Brandwave

How popular isPure Retirement?

In September 2026, people searched for Pure Retirement by name about 1,600 times in the United Kingdom, about the same as the previous year. These searches made up 16.2% of all United Kingdom equity release provider searches, placing Pure Retirement fourth out of eight providers. When we asked both ChatGPT and Google AI Overviews about equity release providers, Pure Retirement appeared in two of the four answers and was the joint second most recommended of the eight.

Search and AI answers in September 2026

Pure Retirement is the fourth 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, Pure Retirement was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Pure Retirement 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 Pure Retirement?

Pure Retirement 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 Pure Retirement and its closest rivals

Every comparison with Pure Retirement

7 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Pure Retirement in the United Kingdom held steady at 1.6K.
  • Across the 12 months ending September 2026, Pure Retirement’s share of searches among equity release providers in the United Kingdom decreased from 17.6% to 16.2%.
  • Across the 12 months ending September 2026, Pure Retirement’s share of searches among equity release providers in the United Kingdom peaked at 18.2% in November 2025 and was lowest at 14.3% in March 2026.

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 Pure Retirement’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Pure Retirement’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.

  • pure retirement

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How the Brand Demand Index is measured

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