--- title: "Legal & General vs Northwestern Mutual: Which is more popular by branded search?" description: "Which is more popular in search, Legal & General or Northwestern Mutual? Compare estimated monthly branded-search demand and Share of Search inside the Life insurance brands set worldwide. 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/compare/legal-general-vs-northwestern-mutual" publisher: "Brandwave" --- # Legal & General vs Northwestern Mutual: Which is more popular by branded search? Which is more popular in search, Legal & General or Northwestern Mutual? Compare estimated monthly branded-search demand and Share of Search inside the Life insurance brands set worldwide. 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 - **Compared**: Legal & General and Northwestern Mutual - **Competitive set**: Life insurance brands - **Market**: Global - **Month measured**: Aug 2026 - **Legal & General Share of Search**: 22.6% - **Northwestern Mutual Share of Search**: 33.2% ## Which is more popular in search, Legal & General or Northwestern Mutual? - In August 2026, Northwestern Mutual had more branded searches than Legal & General among life insurance brands worldwide. Northwestern Mutual was estimated to have 247K branded searches compared to Legal & General’s 168K, and held a 33.2% Share of Search versus Legal & General’s 22.6%. - The lead changed hands 2 times in the 11 months ending August 2026: Legal & General took it in May 2026, Northwestern Mutual took it in June 2026. - Across the 11 months ending August 2026, Legal & General’s estimated Share of Search among life insurance brands worldwide moved from 26.3% to 22.6%, and its estimated monthly branded searches moved from 205K to 168K. - Across the 11 months ending August 2026, Northwestern Mutual’s estimated Share of Search among life insurance brands worldwide moved from 31.6% to 33.2%, and its estimated monthly branded searches held steady at 247K. ## 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, Legal & General lost estimated Share of Search among life insurance brands worldwide, from 25.8% to 22.6%. ## Month by month | Month | Legal & General estimated searches | Legal & General Share of Search | Legal & General rank | Northwestern Mutual estimated searches | Northwestern Mutual Share of Search | Northwestern Mutual rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 205K | 26.3% | 3 | 247K | 31.6% | 1 | | Nov 2025 | 169K | 25.5% | 3 | 202K | 30.6% | 1 | | Dec 2025 | 169K | 25.9% | 3 | 202K | 31% | 1 | | Jan 2026 | 205K | 25.8% | 3 | 248K | 31.1% | 1 | | Feb 2026 | 205K | 27.7% | 2 | 247K | 33.3% | 1 | | Mar 2026 | 205K | 24.5% | 3 | 302K | 36% | 1 | | Apr 2026 | 205K | 26.1% | 3 | 247K | 31.5% | 1 | | May 2026 | 205K | 29.4% | 1 | 202K | 29% | 2 | | Jun 2026 | 204K | 27.9% | 2 | 247K | 33.8% | 1 | | Jul 2026 | 167K | 25.8% | 3 | 202K | 31.1% | 1 | | Aug 2026 | 168K | 22.6% | 3 | 247K | 33.2% | 1 | | Sep 2026 | — | — | — | — | — | — | ## How each brand is measured Brandwave collects information about searches that people make online using Legal & General’s and Northwestern Mutual’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. - **Legal & General**: Measured on the search terms “legal and general” and “legal general”, summed into one figure. - **Northwestern Mutual**: Measured on the search terms “northwestern mutual” and “northwestern mutual insurance”, summed into one figure. - [Legal & General profile](/demand/global-en/brands/legal-general) - [Northwestern Mutual profile](/demand/global-en/brands/northwestern-mutual) - [All life insurance brands worldwide](/demand/global-en/categories/life-insurance-brands): The set both shares are measured inside, 6 brands. ## 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 is more popular in search, Legal & General or Northwestern Mutual? In August 2026, Northwestern Mutual had more branded searches than Legal & General among life insurance brands worldwide. Northwestern Mutual was estimated to have 247K branded searches compared to Legal & General’s 168K, and held a 33.2% Share of Search versus Legal & General’s 22.6%. ## Cite this page Brandwave. "Legal & General vs Northwestern Mutual: Which is more popular by branded search?". https://gobrandwave.com/demand/global-en/compare/legal-general-vs-northwestern-mutual This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/legal-general-vs-northwestern-mutual. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.