How popular isLegal & General in search?
In September 2026, there were an estimated 167K branded searches for Legal & General in United Kingdom which is down 17.9% over the last 12 months. Legal & General holds 29.6% estimated Share of Search among United Kingdom life insurance brands and is ranked 2nd of 4 competitors for search popularity.
Aviva53.2%
Legal & General29.6%
Royal London16%
Vitality1.2%
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Which life insurance brands compete with Legal & General?
Share of Search by month for Aviva, Legal & General, Royal London. The figures are in the table below the chart.
View monthly share of search table
| Month | Aviva | Legal & General | Royal London | Vitality |
|---|---|---|---|---|
| Oct 2025 | 53.5% | 29.7% | 16% | 0.79% |
| Nov 2025 | 51.6% | 28.7% | 18.8% | 0.92% |
| Dec 2025 | 58.3% | 26.5% | 14.3% | 0.85% |
| Jan 2026 | 53.3% | 29.6% | 15.9% | 1.2% |
| Feb 2026 | 58.1% | 26.5% | 14.3% | 1% |
| Mar 2026 | 53.4% | 29.6% | 16% | 0.96% |
| Apr 2026 | 51.5% | 28.6% | 18.8% | 1.1% |
| May 2026 | 48.5% | 32.9% | 17.7% | 0.87% |
| Jun 2026 | 58.2% | 26.5% | 14.3% | 1% |
| Jul 2026 | 53.3% | 29.5% | 16% | 1.2% |
| Aug 2026 | 53.3% | 29.5% | 16% | 1.2% |
| Sep 2026 | 53.2% | 29.6% | 16% | 1.2% |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 53.2% | 301K | 0% | 0 points | |
| 2, held 2nd | 29.6% | 167K | +0.3% | +0.1 points | |
| 3, held 3rd | 16% | 90.5K | 0% | 0 points | |
| 4, held 4th | 1.2% | 6.6K | 0% | 0 points |
1.
Aviva53.2%
Held 1st. 301K estimated branded searches, 0% vs prior month. Share 0 points.
29.6%
Held 2nd. 167K estimated branded searches, +0.3% vs prior month. Share +0.1 points.
16%
Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share 0 points.
4.
Vitality1.2%
Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
Compare search popularity between Legal & General and its closest rivals
Every comparison with Legal & General
3 comparisons
How has branded search demand for Legal & General changed in United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Legal & General in United Kingdom fell from 204K to 167K.
- Across the 12 months ending September 2026, Legal & General’s estimated Share of Search among life insurance brands in United Kingdom peaked at 32.9% in May 2026 and was lowest at 26.5% in June 2026.
How did search popularity change for United Kingdom life insurance brands in September 2026?
4 changes
Estimated monthly branded searches for Vitality in United Kingdom rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.
Estimated monthly branded searches for Aviva in United Kingdom fell 18.2% over 12 measured months, from 368K to 301K in September 2026.
Estimated monthly branded searches for Legal & General in United Kingdom fell 17.9% over 12 measured months, from 204K to 167K in September 2026.
Estimated monthly branded searches for Royal London in United Kingdom fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.
How is Legal & General measured?
Brandwave collects information about searches that people make online using Legal & General’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.
2 branded search terms
- legal and general
- legal general
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