Brandwave

How popular isLegal & General?

In September 2026, people searched for Legal & General by name about 170,000 times in the United Kingdom, a 17.3% decrease from the previous year. These searches made up 19.3% of all United Kingdom equity release provider searches, placing Legal & General first out of eight providers. When we asked both ChatGPT and Google AI Overviews about equity release providers, Legal & General appeared in two of the four answers and was the joint second most recommended of the eight.

Search and AI answers in September 2026

Legal & General is the most searched of 8 competitors and the joint second most recommended in AI answers.

  1. Legal & GeneralShare of searches 19.3%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  2. AvivaShare of searches 16.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  3. more2lifeShare of searches 16.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 5th
  4. Pure RetirementShare of searches 16.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 2nd
  5. 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, Legal & General was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Legal & General is the joint second most recommended of the eight.

Most recommended by AI

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

  1. Aviva1st
  2. Legal & General2nd
  3. Pure Retirement2nd
  4. Canada Life4th
  5. more2life5th
  6. LV=6th
  7. Age Partnership–
  8. 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

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 Legal & General?

Legal & General against equity release providers in the United Kingdom, by month

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
MonthLegal & GeneralAvivamore2lifePure RetirementAge PartnershipKeyLV=Canada Life
Oct 202511%17.6%17.6%17.6%17.6%11%4.3%3.5%
Nov 20258.2%18.2%18.2%18.2%18.2%12.3%4.5%2.4%
Dec 20259.6%14.3%21.1%16.3%16.3%16.3%3.4%2.8%
Jan 20269%14.4%17.1%17.1%14.4%21.5%4.3%2.3%
Feb 202610.4%16.6%16.6%16.6%13.5%19.7%4%2.7%
Mar 202611.6%14.3%17%14.3%14.3%21.4%4.3%2.9%
Apr 20268.7%18.8%15.9%15.9%15.9%18.8%3.9%2.1%
May 20269.2%13.6%16.8%16.8%16.8%19.9%4.1%2.7%
Jun 20267.8%17.3%17.3%17.3%17.3%17.3%3.5%2.3%
Jul 202610.7%19.4%19.4%15.8%15.8%12.1%4.7%2.1%
Aug 202610.9%17.4%20.7%17.4%14.1%14.1%3.5%1.8%
Sep 202619.3%16.2%16.2%16.2%13.2%13.2%4%1.7%

  1. 1.Legal & General

    19.3%

    Moved from 6th to 1st. 1.9K estimated branded searches, +90% vs prior month. Share +8.4 points.

  2. 2.Aviva

    16.2%

    Held 2nd. 1.6K estimated branded searches, 0% vs prior month. Share -1.2 points.

  3. 3.more2life

    16.2%

    Moved from 1st to 3rd. 1.6K estimated branded searches, -15.8% vs prior month. Share -4.4 points.

  4. 4.Pure Retirement

    16.2%

    Moved from 3rd to 4th. 1.6K estimated branded searches, 0% vs prior month. Share -1.2 points.

  5. 5.Age Partnership

    13.2%

    Moved from 4th to 5th. 1.3K estimated branded searches, 0% vs prior month. Share -1 points.

  6. 6.Key

    13.2%

    Moved from 5th to 6th. 1.3K estimated branded searches, 0% vs prior month. Share -1 points.

  7. 7.LV=

    4%

    Held 7th. 390 estimated branded searches, +21.9% vs prior month. Share +0.5 points.

  8. 8.Canada Life

    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 Legal & General and its closest rivals

Every comparison with Legal & General

12 comparisons

How has branded search demand for Legal & General changed in the United Kingdom over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Legal & General in the United Kingdom fell from 205K to 170K.
  • Across the 12 months ending September 2026, Legal & General’s share of searches among equity release providers in the United Kingdom increased from 11% to 19.3%.
  • Across the 12 months ending September 2026, Legal & General’s share of searches among equity release providers in the United Kingdom peaked at 19.3% in September 2026 and was lowest at 7.8% in June 2026.
  • Across the 12 months ending September 2026, Legal & General rose from 6th to 1st among equity release providers in the United Kingdom.

How did search popularity change for United Kingdom equity release providers in September 2026?

6 changes

  1. 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.

  2. In September 2026, more2life lost share of searches among equity release providers in the United Kingdom, from 20.7% to 16.2%.

  3. In September 2026, Aviva lost share of searches among equity release providers in the United Kingdom, from 17.4% to 16.2%.

  4. In September 2026, Pure Retirement lost share of searches among equity release providers in the United Kingdom, from 17.4% to 16.2%.

  5. In September 2026, Age Partnership lost share of searches among equity release providers in the United Kingdom, from 14.1% to 13.2%.

  6. In September 2026, Key lost share of searches among equity release providers in the United Kingdom, from 14.1% to 13.2%.

How are Legal & General’s branded searches counted?

4 search terms

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.

  • legal and general
  • legal and general equity release
  • legal and general income protection
  • legal general

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How the Brand Demand Index is measured

Where does Legal & General compete?

Legal & General is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Life insurance brands2nd of 827.8%Show ranking
Equity release providers1st of 819.3%Shown above
Income protection providers2nd of 620.2%Show ranking
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