How popular isKey?
In September 2026, people searched for Key by name about 1,300 times in the United Kingdom, a 30% increase from the previous year. These searches made up 13.2% of all United Kingdom equity release provider searches, placing Key sixth out of eight providers. When we asked both ChatGPT and Google AI Overviews about equity release providers, Key appeared in one of the four answers.
Key is the sixth most searched of 8 competitors and not listed in any AI answer.
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
KeyShare of searches 13.2%Mentioned in 1 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, Key was mentioned in one out of four: not in any of the three ChatGPT answers, but in the Google AI Overview.
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.
Which equity release providers compete with Key?
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.
Legal & General and Aviva sell other things too, so only their searches that name this product count here, like “legal and general equity release”.
Compare popularity between Key and its closest rivals
Every comparison with Key
7 comparisons
How has branded search demand for Key changed in the United Kingdom over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Key in the United Kingdom rose from 1K to 1.3K.
- Across the 12 months ending September 2026, Key’s share of searches among equity release providers in the United Kingdom increased from 11% to 13.2%.
- Across the 12 months ending September 2026, Key’s share of searches among equity release providers in the United Kingdom peaked at 21.5% in January 2026 and was lowest at 11% in October 2025.
- Across the 12 months ending September 2026, Key fell from 5th to 6th among equity release providers in the United Kingdom.
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 Key’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Key’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- key equity release
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Is Key your brand?
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