How popular isAviva?
In September 2026, people searched for Aviva by name about 413,000 times in the United Kingdom, a 12.7% decrease from the previous year. These searches made up 8.8% of all United Kingdom pension provider searches, placing Aviva second out of six providers. When we asked both ChatGPT and Google AI Overviews about pension providers, Aviva appeared in two of the five answers and was the joint fourth most recommended of the six.
Aviva is the second most searched of 6 competitors and the joint fourth most recommended in AI answers.
NestShare of searches 87.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
AvivaShare of searches 8.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
PensionBeeShare of searches 1.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
VanguardShare of searches 0.84%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
AJ BellShare of searches 0.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top pension providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Aviva was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Aviva is the joint fourth most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- PensionBee4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- AJ Bell4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Vanguard3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Aviva2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Nest1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Penfold0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about pension providers
5 answers
Asked ChatGPT
“Which pension provider should I use in the UK?”
Asked ChatGPT
“What are the best pension providers in the UK?”
Asked ChatGPT
“What's the best private pension in the UK for someone who is self-employed?”
Searched Google, AI Overview
“private pension”
Searched Google, AI Overview
“pension providers”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which pension providers compete with Aviva?
Share of searches by month for Nest, Aviva. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nest | Aviva | PensionBee | Vanguard | AJ Bell | Penfold |
|---|---|---|---|---|---|---|
| Oct 2025 | 89.4% | 7.3% | 1.5% | 0.97% | 0.51% | 0.35% |
| Nov 2025 | 91% | 6.1% | 1.2% | 0.9% | 0.42% | 0.36% |
| Dec 2025 | 89.5% | 7.4% | 1.2% | 1.1% | 0.49% | 0.36% |
| Jan 2026 | 89.3% | 7.3% | 1.5% | 1.1% | 0.49% | 0.36% |
| Feb 2026 | 89% | 7.3% | 1.5% | 1.2% | 0.59% | 0.44% |
| Mar 2026 | 88.3% | 7.3% | 1.8% | 1.4% | 0.72% | 0.53% |
| Apr 2026 | 87.1% | 8.8% | 1.8% | 1.3% | 0.61% | 0.52% |
| May 2026 | 89.1% | 7.3% | 1.5% | 1.2% | 0.51% | 0.44% |
| Jun 2026 | 87.4% | 8.8% | 1.8% | 1% | 0.49% | 0.52% |
| Jul 2026 | 87.9% | 8.8% | 1.4% | 0.85% | 0.5% | 0.42% |
| Aug 2026 | 87.6% | 8.8% | 1.8% | 0.84% | 0.57% | 0.42% |
| Sep 2026 | 87.7% | 8.8% | 1.8% | 0.84% | 0.5% | 0.42% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 87.7% | 602K | 0% | +0.1 points | |
| 2, held 2nd | 8.8% | 60.5K | 0% | 0 points | |
| 3, held 3rd | 1.8% | 12.1K | 0% | 0 points | |
| 4, held 4th | 0.84% | 5.8K | 0% | 0 points | |
| 5, held 5th | 0.5% | 3.4K | -12.8% | -0.1 points | |
| 6, held 6th | 0.42% | 2.9K | 0% | 0 points |
1.
Nest87.7%
Held 1st. 602K estimated branded searches, 0% vs prior month. Share +0.1 points.
2.
Aviva8.8%
Held 2nd. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.
1.8%
Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.
4.
Vanguard0.84%
Held 4th. 5.8K estimated branded searches, 0% vs prior month. Share 0 points.
5.
AJ Bell0.5%
Held 5th. 3.4K estimated branded searches, -12.8% vs prior month. Share -0.1 points.
6.
Penfold0.42%
Held 6th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Aviva and its closest rivals
Every comparison with Aviva
26 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 Vitality
- Aviva vs Hastings Direct
- Aviva vs Vanguard
- Aviva vs National Friendly
- AJ Bell vs Aviva
- Aviva vs Penfold
- Aviva vs Freedom Health Insurance
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 474K to 413K.
- Across the 12 months ending September 2026, Aviva’s share of searches among pension providers in the United Kingdom increased from 7.3% to 8.8%.
- Across the 12 months ending September 2026, Aviva’s share of searches among pension providers in the United Kingdom peaked at 8.8% in July 2026 and was lowest at 6.1% in November 2025.
How did search popularity change for United Kingdom pension providers in September 2026?
3 changes
Estimated monthly branded searches for Vanguard in the United Kingdom fell 27.5% over 12 measured months, from 8K to 5.8K in September 2026.
Estimated monthly branded searches for AJ Bell in the United Kingdom fell 19% over 12 measured months, from 4.2K to 3.4K in September 2026.
Estimated monthly branded searches for Nest in the United Kingdom fell 18.2% over 12 measured months, from 736K to 602K in September 2026.
How are Aviva’s branded searches counted?
5 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 health insurance
- aviva home insurance
- aviva pension
- aviva travel insurance
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Where does Aviva compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Car insurance brands | 2nd of 5 | 28.3% | Show ranking |
| Pension providers | 2nd of 6 | 8.8% | Shown above |
| Life insurance brands | 1st of 6 | 51.1% | 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 |
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.