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 11% of all United Kingdom income protection provider searches, placing LV= fourth out of six providers. When we asked both ChatGPT and Google AI Overviews about income protection providers, LV= appeared in two of the five answers and was the most recommended of the six.

Search and AI answers in September 2026

LV= is the fourth most searched of 6 competitors and the most recommended in AI answers.

  1. AvivaShare of searches 36.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  2. Legal & GeneralShare of searches 20.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. VitalityShare of searches 16.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. LV=Share of searches 11%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  5. Royal LondonShare of searches 11%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd

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Top income protection providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, LV= was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. LV= is the most recommended of the six.

Most recommended by AI

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

  1. LV=1st
  2. Royal London2nd
  3. Legal & General3rd
  4. Aviva4th
  5. Zurich5th
  6. Vitality–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Aviva3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Legal & General2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • LV=2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Royal London2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zurich1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vitality0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about income protection providers

5 answers

  • Asked ChatGPT

    “Who is the best income protection insurance provider in the UK?”

    1. 1Royal London
    2. 2LV=
    3. 3Aviva
    4. 4Legal & General

  • Asked ChatGPT

    “Which income protection policy should I get if I'm self-employed?”

    1. 1Aviva

  • Asked ChatGPT

    “Is income protection worth it, and which company is best?”

    1. 1LV=
    2. 2Legal & General
    3. 3Royal London
    4. 4Zurich
    5. 5Aviva

  • Searched Google, AI Overview

    “income protection insurance”

    1. Searched Google, AI Overview

      “income protection”

      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 income protection providers compete with LV=?

      LV= against income protection providers in the United Kingdom, by month

      Share of searches by month for Aviva, Legal & General, Vitality, LV=, Royal London, Zurich. The figures are in the table below the chart.

      View monthly share of searches table
      MonthAvivaLegal & GeneralVitalityLV=Royal LondonZurich
      Oct 202540.3%14.9%14.9%14.9%9.8%5.3%
      Nov 202537.1%13.7%16.9%13.7%11.1%7.4%
      Dec 202534.6%15.4%15.4%15.4%12.6%6.7%
      Jan 202633.8%15.3%15.3%18.7%10.1%6.8%
      Feb 202634.9%15.9%15.9%15.9%10.5%7%
      Mar 202632.7%18.1%18.1%14.8%9.8%6.5%
      Apr 202635.1%13%15.9%15.9%13%7%
      May 202638.9%14.4%14.4%14.4%11.7%6.3%
      Jun 202631.7%15.2%15.2%18.7%12.4%6.7%
      Jul 202638.9%14.4%14.4%14.4%11.7%6.3%
      Aug 202632.5%19.2%15.6%15.6%10.4%6.8%
      Sep 202636.5%20.2%16.6%11%11%4.8%

      1. 1.Aviva

        36.5%

        Held 1st. 1.3K estimated branded searches, +30% vs prior month. Share +4 points.

      2. 2.Legal & General

        20.2%

        Held 2nd. 720 estimated branded searches, +22% vs prior month. Share +1.1 points.

      3. 3.Vitality

        16.6%

        Moved from 4th to 3rd. 590 estimated branded searches, +22.9% vs prior month. Share +1 points.

      4. 4.LV=

        11%

        Moved from 3rd to 4th. 390 estimated branded searches, -18.8% vs prior month. Share -4.6 points.

      5. 5.Royal London

        11%

        Held 5th. 390 estimated branded searches, +21.9% vs prior month. Share +0.6 points.

      6. 6.Zurich

        4.8%

        Held 6th. 170 estimated branded searches, -19% vs prior month. Share -2 points.

      Aviva, Legal & General and Royal London sell other things too, so only their searches that name this product count here, like “aviva income protection”.

      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?

      4 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 income protection providers in the United Kingdom decreased from 14.9% to 11%.
      • Across the 12 months ending September 2026, LV=’s share of searches among income protection providers in the United Kingdom peaked at 18.7% in June 2026 and was lowest at 11% in September 2026.
      • Across the 12 months ending September 2026, LV= fell from 3rd to 4th among income protection providers in the United Kingdom.

      How did search popularity change for United Kingdom income protection providers in September 2026?

      6 changes

      1. In September 2026, Vitality overtook LV= to rank 3rd among income protection providers in the United Kingdom, with 16.6% of the searches.

      2. In September 2026, Aviva gained share of searches among income protection providers in the United Kingdom, from 32.5% to 36.5%.

      3. In September 2026, Legal & General gained share of searches among income protection providers in the United Kingdom, from 19.2% to 20.2%.

      4. In September 2026, Royal London gained share of searches among income protection providers in the United Kingdom, from 10.4% to 11%.

      5. In September 2026, LV= lost share of searches among income protection providers in the United Kingdom, from 15.6% to 11%.

      6. In September 2026, Zurich lost share of searches among income protection providers in the United Kingdom, from 6.8% to 4.8%.

      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%Show ranking
      Income protection providers4th of 611%Shown above
      Creator with pink hair and a pink jacket

      Is LV= your brand?

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