Brandwave

How popular isLV=?

In September 2026, people searched for LV= by name about 143,000 times in the United Kingdom, an 18.7% increase from the previous year. These searches made up 0.75% of all United Kingdom life insurance brand searches, placing LV= sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about life insurance brands, LV= appeared in two of the five answers and was the sixth most recommended of the six.

Search and AI answers in September 2026

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

  1. AvivaShare of searches 51.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Legal & GeneralShare of searches 28.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. Royal LondonShare of searches 15.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  4. ZurichShare of searches 3.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. LV=Share of searches 0.75%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th

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Top life insurance brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, LV= was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. LV= is the sixth most recommended of the six.

Most recommended by AI

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

  1. Aviva1st
  2. Legal & General2nd
  3. Royal London3rd
  4. Vitality4th
  5. Zurich5th
  6. LV=6th

Mentioned by AI

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

  • Aviva5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Legal & General5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Royal London4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Zurich3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vitality2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • LV=2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about life insurance brands

5 answers

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 19, 2026.

Which life insurance brands compete with LV=?

LV= against life insurance brands in the United Kingdom, by month

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

View monthly share of searches table
MonthAvivaLegal & GeneralRoyal LondonZurichVitalityLV=
Oct 202551.5%28.5%15.4%3.2%0.76%0.62%
Nov 202549.6%27.6%18.1%3.2%0.89%0.59%
Dec 202556.3%25.6%13.9%2.8%0.82%0.54%
Jan 202650.9%28.2%15.2%3.8%1.1%0.75%
Feb 202655.8%25.4%13.7%3.4%1%0.67%
Mar 202651.4%28.5%15.4%3.1%0.92%0.62%
Apr 202649.3%27.4%18%3.6%1.1%0.72%
May 202647%31.8%17.2%2.5%0.84%0.69%
Jun 202656.4%25.7%13.9%2.4%1%0.67%
Jul 202651.6%28.6%15.5%2.6%1.1%0.62%
Aug 202651.7%28.7%15.5%2.3%1.1%0.62%
Sep 202651.1%28.4%15.4%3.3%1.1%0.75%

  1. 1.Aviva

    51.1%

    Held 1st. 301K estimated branded searches, 0% vs prior month. Share -0.6 points.

  2. 2.Legal & General

    28.4%

    Held 2nd. 167K estimated branded searches, +0.3% vs prior month. Share -0.3 points.

  3. 3.Royal London

    15.4%

    Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share -0.2 points.

  4. 4.Zurich

    3.3%

    Held 4th. 19.2K estimated branded searches, +42.2% vs prior month. Share +0.9 points.

  5. 5.Vitality

    1.1%

    Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.LV=

    0.75%

    Held 6th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.1 points.

Compare popularity between LV= and its closest rivals

Every comparison with LV=

11 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 120K to 143K.
  • Across the 12 months ending September 2026, LV=’s share of searches among life insurance brands in the United Kingdom held steady, from 0.62% to 0.75%.

How did search popularity change for United Kingdom life insurance brands in September 2026?

5 changes

  1. In September 2026, Zurich gained share of searches among life insurance brands in the United Kingdom, from 2.3% to 3.3%.

  2. In September 2026, Aviva lost share of searches among life insurance brands in the United Kingdom, from 51.7% to 51.1%.

  3. Estimated monthly branded searches for Vitality in the United Kingdom rose 22.2% over 12 measured months, from 5.4K to 6.6K in September 2026.

  4. Estimated monthly branded searches for Legal & General in the United Kingdom fell 17.9% over 12 measured months, from 204K to 167K in September 2026.

  5. Estimated monthly branded searches for Royal London in the United Kingdom fell 17.7% over 12 measured months, from 110K to 90.5K in September 2026.

How are LV=’s branded searches counted?

4 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 home insurance
  • 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 three 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 brands6th of 60.75%Shown above
Home insurance brands4th of 811.9%Show ranking
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Is LV= your brand?

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