2026 | New York Life | 185K | 26.5% | 3 |
| May 2026 | Aviva | 49.5K | 7.1% | 4 |
| May 2026 | MetLife | 40.5K | 5.8% | 5 |
| May 2026 | Prudential | 14.8K | 2.1% | 6 |
| Jun 2026 | Northwestern Mutual | 247K | 33.8% | 1 |
| Jun 2026 | Legal & General | 204K | 27.9% | 2 |
| Jun 2026 | New York Life | 176K | 24% | 3 |
| Jun 2026 | MetLife | 49.5K | 6.8% | 4 |
| Jun 2026 | Aviva | 40.5K | 5.5% | 5 |
| Jun 2026 | Prudential | 14.8K | 2% | 6 |
| Jul 2026 | Northwestern Mutual | 202K | 31.1% | 1 |
| Jul 2026 | New York Life | 176K | 27% | 2 |
| Jul 2026 | Legal & General | 167K | 25.8% | 3 |
| Jul 2026 | MetLife | 49.5K | 7.6% | 4 |
| Jul 2026 | Aviva | 40.5K | 6.2% | 5 |
| Jul 2026 | Prudential | 14.8K | 2.3% | 6 |
| Aug 2026 | Northwestern Mutual | 247K | 33.2% | 1 |
| Aug 2026 | New York Life | 215K | 28.9% | 2 |
| Aug 2026 | Legal & General | 168K | 22.6% | 3 |
| Aug 2026 | Aviva | 49.5K | 6.7% | 4 |
| Aug 2026 | MetLife | 49.5K | 6.7% | 5 |
| Aug 2026 | Prudential | 14.8K | 2% | 6 |
| Sep 2026 | Aviva | — | — | — |
| Sep 2026 | Legal & General | — | — | — |
| Sep 2026 | MetLife | — | — | — |
| Sep 2026 | New York Life | — | — | — |
| Sep 2026 | Northwestern Mutual | — | — | — |
| Sep 2026 | Prudential | — | — | — |

## What is being compared

- **Aviva**: Measured on the search term “aviva insurance”.
- **Legal & General**: Measured on the search terms “legal and general” and “legal general”, summed into one figure.
- **MetLife**: Measured on the search term “metlife insurance”.
- **New York Life**: Measured on the search terms “new york life” and “new york life insurance”, summed into one figure.
- **Northwestern Mutual**: Measured on the search terms “northwestern mutual” and “northwestern mutual insurance”, summed into one figure.
- **Prudential**: Measured on the search term “prudential insurance”.

- [Aviva](/demand/global-en/brands/aviva)
- [Legal & General](/demand/global-en/brands/legal-general)
- [MetLife](/demand/global-en/brands/metlife)
- [New York Life](/demand/global-en/brands/new-york-life)
- [Northwestern Mutual](/demand/global-en/brands/northwestern-mutual)
- [Prudential](/demand/global-en/brands/prudential)

## 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 life insurance brands worldwide?

In August 2026, Northwestern Mutual was the most searched among life insurance brands worldwide, with an estimated 247K branded searches and 33.2% estimated Share of Search within this set. These are worldwide searches for English-language branded terms.

## Cite this page

Brandwave. "Life insurance brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/life-insurance-brands

This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/life-insurance-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.