How popular isPenfold?
In September 2026, people searched for Penfold by name about 2,900 times in the United Kingdom, about the same as the previous year. These searches made up 0.42% of all United Kingdom pension provider searches, placing Penfold sixth out of six providers. When we asked both ChatGPT and Google AI Overviews about pension providers, Penfold did not appear in any of the answers.
Penfold is the sixth most searched of 6 competitors and not listed in any AI answer.
NestShare of searches 87.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
AvivaShare of searches 8.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
PensionBeeShare of searches 1.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
VanguardShare of searches 0.84%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
PenfoldShare of searches 0.42%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top pension providers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Penfold did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- PensionBee4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
AJ Bell4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Vanguard3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Aviva2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Nest1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Penfold0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about pension providers
5 answers
Asked ChatGPT
“Which pension provider should I use in the UK?”
Asked ChatGPT
“What are the best pension providers in the UK?”
Asked ChatGPT
“What's the best private pension in the UK for someone who is self-employed?”
Searched Google, AI Overview
“private pension”
Searched Google, AI Overview
“pension providers”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.
Which pension providers compete with Penfold?
Share of searches by month for Nest, Aviva, Penfold. The figures are in the table below the chart.
View monthly share of searches table
| Month | Nest | Aviva | PensionBee | Vanguard | AJ Bell | Penfold |
|---|---|---|---|---|---|---|
| Oct 2025 | 89.4% | 7.3% | 1.5% | 0.97% | 0.51% | 0.35% |
| Nov 2025 | 91% | 6.1% | 1.2% | 0.9% | 0.42% | 0.36% |
| Dec 2025 | 89.5% | 7.4% | 1.2% | 1.1% | 0.49% | 0.36% |
| Jan 2026 | 89.3% | 7.3% | 1.5% | 1.1% | 0.49% | 0.36% |
| Feb 2026 | 89% | 7.3% | 1.5% | 1.2% | 0.59% | 0.44% |
| Mar 2026 | 88.3% | 7.3% | 1.8% | 1.4% | 0.72% | 0.53% |
| Apr 2026 | 87.1% | 8.8% | 1.8% | 1.3% | 0.61% | 0.52% |
| May 2026 | 89.1% | 7.3% | 1.5% | 1.2% | 0.51% | 0.44% |
| Jun 2026 | 87.4% | 8.8% | 1.8% | 1% | 0.49% | 0.52% |
| Jul 2026 | 87.9% | 8.8% | 1.4% | 0.85% | 0.5% | 0.42% |
| Aug 2026 | 87.6% | 8.8% | 1.8% | 0.84% | 0.57% | 0.42% |
| Sep 2026 | 87.7% | 8.8% | 1.8% | 0.84% | 0.5% | 0.42% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 87.7% | 602K | 0% | +0.1 points | |
| 2, held 2nd | 8.8% | 60.5K | 0% | 0 points | |
| 3, held 3rd | 1.8% | 12.1K | 0% | 0 points | |
| 4, held 4th | 0.84% | 5.8K | 0% | 0 points | |
| 5, held 5th | 0.5% | 3.4K | -12.8% | -0.1 points | |
| 6, held 6th | 0.42% | 2.9K | 0% | 0 points |
1.
Nest87.7%
Held 1st. 602K estimated branded searches, 0% vs prior month. Share +0.1 points.
2.
Aviva8.8%
Held 2nd. 60.5K estimated branded searches, 0% vs prior month. Share 0 points.
1.8%
Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.
4.
Vanguard0.84%
Held 4th. 5.8K estimated branded searches, 0% vs prior month. Share 0 points.
5.
AJ Bell0.5%
Held 5th. 3.4K estimated branded searches, -12.8% vs prior month. Share -0.1 points.
6.
Penfold0.42%
Held 6th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Penfold and its closest rivals
Every comparison with Penfold
5 comparisons
How has branded search demand for Penfold changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Penfold in the United Kingdom held steady at 2.9K.
- Across the 12 months ending September 2026, Penfold’s share of searches among pension providers in the United Kingdom held steady, from 0.35% to 0.42%.
How did search popularity change for United Kingdom pension providers in September 2026?
3 changes
Estimated monthly branded searches for Vanguard in the United Kingdom fell 27.5% over 12 measured months, from 8K to 5.8K in September 2026.
Estimated monthly branded searches for AJ Bell in the United Kingdom fell 19% over 12 measured months, from 4.2K to 3.4K in September 2026.
Estimated monthly branded searches for Nest in the United Kingdom fell 18.2% over 12 measured months, from 736K to 602K in September 2026.
How are Penfold’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Penfold’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- penfold pension
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