Guardian Life vs Mutual of Omaha:Which is searched more?
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%. These are worldwide searches for English-language branded terms.
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Is Guardian Life or Mutual of Omaha more popular in search?
Compare the income protection brands people buy. 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 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
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