Brandwave

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 36.5% of all United Kingdom income protection provider searches, placing Aviva first out of six providers. When we asked both ChatGPT and Google AI Overviews about income protection providers, Aviva appeared in three of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Aviva is the most searched of 6 competitors and the fourth most recommended in AI answers.

  1. AvivaShare of searches 36.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. Legal & GeneralShare of searches 20.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. VitalityShare of searches 16.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. LV=Share of searches 11%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  5. Royal LondonShare of searches 11%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd

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Top income protection providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Aviva was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Aviva is the fourth most recommended of the six.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. LV=1st
  2. Royal London2nd
  3. Legal & General3rd
  4. Aviva4th
  5. Zurich5th
  6. Vitality–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Aviva3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Legal & General2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LV=2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Royal London2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zurich1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vitality0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about income protection providers

5 answers

  • Asked ChatGPT

    “Who is the best income protection insurance provider in the UK?”

    1. 1Royal London
    2. 2LV=
    3. 3Aviva
    4. 4Legal & General

  • Asked ChatGPT

    “Which income protection policy should I get if I'm self-employed?”

    1. 1Aviva

  • Asked ChatGPT

    “Is income protection worth it, and which company is best?”

    1. 1LV=
    2. 2Legal & General
    3. 3Royal London
    4. 4Zurich
    5. 5Aviva

  • Searched Google, AI Overview

    “income protection insurance”

    1. Searched Google, AI Overview

      “income protection”

      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.

      Which income protection providers compete with Aviva?

      Aviva against income protection providers in the United Kingdom, by month

      Share of searches by month for Aviva, Legal & General, Vitality, LV=, Royal London, Zurich. The figures are in the table below the chart.

      View monthly share of searches table
      MonthAvivaLegal & GeneralVitalityLV=Royal LondonZurich
      Oct 202540.3%14.9%14.9%14.9%9.8%5.3%
      Nov 202537.1%13.7%16.9%13.7%11.1%7.4%
      Dec 202534.6%15.4%15.4%15.4%12.6%6.7%
      Jan 202633.8%15.3%15.3%18.7%10.1%6.8%
      Feb 202634.9%15.9%15.9%15.9%10.5%7%
      Mar 202632.7%18.1%18.1%14.8%9.8%6.5%
      Apr 202635.1%13%15.9%15.9%13%7%
      May 202638.9%14.4%14.4%14.4%11.7%6.3%
      Jun 202631.7%15.2%15.2%18.7%12.4%6.7%
      Jul 202638.9%14.4%14.4%14.4%11.7%6.3%
      Aug 202632.5%19.2%15.6%15.6%10.4%6.8%
      Sep 202636.5%20.2%16.6%11%11%4.8%

      1. 1.Aviva

        36.5%

        Held 1st. 1.3K estimated branded searches, +30% vs prior month. Share +4 points.

      2. 2.Legal & General

        20.2%

        Held 2nd. 720 estimated branded searches, +22% vs prior month. Share +1.1 points.

      3. 3.Vitality

        16.6%

        Moved from 4th to 3rd. 590 estimated branded searches, +22.9% vs prior month. Share +1 points.

      4. 4.LV=

        11%

        Moved from 3rd to 4th. 390 estimated branded searches, -18.8% vs prior month. Share -4.6 points.

      5. 5.Royal London

        11%

        Held 5th. 390 estimated branded searches, +21.9% vs prior month. Share +0.6 points.

      6. 6.Zurich

        4.8%

        Held 6th. 170 estimated branded searches, -19% vs prior month. Share -2 points.

      Aviva, Legal & General and Royal London sell other things too, so only their searches that name this product count here, like “aviva income protection”.

      Compare popularity between Aviva and its closest rivals

      Every comparison with Aviva

      43 comparisons

      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 income protection providers in the United Kingdom decreased from 40.3% to 36.5%.
      • Across the 12 months ending September 2026, Aviva’s share of searches among income protection providers in the United Kingdom peaked at 40.3% in October 2025 and was lowest at 31.7% in June 2026.

      How did search popularity change for United Kingdom income protection providers in September 2026?

      6 changes

      1. In September 2026, Vitality overtook LV= to rank 3rd among income protection providers in the United Kingdom, with 16.6% of the searches.

      2. In September 2026, Aviva gained share of searches among income protection providers in the United Kingdom, from 32.5% to 36.5%.

      3. In September 2026, Legal & General gained share of searches among income protection providers in the United Kingdom, from 19.2% to 20.2%.

      4. In September 2026, Royal London gained share of searches among income protection providers in the United Kingdom, from 10.4% to 11%.

      5. In September 2026, LV= lost share of searches among income protection providers in the United Kingdom, from 15.6% to 11%.

      6. In September 2026, Zurich lost share of searches among income protection providers in the United Kingdom, from 6.8% to 4.8%.

      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.

      How the Brand Demand Index is measured

      Where does Aviva compete?

      Aviva is ranked in ten competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
      Competitor setRankShare of searchesRanking
      Car insurance brands2nd of 528.3%Show ranking
      Life insurance brands1st of 850.1%Show ranking
      Pension providers2nd of 615.7%Show ranking
      Travel insurance providers5th of 64.6%Show ranking
      Private health insurance providers4th of 86.2%Show ranking
      Home insurance brands3rd of 817.9%Show ranking
      Van insurance providers3rd of 1012.9%Show ranking
      Landlord insurance providers4th of 74.8%Show ranking
      Equity release providers2nd of 816.2%Show ranking
      Income protection providers1st of 636.5%Shown above
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