New York Life vs Northwestern Mutual:Which is more popular by branded search?
In August 2026, New York Life had more branded searches than Northwestern Mutual among life insurance brands worldwide. New York Life was estimated to have 49.5K branded searches compared to Northwestern Mutual’s 1K, and held a 15% Share of Search versus Northwestern Mutual’s 0.3%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, New York Life or Northwestern Mutual?
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 New York Life, Northwestern Mutual. 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 New York Life and Northwestern Mutual comparison changed over the last 12 months?
3 findings
- New York Life was ahead of Northwestern Mutual in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, New York Life’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, Northwestern Mutual’s estimated Share of Search among life insurance brands worldwide moved from 0.27% to 0.3%, and its estimated monthly branded searches held steady at 1K.
How did search popularity change for life insurance brands worldwide in August 2026?
1 change
In August 2026, New York Life gained estimated Share of Search among life insurance brands worldwide, from 13% to 15%.
How each brand is measured
Brandwave collects information about searches that people make online using New York Life’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.
New York Life
1 branded search term
- new york life insurance
Northwestern Mutual
1 branded search term
- northwestern mutual insurance
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.