How popular isAviva?
In September 2026, people searched for Aviva by name about 419,000 times in the United Kingdom, a 12.5% decrease from the previous year. These searches made up 16.2% of all United Kingdom equity release provider searches, placing Aviva second out of eight providers. When we asked both ChatGPT and Google AI Overviews about equity release providers, Aviva appeared in three of the four answers and was the most recommended of the eight.
Aviva is the second most searched of 8 competitors and the most recommended in the AI answers we collected.
Legal & GeneralShare of searches 19.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
AvivaShare of searches 16.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
more2lifeShare of searches 16.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
Pure RetirementShare of searches 16.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
Age PartnershipShare of searches 13.2%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top equity release providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Aviva was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Aviva is the most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Aviva1st
- Legal & General2nd
- Pure Retirement2nd
Canada Life4th- more2life5th
LV=6th- Age Partnership–
Key–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Aviva3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Canada Life3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Legal & General2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- more2life2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Pure Retirement2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Key1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- LV=1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Age Partnership0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about equity release providers
4 answers
Asked ChatGPT
“Who are the best equity release providers in the UK?”
Asked ChatGPT
“Is equity release a good idea, and which company should I use?”
Asked ChatGPT
“Which equity release lenders have the lowest interest rates?”
Searched Google, AI Overview
“equity release”
- 1Key
- 1
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
How often do people search for Aviva compared with other United Kingdom equity release providers?
Share of searches by month for Legal & General, Aviva, more2life, Pure Retirement, Age Partnership, Key, LV=. The figures are in the table below the chart.
View monthly share of searches table
| Month | Legal & General | Aviva | more2life | Pure Retirement | Age Partnership | Key | LV= | Canada Life |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 11% | 17.6% | 17.6% | 17.6% | 17.6% | 11% | 4.3% | 3.5% |
| Nov 2025 | 8.2% | 18.2% | 18.2% | 18.2% | 18.2% | 12.3% | 4.5% | 2.4% |
| Dec 2025 | 9.6% | 14.3% | 21.1% | 16.3% | 16.3% | 16.3% | 3.4% | 2.8% |
| Jan 2026 | 9% | 14.4% | 17.1% | 17.1% | 14.4% | 21.5% | 4.3% | 2.3% |
| Feb 2026 | 10.4% | 16.6% | 16.6% | 16.6% | 13.5% | 19.7% | 4% | 2.7% |
| Mar 2026 | 11.6% | 14.3% | 17% | 14.3% | 14.3% | 21.4% | 4.3% | 2.9% |
| Apr 2026 | 8.7% | 18.8% | 15.9% | 15.9% | 15.9% | 18.8% | 3.9% | 2.1% |
| May 2026 | 9.2% | 13.6% | 16.8% | 16.8% | 16.8% | 19.9% | 4.1% | 2.7% |
| Jun 2026 | 7.8% | 17.3% | 17.3% | 17.3% | 17.3% | 17.3% | 3.5% | 2.3% |
| Jul 2026 | 10.7% | 19.4% | 19.4% | 15.8% | 15.8% | 12.1% | 4.7% | 2.1% |
| Aug 2026 | 10.9% | 17.4% | 20.7% | 17.4% | 14.1% | 14.1% | 3.5% | 1.8% |
| Sep 2026 | 19.3% | 16.2% | 16.2% | 16.2% | 13.2% | 13.2% | 4% | 1.7% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 6th to 1st | 19.3% | 1.9K | +90% | +8.4 pointsmoved from 6th to 1st | |
| 2, held 2nd | 16.2% | 1.6K | 0% | -1.2 points | |
| 3, moved from 1st to 3rd | 16.2% | 1.6K | -15.8% | -4.4 pointsmoved from 1st to 3rd | |
| 4, moved from 3rd to 4th | 16.2% | 1.6K | 0% | -1.2 pointsmoved from 3rd to 4th | |
| 5, moved from 4th to 5th | 13.2% | 1.3K | 0% | -1 pointsmoved from 4th to 5th | |
| 6, moved from 5th to 6th | 13.2% | 1.3K | 0% | -1 pointsmoved from 5th to 6th | |
| 7, held 7th | 4% | 390 | +21.9% | +0.5 points | |
| 8, held 8th | 1.7% | 170 | 0% | -0.1 points |
19.3%
Moved from 6th to 1st. 1.9K estimated branded searches, +90% vs prior month. Share +8.4 points.
2.
Aviva16.2%
Held 2nd. 1.6K estimated branded searches, 0% vs prior month. Share -1.2 points.
16.2%
Moved from 1st to 3rd. 1.6K estimated branded searches, -15.8% vs prior month. Share -4.4 points.
16.2%
Moved from 3rd to 4th. 1.6K estimated branded searches, 0% vs prior month. Share -1.2 points.
13.2%
Moved from 4th to 5th. 1.3K estimated branded searches, 0% vs prior month. Share -1 points.
6.
Key13.2%
Moved from 5th to 6th. 1.3K estimated branded searches, 0% vs prior month. Share -1 points.
7.
LV=4%
Held 7th. 390 estimated branded searches, +21.9% vs prior month. Share +0.5 points.
1.7%
Held 8th. 170 estimated branded searches, 0% vs prior month. Share -0.1 points.
Aviva and Legal & General sell other things too, so only their searches that name this product count here, like “aviva equity release”.
Compare popularity between Aviva and its closest rivals
Every comparison with Aviva
43 comparisons
- Admiral vs Aviva
- Aviva vs Legal & General
- Aviva vs Direct Line
- Aviva vs LV=
- Aviva vs Royal London
- Aviva vs Churchill
- Aviva vs Nest
- Aviva vs Tesco Insurance
- Aviva vs Zurich
- AllClear vs Aviva
- Aviva vs AXA
- Aviva vs Benenden Health
- Aviva vs Bupa
- Aviva vs Coverwise
- Aviva vs Post Office Travel Insurance
- Aviva vs Staysure
- Aviva vs PensionBee
- Aviva vs WPA
- Aviva vs NFU Mutual
- Aviva vs SunLife
- Aviva vs Vitality
- Aviva vs Hastings Direct
- Aviva vs Vanguard
- Aviva vs Beagle Street
- Aviva vs National Friendly
- AJ Bell vs Aviva
- Aviva vs Penfold
- Aviva vs Tradex Insurance
- Aviva vs more2life
- Aviva vs Pure Retirement
- Age Partnership vs Aviva
- Aviva vs Key
- Aviva vs HomeLet
- Aviva vs Simply Business
- Aviva vs Freedom Health Insurance
- Aviva vs RAC
- Ageas vs Aviva
- Alan Boswell vs Aviva
- Aviva vs The Van Insurer
- Aviva vs Canada Life
- Aviva vs Rentguard
- 1st Central vs Aviva
- Aviva vs Hiscox
How has branded search demand for Aviva changed in the United Kingdom over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Aviva in the United Kingdom fell from 479K to 419K.
- Across the 12 months ending September 2026, Aviva’s share of searches among equity release providers in the United Kingdom decreased from 17.6% to 16.2%.
- Across the 12 months ending September 2026, Aviva’s share of searches among equity release providers in the United Kingdom peaked at 19.4% in July 2026 and was lowest at 13.6% in May 2026.
How did search popularity change for United Kingdom equity release providers in September 2026?
6 changes
In September 2026, Legal & General overtook more2life and 4 others to become the leader among equity release providers in the United Kingdom, with 19.3% of the searches.
In September 2026, more2life lost share of searches among equity release providers in the United Kingdom, from 20.7% to 16.2%.
In September 2026, Aviva lost share of searches among equity release providers in the United Kingdom, from 17.4% to 16.2%.
In September 2026, Pure Retirement lost share of searches among equity release providers in the United Kingdom, from 17.4% to 16.2%.
In September 2026, Age Partnership lost share of searches among equity release providers in the United Kingdom, from 14.1% to 13.2%.
In September 2026, Key lost share of searches among equity release providers in the United Kingdom, from 14.1% to 13.2%.
How are Aviva’s branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Aviva’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.
- aviva
- aviva equity release
- aviva health insurance
- aviva home insurance
- aviva income protection
- aviva landlord insurance
- aviva pension
- aviva travel insurance
- aviva van insurance
Do you work for Aviva? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Aviva compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Car insurance brands | 2nd of 5 | 28.3% | Show ranking |
| Life insurance brands | 1st of 8 | 50.1% | Show ranking |
| Pension providers | 2nd of 6 | 15.7% | Show ranking |
| Travel insurance providers | 5th of 6 | 4.6% | Show ranking |
| Private health insurance providers | 4th of 8 | 6.2% | Show ranking |
| Home insurance brands | 3rd of 8 | 17.9% | Show ranking |
| Van insurance providers | 3rd of 10 | 12.9% | Show ranking |
| Landlord insurance providers | 4th of 7 | 4.8% | Show ranking |
| Equity release providers | 2nd of 8 | 16.2% | Shown above |
| Income protection providers | 1st of 6 | 36.5% | Show ranking |
Is Aviva your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.