How popular isSunLife?
In September 2026, people searched for SunLife by name about 6,600 times in the United Kingdom, an 18.5% decrease from the previous year. These searches made up 1.1% of all United Kingdom life insurance brand searches, placing SunLife fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about life insurance brands, SunLife did not appear in any of the answers.
SunLife is the fifth most searched of 8 competitors and not listed in any AI answer.
AvivaShare of searches 50.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
Legal & GeneralShare of searches 27.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
Royal LondonShare of searches 15.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
ZurichShare of searches 3.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
SunLifeShare of searches 1.1%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top life insurance brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, SunLife 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.
- Aviva1st
- Legal & General2nd
- Royal London3rd
Vitality4th- Zurich5th
LV=6th- SunLife–
Beagle Street–
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
- SunLife0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Beagle Street0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about life insurance brands
5 answers
Asked ChatGPT
“Which life insurance brand should I use in the UK?”
Asked ChatGPT
“What are the best life insurance brands in the UK?”
Asked ChatGPT
“What's the best life insurance brand in the UK for family protection?”
Searched Google, AI Overview
“life insurance quote”
Searched Google, AI Overview
“best life insurance”
Not named in any answer:
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 SunLife?
Share of searches by month for Aviva, Legal & General, Royal London, Zurich, SunLife. The figures are in the table below the chart.
View monthly share of searches table
| Month | Aviva | Legal & General | Royal London | Zurich | SunLife | Vitality | Beagle Street | LV= |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 50.6% | 28% | 15.1% | 3.1% | 1.1% | 0.74% | 0.74% | 0.6% |
| Nov 2025 | 48.7% | 27.1% | 17.8% | 3.1% | 1.1% | 0.87% | 0.71% | 0.58% |
| Dec 2025 | 55.4% | 25.2% | 13.6% | 2.8% | 0.99% | 0.81% | 0.66% | 0.53% |
| Jan 2026 | 49.8% | 27.6% | 14.9% | 3.7% | 1.3% | 1.1% | 0.89% | 0.73% |
| Feb 2026 | 54.6% | 24.9% | 13.4% | 3.3% | 1.2% | 0.98% | 0.8% | 0.65% |
| Mar 2026 | 50.5% | 28% | 15.1% | 3.1% | 1.1% | 0.91% | 0.74% | 0.6% |
| Apr 2026 | 48.2% | 26.8% | 17.6% | 3.5% | 1.3% | 1.1% | 0.86% | 0.7% |
| May 2026 | 46.1% | 31.2% | 16.8% | 2.4% | 1.2% | 0.83% | 0.67% | 0.67% |
| Jun 2026 | 55.3% | 25.2% | 13.6% | 2.4% | 1.2% | 0.99% | 0.66% | 0.66% |
| Jul 2026 | 50.6% | 28.1% | 15.2% | 2.5% | 1.1% | 1.1% | 0.74% | 0.61% |
| Aug 2026 | 50.7% | 28.1% | 15.2% | 2.3% | 1.1% | 1.1% | 0.91% | 0.61% |
| Sep 2026 | 50.1% | 27.8% | 15.1% | 3.2% | 1.1% | 1.1% | 0.9% | 0.73% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 50.1% | 301K | 0% | -0.6 points | |
| 2, held 2nd | 27.8% | 167K | +0.3% | -0.2 points | |
| 3, held 3rd | 15.1% | 90.5K | 0% | -0.2 points | |
| 4, held 4th | 3.2% | 19.2K | +42.2% | +0.9 points | |
| 5, held 5th | 1.1% | 6.6K | 0% | 0 points | |
| 6, held 6th | 1.1% | 6.6K | 0% | 0 points | |
| 7, held 7th | 0.9% | 5.4K | 0% | 0 points | |
| 8, held 8th | 0.73% | 4.4K | +22.2% | +0.1 points |
1.
Aviva50.1%
Held 1st. 301K estimated branded searches, 0% vs prior month. Share -0.6 points.
27.8%
Held 2nd. 167K estimated branded searches, +0.3% vs prior month. Share -0.2 points.
15.1%
Held 3rd. 90.5K estimated branded searches, 0% vs prior month. Share -0.2 points.
4.
Zurich3.2%
Held 4th. 19.2K estimated branded searches, +42.2% vs prior month. Share +0.9 points.
5.
SunLife1.1%
Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
6.
Vitality1.1%
Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share 0 points.
0.9%
Held 7th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.
8.
LV=0.73%
Held 8th. 4.4K estimated branded searches, +22.2% vs prior month. Share +0.1 points.
Compare popularity between SunLife and its closest rivals
Every comparison with SunLife
7 comparisons
How has branded search demand for SunLife changed in the United Kingdom over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for SunLife in the United Kingdom fell from 8.1K to 6.6K.
- Across the 12 months ending September 2026, SunLife’s share of searches among life insurance brands in the United Kingdom held steady at 1.1%.
How did search popularity change for United Kingdom life insurance brands in September 2026?
6 changes
In September 2026, Zurich gained share of searches among life insurance brands in the United Kingdom, from 2.3% to 3.2%.
In September 2026, Aviva lost share of searches among life insurance brands in the United Kingdom, from 50.7% to 50.1%.
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.
Estimated monthly branded searches for SunLife in the United Kingdom fell 18.5% over 12 measured months, from 8.1K to 6.6K in September 2026.
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.
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 SunLife’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using SunLife’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.
- sunlife
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Is SunLife your brand?
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