Brandwave

How popular isLV=?

In September 2026, people searched for LV= by name about 143,000 times in the United Kingdom, an 18.4% increase from the previous year. These searches made up 4% of all United Kingdom equity release provider searches, placing LV= seventh out of eight providers. When we asked both ChatGPT and Google AI Overviews about equity release providers, LV= appeared in one of the four answers and was the sixth most recommended of the eight.

Search and AI answers in September 2026

LV= is the seventh most searched of 8 competitors and the sixth 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. LV=Share of searches 4%Mentioned in 1 of 4 AI answersPlace in AI recommendations 6th

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Top equity release providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, LV= was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. LV= is the sixth 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 LV=?

LV= 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 LV= and its closest rivals

Every comparison with LV=

18 comparisons

How has branded search demand for LV= changed in the United Kingdom over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for LV= in the United Kingdom rose from 121K to 143K.
  • Across the 12 months ending September 2026, LV=’s share of searches among equity release providers in the United Kingdom peaked at 4.7% in July 2026 and was lowest at 3.4% in December 2025.

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 LV=’s branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using LV=’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.

  • lv car insurance
  • lv equity release
  • lv home insurance
  • lv income protection
  • lv insurance
  • lv life insurance

Do you work for LV=? 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 LV= compete?

LV= is ranked in five 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 brands4th of 511.6%Show ranking
Life insurance brands8th of 80.73%Show ranking
Home insurance brands4th of 811.9%Show ranking
Equity release providers7th of 84%Shown above
Income protection providers4th of 611%Show ranking
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Is LV= your brand?

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