Aviva vs Legal & General:Which is more popular by branded search?
In August 2026, Legal & General had more branded searches than Aviva among life insurance brands worldwide. Legal & General was estimated to have 165K branded searches compared to Aviva’s 49.5K, and held a 50.1% Share of Search versus Aviva’s 15%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Aviva or Legal & General?
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 by month for Legal & General, Aviva. The figures are in the table below the chart.
View monthly share of search table
| Month | Legal & General | Aviva | MetLife | New York Life | Prudential | Northwestern Mutual |
|---|---|---|---|---|---|---|
| Oct 2025 | 55% | 13.6% | 13.6% | 13.6% | 4.1% | 0.27% |
| Nov 2025 | 51.5% | 12.6% | 15.5% | 15.5% | 4.6% | 0.31% |
| Dec 2025 | 53% | 13% | 15.9% | 13% | 4.8% | 0.32% |
| Jan 2026 | 52.9% | 13% | 15.9% | 13% | 4.8% | 0.42% |
| Feb 2026 | 56.4% | 11.4% | 13.9% | 13.9% | 4.2% | 0.36% |
| Mar 2026 | 54.5% | 13.4% | 13.4% | 13.4% | 4.9% | 0.35% |
| Apr 2026 | 54.5% | 13.4% | 13.4% | 13.4% | 4.9% | 0.27% |
| May 2026 | 56.4% | 13.9% | 11.4% | 13.9% | 4.2% | 0.28% |
| Jun 2026 | 57.9% | 11.7% | 14.3% | 11.7% | 4.3% | 0.25% |
| Jul 2026 | 53% | 13% | 15.9% | 13% | 4.8% | 0.28% |
| Aug 2026 | 50.1% | 15% | 15% | 15% | 4.5% | 0.3% |
| Sep 2026 | — | — | — | — | — | — |
How has the Aviva and Legal & General comparison changed over the last 12 months?
3 findings
- Legal & General was ahead of Aviva in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Aviva’s estimated Share of Search among life insurance brands worldwide moved from 13.6% to 15%, and its estimated monthly branded searches held steady at 49.5K.
- Across the 11 months ending August 2026, Legal & General’s estimated Share of Search among life insurance brands worldwide moved from 55% to 50.1%, and its estimated monthly branded searches moved from 201K to 165K.
How did search popularity change for life insurance brands worldwide in August 2026?
2 changes
In August 2026, Aviva overtook MetLife to rank 2nd among life insurance brands worldwide, at 15%.
In August 2026, Legal & General lost estimated Share of Search among life insurance brands worldwide, from 53% to 50.1%.
How each brand is measured
Brandwave collects information about searches that people make online using Aviva’s and Legal & General’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.
Aviva
1 branded search term
- aviva insurance
Legal & General
1 branded search term
- legal and general
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.